September 1, 2014

How the Science of Marketing Bolsters Your Bottom Line

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Keith “K.C.” KoKoruz, owner of Keith Christopher Entertainment in Schaumburg, Ill., will be presenting “The Science of Marketing” at the DJ Expo, scheduled for Aug. 11-14 at the Trump Taj Mahal in Atlantic City, N.J. We asked KoKoruz what went into the creation of the seminar, and he gave us some insights that the program will provide for attendees.

DJ Times: What is “The Science of Marketing” and how can it help a DJ business?
KC Kokoruz: Marketing experts have spent millions of dollars and years of research investigating how our brain processes information. For example, 45-percent of the world thinks with the left side of their brain; 45-percent of the world thinks with the right side of their brain. One side values facts, figures, etc. One side values emotions, artistic creativity, etc. If your DJ company’s marketing and advertising comes from only a point of facts, price, insurance, etc., you won’t be as likely to attract the brides looking for the DJ who is creative, colorful, and delivers emotion in their MC skills. Once you understand how the brain processes information you can adjust your marketing to cater to both.

What experiences did your company go through that prompted you to put together the program?
When I started my first DJ company, I learned how to make the phone ring by trial-and-error. I found myself as passionate about creating a brand and an image as I was about filling a dancefloor and MCing in such a style that made guests scream and shout. When I started my second company, I used all of my experience as well as what I have learned by reading an endless number of books, blogs, newsletters, etc. over the years. My passion for marketing has exceeded my passion for entertaining. Our marketing materials are designed to entice a consumer just enough to form an opinion about our company and then call our office or visit our website for more information.
What principles have you applied to your company that have yielded results?

The biggest principle I have applied is more of a business principle, but it applies to marketing and that is the use of statistics. I measure everything. One example is that I measure the traffic on my websites using Google Analytics. It measures how many views my site gets, where the viewers are coming from, what pages were the most popular, what zip codes the viewers are located in, what operating system is being used which tells me if they are using a smart phone, tablet, or computer.

Can you share some of the statistics that you’ll be presenting that make the science of marketing a compelling case?
Here is one statistic that goes for all of the DJ Expo attendees: Less than 5-percent of American adults will willingly take continued education for their personal or professional growth. This means to me that the DJs who choose to invest their time and money into coming to the DJ Expo places them in the top 5-percent of the DJ industry.
• Customer testimonials have the highest effectiveness rating for all types of content marketing, with a rating of 89-percent.
• 82-percent of small business owners have said their main source of new business is referrals. This is simply untrue.
47-percent of people say they open an e-mail because of the subject line.

Why do I like one TV commercial over another?
You tend to like certain commercials based on which side of the brain that you use. If you tend to enjoy the connection of a love story highlighted in a Hallmark commercial, you think with the right side of your brain. If your eyes and ears perk up to the warranty and monthly low payment of a specific car that is being advertised, you think with the left side of your brain. Miller Lite accomplished the ability to cater to both sides years ago with their “Tastes Great Less Filling” commercials. The right-brained people enjoyed the taste and enjoyed the commercial’s comic rivalry, while the left brained enjoyed the fact that they were consuming fewer calories.

Can the science of marketing be applied to Internet marketing, too?
The science of marketing certainly can be applied to Internet Marketing. Let’s use color, for example. The color red is a warm and positive, associated with our most physical needs and our will to survive. Red is energizing. It excites the emotions and motivates us to take action.
That being said, if your product or service warrants these types of emotions, you would want your website to reflect this color to excite the buyer into purchasing from you or at a minimum requesting more pricing information. CNN, Coca-Cola, Red Bull, Virgin and Disney are all brands that use the color red. What theme park is more exciting to a little child than Disney? Red Bull is an energy drink.

Can the science of marketing be applied to social media?
Yes. The mistake that most businesses make regarding social media is that they simply talk about themselves. The special offers that they have, the awards they have won, etc. Social Media is conversational. It is about educating and entertaining your followers. If you are a wedding DJ, not everything needs to be about your DJ company or even DJing. It should keep people’s interests by talking about wedding related topics, ideas, inspiration, etc.
69-percent of consumers are more likely to use a local business if it has information available on a social media site.

Does one’s “gut feeling” still account for anything?
It still counts for a lot of things, but to ignore the amount of data readily available today is simply foolish. I think a gut feeling is still in place when someone is trying to sell you something or when you are meeting with a client and you need to determine if they are as good of a fit for you as a customer as you are for them as a vendor. If you follow the statistics, however, of the last bridal show that your company participated in, you know whether there were enough brides in attendance to make the amount of money you would like to make on your investment. Your gut may tell you the place was packed, you saw advertising in a lot of places, but the statistics ultimately tell you if your gut was right or wrong.
What are two key insights an attendee of the “Science of Marketing” seminar will leave with?

My seminar will not tell anyone what to do. It won’t even tell you what you are doing right or wrong. It will show you marketing examples from large companies that sell billions of dollars to women specifically. It will explain the use of color, the way the brain works, the history of marketing, the difference between a marketing plan and a marketing calendar, and will give attendees a lot to think about with regard to what they are doing right and what they could improve on. Bring a pad of paper because you will want to take a lot of notes.

DJ Expo is set for Aug. 11-14 at the Trump Taj Mahal in Atlantic City, N.J., and will present seminars, exhibits and evening entertainment.

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