Discosource Internet Marketing

Case Study: DiscoSource Professional DJs

A new way to expand market share

Discosource Professional DJs is a professional DJ-for-hire company based in greater Melbourne. Struggling to grow its business beyond four DJ sets, Discosource decided to move away from conventional marketing methods and expensive but ineffective advertising channels. In search of a cheaper, more effective way to promote their services than traditional Yellow Page listings, Discosource approached WebDynamic™ to explore the role that the Internet could play in expanding their market share.

By carrying out a comprehensive needs analysis, WebDynamic™ found that while search engines, particularly Google, were recording high volumes of searches for DJ-related services, Discosource was only capturing a minimal amount of this highly targeted traffic. What’s more, the small number of visitors that did make it to the Discosource site were not being encouraged to enquire about their services. In addition, WebDynamic™ identified significant opportunities to generate repeat business through a mailing list of past customers who might consider using their services again for subsequent events - an 18th birthday could lead to a 21st celebration, and a Christmas party to an annual corporate event. The opportunities were simply too good to miss!

“For a long time we had felt as though we were wasting precious opportunities to capitalise on the resources we already had in place, but until WebDynamic™ helped us implement the new web-based strategies, to do so would have been a huge overhead, and simply not viable.” – Paul Haritos, Director

A diversified online marketing campaign

WebDynamic™ proposed a brand new website targeting a variety of distinct markets, including private functions (birthdays, anniversaries, weddings) and corporate functions (Christmas parties, dinner parties, commercial venues). Each market would be individually targeted through a Google optimisation and pay-per-click advertising campaign to attract high volumes of traffic and generate new levels of enquiries. A mailing list system would be installed that developed and managed multiple mailing lists defined by key client characteristics. For example, all past wedding customers could receive an email about Discosource services in time for their upcoming anniversary, as could all past 18th birthday party customers in time for their 21st birthday celebration.

The result was a site which not only attracted higher volumes of visitors through natural and pay-per-click search engine listings, but which also significantly boosted conversion rates. Visits turned into enquiries, which then transformed into sales, thanks to well-placed calls-to-action and prominent contact information. Useful visitor information was captured and recorded through the mailing list system, which supplied a steadily growing database of sales leads to supplement Discosource’s existing customer base. Outgoing messages were personalised using pertinent client details such as name, age, important dates (birthday, wedding anniversary) and musical tastes, as indicated by the client during online registration or at past events.

“The ability to carefully target our email marketing has been absolutely invaluable. By allowing us to automatically personalise messages as they get sent out we have been able to increase the response rate by over 400% with no additional time overhead. This is exactly the result we were looking for.” – Paul Haritos, Director

A strategy that accelerates sales and drives business growth

A year on, the performance of the website has been so good that the company has not only established itself as the market leader in DJ hire services, it has doubled the size of its operations and freed itself from all other expensive forms of marketing, including priority yellow pages listings and print advertising. What’s more, as the pay-per-click search engine marketing spending can be adjusted from month to month, the company now has greater control over sales numbers in quieter periods, significantly boosting productivity. Instead of sitting idle waiting for sales to pick up, Discosource makes full use of staff and resources 365 days a year.

In the next year, with the help of enhancements to their website and continued refinement of their search engine strategy, Discosource expects to at least double in size yet again, taking on more staff and even more clients. The continued growth of their mailing lists, which have now reached a critical mass in terms of member numbers, gives them even greater confidence for the future. The lists have generated a substantial number of referrals, and if the trend continues as the company grows, email marketing looks to form a substantial part of future sales, at practically no cost. For Discosource, an Internet strategy is now truly driving their business, putting them in control of market share and setting their sales on a steep uptrend trend.