A human question in a machine moment 

It’s a sunny morning, coffee in hand, and I’m thinking about stories.  

Not just headlines or campaigns, but the kind of stories that make someone click “read more” or stop scrolling. The kind that feel true. 

Lately, it feels different from when I was a reporter.  

As a former journalist turned marketer, storytelling has always been the work. Now, there’s a new thought sitting at the agency desk with me: If AI can generate content in seconds, what’s left for us?  

It’s not a hypothetical anymore. Depending on the source, the numbers vary, but the direction is clear: most marketers (70%+) say AI will significantly change their work, and nearly everyone is already using it in some capacity. Companies using AI in marketing report up to 30% higher ROI. 

AI is here. And it’s powerful. 

Love it, hate it, or try to ignore it – it’s shaping how we work, even influencing the content we once thought lived only inside our journalistic and creative minds.  

The uncomfortable truth is: AI isn’t the problem. 

How we use it and what we build around it is. 

But we can fix that.

A quick reset: The PESO model still matters

Before we get too deep into AI, it’s worth grounding ourselves in something foundational. 

The PESO Model (Paid, Earned, Shared, Owned) isn’t new, but it’s more relevant than ever. It also happens to be the framework our agency operates within. These channels aren’t siloed. Content can (and should) move fluidly between Paid, Earned, Shared and Owned.

• Paid: Amplifies your reach.
  Think: Ads, advertorials, lead gen, etc.

• Earned Media: Builds credibility through third-party validation. 
  Think: PR, podcasts, creators, newsletters, media tours, media kits, partnerships, communities, influencers, etc. 

• Shared: Where conversations (and reputations) are shaped. 
  Think: Social media, partnerships, co-branding, influencers, etc.  

• Owned: Your home base, where your story lives. 
  Think: Your website, blogs, native advertising, reviews, email, videos, brand journalism, case studies, UGC, etc. 
  
  AI can accelerate each of these. But it can’t fix a broken strategy underneath them.

So… What’s actually holding your content back?

Most of the time, it’s not one big issue. It’s a handful of small, fixable gaps that quietly hold your content back. Starting with…

1. You don’t have a real strategy. 

A lot of content today is busy. Not intentional. Not connected. Just constant. 

Just 29% of marketers with a documented content strategy consider it highly effective. Most (58%) say it delivers moderate results, while 12% feel it’s only slightly effective and 1% say it doesn’t work at all. 

It’s a reminder that having a strategy isn’t the same as having a strong one. Without clear direction, it’s like setting out on a road trip without knowing where you’re going: You might move fast, but you won’t get anywhere meaningful. 

Fix it: Slow down before you speed up. 

• Who are you actually trying to reach? 
• What do they care about? 
• What action do you want them to take?
  
  Start there and then use the PESO Model to map how your content supports that journey.

2. Your messaging isn’t consistent. 

If your brand sounds different on LinkedIn than it does on your website, people notice. And they don’t trust it. 

Trust is built through familiarity. Consistency isn’t about being robotic; it’s about being recognizable every time someone interacts with you. In fact, research shows that consistent brand presentation can increase revenue by up to 30%.

That’s not a creative preference. It’s a business outcome driven by trust. 

Fix it: Create a clear, usable brand voice guide. 

• What do you sound like? 
• What do you not sound like? 
• What do you believe? 
  
  Define it clearly, and then actually use it across teams, channels and campaigns. 

3. You’re either overusing AI … or avoiding it completely 

This is where things get interesting. Some teams are handing everything to AI and wondering why their content feels hollow. Others are avoiding it altogether. 

Both approaches miss the point. 

AI is already reshaping marketing. It can reduce content production time by up to 50%, and 90% of marketers say it’s improved productivity. But faster doesn’t automatically mean better. 

The real opportunity is balance – using AI to enhance the work, not replace the thinking behind it. 

Fix it: Use AI where it’s strongest. 

• Research 
• Ideation 
• Optimization 
• Data analysis 

But keep humans where it matters most: 

• Perspective 
• Emotion 
• Storytelling 
• Judgment 

AI can write. But it doesn’t care. Your audience can tell the difference. 

4. You’re ignoring SEO (or treating it like an afterthought) 

You can write the most beautiful piece of content in the world, but if no one finds it, it doesn’t work. 

That’s where SEO comes in. 68% of online experiences begin with a search engine, and organic search drives over 50% of website traffic for most industries. 

