Why are we so excited about our step-by-step marketing guide?

Being performance based means delivering tangible results is in our DNA. We’re constantly learning and continually pushing ourselves because we grow by helping you grow. It’s a very gratifying way to do business. And since we started sharing our six-step marketing guide –  Strategically Aimed Marketing (SAM 6®) – it’s been a joy to know that we’re helping people like you improve their marketing programs. 

More than 30 years ago, Media Relations Agency pioneered the Pay Per Interview® concept, guaranteeing results for our clients’ marketing dollars. The media set a high bar for telling companies’ stories. We had to get very good, very quickly, at co-producing the types of stories audiences want. Over the decades, we’ve refined our processes to include the other marketing channels including digital and social media as well as advertising. From explainer videos to white papers to arranging newspaper features and TV appearances, if it’s product promotion, we’re doing it.  

Then in 2017, CEO Lonny Kocina wrote a book, “The CEO’s Guide to Marketing” to capture and share what we’ve developed. His book quickly became a best-seller (and it remains so to this day). In it, he describes our Strategically Aimed Marketing process in six steps. Anyone can also access free SAM 6 tools on our website to assist with implementing the process. 

While the book and tools are designed for any company to use on their own, what’s super exciting for us is companies want to work with us after reading the book. It’s a lot of fun for us to collaborate with them on the six steps. Even better: We get to show them how to pull it all together for an on-point campaign that is laser-focused on their goals. Some pieces they may implement themselves. Some, we do on their behalf. We become a cohesive team. And believe me, we celebrate every success! 

A case in point: we worked with a relatively new client on distilling their message to something that would easily resonate with their target audience. After a TV interview ran explaining their product and saying it was available on Amazon, their sales on Amazon saw a noticeable spike. That resulted in high fives! 

Of course, not every interview is a home run. But the cumulative effect of a well-orchestrated media campaign has been proven repeatedly. And the good news? The structure for that campaign is outlined in the SAM 6 marketing process.   

Reading “The CEO’s Guide to Marketing” will help bring structure to your marketing program and dramatically increase your marketing results. We sincerely want to help you take your business to the next level. If you’d like personal SAM 6 training, complete this form or call us at 952-697-5269.  

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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