DJ By Design is a one-stop shop for wedding essentials such as entertainment, designer lighting, photobooth rentals and video services. Carl Naples sat down with Eventective to discuss his experience with online advertising.

The Challenge

Five years ago Carl started using local advertising to promote DJ By Design to brides planning weddings in the Syracuse, New York area. He was hesitant about online advertising because he did not want to commoditize his service-based business. Carl also had concerns about the cost and quickly reaching his budget before he had received much of a return on investment.

The Solution

In 2010, Carl stopped all local advertising and strictly used online advertising to promote DJ By Design to brides. He was not anticipating such a dramatic increase in event revenue and the ads outperformed his expectations. Carl was shocked to book 40% of the leads received from online advertising outlets and double his wedding business.

The Result

Encouraged by these results, Carl budgeted more towards online advertising and upgraded his Eventective listing to the Premium Annual Subscription to give him maximum exposure in the Syracuse area. He was thrilled to have booked a significantly elaborate wedding from an Eventective user who found his listing when she was searching online for services for her son’s wedding.

“This single booking more than justified Eventective as an advertising medium for my business. Eventective’s cost effective advertising rates make it a worthwhile endeavor to include in our budget year to year.”
– Carl


Carl’s Advice

Know where your online traffic and business is coming from. Carl understands the percentage of business booked from each of his online ads so he can calculate his return on investment to determine what ads are working and where he can improve. It is also important to remember that paying for online advertising also helps SEO efforts for your brand.

Promote pricing online. Carl likes that Eventective allows him to include his packages with pricing information on his listing. He sees no downside to being upfront with the cost for his services. It helps him better target the Eventective users that contact him because they know right away the price ranges for the variety of services he offers. Plus potential customers get a better feel for the type of services DJ By Design offers and how they can save by purchasing packages that bundle multiple services.


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