Advertise for the pre order before it is available. Place ads on radio stations that will play the music that the artist has created. Place advertisements online on the artists website. Also, send a mass email to the fans of the artist. This can be accomplished by setting up an online fan club. This way, fans can sign up and you can generate a quick email that will reach all of those who have signed up for the club.
Host a contest. Give away a set of concert tickets for the band or artist to the first, for example, 50 people who purchase the album pre order. This will help to generate excitement as many fans will want the chance to win free tickets to a concert of the band that they love. Advertise for this several weeks in advance so that the word gets out. This way, you have more people vying for the free concert ticket spots, which in turn will generate pre order album sales.
Sell music pre orders at concerts for the band who is trying to sell the pre orders. After people are finished seeing a concert that they enjoy, many travel to the merchandise table to purchase music and clothing that represents the band. By selling pre order music at the table, you are ensuring that many fans who visit the table are at least going to consider the music pre order as they are still excited about the show that they just saw.
Include perks with the pre order music. Offer free t-shirts or posters with the pre order music. Some groups or artists also include additional songs or bonus tracks on pre order albums. These extra incentives often motivate and excite fans into buying the music early. Also, pre order music with perk make great gifts for holidays or birthdays so many friends and family members of a fan might be inclined to purchase the pre order package as a thoughtful gift.