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How to Market During a Crisis

How to Market During a Crisis

The Chinese word for “crisis” is frequently cited for its use of two Chinese characters signifying “danger” and “opportunity.

What is Positioning in Marketing What its the CEOs Number One Role

What is Positioning in Marketing? Why it's the CEO's Number One Role.

For so many years, CEOs have focused on doing things better. For a long time, this approach worked. However, a problem has surfaced over recent years as we realize that this approach is simply not working anymore. Being better has become a basic requirement: it is what it takes just to stay in the game. Your prospects and customers have come to expect a higher level of quality and service, and, as a result, quality and service are no longer differentiators. Before you make your next marketing move. You should be asking, "what is positioning?"...

PositionistView®

PositionistView® is an inside look into Innis Maggiore's thinking, culture and talent. They're opinon pieces through the positioning filter. No jargon. No ad-speak babble.

April 7, 2021

Advertisers have long understood the potency of television (TV) as a brand-building medium for consumer products. However, business-to-business advertisers typically kept their distance, and for good reason. If you are like most B2B advertisers, you don’t have the luxury of the large media budgets and soft accountabilities afforded consumer brands. With no way to target niche audiences, traditional TV has simply been too expensive and too wasteful to be considered viable in the B2B marketing mix.

April 7, 2021

Programmatic advertising, since the late 90s, had been waiting for a similar catapult, and 2020 brought it. While total ad spend in programmatic had grown by double digits each year since 2017, those in the know say it got the big boost from the pandemic, allowing 2020 to be dubbed, “the year of programmatic.” What was the inflection point?

 

February 11, 2021

In this year's National Football League AFC Divisional Round playoff game, Cleveland Browns Coach Kevin Stefanski was accused of playing it safe. Trailing by five, facing fourth and nine in the fourth quarter, he punted and put the game in the hands of his defense. Kansas City Chiefs Coach Andy Reid, later facing fourth and one, left his offense on the field and went for it.

August 11, 2020

The COVID-19 pandemic may be the biggest shock to our lives and livelihoods since the Spanish flu in 1918. Our lives and the economy have come to a near full halt. There’s major economic upheaval from Wall Street to Main Street. The ground below us has shaken.

April 20, 2020

The Chinese word for “crisis” is frequently cited for its use of two Chinese characters signifying “danger” and “opportunity.

Agency News

From associate promotions and new team members to awards and events, keep up with the growth and good things happening at Innis Maggiore.

March 2, 2021
CANTON, Ohio (March 2, 2021) — Perfect Power Wash, Ohio’s leading professional-grade power washing company, has named Innis Maggiore, the nation’s leading positioning ad agency, as its agency of record. The Innis Maggiore team is excited to work with Ohio’s leader in professional-grade power washing.
February 22, 2021
CANTON, Ohio (Feb. 22, 2021) — Innis Maggiore, the nation’s leading positioning ad agency, today announced it earned seven awards at the 2021 American Advertising Federation Awards (ADDY® Awards) ceremony Friday evening.
January 19, 2021
CANTON, Ohio (Jan. 19, 2021) — Innis Maggiore, the nation’s leading positioning ad agency, today announced the hiring of Rose Browning as director of media services. Browning will lead Innis Maggiore’s media-related activities, including strategy, research, planning, buying, negotiating and reporting.
November 17, 2020
CANTON, Ohio (Nov. 17, 2020) — Innis Maggiore, the nation’s leading positioning ad agency, today announced the hiring of Tony Bell as director of client services.
October 13, 2020
CANTON, Ohio (Oct. 13, 2020) — Innis Maggiore, the nation’s leading positioning ad agency, today announced it earned two Healthcare Advertising Awards, the oldest, largest and most widely respected advertising competition in the healthcare industry. One award is for the development of the Aultman Alliance Community Hospital website.