Mark Kolier’s Blog

Posts Tagged ‘Vistage’

For the past almost six years I have been a member of a CEO group called Vistage – www.vistage.com . I’ve alluded to my participation in the group on more than one occasion on my blog. My original reason for joining was to gain perspective on running a small business that would be difficult to obtain simply by reading newspapers, magazines, and the like. Vistage gives you the opportunity allows the CEO of a small business to get out of their fishbowl, (and committee of one), to see how others in similar situations deal with their opportunities and challenges. Before I joined the CEO that invited me to consider it mentioned that the other members of the group would ultimately become friends and confidants and he could not have been more right.

Our business has had a tough year and my company continues to undergo many changes and as such I felt the need to step away from the group to completely focus on the issues we are facing. This was not done without careful consideration. It is not inexpensive to be a part of the group. However in today’s business world every business conversations seems to begin with three letters – ROI and I can tell you that the value I have received from being a part of the group has far exceeded the financial investment.

For those of you that do not know – a Vistage group meets monthly for an entire day. Think about setting aside one day a month where you would not go to the office but actually sit in a room off-site all day, not answering emails or phone calls (or at least not constantly) and discussing issues related to everyone’s individual business. It’s always intense as we regularly have an outside speaker for 3 hours who will talk on any number of subjects, and then we meet as a group for the balance of the day going around the table updating our personal as well as individual company statuses. The meetings last 7 or 8 hours and I often found myself exhausted from processing issues and thinking deeply about subjects that were discussed at the meeting. We feel the responsibility to be accountable to one another as peers and that responsibility is not taken lightly by any of the members. It’s one big reason why it works so well.

Each CEO also meets with the ‘Chair’ or group facilitator once a month for 1 ½ hours to tackle issues directly related to our business. One responsibility of the Chair is to get a CEO to do things that he or she would prefer not to do but knows that they should. It’s probably akin to herding cats at times.

The bonds I have formed over the past six years with my fellow members run deep and that was evidenced today by the groups abject refusal to accept my stepping down in what they consider a time when I could use the collective intelligence of the group more than ever. Not only did they implore me to come back to report as a ‘guest’ and keep in touch with the group, I walked out feeling that I have 14 very smart, very dear friends for life. And that’s very personal.

What do you do to get out of your own fishbowl?

Those that know me know that I hatched an idea almost 15 years ago to have people customize a ‘fake’ magazine cover that would help them celebrate a significant life event. At the time it was an idea that was interesting but not practical since printing costs would be hundreds if not over a thousand dollars (keep in mind that in January of 1996 digital printing was in its infancy and four color digital printing was just being rolled out).

But by 2000 digital printing had made production more affordable so we started YourCover (www.YourCover.com ). People came to our website and saw what we could do and then requested information which we would send to them along with a questionnaire for them to fill out which they would send back to us along with some photos for us to scan. Our artist would put it together with my copy and we would send them back a uniquely and completely personalized 4 page fake magazine cover. The price was $275 for 25. And it was $275 for 1 also.

Over the years we’ve refined the product, the offerings, and the way our customers can engage to purchase the product. We’ve generated much of the traffic through both organic (SEO) and paid (SEM) search. We’ve tried most every channel on a somewhat limited budget except for broadcast or cable television and radio.

YourCover is modestly successful but it never has been a huge money maker. Mostly because we’ve not had the resources to throw brand advertising dollars at the product and I wanted us to retain total control. Yet as my Vistage group pointed out several years ago (when I was mulling over our inability to make a big impact) that what we really had was a very cool and effective research and development lab. I had never looked at it that way but they were so right.

By treating our own product as a ‘client’ we’ve learned many things over the years. What works, what doesn’t, and why. We’ve created a unique blogging strategy that our agency has turned into a product. We’ve learned that affiliate marketing is not the right tactic for our business and which businesses might be more apt to have success with it. We take the knowledge we have gained at our own expense and bring that learning back to our clients and we all benefit.

We realize that YourCover lacks big brand identity and that is a huge stumbling block. Direct response is a great medium but there has to be an excellent brand positioning to make it work as well. DR people sometimes lose sight of that. I’ve learned that and much more.

Today we launched the newest version of our site at www.YourCover.com . My wife Michele, our Creative Director Nader Ashway and the entire YourCover team (thanks Kristina and Jessica) have done what I think is a terrific job in making it an easy to use and more engaging site. But I will let you be the judge of that.
So we are an agency that has itself for a client. While that may be unusual now, I see a time when agencies will own products on a much broader basis. It makes sense to me because a marketing agency that has its own product truly has ‘skin in the game’.

