"The big wild card is the need people have for the product. That trumps everything," states best-selling author Lonny Kocina, CEO of Media Relations Agency. "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, author of "The CEO's Guide to Marketing," explains how to tell the difference. His book has been an Amazon best-seller since it was released in 2017 and was a 2018 Axiom Business Book Silver Award winner.

Kocina says most marketers don't know enough about marketing to understand whether it is responsible for a sales problem or whether it is 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.

"Does your team truthfully understand marketing? Were you on point with your messaging and your positioning? Did you use the promotional mix and schedule correctly? Did you cycle through it as you should? If you can say yes to all that, and the product didn't work, then you can say 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. "I call it Strategically Aimed Marketing, or SAM 6, for short. This process will assure creative people stay focused, on track and doing their best work."

The SAM 6 steps are:

1. Gain competence in marketing concepts and principles. "Wouldn't it be great if we all spoke the same marketing language? Dentists know bicuspids from incisors. Lawyers know affidavits from briefs. A competent marketer has a clear understanding and a working knowledge of marketing concepts and principles."

2. Developing code sheets. "Code sheets are a means of gathering and documenting important information about your company and the products it promotes."

3. Select channels. "The promotional mix channels you choose to employ depend on many variables, including your message, the market and your resources."

4. Schedule calendar. "Your marketing calendar is a trusted guide to ensure that you cycle through each product and its primary value points with a maximum flow of on-point promotional messages."

5. Develop a control template. "Your control template provides the guidelines for your writers, designers and other creative staff to follow without losing sight of the marketing necessities"

6. Assemble your creative team. "You need to assemble the right people for the job, and then let these creative souls work their magic within the parameters you set."

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

"SAM 6 brings a clarity and process to this tension-filled field. "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."

To access free SAM 6 tools, go to Publicity.com.

Practically overnight, businesses have been forced out of the comfort zone of face-to-face contact, now having to heavily rely on digital platforms. Businesses, especially, are struggling with figuring out how to survive by using digital communication techniques.

With the Centers for Disease Control and Prevention (CDC) and government officials emphasizing "social distancing and mandatory nonessential business closures," technology such as live video conferencing, chat boxes, and email will be the basis for millions of Americans for their jobs, schooling, and everyday communication. So, with so many players in the game, how can businesses continue to function successfully?

Higher Images, a 20-year-old full-service digital marketing agency located in Pittsburgh, Pennsylvania, is helping organizations, businesses, and the community re-imagine what their lives and work-life will look like through web-based technology and mobile devices.

President and CEO of Higher Images, Bryan Thornberg, says, "Rather than going into crisis mode, businesses should take this as an opportunity to expand their knowledge and reach. With many more people relying on digital communication, this is an ideal opportunity for businesses to break boundaries and try new techniques when connecting with clients."

Thornberg and his team want to help people not just survive this crisis but to thrive during it and come out with an organization and business model stronger than ever.

Thornberg has already been able to impact his clients by thinking outside the box and recommending the usage of technology such as live feeds and Facetime.

For example, a hot tub distributor - a business that relies on their retail location for sales - took the recommendation of Thornberg and is now offering live video conferencing for customers to do live demonstrations of products and make purchases.

Higher Images also urges businesses to utilize their existing websites to drive business: for example, adding a chat-box function to their website for customer communication, allowing organizations to respond to clients in real-time from the convenience of a cell phone or office computer from any location in the world.

With higher internet traffic, this is also a key time for organizations to utilize search engine marketing, Google ads, and mobile in-app advertising technology such as Webtracker, which geo-fences homes to enhance brand visibility. Strategizing with a digital marketing company like Higher Images will provide businesses with the tools they need to succeed.

Visit www.howcanmybusinesssurvivethecoronavirus.com for more information.

The National Kitchen & Bath Association (NKBA) is a non-profit trade group for the kitchen and bath industry.

The series opens with Jim Nowakowski, a marketing and marketing communications specialist with more than 20 years of experience, notably in the manufacturing and publishing industries. Mr. Nowakowski brings his considerable expertise in communications and business-to-business advertising purchasing patterns to the webinars. The series kicked off on January 10 with "Staying in Front of Your Customers in a Digital Environment."

Positive feedback from attendees emphasized Mr. Nowakowski's enthusiasm and business acumen, with comments about his material and delivery such as, "his examples were detailed and easy to understand, with stories that made a point," and "he was the best presenter I have seen in a while, very engaging and entertaining."

"It's always an honor to present my business topics to designers, showroom consultants, architects and manufacturers," Nowakowski said after the presentation.

"When I received the feedback, I was thrilled that the audience walked away with knowledge they can use," he adds.

