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What was that clown in marketing thinking?

by | Aug 17, 2018 | Advice & Tips

AIDA marketing principle - Sam6 Process

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.

Written by Heather Champine

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 25 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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