America’s top social media marketers learn about SAM 6®

Our sincere thanks to SocialShakeUpShow.Com for inviting me to write a blog for their website. This was an exciting opportunity because this organization’s advisory board is a Who’s Who of  top social media marketers, including experts representing Toms, Microsoft, Twitter, Facebook, IBM and Southwest Airlines. It was a great opportunity for me to introduce their followers to Strategically Aimed Marketing (SAM 6®).  

This organization’s audience includes those who aspire for their companies to grow to become industry giants. So, I decided to discuss one of the most misunderstood terms in marketing: brand. “When you hear “Uber,” you probably think of a ride share service. Similarly, the name “Nike” makes most of us think of shoes. What would a stranger picture when told the name of your company or product?” I wrote. 

“At its core, a brand is the definition people hold in their minds of your company and its products. That definition is built in two ways: by what people are told, and by what they experience when they use your product.”

Media Relations specializes in product promotions. Social media is nearly always an essential component. But social media pros should not isolate themselves from the bigger marketing picture. In this blog I also stressed, “To become a brand, your audience must internalize your messaging. The best way to do that is to make full use of each promotional mix channel.” 

We strongly recommend integrating traditional earned media coverage with social media marketing. As I wrote, “Educating your market all at once is unrealistic, but to become a brand you’ll need to start somewhere. It makes sense to use media coverage as an initial channel: You have the time and space to tell a persuasive story, first to the early adopters, then the early majority. Once you’ve won over the early majority, you’ve got some serious brand-ward traction.”

Thankfully, the results-driven six-step SAM 6 marketing process that Media Relations pioneered is now available to everyone. It is all about making and keeping your product famous. It provides every marketer, regardless of budget size and scope of audience, with the tools to deliver the right message to the right audience at the right time. 

To help, there are free SAM 6 marketing tools online. I also strongly suggest that everyone on your team also read Lonny Kocina’s fully illustrated, best-selling book, “The CEO’s Guide to Marketing”.  It describes SAM 6 in detail. Reading it will help bring structure to your marketing program and dramatically increase your marketing results.

If you’re a CEO or marketing manager, order copies for your entire marketing team. 

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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