Let me start by confessing something: I didn’t study marketing in school. Shh … don’t repeat that so loudly. So, if I didn’t study marketing, how is it I can confidently rattle off the “4 Ps” of marketing; discuss at length what the marketing orientations are; enlighten others as to what a positioning statement is?

No, I am not attending night school. No, I did not do a Wikipedia crash-course. No, I did not purchase the Marketing for Dummies series of books. I learned in class at work.

Lonny Kocina, President and CEO of Kocina Marketing Companies, offers what I think is a unique opportunity to his employees: on the job courses in marketing - a subject in which Lonny has more than 20 years experience. Guess how much he charges per class? Nothing. In fact, we’re paid to learn. The courses are taught twice per week, during regular work hours. Sweet.

The lessons I have learned over the past number of weeks have thus far helped me immeasurably in my job. Even within the walls of our office, the dialogue has changed. We’re using the concepts and words of marketing with each other in the hallways, the breakroom, and most importantly, in our work efforts. Don’t get me wrong, we are comprised of successful, seasoned marketing and PR veterans who know their stuff, but now we’re speaking the same language, which was Lonny’s ultimate goal when designing this class.

So now when someone asks me, “Do you think our company should be more market oriented rather than production oriented, employing an undifferentiated segmentation strategy, using reach & remind messaging, now that we’re in the mature stage of the product lifecycle?” I can respond, with a smile, “Yes, and let me explain to you why … .”

As a third year marketing student at the Carlson School of Management at the University of Minnesota, it is sometimes challenging to understand the content I learn in a real life context. Interning with Kocina Marketing Companies has given me the opportunity to not just understand what I’ve learned, but apply my knowledge to the projects that I have worked on. Through working with Mid-America Events & Expos and Checkerboard Strategic Web Developing (two of Kocina Marketing’s companies), my notions of the importance of communication among co-workers, research of key demographics and strategic decision-making have been confirmed. However, I have become more aware of how significant it is to remain current with the trends in the economy and familiar with the character of specific industries. Clearly, to exceed expectations you need understand the environment of your business. Kocina Marketing Companies has done an exceptional job at understanding the environment of its business, and I think that the team members here are successful because of their communication, research and strategic decision-making.

An example of communication: I have found it rare that someone not be on the phone, for a particularly long time, building a relationship with a client or media contact. The communication that I’ve noticed is both internal and external of Kocina Marketing, which I see as equally important.

Kocina Marketing Companies also has done research in order to make strategic decisions. For example, one of Kocina’s companies, Mid-America Events and Expos, has been able to recognize the needs of the senior citizen community through focus groups and other forms of research, and holds two expos a year targeting the senior demographic to support those needs.

It is inevitable that technology has changed the traditional mass marketing approach. It seems that in today’s world it is becoming more and more important to find a niche in the market then determine the best way to reach that target. That may mean partnering or building a relationship with another company or simply contacting the market through a different medium. With these changing trends in marketing it is increasingly important to become innovative in your marketing approach. I believe that Kocina Marketing Companies has innovated its marketing strategy through the Pay Per Interview Publicity® approach; which is effective and an efficient use of a marketing budget.  These are just a couple thoughts that I’ve developed over my three short months at Kocina Marketing Companies as I hope to take with me on my subsequent endeavors.

Almost all marketers make a glaring mistake that costs them dearly; they control three of the four promotional channels: advertising, personal selling and sales promotions, but they don’t harness the fourth and most powerful — publicity. Nothing will trigger sales more than media coverage and there’s a simple reason for that; people are more likely to listen to and believe news stories than advertisements or a salespeople.

Here’s why marketers ignore publicity. Three of the four promotional channels — advertising, personal selling and sales promotions — are like cars. They are a predictable way to deliver a sales message and they can be controlled. But publicity is different. Publicity has a mind of its own — like a racehorse. Rather than being driven, it needs to be ridden. But once a marketer harnesses this thoroughbred and learns to ride, they open up an avenue for sales that has been overlooked for years.

Twenty years ago, working as a marketer, I got a taste of the media’s selling power. But I was frustrated by the way PR firms sold publicity. So like many entrepreneurs, I got my start by creating a business that resolved my frustration. I started selling publicity by the story rather than by the hour. While it didn’t turn the horse into a car, it did give marketers an important element of control over publicity that they hadn’t had before, and they loved it.

As a start-up, I was ridiculed by the competition for my Pay Per Interview Publicity® approach. I feel vindicated today knowing that we arrange more media coverage before lunch that many of them do in a month.

The irony of my business is that we have a hard time getting publicity for ourselves. The media is rightfully reluctant to do stories that explain why it’s cheaper and more effective to buy news stories through my company than ads through theirs — especially now with the media industry’s profits in decline.

It takes most of our clients a while to get used to using publicity, but when they start to get a feel for its mass selling power, media stories become a prominent if not dominant part of their promotional mix.

