Lonny Kocina, Author at Media Relations Agency

AuthorLonny Kocina

HomeArticles Posted by Lonny Kocina

What percentage of new products fail and why?

I found these answers to “how many new products fail?” using a quick Google search: According to Harvard Business School professor Clayton Christensen, each year more than 30,000 new consumer products are launched and 80% of them fail. 30,000 new consumer products are launched annually, 95% of them fail The failure rate for new products launched in the grocery sector is 70 to 80 percent, according to Inez Blackburn of the University of Toronto. Ask anyone what percentage of new

Video 7: The CEO’s Guide to Marketing Video Series

I’ve recorded an 8-part video series you will find helpful, and you can watch it right now. It’s based on my upcoming book, The CEO’s Guide to Marketing: The most practical marketing book you will ever read. In the 7th video, I’ll give you my views on the different types of creative talent needed to execute your marketing promotions. It takes many different skills and personalities to make the marketing wheel go around. Anyone who has a hand in marketing will benefit greatly by watching
Continue Reading

Video 6: The CEO’s Guide to Marketing Video Series

I’ve recorded an 8-part video series you will find helpful and you can watch it right now. It’s based on my upcoming book, The CEO’s Guide to Marketing: The most practical marketing book you will ever read. The 6th video is going to give you control over your creative staff like you’ve never had before. And the creative folks will love you for it. I explain how to do this using what I call a control template. If you use a control template, every single promotion will be on point every
Continue Reading

What is the best way to market a new product?

What is the best way to market a new product? That question can be answered in one word: Publicity. And why does publicity work so well when launching a new product? Three words: reach and teach. And two other words: it’s cheap. Let’s back that up with marketing logic. Consider the first two stages of the product lifecycle. During the introductory and growth stages, people have no idea what the product is or what it can do for them. They need to be taught. In addition, revenue lags behind

Video 5: The CEO’s Guide to Marketing Video Series

I’ve recorded an 8-part video series you will find helpful, and you can watch it right now. It’s based on my upcoming book, The CEO’s Guide to Marketing: The most practical marketing book you will ever read. In the 5th video, I talk about scheduling promotions based on information gathered from the code sheets I showed you how to create in video 3. Cycling through primary value points and positioning messages, in the order that gives the highest ROI and builds the strongest brand, is imperative.
Continue Reading