On December 4, 2024, the Daviess County CEO Cohort had the privilege of welcoming back one of their own, David Lengacher, a distinguished alumnus of the 2021 CEO program. Now a recent graduate in Marketing from the University of Southern Indiana (USI) and the marketing lead at Zax Creamery and Coffee, David's journey is a testament to the enduring value of the CEO program.
David’s return was marked by a dynamic and insightful presentation focused on core marketing principles. Leveraging his experience as a top-18 finalist in the National CEO Pitch Competition in 2021, David provided the cohort with a practical and engaging breakdown of the "4Ps of Marketing" — Product, Price, Place, and Promotion. His approach was both accessible and profound, offering the cohort real-world applications of each concept.
One key area of David’s discussion centered on pricing strategies, where he highlighted the differences between Competitive, Premium, and Discount pricing models. This foundational knowledge was further enriched with specific, regionally tailored marketing strategies, encouraging the cohort to think locally while maintaining a global perspective.
David’s guidance didn’t stop at theory. He emphasized the importance of "knowing your audience" — a critical aspect of any successful marketing campaign. Through an exploration of Demographics, Psychographics, and Buying Personas, he showed the cohort how to craft marketing messages that resonate with their target audience. The power of giveaways and the undeniable impact of digital marketing in the modern business landscape were also key points of discussion, underscoring the shift toward online engagement in today's marketplace.
To solidify these concepts, David led an interactive exercise in which the cohort was tasked with applying the 4Ps of Marketing to a fictional business. This hands-on activity allowed participants to practice what they’d learned in real time, fostering deeper understanding and creative problem-solving. By working together to identify a target audience and develop a comprehensive marketing strategy, the cohort experienced firsthand the challenges and rewards of effective marketing.
This visit underscores the value of connecting past and present CEO participants. Alumni like David offer invaluable perspectives, serving as living examples of how the CEO program can pave the way for future success. By sharing their stories and strategies, alumni help current participants see what’s possible beyond the classroom, fostering a collaborative learning environment that benefits everyone involved.
As the session concluded, the Daviess County CEO Cohort expressed their sincere gratitude to David for his time, insights, and encouragement. His visit will undoubtedly leave a lasting impact on the cohort as they continue to develop their own entrepreneurial skills and aspirations.