SEO isn’t a “nice to have.” It’s how your content gets discovered. It’s distribution. 

Fix it: Treat SEO like distribution, not an afterthought. 

• Build content around real search intent. 
• Use natural, relevant keywords (not keyword stuffing). 
• Write headlines people actually want to click. 
• Structure content for readability (like this). 

Good SEO doesn’t compromise good writing. It ensures it gets seen. 

5. You’re not evolving with the way people consume content 

The way people engage with content is changing, fast. 

• Short-form video continues to dominate. 
• Attention spans are shrinking. 
• Audiences expect authenticity over polish. 

And yet, many brands are still creating content like it’s 2015. It’s overproduced, overthought and disconnected from how people actually show up online today. 

Fix it: Pay attention to behavior, not just trends.  

• What are people actually engaging with? 
• Where are they spending time? 
• What formats feel natural to them? 

Then adapt without losing your core voice. 

So, where does AI actually fit? 

AI is not the enemy of good content. If anything, it’s revealing the gap between content that’s efficient and content that’s truly effective. 

AI can help you move faster, scale your efforts and uncover patterns. But it can’t replicate lived experiences, emotional nuances, or original thinking. 

The best content in this era will come from people who know how to do both.

Use AI to support the work – not replace the reason the work matters. 

Final thought: Good content still feels like something 

At the end of the day, the question isn’t: 

“Is this optimized?” 

“Is this efficient?” 

“Did AI help write this?” 

It’s simpler than that: Does this feel like something? 

Because the content we remember, the content that actually works, still has one thing in common: it makes us feel something. And that’s the part no tool can automate.  

Ready to make your content better? 

If your content isn’t hitting the way you want it to, it’s probably not a tool problem.

It’s a clarity problem. A strategy problem. A voice problem. A “what are we actually trying to say?” problem. 

The good news? Those are all fixable. If you want to figure that out and build a content approach that actually works in this AI era, I’m always up for a conversation. 

Your story is still the most powerful thing you have. 

Let’s make sure it actually gets told.

The post What’s really holding back your content marketing in the age of AI? (It might be you.) appeared first on Flint Group.

Most bank marketers aren’t struggling because they took too many risks. They’re struggling because they didn’t take enough, and their campaigns are invisible as a result.

Customers expect personalized experiences, similar to what they get from Amazon or Netflix. Banks operate in a different world: regulated, cautious, and often slowed down by internal fear that has little to do with actual rules. The result? Broad, generic marketing that connects with no one.

Your customers aren’t comparing you to other banks. They’re comparing you to the best experience they’ve had anywhere. The caution is real, but it’s being misapplied.

Being cautious makes sense. Privacy laws, sensitive data and unclear internal rules are real concerns. But overcorrection creates its own problem. Pulling back from personalization leads to lower engagement, higher costs to acquire customers, missed cross-sell opportunities, and customers who drift toward competitors that feel more relevant.

The fix? Use the data you already have

You don’t need more data. You need to use what customers have already shared with you: first-party data. It’s privacy-friendly, accurate, and most banks are barely tapping it. 

Using data a customer already gave you, to make their experience better, isn’t intrusive. It’s the job. The “creepy” line gets crossed when you use data people didn’t know you had. Stay on the right side of that, where personalization builds trust. 

Where to start

You don’t need a new tech stack. Start with signals or data that is already in your system: 

• What products a customer has (and doesn’t) 
• Where they are in their customer journey 
• How they engage with your emails or app

Then pick one channel, using email or online banking is often the easiest start. Build two or three simple segments and run a basic A/B test. Measure what works and expand from there. 

One more thing: the biggest bottleneck usually isn’t regulation, but internal confusion or ignorance. Create a process for what data your team can use freely, what needs approval, and what’s off-limits. By knowing what data you and your tools (analytics, marketing platforms) are collecting, this creates clear rules that help your teams move faster. 

And, don’t forget to bring compliance in early. Make them a partner in the process, not the person who reviews it at the end. 

This isn’t risk-taking. It’s structured learning, and that’s what good campaign work looks like. Banks that win won’t have the most data. They’ll be the ones who use it in a way that feels helpful and relevant, but not intrusive. That’s not a compliance problem. It’s a strategy problem. And it’s very solvable.

Q&A

Is personalization worth the risk? Yes, when it’s built on data customers already shared and it clearly helps them. Done right, it builds trust. 

Where do we start? Email or online banking. Use segments based on product holdings, lifecycle stage and engagement. No new technology needed. 

