Q3 2021

DLI Launches New ‘Marketing Lab’ Program to Help Members Develop Marketing Ideas and Exchange Advice 

Beginning June 16 & 17, members of the Drycleaning & Laundry Institute (DLI) began tapping into the wealth of experience of their peers DLI’s new Marketing Lab peer review group. In the group, DLI members develop marketing efforts together, or just help each other tweak current efforts. From plans to final pieces and implementation, members will present marketing ideas to a group of their peers for live, immediate feedback. Ideas shared in the group are available to all members of the group, giving members access to a collective idea machine. In-group collaboration will help make marketing pieces stronger.

“I have been so impressed with the exchange of ideas on the Peer-to-Peer Zoom meetings we have been hosting over the past year,” said Mary Scalco, DLI’s CEO. “I always learn something and those who participate report feeling the same way.  This series of virtual meetings will focus on marketing and who better to learn from than your peers?”


DLI invited members to join a group and received enough interest (so far) to launch three groups. Two Marketing Labs met June 16 and one met June 17 and will meet during the third week of each month thereafter. Participation in each lab is limited to 25 participants and all members must be willing to share and handle a critique. “Constructive, honest, professional criticism can sometimes be blunt but can also be priceless,” Scalco said. “We’re excited to open this new avenue for members to work together. To be clear: This will not be American Idol or Shark Tank. Group members will develop extraordinary ideas in a relaxed, professional, and respectful setting.”


While DLI plans to limit the number of members from specific geographic regions, members who join the group will have veto power over new arrivals to reduce the risk of working with direct competitors. DLI will expand this program to add additional groups as interest demands.

Best of all: It’s included with your DLI membership.



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