New ?? 5 Marketing Insights - #86

Can big brands tap into local connections? Absolutely—but it takes a smart strategy.

Sports brands like Nike and GymShark nail it by running fitness events that bring communities together, but what other brands are doing it well? Let me know your thoughts!

This week, we’re diving into key industry trends shaping marketing and consumer behaviour.

And here’s a debate for you: Would you trust a Meta-powered robot in your home? Send us a DM and let’s discuss!

1. Mass appeal vs. Local connection. How can you do both?

Customer loyalty is the ultimate goal, but should brands focus on broad, mass-marketing strategies or hyperlocal personalisation? The challenge for multi-location businesses is balancing scale with intimacy.

Mass marketing builds brand awareness, but it can feel impersonal.

Localised marketing speaks directly to communities, making customers feel seen and valued. However, scaling localised efforts across multiple locations isn’t easy when it comes to managing the campaigns and tracking loyalty.

?? The best approach? A hybrid strategy that leverages technology and local teams to manage efficiency.

For example, a restaurant chain could personalise loyalty rewards based on regional preferences.

• In coastal cities, they might promote seafood specials through app-exclusive discounts
• In college towns, they could offer late-night deals for students
• In colder regions, a winter-specific reward (free hot drinks after a certain number of visits) could resonate

Inspired by this Street Fight article.

2. The popularity of podcasts and what they mean for brands

Ever noticed how quickly you scroll past an ad on social media, but when your favourite podcaster talks about a product or service they love, it feels a lot more natural and authentic?

If you’re not advertising on podcasts yet, maybe it’s time to start. And not just because they’re less intrusive. GWI found that for the first time ever, 16-24-year-olds prefer listening to podcasts over radio shows.

Gen Alpha isn’t far behind either. 12-15-year-olds are now more likely to chat about their favourite podcasts than the latest music at school lunchtime.

3. Musk vs Zuckerburg… Battle of the robots

Meta is the latest tech giant to announce further plans on their robotics ambitions with a new Reality Labs team, aiming to develop AI and software for household robots, rather than manufacturing them directly. The strategic goal? To position themselves as a foundational platform in robotics. The move reflects Meta's vision to expand beyond social media, and their $65bn investment and recruitment of ex-Cruise executive Marc Whitten signals a serious commitment.

Robots doing our chores sound great, but would you trust a Meta-powered robot in your home?

4. 58% of small businesses across the U.S. plan to invest in AI

If you work in B2B marketing or sales listen up.

The surging interest in AI among small businesses represents a golden opportunity - but not necessarily in the way many might think. While 58% of small businesses are ready to invest in AI, what they're really seeking isn't just tools, but understanding. The sweet spot for marketers lies in positioning themselves as guides in this AI transition, combining practical solutions with education and training. Think less "Here's our powerful AI tool" and more "Here's how we'll help you succeed with AI.”

Is the next big marketing opportunity not about selling AI tools, but building trust by teaching small businesses how to use it?

5. The future of the fast food industry

Whether you work in food marketing or just love food (like me), it’s always interesting to see what trends are coming next. Street Fight recently shared 10 fast-food marketing trends for 2025—here are my top three:

1?? Healthier menus on the rise – As diners seek more nutritious options, fast-food salad brands are gaining traction, and other categories are expanding their healthy offering.

2?? Sustainability matters more than ever – Consumers are demanding eco-friendly solutions, leading to more “cutlery-optional” takeout and innovative packaging that’s kinder to the planet.

3?? Smarter location planning – Choosing the right spot is now a data-driven decision, with companies like Placer.ai using foot traffic and migration insights to help brands optimise new locations.

Small business shout-out

While browsing my local high street recently, I discovered a boutique carrying a brand called Cave London. Oh my gosh, their scents are incredible! I was surprised to learn that, beyond perfumes, they also offer a small collection of modest clothing for both men and women.

Thanks for tuning in this week! We also send Five Insites by email if you’d prefer to receive it that way.

If you have any feedback or want to suggest a small business for a shoutout, feel free to reach out to me on LinkedIn—I’d love to chat!

Thanks, Izzy Marketing Assistant at Insites