Product Launch

Whether you are preparing for a product launch or maintaining a cash cow brand, a clear and concise marketing plan is essential. Writing and following a well thought-out plan can develop and maintain a brand for a lifetime of purchasing.

Here at Media Relations Agency, we have constructed what we believe is a superior marketing plan based on the 6-step process outlined in our bestselling, award-winning book, “The CEO’s Guide to Marketing.” We call it the SAM Plan System. SAM stands for Strategically Aimed Marketing®.

Every industry has its own special language. The SAM Plan System incorporates 31 key marketing concepts. These concepts, terms and phrases are the language of marketing and they are an integral part of what makes this plan a success. 

A brand is the definition people hold in their minds of a company and its offerings. A brand is built in two ways: by why you tell people and by what they experience when they purchase the product. Marketing is what you “tell people,” so it’s important that messages are correctly encoded by the sender and correctly decoded by the receiver. The SAM Plan System considers seven elements when encoding messages to ensure a properly branded purchaser.

The SAM Plan System also helps select a combination of promotional mix channels that will deliver the greatest reach and frequency for the lowest possible cost. And the SAM Plan System helps schedule promotions over the coming months, making sure to give attention to appropriate key messages, positioning and other factors that cause the consumer to understand why they should purchase your product rather than the competition’s.

Controlling your creative team is critical to increasing leads and sales, and building a stronger brand. Undirected creativity is to marketing what striking random piano keys is to music. Creative talent loves The SAM Plan System because it gives them clear direction through two documents: A control template and a style guide. 

There’s a saying in business: What you can measure, you can improve. The last step in the SAM Plan is systematic meetings that continually examine each facet of the plan and the results it is delivering. 

Over the last 30 years we have had behind-the-scenes access to over 1,000 clients. Our expert staff will make it fun as they guide you through our SAM Plan System.

The return on investment of your marketing budget can vary widely depending on how you spend your money. The SAM Plan System fully documents all of your actions which assures that every single promotion is exactly on point every single time. 

Whether you want to improve on your existing marketing plan or prepare for a new product launch, this is the marketing plan you need. It provides proven, experienced, expert marketing guidance. You should contact us now while it’s fresh on your mind. 

Heather Champine is the perfect person to talk to. She is a partner in our agency and heads up production. You can reach Heather at 952-697-5269 or by completing this form

Written by Lonny Kocina

Lonny is a visionary who is passionate about marketing. He believes that to be a truly great agency, our professional advice and deliverables must be based on a solid marketing foundation. He has made it his mission to ensure that everyone on our team knows and understands the basic marketing concepts and the SAM 6 process. Lonny pioneered the concept of our nationally trademarked Pay Per Interview Publicity® business model which enables clients to purchase publicity by the story. “It’s a familiar concept. If you pay for a pizza, you get a pizza; if pay for a car, you get a car; and with us, if you pay for media coverage, you get media coverage,” he explains. “Clients come to us because they are tired of paying hourly retainers and getting little tangible return.” When the Internet was in its infancy, Lonny also had the business foresight to quickly reserve portal web addresses such as publicity, media relations and checkerboard, and advised clients to do the same. Nearly 30 years since launching this agency, Lonny’s still finds great joy thinking about, talking about and writing about product promotion. He thrives on expanding our ability to help clients tell their stories to the masses.

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