How do we avoid feeling “creepy”? Only use data customers expect you to have. Make sure every message is clearly in their interest and intent. 

How do we get compliance on board? Bring them in early and treat them as a collaborator. Start with low-risk tests to build shared confidence. 

The post Why playing it safe is hurting your bank’s marketing appeared first on Flint Group.

Then it hits the dealer network and quietly falls apart.

If you’ve spent any time in marketing for a manufacturing brand, you know exactly what this looks like. The corporate campaign rolls out and somewhere between the regional manager and the local dealer, the message gets diluted, ignored or replaced entirely with whatever the dealer was already doing. By the time it reaches the end buyer, the contractor, the operator, the person actually standing on the jobsite, your brand might as well be a stranger.

This isn’t a dealer problem. It’s a systems problem. And it’s one of the most common and expensive gaps we see in manufacturing marketing today.

Why the handoff breaks

Corporate teams are typically focused on the big picture: brand positioning, product launches, national campaigns, trade shows. That work matters. But it’s often built in a way that assumes dealers will just pick it up and run with it.

They don’t. Not because they don’t want to, but because they’re running businesses. A dealer principal isn’t sitting around waiting for your brand kit to arrive. They’re managing inventory, handling service calls and trying to close the next sale. If your marketing materials require a 12-step implementation process and three follow-up emails from a regional rep, those assets are going in a drawer.

The other side of this is equally true. Dealers who go rogue with their own messaging create a patchwork brand experience that confuses buyers. One dealer is running price-focused ads. Another is still using product photos from four years ago. A third has a decent digital presence but is saying something completely different from what’s on your national website.

Neither extreme works. And the fix isn’t more brand guidelines. It’s infrastructure.

What alignment actually looks like

Real channel alignment isn’t a PDF. It’s a system where corporate strategy flows naturally into local execution without requiring heroic effort from either side.

That starts with messaging built for the dealer from the beginning, not adapted for them as an afterthought. If your campaign language sounds like it was written for a C-suite audience, it’s going to feel foreign when a dealer tries to apply it to a Facebook post or a local radio spot. The strategy needs to work at both altitudes.

From there, dealers need execution support, not just a folder full of assets. The reality is, most dealers will download everything you send them and still struggle to put it into market. The brands that actually move the needle have someone in their corner doing the work alongside them, making sure the right message gets in front of the right buyer at the local level. That’s where the gap either gets closed or gets worse. Flint Direct closes that gap.

The jobsite reality

Here’s something that gets lost in a lot of these conversations: customers don’t buy from the brand. They buy from the dealer. The experience happens locally, the relationship is local and the dealer’s own story matters. The goal of corporate marketing isn’t to override that. It’s to give dealers a strong enough brand foundation that they can tell their own story within it. The national message sets credibility. The dealer closes the deal.

When it does, that’s trust. When it doesn’t, that’s a competitor’s opening.

The brands that win in this space aren’t necessarily the ones with the biggest budgets. They’re the ones who’ve built a system that holds up under pressure, where national strategy and local execution actually talk to each other.

Where to start

If you’re recognizing this problem in your own organization, the good news is that you don’t have to solve everything at once. Start with an honest look at what dealers are actually putting out in the market right now. Not what you sent them. What they’re actually using. That gap is your roadmap. And if you’re not sure where to begin, our free Dealer Channel Visibility Audit is a good place to start.

From there, the priorities usually become clear on their own. Sharpen the core messaging so it translates across levels. Build dealer-ready assets that remove the friction from execution. Get the right local digital infrastructure in place, so demand is being captured where buyers are actually searching.

It’s not a fast fix. But it’s the kind of fix that holds.

The disconnect between HQ and the jobsite isn’t inevitable. It’s a design flaw. And design flaws can be fixed. 

Frequently asked questions

We already have brand guidelines. Why isn’t that enough? 
Brand guidelines tell people what to do. They don’t make it easy to do it. Most dealers don’t have in-house designers or marketing staff, so even well-intentioned guidelines go unused. What actually moves the needle is support. Having someone who can roll up their sleeves and execute alongside the dealer is worth more than any asset library. That makes on-brand execution the path of least resistance.

How do we get dealer buy-in when they’re used to doing things their own way? 
Show them what’s in it for them. Dealers respond to tools that help them sell, not corporate mandates. When you can demonstrate that strategically aligned campaigns built around both brand and dealer objectives drive more traffic and better leads than what they’re running on their own, the conversation changes pretty quickly. 

