by Katie Harley 11/2/2016
As a 2nd year in the MBA program, I’ve had the opportunity this year to serve as VP of Programming on the leadership team for AMP, the Association of Marketing Professionals. I enjoyed coordinating the Columbus Marketing HOP, which started last year as a way to introduce Fisher students to different companies in Columbus and understand how they do marketing.
We like to do the trip in the early fall to expose the 1st year marketing students as early as possible to different types of marketing careers. The core curriculum marketing class is a quick intro in the fall and isn’t able to deep dive into all aspects of marketing. So for some students this might be their first introduction to what agencies do or understand how different industries do marketing very differently.
This year, we started the morning at Piada, which is a new restaurant start-up founded in Columbus. They have recently expanded from Ohio to Minnesota and Texas to test different markets with their Italian street food, fast-casual concept. We got to hear from Matt Eisenacher, their director of marketing, on Piada’s marketing challenges in being a small start-up dealing with explosive growth. He also compared his experiences in the restaurant industry to his background in brand management at traditional CPG companies like Nestle and Abbott.
From Piada, we traveled to Perio, which is the parent company of Barbasol and Pure Silk shaving brands. It was really interesting to hear from Amy Litzinger and the team at Perio about their different consumer segments and how that leads them to different marketing tactics. They spoke at length about sports and entertainment sponsorships, which opportunities they choose, and why they do them, which personally I found very interesting because I didn’t know very much about that side of marketing.
After loading us up with gift bags of shaving cream (thank you!), we stopped for lunch at, you guessed it, Piada! We got to try some of the seasonal specials that Matt talked to us about in the morning, and it was especially interesting to hear from half of our group who had never been to one of their restaurants before!
Our last stop of the day was Baesman, a non-traditional marketing agency located in downtown Columbus. I was very excited to showcase an agency to our group because it’s hard to understand the agency lifestyle until you get to see it for yourself. So much creativity and flexible thinking is needed in their roles and that often translates into offices that look very different from the stereotypical cubes of the large companies they typically work for.
Baesman’s focus is on data-mining and creating content based on insights that they glean from their clients’ data. It was fascinating to hear about how their business and focus has changed over the past 5 years when they realized what an opportunity data-led marketing would be.
I worked with Baesman in a couple different capacities before I came to Fisher, and even I learned a lot about their business model, and how quickly things are changing in their industry. We got to hear from their president, Jeff Sopko, about starting the business, and we also heard from Evan Maggliocca, who is in charge of their agency branding. I confess that I had never really thought about how important branding and marketing efforts are for an agency as they compete for new business. I had only viewed them from a client standpoint, and it was great to realize their challenges as a business, and how they’ve set themselves up for success under those conditions.
Even though I’ve lived in Columbus for over 5 years, I personally benefited from visiting these companies and hearing about their very different marketing challenges and tactics. The students who went on the trip learned a lot too, and were excited about the diversity of the companies we visited. I’m happy that AMP was able to share such variety in our own backyard and get our students thinking in different ways about their marketing career possibilities while exposing them to great companies.