Has your employee book club read The CEO’s Guide to Marketing?

Employee book clubs fuel employee development. They expose teams to new concepts and strategies to apply in the workplace. When employees read the same book and learn the same concepts, they share the same language. That improves communication. The business media have repeatedly suggested that company leaders and marketing employees read Lonny Kocina’s “The CEO’s Guide to Marketing.” This award-winning book has been an Amazon best seller since its release in fall 2017.

“The CEO’s Guide to Marketing” outlines a six-step process called Strategically Aimed Marketing, or SAM 6® for short. It’s literally a step-by-step guide to more leads, higher sales and a stronger brand. The first step is about becoming a competent marketer by making sure everyone understands the basic marketing concepts and principles. That’s just one reason why this book is ideal for an employee book club. CEO Money host Michael Yorba told his audience, “Lonny Kocina has six steps to create laser-focused marketing campaigns that get results.”

Yorba invited Lonny on his show to talk about why reading the book can lead to more sales. Lonny said surprisingly, most CEOs don’t have a good understanding of marketing. And that’s a huge mistake. “{Asking why CEOs need basic understanding of marketing} is a bit like asking why a CEO should have a basic understanding of accounting,” Lonny told Yorba.  “Every customer bucket has a hole in it. If you’re not filling that bucket, you’re in big trouble.” Sales and marketing are key to refilling that bucket.

But he cautioned that creative marketing people tend not to be as organized as those in other business functions. This can cause them to get off point, costing employers time, money and sales. Lonny explained that the SAM 6 process is ideal because it’s simple for creative people to follow and for leaders to manage. He added, “I think {my book} is popular because it’s easy to understand and the language is concise.”  

Most successful business leaders are voracious readers. Even billionaire Warren Buffett has estimated that he spends about 80 percent of his day reading. They realize that no company or organization has all the knowledge.

We recommended that companies buy copies of The CEO’s Guide to Marketing for their leadership and marketing teams. It’s a bargain price to pay for your team to become smarter marketers. We also offer a free SAM 6 implementation companion manual and other complimentary SAM 6 tools on our website.

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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