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Mark Vandegrift

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How to Market During a Crisis

How to Market During a Crisis

Spending on advertising right now might seem counterintuitive. However, every study shows that those companies who market during a crisis come out on top. Just don’t alter your message by pandering. Focus your messaging even more on your difference so you can gain even greater share of the mind.

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The likely key to content marketing has been discovered; It's probably not what you think

Remarkably, 95 percent of CEOs whose companies use content marketing as a marketing tactic report they believe it has had no effect on their businesses.

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AI-Powered Marketing Offers One-to-One Personalization

Artificial intelligence actually offers the data-crunching required to make a deeper impact on personalization. You have seen AI in action if you regularly purchase items on Amazon. “Items to consider…,” “Customers who bought this item also bought…” and “Frequently bought together” are examples of AI-powered marketing designed to influence your purchase habits.

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Branding is Dead in the Amazon Economy

Jack Trout helped put Naugahyde under our butts and Betty Crocker back in our kitchens, but most of all he put positioning top of mind for generations of marketers from Canton to China. When we think positioning, we think Jack Trout Positioning.

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Culturalism Trumps Commercialism in Super Bowl LI

By Lorraine Kessler, Principal | Strategy & Client Service

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#Halfpops uses #fullygenius targeted digital promotion to gain exposure

Who would have thought our very own web developers would be the prime audience for a highly targeted digital promotion? When I saw our web and content marketing team display a major affinity for Halfpops’ “coder challenge,” I had to investigate the campaign.

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It's Time to Trust the Cloud

For years, you’ve heard the term “the cloud.” Some people trust it. But many don’t. Small- and mid-size business owners are often skeptical of the cloud. Those who leverage the cloud understand its power and advantages — many to the point of having a cloud marketing strategy.

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Innis Maggiore's Big Three: "You-Better-Get-These-Done" Website Positioning Items in 2015

Today, millions of consumers will log in to Amazon and other online retailers in a frantic search for the best Cyber Monday deal. But as you scour the web looking for deep discounts or simply conduct everyday business, take notice of certain features that websites use to make the online experience a little easier, faster or more secure. Looking ahead to 2015, it's time to ask yourself: Is your website up to par?

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Determining the Best Social Media Positioning Strategies

Innis Maggiore attended three weeks of Facebook Bootcamp this past fall in search of the best social media positioning tips. Most of our associates attended the six-webinar series. Designed to help companies better market on Facebook via content, advertising and technological whiz-bang, we figured if Facebook was putting it on, it would be a marketing revelation! ...

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Search: Still the Most Strategic Internet Marketing Tool

It's 2012 so surely we've moved past the humdrum of basic search. Search engine optimization (SEO) and pay per click (PPC) are yesterday's news when it comes to strategic Internet marketing, right? ...

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AWARD-WINNING WORK

Goodyear

Leadership through technology.

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Aultman

Leading our community to improved health.

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PURELL

Protecting us from the spread of germs.

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Smith's

Tradition you can taste.

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BellStores

Keeping the family on full.

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Custom Auto Body

Custom to the rescue!

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Artisa

Live Life Uncottaged

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Baird Brothers

Old school hardwood. Modern accessibility.

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MID'S

True Sicilian pasta sauce.

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DragonSkin

A monster of a new product to save critical communications.

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GOJO

Leader in skin health and hygiene.

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Beese Fulmer

Stay rational. Invest long term.

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KFC

Finger lickin' good.

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GuideStone

Performance guided by values.

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BAM! Healthy Cuisine

The first good-for-you food that tastes good.

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AultCare

Affordable, locally managed health insurance.

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Stark Community Foundation

Connecting people to the causes they care about.

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CSE Federal Credit Union

The Local Alternative

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NILodor

Invented Pet Odor Control Technology

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Stark Library

Where everything is free®

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Midwest Industrial Supply

Consider it done.

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Kimble

The Future of Waste Management

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Massillon Museum

Art & History Come Alive!

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Canton Museum of Art

The Discovery and Exploration of Art

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Old Carolina

Authentic Carolina-style barbecue.

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Smoke The Burger Joint

Burgers smokin' with attitude.

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Baja West Coast Kitchen

Fresh food with a West Coast vibe.

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MCTV

Going the extra smile.

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Republic Steel

Steel Republic Steel.

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Second Harvest

Serving the community.

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Trumbull Metro Housing Authority

Building a solid future for those in need.

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Fair Housing Law Center

Fighting for Equal Housing

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POSITIONISTVIEW® View All Subscribe

How to Market During a Crisis April 20, 2020

The Chinese word for “crisis” is frequently cited for its use of two Chinese characters signifying “danger” and “opportunity.” In other words, “never let a crisis go to waste.” Capitalizing on our current opportunity is ...

Moral-based capitalism still best bet February 19, 2020

Fictional character Gordon Gekko uttered a famous line that is far from fictional in describing the worst of capitalism.“The point is, ladies and gentlemen, that greed ... is good. Greed is right. Greed works,” said Gekk...

Super Bowl LIV Advertising: The game behind the game January 28, 2020

(As seen in Crain’s Cleveland Business.)
Will more brands brave the political fray in 2020?For many years, advertisers were cautioned not to mix brands with politics. Conventional wisdom said choosing sides was commercia...

Get your 3M’s right to grow your business January 15, 2020

Start this year off right by fixing your marketing to deliver the advantage your company deserves.Most of your troubles can be solved by effective marketing. If you’re not able to keep customers and find news ones, nothi...

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During the national COVID-19 emergency, Innis Maggiore is conducting business as usual. Please continue to contact your account manager using your preferred means of communication.