Although most products don’t succeed, marketing shouldn’t cause them to fail.

“The big wild card is the need people have for the product. That trumps everything,”Lonny Kocina is the CEO of Media Relations Agency, a best-selling author. “If a product works well, even bad marketing can’t kill it. But if people don’t need the product, the best marketing in the world isn’t going to save it.”

Kocina, the author “The CEO’s Guide to Marketing,”He explains the differences. Since its 2017 release, his book has been a bestseller on Amazon. He also won the 2018 Axiom Business Silver Award.

Kocina claims that most marketers don’t have enough knowledge about marketing to know if it is contributing to a sales problem, or accelerating a product’s natural lifecycle. “If a product doesn’t work, you’re going to find out faster when you’re using a good marketing process,”He explains. “So, when someone in the room tries to blame marketing for all the problems, you’d better have your facts in order.

“Do you and your team really understand marketing? Did you communicate your message and position correctly? Did you correctly use the promotional mix? Did you go through the product as recommended? If you can answer yes to all of those, but the product doesn’t work for you, you can claim it wasn’t your marketing.”

The six-step process designed to increase marketing results

In his fully illustrated book, Kocina outlines a six-step process designed to dramatically increase your marketing results. “It’s called Strategically Aimed Marketing or SAM 6. This process will help creative people stay on track, focused, and do their best work.”

The SAM 6 steps are:

1. Gain competence in marketing concepts and principles. “It would be wonderful if all of us spoke the same language for marketing. Dentists are able to distinguish incisors and bicuspids. Lawyers are able to distinguish between briefs and affidavits. Marketers who are competent have a solid understanding of the principles and concepts behind marketing.”

2. Developing code sheets. “Code sheets can be used to gather and record important information about your company, and the products that it promotes.”

3. Select channels. “The promotion mix channels you choose depend on many factors, including your message, your market and your resources.”

4. Schedule calendar. “Your marketing calendar serves as a guideline to help you ensure that each product is reviewed and highlighted with the most relevant promotional messages.”

5. Develop a control template. “Your control template is a guideline for writers, designers, and other creative staff. It does not lose sight of your marketing needs.”

6. Assemble your creative team. “First, you need to find the right people for your job. Then let them do their creative work within the parameters that you have set.”

Kocina also says those who follow these steps will feel more empowered by their marketing.

“SAM 6 provides clarity and process in this field that is often tense. “I’ve been CEO of Media Relations Agency for three decades. I’ve worked with hundreds of clients across the country. I get to see what’s behind the scenes. I can tell you, the companies that follow a logical process are the ones getting the most bang for their marketing dollars.”

Go to for free access to SAM 6 tools