In the early days of my career in record promotion, I sought advice from an experienced disc jockey to gain insights into my new profession from a DJ's perspective. I was about to promote an independent band and was aware of the intense competition that lay ahead. This led me to ask a question that would shape my approach to marketing artists, products, or services in the future. I asked about the value of a pre-promotion campaign for recording artists, involving the distribution of advance tape or CD samples of upcoming songs to persuade radio personnel to add the recordings when they were officially released. The answer I received was enlightening and set the stage for my future marketing strategies.
The DJ informed me that pre-promotion could increase an artist's chances of being added to a radio station's playlist by up to 80%. This was a revelation to me, and I was surprised to learn that this strategy was already widely used by major record labels. The idea of pre-promotion, taking the time to generate interest and anticipation before the official release of a product or service, was a game-changer.
Typically, businesses seeking media coverage for their products or services create a press release or press kit. They then distribute these materials to as many press publications as possible, hoping for the best. Some businesses also approach radio and television contacts if they're feeling particularly bold. While there's nothing wrong with this approach, it's like putting the cart before the horse without checking the reins. In other words, it lacks the crucial step of pre-promotion.
By incorporating a pre-promotion campaign into your marketing strategy, you can significantly increase your chances of success. This involves making initial contact with media representatives and giving them a taste of what's to come, combined with an appropriate amount of "lead time". This can lead to dramatically better results when the main promotion is launched.
"Lead time" is a term used in the media industry to refer to the time required before a story is published or aired. In the music business, for example, a recording is often released in advance of its official "release date" or "street release date". This pre-promotion period typically lasts anywhere from 3-6 months, and this timeframe can be adapted to suit your specific business, product, or service.
In the music industry, pre-promotion is often referred to as "creating a buzz". This involves generating excitement and anticipation for a product or service before it's officially launched. It's like priming a wall before painting, warming up before a workout, or dating before a courtship. In essence, you're pre-selling your product or service, providing tantalizing information in advance to pique the interest of your target audience.
By applying this strategy online, you can achieve even greater and faster results. So give it a try – it works! ^1^
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