| In the initial 6 weeks of the promotion, you are setting up a secondary
test for the release. The most critical part of this actually happens before the
promotional plan begins - we call it the "Week 0" promotion: |
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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. |
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| As an example, I'm including a transcript of one of our
"Week 0" promo meetings with the Michigan Rock Group, Giftvs. The meeting
was between myself, Jeremy (leader of the group) and Bob (manager of the group). You can
read the transcript here. |
| The transcript points out that the airplay promotions are not
in a vacuum. It take careful coordination of marketing to store, live appearances
and promotion to radio to be successful. |
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