'Positioning' Delivers In These Times of Business Terror, Says World's Top Marketing Strategist

Famed Jack Trout address 500 in event sponsored by Innis Maggiore

AKRON, Ohio (April 29, 2009) - Marketing guru Jack Trout (photo) told more than 500 Ohio business leaders today that the answer to the challenges of the unprecedented economic turmoil rests on effectively differentiating and repositioning their companies against their competition.

In his address entitled "'Tis the Time to be Terrified," Trout outlined the three C's that threaten business - competition, change and crisis - and counseled that now is a prime time to pounce. The author of numerous best-selling books on positioning and marketing, Trout appeared at the John S. Knight Center in Akron. The event was sponsored by Canton-based advertising and public relations agency Innis Maggiore, the nation's leading agency in the practice of positioning.

Among all of the responsibilities of CEOs, presidents and other top business managers, marketing becomes even more critical in recessionary times, Trout said.

"Crisis times are not to be wasted," Trout said. "Times like these are opportunities for companies to reposition themselves, to make tough changes, to attack their competitors' inherent weaknesses, and promote their position while the competition is being quiet."

Trout referred to his most recent book, In Search of the Obvious - The Antidote to Today's Marketing Mess, in fortifying his comments.

"Repositioning is an obvious strategy, especially right now," Trout said. He outlined a list of guiding thoughts from his book:

    • “The problem, when solved, will be simple.”
    • "Does it check with human nature? Remember, you're dealing with people's minds."
    • "Put it on paper. Tell the story simply. Be direct, not complicated."
    • "Does it explode in people's minds? Will they say, 'Ah, I get it!'"
    • "Is the timing right? An idea too far ahead or too far behind is no good."

Trout's In Search of the Obvious is dedicated to Dick Maggiore, president and CEO of Innis Maggiore. He has adopted Trout's counsel to guide his own business to recognition as a leader in the practice of positioning.

"Jack has taught us that whether you win or lose in the battle for your customers' minds depends on your success with identifying and articulating your brand's position," Maggiore said. "Today's overwhelming number of choices and avalanche of information have made it even more critical to simplify the value proposition into a single-minded winning differentiation, which we call 'positioning'."

Innis Maggiore is the nation's leading agency in the practice of positioning, building strong brand positions for companies in competitive markets. The advertising and public relations agency, with 2008 capitalized billings of more than $28 million, employs more than 40 associates. Key clients include Alside, Aultman Health Foundation, Bank of America, Goodyear, GuideStone Financial Resources, NEOUCOM, Nickles Bakery, Parker Hannifin, Progressive Foam Technologies, RTI International Metals, Republic Engineered Products and Shearer's Foods, Inc. Innis Maggiore is a member of the American Association of Advertising Agencies, the Direct Marketing Association, the National Investor Relations Institute and the Public Relations Society of America. Visit www.innismaggiore.com.

Note to Editors: A downloadable image is available here.

(Photo Cutlines For Image)

Best-selling author Jack Trout, the world's number one marketing strategist, addresses 500 Ohio business executives Wednesday in Akron, Ohio. His talk, entitled "'Tis the Time to be Terrified," was sponsored by Innis Maggiore, the nation's leading agency in the practice of positioning. (Photo by Joe Smithberger.)

For more information contact:

Jim Cyphert
PR Director
Innis Maggiore
P: 330-492-5500
C: 330-501-9886
Email Jim Cyphert

"Nobody counts the number of ads you run; they just remember the impression you make."

- Bill Bernbach

"Positioning is the single most powerful concept in marketing. To stake a position means an organization, product, or service stands for one thing in the minds of prospects."

- Dick Maggiore

AWARD-WINNING WORK

Goodyear

Leadership through technology.

View Work
Aultman

Leading our community to improved health.

View Work
PURELL

Protecting us from the spread of germs.

View Work
Smith's

Tradition you can taste.

View Work
Artisa

Live Life Uncottaged

View Work
BellStores

Keeping the family on full.

View Work
CSE Federal Credit Union

The Local Alternative

View Work
GOJO

Leader in skin health and hygiene.

View Work
Baja West Coast Kitchen

Fresh food with a West Coast vibe.

View Work
Old Carolina

Authentic Carolina-style barbecue.

View Work
Custom Auto Body

Custom to the rescue!

View Work
NILodor

Invented Pet Odor Control Technology

View Work
MID'S

True Sicilian pasta sauce.

View Work
Baird Brothers

Old school hardwood. Modern accessibility.

View Work
Stark Community Foundation

Connecting people to the causes they care about.

View Work
Stark County District Library

Where everything is free®

View Work
DRB Systems

Transforming the car wash industry.

View Work
Smoke The Burger Joint

Burgers smokin' with attitude.

View Work
Beese Fulmer

Stay rational. Invest long term.

View Work
JOMAC

Powerfully Light

View Work
MCTV

Going the extra smile.

View Work
Republic Steel

Steel Republic Steel.

View Work
Second Harvest

Serving the community.

View Work
Specialty Pipe

Their speciality is being the best.

View Work
Trumbull Metro Housing Authority

Building a solid future for those in need.

View Work
Fair Housing Law Center

Fighting for Equal Housing

View Work
Kimble

The Future of Waste Management

View Work
Massillon Museum

Art & History Come Alive!

View Work
Bird Technologies

The RF Experts

View Work
Verisk 3E

Intelligent compliance. Sustainable progress. A safer world.

View Work

POSITIONISTVIEW® View All Subscribe

'Content marketing' lifts brands, engages customers December 12, 2018

Bed Bath & Beyond, IBM, Goldman Sachs, Taco Bell, GoPro and Twitter all have at least two things in common. Each understands the need to win online, and each has an award-winning content marketing strategy.Content market...

Crunch numbers to calculate advertising investment November 28, 2018

An investment in advertising is key to driving sales and growing the organization, but despite its importance, an advertising budget is a difficult decision for many companies.Jef Richards, professor and chair of the Dep...

Sears' saga found in snowblowers November 14, 2018

Former Sears executive Steve Goldstein was so shocked when he found snowblowers for sale at his company’s Miami store that he wrote the book, “Why are there Snowblowers in Miami?”That is but one of myriad anecdotes in Se...

Want to win in Business? Google it October 25, 2018

Your business and your competitors have been Googlized.Google is the new Yellow Pages for everything. If we want to know how many times man landed on the moon, we Google it. If we want to lease a copier or hire a financi...

AGENCY NEWS View All Subscribe

Innis Maggiore earns two 2018 WebAwards Learn More

Stahler Awarded Innis Maggiore Endowed Scholarship for Communications Learn More

Innis Maggiore earns District 5 ADDY Award Learn More

David Collins named as an Innis Maggiore shareholder Learn More