Scratch Event DJs

We evolved the Scratch Event DJ’s brand by discovering the emotional motivations that matter most to customers and prospects, and what current customers appreciate most about the brand experience. We then applied our findings to a new direction for marketing, so business development efforts amplify the most compelling brand benefits.

The Brand Challenge

Scratch Event DJs is the largest global corporate DJ booking service. They’ve worked with over 1,500 clients to provide talent to more than 125,000 events globally. However, they felt that customer acquisition efforts could be better. In the words of the founder, “If you need a female punk rock DJ in Albuquerque, we have two. But we need to do a better job of attracting new customers and we're nor sure how.”

Limbic Sparks® Insights

We started with insights discovery which included interviews of current corporate customers who regularly work with Scratch. They are people who manage branded events at retail stores, hotels, cruise ships, corporations, and so much more. We learned that the core emotional benefits that matter most to customers were different than the benefits Scratch was using in marketing. Scratch had been focusing its marketing messages on the ROI of hiring a DJ, including statistics that prove how music creates more memorable brand experiences, gets people to stay longer, return more often, and buy more. Their tagline was “Growth Through Music.” However, our customer interviews revealed that those benefits were far less important than assumed. The primary emotional motivation for current customers is on orchestrating all the logistics of an event with no problems. Customer choose Scratch because of the incredible experience they have working with Scratch from booking through the event itself, and because they know that when working with Scratch there is one less thing they have to worry about.

The Brand Evolution

We evolved Scratch Event DJs to emphasize the most emotionally compelling brand benefits. We transformed the brand idea / tagline to be “Curated DJs. Anytime. Anywhere.” to invite people into a brand that gives them high quality DJs anywhere they need to be, combined with a experience that keeps customer coming back for more. We prioritized 3 core brand benefits including: Incredible Client Service, Largest DJ Network, and Amazing Event Experiences. Simultaneously, we evolved the visual identity to better express the vibrancy and energy that DJs make possible.

Brand Strategy • Tagline • Brand Messaging • Visual Identity • Website Content

This brand evolution launched in 2023 and is still how the brand goes to market today. A deeper dive of behind-the-scenes details can be found in BRAND DESIRE, Chapter 8 - “Amplifying the Most Compelling Brand Benefits: Scratch Event DJs Case Study.”

The Evolved Brand