Each year, previously unknown consumer products grab center stage. What may seem like overnight successes are often the result of well-orchestrated marketing plans. Especially if you’re in a financially robust industry – which in 2018 includes everything from...
A well-defined marketing plan will help you grow your business. The right plan needs to be thorough, strategic, flexible and yet simple enough that it won’t start collecting dust the day after you finish writing it. It’s easy to find marketing plan templates on the...
You will get a better response to your product messaging when someone else says nice things about you than when you say nice things about yourself. That’s just one big benefit of media coverage. How do you get started? Hire a publicist. Product media coverage is more...
It’s humbling and exciting to see Lonny Kocina’s book, “The CEO’s Guide to Marketing” continue its steady rise in status and popularity. This step-by-step guide can lead to more leads, higher sales and a stronger brand using our SAM 6® process. In addition to being an...
Digital advertising is booming. The latest data shows that digital ad formats – display, social, search and video – will account for half of the total ad sales in 2018, a year earlier than projected. Considering the U.S. ad market is at an all-time high, that’s a lot...
If you still think that every media story needs to be a home run if it’s going to help you build your brand, think again. “If you ever want to leave a window wide open for your competition, ignore a story opportunity that doesn’t fit your product exactly,” cautions...
The top PR industry trade gurus at AgilityPR.com loved CEO Lonny Kocina’s advice for new product marketing so much that they shared it with their international audience of marketing professionals. In his article, Kocina described how to avoid five common mistakes...
In business, there’s a constant and often overwhelming need for fresh content. But strong content writing requires skills that may have nothing to do with your core business. In many cases, hiring a professional writer makes sense. Just be careful who you trust. Even...
As a publicist, some of my most productive conversations with the media have involved B2B products. Whether it’s pitching a client’s story to business editors or making sure a client’s product is included in a relevant trade article, it’s rewarding to feed the...
When someone is famous, they are called a celebrity. When a product is famous, it’s called a brand. To launch a new product – your company’s rising star – you might try talking to the guy standing in front of you at the supermarket. Or, you could tell your product’s...
