AAM Leadership Corner
Jack Kolmansberger
Chief Marketing Officer
Herbein + Company, Inc.
Reading, PA
jmkolmansberger@herbein.com
LinkedIn: http://www.linkedin.com/in/jackkolmansberger
AAM involvement: Currently at-large board member, former President of Greater Philadelphia Chapter, former Membership Committee Chair
On the Job -
What projects are you currently involved with?
We're using the impetus of our 40th anniversary in 2012 to drive an updated brand initiative. We have made progress with honing the message of what we do and for whom, and we are now designing a new website which will be the hub of all branding. We also conducted a Client Loyalty Survey which has provided the roadmap for what our brand is all about. The survey was one of the most exciting projects I've ever been part of — everything we do from proposals, to sell sheets, to sales calls and proposals all relate back to the survey.
What is the biggest benefit you get from your AAM membership?
I just attended a new member call which was hosted by Art Medina, a new AAM member who I met at conference this year. He is already espousing what I feel is the chief benefit of AAM — you are able to build a network of people who always willing to help. My AAM network is by far my most valuable career resource. When I have marketing questions, I can reach out and get great feedback. When I had career questions, I was able to reach into my network and really get good advice from people I totally respect.
Describe your first experience with AAM.
I was in awe of what other firms were doing (and I still am!), and I felt like there was so much opportunity. Sally Glick, Jean Caragher, Russ Molinar, Tracy Crevar Warren, Michelle Golden, and others showed me that marketing needs to be highly engaged to be a real catalyst within a firm. Their passion for marketing and for AAM is contagious, and it fueled my desire to get more involved.
Many people believe Tax and Audits have become more commoditized. Do you agree, why, and what do you think we, as accounting marketers, can do about it?
To the extent that our services — and in particular audits — are perceived as commodities, our industry can only blame ourselves. The business model of 'giving away' audits to get tax and special projects didn't really work out so well. As marketers, we need to focus on the value of our services and bring that message to the market. I'd suggest all marketers read Ron Baker's (Verasage Institute) books and then see if you still feel that we're in the commodity business!
On the Side -
The one thing people don't know about me…
I had an inauspicious ice hockey career at Villanova University. During my last game at Notre Dame, I was checked over our net and on top of our goalie. The Fighting Irish fans cheered wildly, but our goalie wasn't too pleased.
Describe your family.
My family life is like a great adventure! My wife Cassie and I have 3 kids, Bryn (11), Claire (8), and Tyler (7). There is always something interesting going on — and everyone knows to coordinate with Cassie since I can never keep track of our schedule!
Civic Organizations/Community Involvement?
I have a band with some friends who have played numerous fundraisers over the past 10 years. It's a lot of work and practice, but very rewarding. I've also learned that you can't take it personally when 3,000 people walk away from the stage en masse to start a walkathon!
What would you be doing if you hadn't become a marketer?
After college, I came close to teaching high school in conjunction with an ice hockey coaching opportunity. After finally 'retiring' from competitive baseball and hockey leagues, I now get my sports fix playing with the kids in the backyard and coaching their teams.
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