What’s On Our Minds? Customer-Centric Online Marketing
THINK ABOUT IT.
There’s only two reasons why people buy: To ease pain or to gain something.
Let’s talk pain. And marketing to it.
We learned recently during a Knowledge Network presentation titled “Customer-Centric Online Marketing” that an overwhelming number of customers are first choosing the self-discovery route through the internet when it comes to finding a business, product or service. (Versus direct marketing or sales person interaction.)
How best to set your company apart from the clutter of the internet? Develop content that appeals to the emotional pain of your customers.
Do you know how to personify your customers and their pain points? Or how to develop creative content ideas for your business — ideas that will appeal to Google and ease your customers through the buying funnel? If you attended this luncheon you do.
Come join us! Because if you didn’t get a least one solid business nugget at your last meal, you’re dining with the wrong group.
This “What’s On Our Minds” moment from VACEOs Knowledge Network Luncheon, “Customer-Centric Online Marketing” presented by Neal Lappe, President, and Chris Leone (pictured), Chief Operating Officer and Chief Strategist at WebStrategies Inc.
Alan Kirshner and Top Markel Executives Address VACEOs
Put a well-known, highly-respected business mogul in front of a room of 100-plus enterprising CEOs, have a frank discussion about how to build and reinvent an 85-year-old, multibillion-dollar business, and what do you get? The most highly rated VACEOs Quarterly Luncheon ever.
Taking the stage during a panel discussion at the VACEOs September Quarterly Luncheon were three of Markel Corporation’s highest-ranking executives: Michael Heaton, Senior Director of Affiliate Investments, Markel Ventures; Richard R. Whitt III, President and Co-Chief Operating Officer, Markel Corporation; and the undisputed rock star of the company, Alan Kirshner, Chairman and CEO.
Markel defines itself as a holding company for insurance, reinsurance and investment operations around the world. It’s a company rooted in its distinct culture, defined as the “Markel Style” – a company that, after 85 years, still has ambitious goals, Kirshner told the audience. In a playful tone, he added, “We’re having a lot of fun.”
Listed here are a few golden nuggets from this luncheon. But first: When was the last time you learned something that could profoundly impact your business? Come join us. We’d love to have you take part in the conversation.
GroundForce IT Shines During UCI Road World Championships
(Race photos by Stephanie Bergreen)
Well done, Richmond! All the world was watching us during the 2015 UCI Road World Championships, and you represented the region well. It takes a tremendous amount of planning, coordination, sweat and tears to pull off an event estimated to bring in half a million spectators on site and approximately 300 million pairs of eyes via television. But in many ways, for GroundForce IT, the “Official Technology Partner of the UCI Road World Cycling Championships,” the pressure was just part of another day at the office.
REALLY? We were curious. So we caught up with CEO Ethan Seltzer during and after the event to hear his perspective as a sponsor, IT support specialist and cycling fanatic. We wondered, did he have any reservations about putting his business out there in such a big way? Did he have any “OMG” kind of moments? Any regrets? Here’s what he had to say.
Q: Describe the type of work you did for the 2015 UCI Road World Championships.
A: Our job at the race was similar to the type of work we do every day – setting up firewalls, phone systems and wireless networks. In this case, our work supported the broadcasters, commentators and VIPs in the UCI tent. We were on site from September 20 through September 27 to provide IT assistance. We spent approximately 120 man-hours on the project.
Q: As a sponsor of the event, your logo was prominently on display to essentially the world. Did you ever think, “Do we really want to put ourselves out there for such a high-profile opportunity?”
A: Because I’m a cycling fanatic myself, GroundForce IT has been active in sponsoring and physically supporting active events for almost eight years. This, of course, was at a whole different level – think sponsoring a high school match versus an NBA game. Was I a bit nervous? The short answer is “a little bit.” But only after the race started and there was an urgent request to provide additional IT services that were out of the initial scope of the work we were asked to do — which, if there was a glitch, would affect cameras on the course and what the world saw. That was a little intense. No glitches were experienced. In the end, we wanted to bring our “A” game, and we did.
Q: What was one of your favorite or one of the funniest moments you witnessed that the cameras didn’t catch?
A: During the U23 men’s race, several cyclists were using the restroom adjacent to the start/finish line. One cyclist climbed the barricades to get back on his bike with just 30 seconds to go before the race was set to start – to get back to his bike, super-relaxed and cool. Several of us spectating commented on how we’d be a bundle of nerves 30 seconds before a World Championship race!
Q: Did you meet any of the cyclists? Did you have any “OMG” kind of moments?
A: I had the opportunity to meet a few former and current pro cyclists. Bob Roll – “Bobke” – was a very nice guy. He wears EXCEPTIONALLY tight/skinny jeans. Not sure how he fits into them!
Q: If you had the chance to train with a member of the USA Men’s team, who would you choose, and why?
A: That would have to be Ben King. He was born in Richmond, Virginia, and grew up in Charlottesville. He was in the breakaway group of the Men’s Elite race for much of the day on Sunday (September 27) and did both the USA and Virginia proud. I did speak to him very briefly during the week and asked if he’d join the Goochland Mountain Bike Team for a practice. He was exceptionally nice and said if his schedule permitted, he’d be happy to.
