Kelly O’Rourke shares her take on the AI or Human Instinct debate, engaging the local community, and driving credibility through influencers.
Do you
prefer brand awareness or performance? What is your preferred marketing channel? In this series, we get to know past Insider Summit attendees and ask about their preferences.
Kelly O'Rourke, Director of Marketing, FiiZ
Drinks:
Partnerships with Other Brands or Influencer Partnerships: Influencer
Partnerships. Influencers influence - they drive trust, credibility, and real connection faster than traditional brand partnerships.
AI-Powered Optimization or Human Gut Instinct: Human Gut Instinct (informed by technology). I grew up in the pre-smartphone world and still believe
lived experience and human judgement can spot what algorithms can’t.
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Always-On Campaigns or
Tentpole Moments: Always-On Campaigns. Consistent presence builds the foundation and awareness that gives brands the agility to respond to tentpole moments.
Franchise Owner Stories or UGC: UGC. Someone coming to our Instagram or TikTok wants to see soda content -
not hear why someone decided to open a soda shop.
Soda or
Dessert: Dessert. Ironic for someone that works for a soda brand, but my go-to FiiZ order is a sparkling water and there is always room for dessert!
Spotlight Limited Time Offers or Evergreen Fan Favorites: Spotlight Limited Time Offers. Novelty (and
urgency) drives return visits, increases ticket size and encourages add-ons to fan favorite orders.
Community Engagement or National Campaign: Community Engagement. For a brand at our stage that doesn’t yet have national scale or
big-budget campaigns, showing up locally is our biggest growth lever.
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reach out to our Managing Editor, Barbie Romero at Barbie@MediaPost.com.