"Advertise, advertise, advertise."

This sage piece of advice came from the woman who was the owner and visible spokesperson for the successful mattress chain, Sleep Country USA, at a May 29 breakfast meeting hosted by the Greater Marysville Tulalip Chamber of Commerce.

"You don't have to spend millions of dollars on TV and radio spots, and create a catchy jingle that everyone immediately recognizes," said Sunny Kobe Cook with a smile, "but that doesn't hurt either."

Cook's presentation, although light-hearted and energetic, contained useful business insights that apply equally to nationwide chains and small mom-and-pop stores.

"Now is the time to consciously advertise your business," said Cook, "to distinguish yourself from your competitors and come out stronger on the other side."

The recession, she reminded the group of business owners and managers, will "weed out" the weaker companies, and those that are not managed well will give way to businesses with aggressive marketing and customer service programs.

"Share of mind equals share of market," she repeated several times, pointing out the value of maintaining a company's visibility with its current and potential customers.

In the current economic climate, when customers are spending very carefully and discriminately, she reminded the audience, "There's no room for marginal customer service."

Using her stay at the Tulalip Resort as a shining example, she said, "You need to have that wow factor, go above and beyond your customers' expectations."

A world traveler who has stayed in five-star resorts on every continent, Cook was exuberant about her praise of the Tulalip Resort experience. From check-in to the wake-up call, from the restaurants to the gaming tables, she was impressed by the level of service and attention to detail that pervades the hotel and casino.

"I'm telling you right now, this is a five-star property," she said to the group gathered in the casino's Canoes Cabaret. "Of course the place is beautiful, but I was absolutely blown away by the service."

She also stressed the need to recognize and show appreciation for your staff. "We're all asking them to do more with less, so let them know you notice their efforts."

Employee recognition doesn't have to cost money, she explained. Cook recommended stocking up on Kudos candy bars and Extra gum, among other things, that can serve as impromptu "thank you" gifts.

To help cut expenses, the self-professed "mattress queen" recommended that businesses renegotiate everything. From shipping costs to vendor's products, she reminded managers that they could be "leaving money on the table."

Finally, she stressed the importance of being visible in the community. She cited ways in which Sleep Country USA had partnered with community organizations in meaningful projects, and said it was critical that business people "find ways to give back and interact with the people in your community."

Cook, who sold the mattress chain several years ago, is semi-retired but stays busy with speaking engagements and consulting work. Her down-to-earth presentation delivered some powerful messages for local businesses, and her friendly presence continued as she chatted individually with chamber members following the meeting. Sunny, indeed.