Numbers are the name of the game in the financial world. But that’s only part of the equation.
Just ask Dave Vorbeck, president and CEO of Bison Financial Group, which he founded in 1999. He regularly showcases the firm’s MENTOR product by advertising in the Chamber’s award-winning BizVoice® magazine. In addition, Bison has sponsored a variety of events, such as the Wellness Council of Indiana’s regional wellness symposiums, and has been an Indiana Chamber member since 2011.
“People who are on the distribution list of BizVoice (the audience includes 15,000 CEOs, presidents and other decision-makers) want to be on the distribution list of BizVoice and the editorial content is important to them. MENTOR is our business-to-business product and being able to zero-in on those decision-makers in terms of brand development is incredibly valuable to us.
“We don’t need to get in front of 15,000 people. We need to get in front of 15,000 of the right people. BizVoice (readers represent) 15,000 of the right people.”
Based in Lafayette, Bison also has offices in Mishawaka; Terre Haute; Valparaiso; Kalamazoo, Michigan; and Melbourne, Florida. It employs 40 people firmwide and is affiliated with Wells Fargo Advisors.
“I’m looking at new MENTOR clients (and one is) a big coding company in Fort Wayne. The only way they’ve heard of us is through BizVoice because we don’t advertise in Fort Wayne,” Vorbeck stresses. “Advertising in BizVoice is an incredible value for us. For what we’re advertising, it absolutely is perfect.”