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
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
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