So does our agency have a fool for a client? It’s fine if your answer is yes but what do you think?

It’s often said that it ‘takes one to know one’. As a dedicated marketer I appreciate a good marketing effort as much if not more than the next guy. This past Thursday and Friday I had the experience and honor to attend a forum sponsored by the USMC – the MCBEF (Marine Corps Business Executives Forum).
The MCBEF is an outreach program catering to business CEO’s and company Presidents my fellow Vistage (CEO group – http://www.vistage.com ) members were enticed with the promise of live-fire exercise, a private tour of the Pentagon as well as a ride on a Marine helicopter.

It was an awesome and exhausting day. We had dinner the night before with several Marines in attendance that would be our ‘hosts’ for the following day (meeting at 0700). Getting to know more about both the individuals and their lives in the Marine Corps offered insight and one-to-one interaction that personalized the experience right from the start. An excellent start.

We began the day at the Air Force Memorial (who says the service branches can’t get along?) which offered a view of the Pentagon and was directly in the flight path of Flight 77 which struck the Pentagon where 184 people perished on 9/11. This was followed by a visit to the somber and moving Pentagon 9/11 memorial
adjacent the Pentagon prior to going inside.

Our ‘tour’ of the Pentagon was led by a Marine who could not have been more than 22 years old and could not have been more impressive. We moved swiftly (this was the mode of the day) and the highlight was a nearly one hour briefing by a Brigadier General that included a Q & A. No none of the information was classified (we had access but not that kind of access). But collectively I believe we all left that briefing with even more confidence in the leadership of the Marine Corps as the questions and answers were truly engaging and sometimes revealing.

It got even better. A short bus ride to an airfield had us all hopping on a CH-46 Sea Knight military helicopter for a 25 minute trip down to Quantico AFB. Sitting there with my ear protection on, unable to talk with my fellow members due to the noise I could almost get a feeling of what it might be like to be a 20 year old Marine heading to a remote locations trying to sort out thoughts before being dropped into battle. Almost.

We witnessed a demonstration of martial arts techniques followed by a ride to the firing range. Prior to having the opportunity to shoot 9MM pistols, M-16 rifles and M240 light machine gun we were given the opportunity to experience MRE’s (meals ready to eat) for lunch. Glad I was hungry. We all were happier that we do not have to eat MRE’s again for a long time if ever.

A tour of the Marine Corps Museum (very impressive and worth visiting) finished the day off with a visit to the Tun Tavern replica in the museum.

What did the Marine Corps want from our group? As it was put – ‘nothing and everything’. Nothing in particular but their hope is that with a deeper and more personal relationship our members would have more understanding and consideration of support for Marine Corps needs such as the V22 Osprey, and new aircraft that has lukewarm support in the White House.

What they got from me is a greater sense of appreciation for what Marines are like, what they do and how lucky we Americans are to have this competent and dedicated force protecting our country.

It’s my feeling that we all got what we wanted and then some.

Through an Executive Group called Vistage we have been invited to take part in a one day MCBEF (Marine Corps Business Executive Forum) program. I leave today. My feeling is that most if not all of us, are quite eager and excited to take part in this educational opportunity.

From the Brigadier General this statement was included in our welcome kit. ‘The intent of MCBEF is to introduce senior business executives and influential community leaders from around the country to U.S. Marine Corps interests. MCBEF has proven to be a successful outreach program that is expanding the Corps’ relationship with America’s business executives and opening doors for the Corps’ future outreach initiatives.’

We will do some really cool things like have dinner with Marine Corps officers, a Pentagon briefing, and even live-fire exercises which should be REALLY interesting since I have never discharged a firearm in my entire life. We will also visit the Quantico Base and possibly may be transported by military helicopter. Yes I had to sign my life away as even the Marine Corps folks have liability concerns.

I know little about the Marine Corps. Aside from the Marine Corps hymn (From the halls..) which highlights U.S. engagements (from the shores of Tripoli which meant a different thing than it does now), I know that Marine’s are tough, principled, Always faithful (‘Semper Fidelis’ or ‘Semper Fi’!), and where there is trouble in the world they go first.

I look forward to learning more and sharing whatever I can in a future post. Of course only what is not classified. There may be things I don’t think you need to know.

I wonder if any Marines have read my blog posts before our visit? Or after?