Contacting Retail Stores
We interviewed some top retail outlets (both major and independent) for their advice to musicians on how to best work with retail stores. Please take this advice, for your sake and theirs.
What is a GOOD time to contact a store?
- You have BIG shows in that store's area. Over 100 people in the audience if you are headlining. Over 250 people if you are the opening act.
- Commercial radio (NOT college radio) airplay in that area.
- Press (article, review) in the local daily or weekly paper.
- Press in a big national (glossy paper) magazine that the retailer sells.
What is a BAD time to contact a store?
- Friends/family think it would be cool to see your record in the bins.
- There is no demand yet, but you think that if it was in the bins, strangers might buy it.
- You're trying to impress a local agent or club by proving your CD is in stores.
- Any time that is not listed in the “GOOD time” list, above.
How to get a store to order your CD
- Explain in succinct points why they should stock it and why it will sell. (And use this card to tell them how to order it.)
- Speak only in facts, not opinions. (“It's a great CD!” is an opinion, not a fact.)
- Mail them a one-sheet, a free promo copy of your CD, and another sheet listing your press quotes and live shows in their market, including audience size, if possible.
What is a “one-sheet”?
- One sheet of paper that includes all the information a record store will need to purchase your CD.
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Good examples of one-sheets are on distributors' websites. For example, browse around redeyeusa.com and click all the
.
- If you are making a one-sheet, the you should use Super D contact information from the Distribution Center in Irvine listed at the bottom of this page. Name Mark Grindle, National Sales Manager, as the contact person. Please do not contact him yourself. Mark is the contact person for retail stores, only.
Be Considerate
- If the store says they are not interested yet, do not try to change their mind. Instead, keep improving your exposure in their area, and build demand for your CD. Only contact them when you have more proof of demand than before.
- Use tools like Yahoo and Google to do your research first, instead of asking the stores questions you could have answered yourself.
- Do not contact stores until you have demand (people waiting to buy it) right now, this week, next week. If CDs are not sold within two weeks, it will work against you.