What is the proper way to address a business when you want them to give out your free promotional products?

I would like my campus bookstore to give out my website's free promotional products to students when the students make a purchase. I am writing a letter to the manager, but I'm not sure how to address him. I am stuck on the first lines of the letter. Any pointers? Help? Tips?

First, you can call the bookstore and ask for the manager's name. Then you can address your letter to "Dear Mr. Lastname"

I would then state why your flyer would benefit his customers. For example...

Since your bookstore is the premier shopping location for students on our campus and I am offering product x that also benefits our student population, I feel we may be able to benefit one another with a partnership. I would like to provide free (product) to your customers; would you be willing to insert (product, or flyer with a promotion code or whatever) in your bags with each purchase?

Follow up with any other benefits...

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