Was in the Music Business Radio studios yesterday to record a new episode and found this postcard in my mailbox...
In the past I've written about something I call the "Time-Released Press Kit." It's esentially a combination of a standard press kit and sales letter, sent piece-by-piece, over a period of time and via various methods (email, fax, postal mail, courier), with the purpose of creating excitement and desire for a product (usually a CD and press kit), before that product arrives.
The above postcard, sent by Grit PR, is something similar in purpose. Its job is to "prime the pump." In other words, get me to be more receptive to what they send in the future.
Why it works...
- It's a postcard. We get hundreds of "packages" each month, most of them in manilla envelopes, so it automatically stands out.
- I don't need to open it to get the message.
- The logo, which is on the other side, will be more likely to get my attention in the future, since I'll have seen it before.
It's not uncommon for acts to followup on packages they send, but how many send something beforehand? Almost none.
This is a simple, inexpensive trick you can do to make what you're already doing (sending out packages, making phone calls, emailing music, etc) much more effective.