Chordant’s New Promotion Is Simply Incredible!

Simply Incredible, the newest title in the Simply CD series from Chordant Distribution, will be a free premium only for the first time, announced David Crace, vice president of
marketing. The Simply Incredible CD and promotion ships on May 8; solicitation to retailers began last month.
The Incredible Hulk was promoting the Simply Incredible project at GMA Week and stopped for a photo op with Rebecca St. James.
The reason for the change in the successful sampler program is to help increase total retailer sales. In the
past, Chordant has offered its sampler CD of new and developing artists for free with purchase or as a stand alone
CD at a low retail price. Chordant hopes that by making it free with purchase only, the new Simply premium will
provide a stronger incentive for consumers to buy the full list titles that are part of the promotion.
“Sampler promotions like Simply will continue to play a key role in building exposure for new artists and
projects. However, we do not want these samplers to replace the sale of regularly priced CDs,” said Crace.
“Given aggressive sampling by all three major systems and the quality of the samplers, we feel that samplers are
beginning to cannibalize sales. By taking away the ‘for sale’ aspect of Simply, we believe that we will continue to
generate quality trial for our new projects while minimizing cannibalization. Simply will continue to be a great tool
for driving purchase of our best selling titles and driving consumers back into retail to purchase sampled titles.”
The Simply Incredible CD contains music from artists including Switchfoot, Superchic[k], Relient K, Sanctus Real,
Jeremy Camp and more. In all, 13 artists are featured on the sampler. The CD is offered free with the purchase of
a featured title in the promotion. The featured full-length titles include the top selling artists Audio Adrenaline,
Steven Curtis Chapman, Nichole Nordeman, Stacie Orrico, Switchfoot and others.
To support the promotion, marketing for Simply Incredible will be broad, including advertising, merchandising,
internet, church marketing and festival promotions. Some of the program highlights are advertising in major
account spring and summer consumer catalog and flyers, an email blast sent to Chordant/EMI CMG consumer
database, Jumbotron video ads and program ads at major summer festivals and a deluxe merchandising kit. The
comprehensive merchandising kit includes an end cap header, large artist image banner boards, shelf strips/bin
cards, telescan header with CD demo and product stickers.
Simply was introduced in 1997 and has sold more than 1.3 million units.
Billboard Magazine’s annual Top Christian Music Distributor since 1995 and the 2002 CBA Supplier of the Year,
Chordant Distribution Group was founded in 1994 to serve as the main distribution outlet for EMI CMG’s
wholly-owned and distributed labels to the US Christian and general retail marketplace, and the international
Christian marketplace. In addition to distribution agreements with various labels, Chordant distributes EMI CMG
labels (Sparrow, ForeFront, EMI Gospel and Worship Together). Awards given to Chordant include CBA
Supplier of the Year in 1998 and 1999, CBA Customer Service & Distribution Award 1998-2002 and CBA Impact
Award 1998 & 1999. Chordant Distribution is a division of EMI CMG, which is a unit of EMI Music, the third
largest recorded music company in the world.


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