I remember years ago, when I first began dabbling in
record promotion, I contacted a veteran disc jockey to
get the inside "goods" on my craft from a DJ's angle. I
expressed to her that I was new in my field, and would
soon be promoting an independent band, but already
realized the tremendous amount of competition that
was in store.
I then asked her a question, which I was not aware at
the time, would generate an answer that would set the
stage for every artist, product, or service that I would
ever market from that point forward. And, while I
believed my question was original, I learned it was
actually already being done by the "big boys" (major
labels), and had been for quite some time.
I asked her what the value of a pre-promotion campaign
was for recording artists, in sending out advance tape
or CD samplers of upcoming songs, in the interest of
persuading radio personnel to add the recordings when
they were officially released and made available?
She answered, "Oh, pre-promotion increases an artists'
chances of getting added to a station's roster by up to
80%!" Trying for a self-imposed backpat, and with one
eyebrow raised a la Mr. Spock, I then asked, "Is this a
unique idea I have?" She chuckled (I hate it when they
do that), then answered, "No! Major labels do that all
the time!"
Wow! 80%! Just from taking a small amount of time
to pre-promote! Let me explain it a little further. What
most businesses do when seeking attention for their
products or services, mainly media coverage, is to
create the traditional news release and/or press kit.
Next, they locate as many press publications as they
can find, then send the press kit off with their blessings.
And, if they're REALLY feeling brave that day, they will
also approach radio and television contacts.
Okay, this is great, normal, and nothing wrong with it.
We have put the proverbial horse before the carriage,
and not the other way around. But! In most cases, we
have not checked the proverbial reins to insure they are
tight and secure, which in this scenario, represents the
pre-promotion campaign. And, in not doing so, we
otherwise might just end up with an uncontrollable
runaway.
Okay, paralleling the above proverb, the point is that,
with a simple execution of a pre-promotion campaign
involving brief introductory contact with media
representatives whom we hope will grant us media
coverage, combined with an appropriate amount of
"lead time," we can experience dramatically greater
results when we actually execute the main promotion.
"Lead time" is a media term that refers to the time
frame required before the publication or airing of a story.
An example of "lead time" in the music business, is the
advance release process of a recording. Most people
have probably heard the phrases, "release date," or
"street release date."
These terms refer to the actual date that a recording is
to be available for sale in record retail stores in order
that fans can purchase them. The pre-promotion time
frame for a recording is, generally, anywhere from 3-6
months. You can use this same time frame, more or
less, for your own unique business, product, or service's
pre-promotion.
Another phrase for pre-promotion in the music industry
is "creating a buzz." Thankfully, this it has absolutely
nothing to do with results experienced from smoking
funny-smelling cigarettes not yet legally available over
the counter. :-)
Pre-promotion can also be described in even more
familiar terms; "primer," "warm-up," "date before the
courtship," and "courtship before marriage." You get
the point.
In other words, you are "pre-selling" and providing your
prospective media representative with advance mouth-
watering information of what is to come in the interest of
piquing his/her interest so that he/she says, "Yeah! I
love it! And my readers/listeners/viewers will love it
too!"
Now, taking this information, execute it online for even
greater and faster results. Just try it...it works!
About the Author
Kenny Love, of Kenny Love Enterprises.
Provider of diversified information, products, and
resources. See the extensive web site at
http://www.kennylove.net.