"As things start to look spoOoOoky in SEO and social marketing, Ashley Judge is finding scary good success with owned media. "Which doesn't feel sexy in 2025, but it is," Judge says. (Note to self: Sexy Marketing Channel costume?) "Algorithms change, but emails let us tell our stories and connect to our people." The key, she says, is finding the right mindset. "It's not a hard sell pitch. It's just, 'Hi! Remember us?'""
"If it's on a day when you don't want to go to an arcade, you just won't go to an arcade. But you're not likely to be offended by a 'Hi! Remember us?' campaign. And then, one day, it's a Tuesday and you're bored and you get an email from the arcade, so you go in. But that can't happen if you're not emailing them."
Ashley Judge oversees year-round tourism marketing for one of the United States' oldest, history-rich towns and a major global Halloween destination. She emphasizes owned-media strategies, especially email, to maintain connections as algorithms change. She advocates a friendly, non-sales mindset—simple reminders like "Hi! Remember us?"—to keep audiences engaged and convert occasional interest into visits. Judge uses everyday examples, like an arcade email campaign, to show that small, conversational outreach avoids annoyance while increasing the chance of spontaneous visits. Personal background details include living near the Ropes Mansion, distributing 1,500 Halloween candies, and scaling an ecommerce shop to $10 million annual sales.
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