What business advice would you give new entrepreneurs?

What do you wish you knew when you were first starting out? After more than 30 years of owning a successful marketing agency, CEO and industry pioneer Lonny Kocina still enjoys mentoring young professionals. When asked by YoungUpstarts.com to share his best business advice, he wrote, “If you are looking for a big marketing idea that will blow the doors off your sales, you’re probably looking in all the wrong places.”

Lonny then explained a more strategic way to market any business. “Most companies brainstorm a few ‘big ideas’ for the upcoming year, and then write a marketing plan to support them.” He advises a completely different approach outlined in his book “The CEO’s Guide to Marketing“: a results-driven process called Strategically Aimed Marketing.

“The book outlines the six-step Strategically Aimed Marketing (SAM 6®) process, which starts with understanding marketing concepts and principles, then builds the process that will bring structure to your marketing program and dramatically increase your marketing results. SAM 6 will assure creative people stay focused, on track and doing their best work.”

At the heart of Strategically Aimed Marketing is creating a brand playbook based on the primary reasons people buy each of the products or services your organization offers. “Then schedule these reasons as a series of individual “plays” to be run throughout the year. Only then is the creative team brought in to dress up and execute each of these plays.

“When companies follow the six steps I outline in”The CEO’s Guide to Marketing“, a big ah-ha moment comes as they realize how many individual marketing plays they will need to run over the coming year.”

At Media Relations Agency, we are thrilled to consistently help clients achieve their marketing goals. We use the simple SAM 6 process and I believe you’ll see the value of implementing it within your business as well.

Lonny says reading “The CEO’s Guide to Marketing” may make you the smartest marketer in the room. For sure, I know it will make you a more confident marketer! If you’re a CEO or marketing manager, consider ordering copies for your entire marketing team. We also offer a free SAM 6 implementation companion manual and other complimentary SAM 6 tools on our website.

Written by Heather Champine

Heather is a multi-faceted leader. She’s part marketing strategist, part consumer psychologist and part motivational cheerleader. “I love understanding what drives people to take action, especially when it involves getting the media to run stories about our clients,” she says. With more than 20 years of experience, she has the keen understanding and insight to know how to run an integrated campaign and what it takes for our clients’ stories to become the news. She enjoys leading campaigns for complex industries such as medical devices and technologies, as well as fun industries such as hair salons. She thrives on pursuing creative ways to educate consumers about clients’ products, and ultimately inspiring them to buy. “I appreciate becoming a part of each client’s marketing team. I cherish the long-lasting relationships, and successful marketing programs we have created together.” Heather also finds joy in her daily collaborations as part of our creative team. “I am grateful to work with publicists, writers, designers and other marketing experts, all enjoying what they do because they are using their God-given strengths. Our publicists have great instincts because they all have media backgrounds. When things get hectic, it’s often Heather who cracks the first joke. “We encourage people to be a little goofy and unique. Some of the best ideas and solutions emerge because we know how to have fun,” she grins. “I may say something like, “Remember this is PR not the ER. Now, lighten up and go book a great story idea with the media!”

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