Last Tuesday afternoon, 40 executives from the Ohio area settled into their seats at the Highlights for Children offices in downtown Columbus. The reason for the gathering? DMA’s first community meetup—a ½ day of learning, networking and knowledge-sharing for local and prospective members.
The weather was less than ideal—think rain, thunder, lightning— but that didn’t stop folks from coming out to see what we had to offer. We kicked-off the afternoon with a keynote presentation by Marc Gregory, the Vice President of Digital Marketing & Media for the Columbus Blue Jackets.
Marc has a pretty sweet job with the NHL, running the overall operation of the team’s website, social media platforms, mobile initiatives, database marketing and research & analytics. He spoke in depth about the importance of timely and relevant marketing campaigns, noting that he and his team often try to play-up national holidays and current events, relating their posts and emails to whatever might be going on in the world on that day. He also noted the significance of humor on social, citing some hilarious examples of how the Blue Jackets get silly on Twitter—see example below and enjoy a hearty laugh!
We transitioned from sports to services—cleaning services that is—with a presentation led by Stanley Steemer’s Chelsea Penzone. Chelsea is an executive marketing and operations strategist, who has national marketing oversight and responsibility of the corporation’s marketing and franchise communications strategy.
Alongside co-presenter Jeff Sopko, President of Insights & Marketing at digital agency Baesman Group, Chelsea spoke at length about Steemer’s direct mail campaigns and what makes them so successful. A key differentiator? Her team dedicates a huge amount of time and resources to creative testing. This continual testing of different markets with different offer selections allows the company to gather data about the lifestyles of their customers. Once they know more about who they’re talking to, they can customize their offers for a more personalized customer experience.
Of course, there was plenty of built-in time to schmooze and network—business cards were exchanged and follow-up meetings were arranged. Overall, it was a great day to be in Columbus, Ohio! A special thanks goes out to our friends at Highlights for hosting us, and Baesman Group for sponsoring this terrific event.
Will we see you at the next one? Contact Laura Gigliotti if you’d like to receive emails about our next DMA Local Meetup.