The webinar focuses on providing the audience with information on digital disruption in the marketplace and what strategic tools can keep a business relevant and valuable in servicing customers.

For example, participants learn how value comes from differentiation, and the importance of what makes a business unique.

"What do you do that your competitor doesn't do? What does your competitor do that you don't?" Mr. Nowakowski asks.

Mr. Nowakowski also emphasizes how business basics never change, even in the age of disruption, and reviews tactics on how to stay in front of customers in a digital environment that includes using advertising, phone surveys, and quality service.

The full presentation of Staying in Front of Your Customers in Digital Environment is available http://intrln.com/front.

Visit www.interlinegroup.com for more information and additional webinars offered.

(NewsUSA) - Here's a TERRIBLE MAT!  You probably HATE IT!

(NewsUSA) - The last thing anyone should ever question when considering an outpatient procedure is their safety. After all, you trust that the facility performing your procedure has gone through rigorous standards to ensure the unthinkable never happens. Unfortunately, the unthinkable not only can happen, but does, particularly when healthcare facilities aren’t held accountable.     

Since 1980, The American Association for Accreditation of Ambulatory Surgery Facilities (AAAASF) has worked with thousands of healthcare facilities to standardize and improve the quality of health care they provide – believing that patient safety should always come first.     

Recently, AAAASF completed a rebranding initiative that included a name change, from AAAASF to QUAD A.     

The rebranding is part of an extensive review process of the organization’s mission, which has continued to grow not only in the United States, but worldwide, according to a press release from the organization.     

“As we continue to expand into new domestic and international markets, we thought it was a good time to take a closer look at our internal and external identity,” says QUAD A CEO Thomas Terranova.     

“We eventually decided on an updated name and look that not only honored our past but also positioned us as the globally recognized accreditation organization that we have become,” Terranova adds.     

In 2020, the leadership team and board of directors of QUAD A began to reassess the organization’s internal processes. They sought feedback from their accredited facilities to help them understand what works and what could be improved. The result was a confirmation that QUAD A’s mission remains the same -- a commitment to the core belief that patient safety always comes first.     

QUAD A was founded by physicians in 1980. The non-profit, physician-led organization provides accreditation and establishes standards for thousands of outpatient and rural health facilities to improve the quality of patient care. QUAD A is a global accreditation authority and remains committed to providing its members with an efficient and easy process that focuses on education, reliability, and communication.     

One of the keys to maintaining high standards for patient care with QUAD A is the process of Patient Safety Data Reporting (PSDR). Accredited facilities contribute to this important work by sharing their data and allowing QUAD A to identify trends in patient outcomes and adjust their standards as needed. This collaborative effort helps set QUAD A apart from other accreditation organizations, according to the organization’s website.     

In addition, patients can feel secure in knowing that the facilities where they receive care meet the highest standards, and that the privacy of their data is protected.     

For more information, visit www.quada.org.

(NewsUSA) - A decade ago, Infographics were the “it” tool to promote your business, but became a less desirable way of promoting your business a few years ago. NewsUSA, a brand content agency, argues that infographics are still one of the best marketing tools to pitch your clients. 

Here's a TERRIBLE MAT!  You probably HATE IT!

(NewsUSA) - Manufacturing companies continue to struggle to find skilled employees, but they may be overlooking the perfect talent pool -- veterans.

Veterans generally possess the skill sets, both hard and soft, and the personality to make them desirable hires in any field.

In fact, veterans share many traits that make them an especially good fit for jobs in manufacturing, according to Julie Davis, director of workforce development at the Association of Equipment Manufacturers (AEM), an organization dedicated to supporting North America's manufacturers of construction and agricultural equipment.

"Military veterans have been trained to live the values of their service whether in or out of uniform," says Davis.

"So, when you're talking to a veteran during a job interview, ask them what their values are. When you hear their answer, you'll likely conclude that they are a much better culture fit than you'd originally thought."

Traits that make veterans great employees include:

- Entrepreneurial spirit. Veterans tend to take ownership of their responsibilities and do their best work at whatever job they are assigned.

- Versatile. Many veterans were trained in one area and shifted to another during their military service. They are adept at transferring existing skills and knowledge to adapt to new roles.

- Flexible. Military veterans could be sitting at a desk one day, and deployed the next day; they are accustomed to adapting to changing business needs.

- Skillful. The military is on the cutting edge of technology, and many veterans are highly trained experts with advanced knowledge of their field, and tuned in to how innovation can advance goals.

- Loyal. Veterans have a strong sense of organizational commitment. They embrace many of the values important in the manufacturing industry, including duty, respect, selflessness, integrity, honor, courage, and commitment.

Hiring veterans has financial benefits as well, both for the veterans themselves and for companies.

