As Media Relations Agency CEO Lonny Kocina listened to Memphis radio show KWAM in preparation for his live interview, it was clear that host Marybeth Conley and her guests were having a fun on-air conversation. “They were joking around, so I just went with that approach,” he recalls. The result was a light but still information-packed conversation about Kocina’s best-selling, award-winning book, “The CEO’s Guide to Marketing.” And yes, the subject of clowns really did come up as they discussed the AIDA marketing principle: Attention, Interest, Desire and Action.
Years ago, there would have been no way for Kocina to listen to the Tennessee radio station from our Minnesota office. “Now, you can jump online and get a feel for the personalities and what’s happening at that moment,” he comments. This interview is a good example of how he uses code sheets, described in step 2 of the SAM 6® six-step marketing process, to stay on point with his messaging during every interview.
Code sheets are a means of gathering and documenting important information about your company and the products it promotes. Prior to each phone interview, Kocina opens the code sheet for his book on his computer. He also posts his primary value points, printed on giant pieces of paper, to his walls. These help him circle back to primary messaging during the interviews.
“In media interviews, it’s easy to get pulled too far off course. Before you know it, you’re out of time and you didn’t talk about your product,” he states. “If I didn’t have these reminders, this could have been a fun interview that didn’t help promote my book.”
Kocina is open to any media opportunity because consistent media coverage impacts awareness and sales. “My book, “The CEO’s Guide to Marketing” has been an Amazon best-seller consistently from the time it debuted,” he points out. “I attribute that to the cumulative effect of our constant promotions.”
Media Relations is in the business of making products famous. With our Newsies, we apply our SAM 6 process to help you start drawing more attention to your product. We give products the star treatment by getting them media coverage and then showcasing that coverage in lots of ways. When products get lots of media coverage, and then that media coverage is showcased, they are viewed by the public as something very special.
There is no more persuasive marketing that someone else saying nice things about your product. Give your product more star power by completing this form or calling us at 952-697-5269.