MKT500: Assignment #2
DéAndre Liggans
Strayer University
Dr. John Karaffa
July 25, 2011

As a mobile Disc Jockey I travel with a portable sound system, playing recorded music at a variety of different events and I offer several different products and services. BIG LIGG ENTERTAINMENT Mobile DJ Service offers the following services: Live Disc Jockey Entertainment Services at Weddings, Community events, House Parties, Cookouts, Formal/Informal Dances and just added Sound system rentals to other Disc Jockeys.
BIG LIGG ENTERTAINMENT Mobile DJ Service also offers Compact Discs (CD’s) for events consisting of the music chosen by its customers. For Wedding receptions BIG LIGG ENTERTAINMENT Mobile DJ Service offers compact discs with a picture of the Bride and Groom, date of the event and a special salutation to the guest and wedding party, also consisting of music chosen by the Bride and Groom.
I have recently reached out to other Disc Jockey’s who service similar gigs as myself offering to add their services with mine when marketing my services in order to broaden the target market. In doing this, we share ideas, and we pass on leads to one another. One of the Disc Jockeys specializes in Karaoke Entertainment and in promoting and booking services such as his and charging a small finder’s fee for me, BIG LIGG ENTERTAINMENT Mobile DJ Service is constantly producing a profit as with renting my sound system equipment to other Disc Jockeys. Finally, and this is probably one of the most important points - to be a very successful mobile/special event DJ I need to use my personality to entertain and encourage the audience to participate in what I’m offering. The best mobile Disc Jockeys (DJs) are in fact "Party Hosts" with great personalities and stage presence that are confident in entertaining the audience and encouraging everybody to join in on the fun! If you rely on just music, then anyone else could potentially come along and offer the same deal to customers at a cheaper price. If you have that "something extra" then you'll be a big hit, and hopefully be recommended to friends, eventually creating a "pyramid" of recommendations, ensuring your business is a long term success.
I have merged my love for music and my passion to entertain to market my business and target prospective consumers. I use the name of my company and my motto as a branding strategy or marketing effort to clarify my mission in order to enhance my services to potential customers. BIG LIGG ENTERTAINMENT is the name of my company, its meaning along with its boldness, is meant to catch potential the customer’s eye. BIG, significant; important; powerful! LIGG, the first four letters of my last name, almost sounds like league (i.e. which means a level of skill or performance)! ENTERTAINMENT, enjoyment; performance; art of keeping people entertained! My motto is “Bringing the Smooth Grooves and the Hits at affordable Prices for your listening pleasure”! Not only does my motto tell the potential customer what, it also peaks their interests when I say “at affordable Prices for your listening pleasure”! In today’s economy everyone wants to save money…and when I say “for your listening Pleasure” lets the customer know that I can give them what they want, via a personalized list of the customer’s favorite songs or simply play from today’s top 40 consisting of Hip-Hop, and R&B.
Behringer and Mackie are the two name brands of equipment that I use, which separate’s me and the sound that I bring to the party from your average Mobile Disc Jockey doing the type of venues that I do. The name brand that I use is used in most of the local clubs in the surrounding area, just a smaller version. The Behringer’s are the speakers that I use to enhance the vocals within the music, the high-power 550-Watt 2-way PA sound reinforcement speaker system is great for live and playback applications. Behringer’s ultra-compact and light weight system delivers excellent sound even at extreme sound pressure levels. Its revolutionary Class-D amplifier technology has enormous power, incredible sonic performance and it is super-light weight. It has an internal switch-mode power supply for noise-free audio, superior transient response and very low power consumption. It has an integrated sound processor for ultimate system control and speaker protection. This extremely powerful 15'' long-excursion driver provides incredibly deep bass and acoustic power with its state-of-the-art 1.35'' aluminum-diaphragm compression driver. Some of the other features of the Behringer Eurolive B215D are its ultra-wide dispersion; large-format exponential horn; ultra-low noise microphone line input with volume control and clip LED and a dedicated 2-band EQ for perfect sound adjustment. It also has additional line outputs which allow linking of additional speaker systems. Its versatile trapezoidal enclosure design allows different positioning with stand mounting from a 35-mm pole socket, it tilts on its side for use as a floor monitor and handles shaped for easy carrying and setup (www.behringer.com/EN/Products/B215D.aspx).
Mackie is the brand of Subwoofer that I use to bring the bass or to boom, shake, shake, shake the room. The Mackie SRM1801 18" Powered Subwoofer delivers powerful, chest-thumping lows. The Mackie SRM1801 has a ported bass reflex design that produces a tight low end and with its lightweight, ultra-efficient Class-D Fast Recovery power amplifier it delivers 1000 watts of peak power with less risk of thermal overload. This makes the sub extremely lightweight and portable, without compromising the power and performance that you need. Some of the Mackie SRM1801 18” features include its Dual XLR inputs for mono or stereo applications; Stereo high-pass and full range outputs; User-adjustable level and polarity controls; Individual power, signal, OL, and thermal protect indicators; Pole receptacle for mounting full-range loudspeakers; Solid plywood enclosure with high-durability, textured black paint and just like with the Behringer B215D the Mackie SRM1801 18” Subwoofer has handles shaped for easy carrying and setup. With these two name brands in my line up I stand to be in business for a long time (www.mackie.com/Products/srm1801/pdf/SRM1801_OM.pdf).
Lastly, I use the iDJ2 Performance DJ System for iPod’s to mix and scratch the smooth grooves and the hits for your listening pleasure. The iDJ2 is the first mixing station that enables me to play two tracks simultaneously from the same iPod. The iDJ2 is a powerful DJ performance device with a dual-deck layout, a professional DJ mixer; the iDJ2 is Numark’s exclusive Crate music-management system on a color LCD and a dock for iPod. I can scratch and locate specific points within the track using iDJ2’s large wheels. Create and integrate seamless loops in seconds. The iDJ2 has Fader Start, which enables iDJ2 to automatically start playback when I move the crossfader. Numark’s advanced Keylock feature enables me to shift the track’s tempo while maintaining pitch and the exclusive Beat keeper technology empowers me to beat-match visually, by simply lining up the lights so I spend less time working in headphones. I can perform with digital music files stored on iPods, USB hard drives and thumb drives thanks to iDJ2’s dock and two USB inputs. I can even play two tracks from the same iPod at the same time. I can work with a wide range of file types including stereo and mono MP3s, and more. I can mix in AAC podcasts and even connect and play from discs in external USB CD and DVD drives. The iDJ2 even supports music on data DVDs and multi-session CDs. You can rip audio-CD tracks to a writable library; edit the text tags on tracks and albums ripped from CD and copy tracks from one drive to another. The possibilities are virtually limitless (www.numark.com/idj2)!
My Organizational strategy is concerned with envisioning a future for my business, creating value in the eyes of my customers, and building and sustaining a strong position in the marketplace. My target market ranges from males and females ages thirteen to fifty which consist of Hip-Hop, R&B and today’s top 40 countdown. My client base is presently a mix of 10% weddings, 35% cookouts, 35% dances, 20% house parties and the balance of these various events where Disc Jockeying (DJ) or related services are used. The mobile Disc Jockey business has traditionally been composed of a person such as me traveling with a portable sound system and playing recorded music at a variety of different events. I feel that with my current market position; using the best equipment and my passion to entertain makes my organizational strategy possible to sustain.

References www.behringer.com/EN/Products/B215D.aspx |
Iacobucci, D. (2011), Marketing Management: 2010 Custom Edition, Mason, OH: South-Western Cengage Learning.

www.mackie.com/Products/srm1801/pdf/SRM1801_OM.pdf
www.numark.com/idj2