Lonny Kocina

President

Kocina Marketing Companies

When I became a publicist, there was a sense of ease and comfort when calling up media contacts to introduce story ideas to them. I think this stems from my work history as a radio DJ,  TV reporter, and a print reporter. I wasn’t rattled or intimitated when making calls to them. Well, that was until I began pitching a national computer magazine.

 I was as energetic as ever, and called a new contact to let him in on this great story opportunity about hearing loss. After introducing myself and saying how hearing loss affects every part of your life, he cut me off and said to me (I’ll never forget), “Do you really think I am going to want to write about this in MY magazine?” Just starting this job and not having any experience with this, I was really taken back.

 I figured, he already has made up his mind, so why not tell him exactly what I think! I continued to say, “Yes, I think you do because…”. I went on to explain why a new groundbreaking hearing aid is important and why he should care about this.

 After about a 25 minute talk, he said to e-mail him more information and to call him back in a day or two. Well, 2 days later, I took a deep breath and dialed his number. Those three rings were the longest rings ever. I remember thinking, why am I even bothering? He’s going to say no, and I’ll probably get another tongue lashing from him. To my surprise, he was excited to speak with me. He went on-and-on about how great this new technology was and how ‘HIS’ readers would want to read about this. A few talks later, I booked an interview with him!! My interview is going to happen this week, and I can’t wait to read the article he writes.

Because this booking took about 5 months, I am enjoying it much more than I would have if it was an “easy sell”. I was able to not take no for an answer, and drive to the heart of the story, and the writer.

Like most of us, all my life I have been told about the tremendous affect of positive thinking.  Who can forget that childhood classic The Little Engine That Could? I think I can, I think I can, I know I can. And before you know it you are at the top of the hill. As publicists we daily convey the yes I can attitude.  “Yes, I can make arrangements for that interview.” “Let me send you a review copy of that book.” “Let me gather that additional background information and testimonials you would like for your story.”  A good publicist is the one who “can” make a booking as easy as possible for our media contacts.  Every time we pick up the phone, it’s an act of positive thinking.  I’m going to get a booking. But as publicists, the “can do” attitude is also an important element to our success.  The other day I overheard one of the newer publicists say, “I can’t believe I have 20/20 and the Today Show on my lists of media to contact.” Again, it’s a matter of positive thinking.  I’m going to get the good doctor booked on Oprah or the Ellen Degeneres Show.  Okay, maybe at first you’re not sure how you are going to do this, but you know you will. Our book club this month discussed the Law of Attraction by Michael J. Losier. One of the points he made struck us as an important principle to follow.  That is to reward yourself for being in the process of getting something accomplished.  Sometimes enjoying the road to success is as satisfying as the final accomplishment.  I will always remember my excitement when a producer from the Ellen Degeneres Show asked for more information and then for some clips to review. They weren’t yet booking but I knew at least I was moving forward.  Also we need to keep the positive in mind when a contact says our pitch doesn’t fit in what they are working on now, but keep in touch.  They mean it.   Our job is also all about contacts and developing those relationships for the future. If you have read this far you will know why all my life I have been told I’m a Pollyanna.  To me that’s a great compliment.  Look for the good and you will find it. P.S. While I believe in the joy of the process, if any producers from Oprah, Ellen Degeneres or Martha Stewart are reading this: Give me a call. I can make those interviews happen!!

Every month we have a Publicist Meeting where we all gather together and discuss ways to continually improve our effectiveness.  At the end of each meeting we coerce…er, that is, encourage…someone new to lead the next meeting.  I was the lucky “volunteer” chosen to lead the April meeting, held yesterday afternoon.           

The biggest decision one must face when planning the monthly Publicist Meeting is what food to provide.  Following tradition, I had solicited my fellow employees as to what snacks I should supply, and they, in turn, followed tradition by giving me no feedback whatsoever.  This didn’t surprise me, of course, but it did fill me with the nasty urge to bring only a couple of bags of pork rinds.  I restrained that urge, however, and brought a fruit tray and some strawberry cream cheese tarts.  The fruit tray because the office is trying to be more health-conscious (we have two new treadmills, which I will try once I figure out what all the lights and buttons do) and the strawberry tarts because they are both tasty and rather fancy.  Let it never be said I’m not a sophisticated host.

I had also planned on having the Account Executives-those employees responsible for securing new business for the company by acquiring new clients-join us for the meeting for some brainstorming.  The idea was for all of us to share some of our areas of interests, and discuss how we can use that knowledge to our clients’ benefit. 

Regrettably, the Account Executives were unable to attend the meeting because of their need to be at the Seniors Spring Expo, an event they had been working on for some time.  Undaunted, we-the publicists-compiled a list of our interests and hobbies, which included everything from weddings to animals, to be shared with the AEs at a later date.  It was heartening to hear many of the publicists list social work, environmental issues, and/or non-profits as projects in which they would like to be involved. Overall, the April Publicist Meeting was a success; we discovered a number of strengths and interests within our combined pool of talent to put to good use for our clients, and everyone enjoyed the fruit tray.  There were even some strawberry tarts left for me to take home.  I will take the time to figure out those treadmills soon, I swear.