How to Plan a Radio Promotion
Your band has just completed its latest CD project and now you’re ready to let the world hear it. Unfortunately, unless you are signed to a major label, you are own your own. Fortunately, with access to the Internet and a little hard work, you can put together your own radio promotion. This article will offer some tips and strategies to help you organize, plan and execute a radio promotion that will gain some exposure for your new CD.
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Instructions
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1
Assemble your promotional package. Your first step will be to pull together the items that will be included in your promotional package. A basic promo package should include a copy of your band biography, at least one color photograph (but no more than three), current tour information, information about the CD and one to three copies of the CD. The number of CDs to be included will vary, depending on the requirements of specific radio stations. If you have reviews of the CD, you can include these as well.
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Prepare your package for mailing. Once you have completed Step 1, take the items that you assembled and place them in a pocket folder or some other type of folder that will keep the contents together. This will ensure that everything stays together once the package is opened. Using a bubble pack mailing envelope, insert the folders into the envelope but do not close them.
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3
Identify the radio stations that you want to target with this promotion. Since most major market radio stations (for example, any station owned by Clear Channel or Cox Radio) won't give an independent release the time of day, your band should focus on independently owned stations as well as the college and community owned stations. These types of stations typically allow the disc jockeys to program their own shows or they have an on site program manager that might be more open to a new release. Use the Internet or information from your local library or bookstore to help you identify the stations that you will include in your mailing.
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4
Compile a database of the selected radio stations. Using a computer spreadsheet program or word processor, create a database of stations where you plan to send packages. In this database include the station name, mailing address, program manager or station manager name, telephone number, website address and submission details. This database will serve both as a mailing list and a follow up record for your promotion.
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Label and mail your packages. Using the database that you compiled in Step 4, label your mailing envelopes, adjust the number of CDs according to the individual station requirements, and seal them for mailing. Be sure that you include the name of the contact person at the radio station and a return address on your package. At this point, you're ready to take them to the post office for mailing.
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Follow up on your packages. Don't think that because you've sent out a radio promotional package that your CD will suddenly appear on the air. Radio stations can receive dozens of submissions every day and often have limited staff to process them. If you want your package to get the attention of someone at the station, you'll have to do a little personal promoting. Begin by making a simple follow up phone call to verify the receipt of your package. Each station has it's own guidelines for follow up, sometime asking that you wait as much as a month before calling. Be sure to follow these guidelines so that you don't make any enemies. When you make contact at each station, ask if they can confirm the receipt of your package. They might be able to confirm this during your phone call or you might be asked to call back in a few days to give them time to find it. Don't be discouraged; this happens to nearly every package that they receive.
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Continue to follow up and check for possible airplay. Unless your CD makes an impression with someone at the station, you will probably need to make several calls to get their attention. Always be polite and never pushy, as this is a great way to get your package thrown into the trash. If possible, try to make friends with someone at the station, as this might help move your submission to the top of the pile. Unless the station tells you directly that they've played your CD, or you hear it yourself, there are few ways to confirm the broadcast of your songs. Some stations post play lists or the Top 10 requested songs on their websites, which may be helpful. You will want to continue this follow up until you feel that you've played out your possibilities with each station.
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Tips & Warnings
Follow the station guidelines for submissions and follow up closely.
Make sure that each piece of your submission has clear contact information on it.
If your CD is shrink-wrapped, remove the plastic before sending it to the stations. They hate shrink-wrap.
If you're sending a CD that you burned at home, verify that it plays before you send it out.
Be sure that the stations that you plan to include play the genre of music that matches your CD.
Never send packages by certified mail or with a signature required. It will most likely be refused or returned.
Don't send overly large or bulky packages.
Don't include live performance reviews or show announcements in your package. Only press that pertains directly to the new CD.
Don't label your package "Requested Material." This is a sure sign of a rookie and never works.
