Doing
Your First Record Tip #13 |
| Week of 7/12/99 to 7/18/99 |
| INITIAL
PROMOTIONAL SCHEDULE |
| BY TOM GELARDI |
| In the initial 6 weeks of the promotion, you are setting up a secondary
test for the release. The object is to get it played and requested on a prominent radio
station, with established request and established sales in that area. The
"schedule" is as follows: |
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| WEEK 0 |
Before the campaign begins, you need to target the areas and target
the "push cut" for radio airplay. A Record Release Party is scheduled,
optimally the 3rd week of the promotion. CD singles on the "push cut" are made
for radio. You try to get gigs lined up in the targeted secondary area. |
| WEEK 1 |
The first week involves distributing the full product to retail
outlets. All stores should have initial sales copies before radio is introduced to
the product. Additionally , the group needs to mail out notices of when and where the
release party is and press releases to the media. |
| WEEK 2 |
The second week involves presentation of the CD single to radio in
the major market as well as the targeted secondary market. You let the station know
that you will be happy to do a "presented by radio station..." gig when the test
bears fruit. The group should confirm attendance for the release party. |
| WEEK 3 |
You hold the release party and do another mailing to fans, thanking
party attendance, and telling them about stations that have committed to play and where
fans can buy the product. |
| WEEK 4-6 |
As much as possible, you arrange appearances (like on radio talk
shows) about the release and the group. You continue to gig and let as many people
know as possible that you have a record and airplay. You promote and sell your
product at the gigs. |
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| Hopefully you will achieve the stated objective of airplay,
requests and sales with the above plan properly executed. At the end of this period
you have a good barometer of how the release may do in the test area. |
| Next week we will begin to break down and detail the actions
needed, week by week. |
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