Q: Any regrets or “Wish I would’ve…” moments?
A: We are not great promoters of ourselves, so, looking back, we could have done a better job of showcasing our capabilities in the VIP tent and elsewhere. My advice to anyone who’s thinking about becoming involved in an event of this magnitude is to get out of the weeds of the day-to-day and make a solid plan. Think big. Consider hiring a marketing or PR firm to help you if you don’t have the resources in house to “own” the project. Lastly, have a real action plan in place to capitalize on all the various publicity opportunities that happen before, during and after the event.
Robins School of Business – VACEOs survey reflects strong optimism among chief executive in Virginia
Each quarter the Virginia Council of CEOs (VACEOs) and University of Richmond’s Robins School of Business partner to take the pulse of top executives in the region.
The survey results provided by Richard Coughlan, Senior Associate Dean at the Robins School of Business, provide a snap shot of the overall economic outlook index for various companies within the region and help central Virginia companies anticipate business decisions and plan for growth. For the first time, the survey asked respondents about the composition of their executive suites.
The third quarter 2015 CEO Economic Outlook survey shows considerable optimism among chief executives in central Virginia. The survey’s index, which measures executives’ views on projected hiring, capital spending and sales, reached its highest level ever in the third quarter of 2015. The survey has been administered for more than five years.
Says Scot McRoberts, executive director of the Virginia Council of CEOs, “It’s not surprising that the index is up. The small business CEOs I work with are uniformly busy, and dealing with growth issues like acquiring talent.”
HIRING EXPECTATIONS JUMP 26 POINTS
Among the 60 CEOs of small and mid-sized companies participating in the survey this quarter, there was a very large increase (from 36.8 percent to 63.2 percent) in the percentage of CEOs who expect to enlarge their workforce over the next six months. No respondent indicated that his or her company would have a smaller number of employees over the next six months.
The executives’ outlook on sales remained strong, with 73.2 percent of respondents expecting an increase over the next six months, nearly identical to the 73.1 percent that projected an increase when surveyed a quarter ago. More than a third of respondents expect capital spending to increase, down slightly from the 37 percent reported in the second quarter of 2015.
NEARLY HALF OF VIRGINIA CEOS ACT AS FINANCIAL OFFICER FOR THE BUSINESS
For the first time, the survey asked respondents about the composition of their executive suites. While 37 percent of respondents indicated that the CEO handles the duties of a chief operations officer, 22 percent of executives indicated that they have a full-time COO. When asked about the presence of finance executives, 46 percent of CEOs said they handle the duties of a chief financial officer, while 10 percent employ a full-time CFO and another 13.6 percent employ a CFO on a fractional basis. The remaining respondents have finance managers who are not part of the executive team.
Survey Results
The following survey results from the second and third quarters of 2015 show projections for the next six months for sales, spending and employment:
Economic Outlook Index
The results also provide an overall economic outlook index, which is based on businesses’ projected six-month sales, spending and employment figures.
About the 2015, 3rd Quarter Robins School of Business / VACEOs Economic Survey
The Virginia Council of CEOs and the Robins School jointly conduct the quarterly survey, which helps central Virginia companies anticipate business decisions and plan for growth. The Robins School adapted the survey from the Business Roundtable, an association of CEOs of American companies that conducts a similar survey nationally. Richard Coughlan, senior associate dean at the Robins School, administers the survey and collects the responses each quarter.
The Council and the Robins School collected responses from 60 CEOs in central Virginia. The median annual company revenue for CEOs responding was $3.6 million. Multiple industries are represented in the sample (for example, construction, manufacturing, finance and insurance, and retail). The median number of full-time employees for responding companies in this survey was 20.
Request Results
The council continues to expand the survey beyond its members, offering any area business owners whose companies gross at least $1 million in annual revenue the opportunity to participate. If enough businesses participate, the council will provide survey results by industry. Participation is free, and all participants will receive copies of the survey data.
Business owners and CEOs who would like to participate in the next survey should contact Scot McRoberts at smcroberts@vaceos.org.
About the Virginia Council of CEOs
The Virginia Council of CEOs is a nonprofit organization, whose mission is to connect the CEOs of second-stage companies so they can learn from each other and grow their businesses. Learn more at www.vaceos.org.
About the Robins School of Business
The Robins School of Business is the only fully accredited, top-ranked undergraduate business school that also is part of a top-ranked liberal arts university. Bloomberg Businessweek ranks both the Robins School’s undergraduate and part-time MBA programs among the top 25 in the country in their respective categories. The school’s executive education division offers open enrollment courses and customized leadership development programs for individuals and businesses.
VACEOs Members Make RVA 25 and Inc 5000 “Fastest-Growing” Lists
Our members represent a wide range of industries and experiences. They are movers and shakers, and their companies are frequently spotted the news. This time around we found them within two prestigious “fastest growing” company lists.
Now imagine the possibilities and the hurdles you could overcome if you had an exclusive network of company leaders like these as your private think tank! Visit VACEOs membership to learn more.
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