Programs such as the Work Opportunity Tax Credit provides tax credits for companies that hire veterans, and the VA Special Employer Incentive Program is designed to reimburse portions of veterans' salaries. In addition, the Department of Defense Skill Bridge Program pays employers to hire veterans to train and work on a temporary basis for up to six months. Another option is the Manufacturing Institute Heroes MAKE America program created specifically to help train veterans for manufacturing jobs.

Visit aem.org/workforce-solutions for more information on these programs and on workforce development for the manufacturing industry.

(NewsUSA) - COVID-19 has changed the way Americans approach elective surgery, sometimes in unexpected ways.

For example, a 16-year-old, dedicated sousaphone player, had two flat feet that made marching painful. But a hectic high school schedule didn't leave time for the corrective orthopedic surgery needed since birth.

"Both of our children love being musicians, but my child's feet created a real struggle," says the 16-year-old's father.

"When COVID-19 created flexible time, we knew it was a blessing in disguise."

"COVID-19 has increased my practice significantly, because people have time and flexibility to take care of non-critical health issues," says Dr. Elizabeth Hewitt, the orthopedic surgeon who performed the procedure.

However, the pandemic has shifted many elective surgeries from hospitals to smaller surgery centers that are perfect for patients such the high school muscian.

"Many of my patients are also concerned about being exposed to the virus in crowded hospitals," says Dr. Hewitt.

To keep patients safe and keep their practices efficient, smaller surgery centers have begun to outsource sterility and supply management to external suppliers. This strategy lets surgeons stay focused on providing specific procedures and the positive outcomes that all patients deserve.

For many of her patients, Dr. Hewitt has relied on Gramercy Extremity Orthopedics (GEO) to provide sterile instruments that were precisely what she needed.

Companies such as GEO are enabling hospitals and surgery centers to maintain high standards and control costs with outsourced surgical support such as the GEO CART®.

The GEO cart is a self-contained system that provides orthopedic surgeons with pre-sterilized packs of single-use instruments and implantable devices custom-ordered for each patient and procedure. The system is ready to use and designed for surgeons' needs, reducing or eliminating the need for company representatives in the operating room. The GEO cart also tracks supplies with an exclusive computerized radio frequency identification system, so the surgeons are never scrambling for substitute items.

"GEO works very closely with surgeons who understand how to provide their patients with the care and safety they deserve," says Scott Day, Chief Operating Officer at GEO.

"We offer the latest technology and can help eliminate many steps in the complicated surgical process where human error or inefficiencies can sneak in," he explains.

"Staff at hospitals and surgery centers are working to maintain the highest safety and efficiency standards at all times; they deserve the latest technology and process support to streamline surgery so they can focus on what really matters -- patients."

The high schooler's parents agree.

"Dr. Hewitt and the surgery center made my son's first surgery a terrific experience. We got phone updates every step of the way and never worried about safety," says the father.

Visit gramercyortho.com for more information.

(NewsUSA) - Ongoing news reports of global supply chain challenges highlight the need for improvements and changes in the manufacturing infrastructure.

A report by McKinsey & Company describes sustainable infrastructure as "resilient to climate change, socially inclusive, technologically advanced, productive, and flexible."

What do these kinds of changes mean for the average consumer who wants quality products delivered on time? Global supply chains are susceptible not only to weather, but also labor shortages and cyberattacks. Today's smart consumers find opportunities to support companies that provide alternatives to these global manufacturing models.

Other factors that make for successful companies in the future include organizational design, digital tools, and joint involvement among all parties involved, according to the McKinsey article.

Custom furniture maker Baru, an American-based company, is one example of how putting these factors into practice on a local level supports the American economy, serves customers, and fosters environmental stewardship.

"Baru supports the American spirit of innovation by using technology to streamline the process and avoid costly inefficiency, and manufacturing nearby strengthens the local economy and conserves the environment in meaningful ways," says Baru founder and CEO Tino Go.

- Organizational design. Baru's organizational structure involves a network of local builders and suppliers of raw materials, ideally within 50 miles of customers. This strategy prevents the damage and delays associated with shipping a finished product long distance, because the manufacturing takes place close to the customer.

- Digital tools. Baru lets customers use customized programs to design products specific to their needs and sends these manufacturing instructions directly to local workshops. This customization reduces the creation of excess inventory that might end up are landfills.

- Joint involvement. Local manufacturing benefits communities by creating local jobs and supporting local artisans and craftspeople. Many customers are eager to support companies when they know the materials and workmanship is locally sourced and that the company is mindful of its carbon footprint. Baru also shows its commitment to the environment with an ongoing tree-planting initiative as part of its sustainable manufacturing model.

Visit hellobaru.com for more information about the way an American company is putting principles into practices that reflect a new way of manufacturing.