How do we know if this disconnect is actually hurting us? 
Look at local search visibility across your dealer markets, conversion rates from dealer-level digital traffic and brand consistency across dealer websites and social accounts. Inconsistency in those areas almost always signals lost demand somewhere in the funnel.

Is this only a problem for large dealer networks? 
No, and smaller networks sometimes have it worse because there’s less infrastructure to begin with. The core challenge of keeping messaging aligned from corporate to local exists at any scale. The difference is just how many places the breakdown can happen. 

About the author 
Carlos Ocampo leads manufacturing client accounts at Flint Group, working with manufacturing brands that sell through dealer networks and jobsite-facing markets. If your marketing is breaking somewhere between strategy and execution, connect with us at flint-group.com/contact. 

The post From HQ to jobsite: Fixing the disconnect between corporate and dealers appeared first on Flint Group.

Sure, we’ve mastered the art of digital communication. We’ve hosted fully virtual product launches, influencer livestreams and social campaigns that thrived without anyone ever leaving their home office. But as in‑person gatherings re‑emerge as a PR staple, something magical is happening. We are remembering just how powerful face‑to‑face energy really is. 

Real spaces create real connection 

In‑person events give brands something digital simply cannot replicate: atmosphere. The energy in a room during a product reveal, the candid conversations by the coffee station and the spark when media professionals meet the real humans behind a brand all build trust incredibly fast.

Even the most beautifully curated digital campaign struggles to mimic the authenticity of: 

• Authentic conversations 
• Unfiltered reactions 
• Body language 
• Shared excitement 

These fleeting moments add up to the kind of meaningful engagement PR professionals dream about. And they are gold for social media content. 

Where PR meets social: UGC takes center stage

If there is one thing in‑person events deliver better than any online experience, it is user‑generated content (UGC). 

UGC has become the heartbeat of modern social strategy because it reflects what audiences crave: real people, real reactions, real connection. 

At events, this happens naturally. 

Attendees become creators. Influencers become storytellers. Even the most camera‑shy guests often find themselves recording a behind‑the‑scenes moment or sharing a first impression. 

When planned thoughtfully, events can spark entire libraries of UGC without overly scripted prompts, including: 

• Attendees documenting their experience as they move through a thoughtfully branded event space 
• Influencers posting live reactions to key announcements 
• Guests snapping selfies at interactive stations 
• Media capturing candid b‑roll that makes your brand feel alive 

These are the moments that turn a one‑day event into weeks of social momentum. 

The human element is the true ROI 

Brands often ask how to measure the success of an in‑person event. Impressions, engagement, press hits and leads are all valid metrics.

But the real metric worth watching is connection. 

Connection leads to trust. 
Trust leads to brand loyalty. 
Brand loyalty is the fuel behind long‑term growth.

Whether it is a journalist finally meeting the contact they have emailed for years or an influencer building a genuine rapport with the brand team, these relationships influence the stories that ultimately get told and shared.

Why this moment matters 

As public relations professionals and social strategists, we now have a refreshed toolkit. We carry the digital mastery gained during the virtual years and pair it with the renewed excitement of in‑person interaction. 

This combination is powerful.
This combination moves brands forward.
This combination is why this era of PR feels so alive. 

The post In‑person is back: The new era of public relations appeared first on Flint Group.

 Google AI Overviews, ChatGPT, Perplexity and other AI-powered tools are now the first stop in the customer journey for millions of buyers. They are making recommendations based on a business’s entire digital footprint – reviews, listings, social presence, response patterns and content – not just a website.

For dealers and franchise operators, this changes the rules of local marketing in ways that most businesses have not fully caught up with yet. The opportunity is real, but so is the risk of falling behind. 

How AI search works – and why it’s different from what came before

Traditional search ranked web pages based on keywords and backlinks. AI search synthesizes information across multiple sources to form an assessment – and then makes a recommendation.

Think of it less like a library catalog and more like a well-informed advisor who has researched every local business in a market. When a customer asks which dealer to buy from, the AI is not pointing them to a page. It is giving a recommendation based on the totality of what it has found.

“A recent analysis found that Google’s AI Overviews are 44% more likely to surface negative sentiment about brands than traditional search results – because AI isn’t creating opinions, it’s summarizing what already exists.”

That means old complaints, unresolved negative reviews, outdated information and inconsistent listings are all fair game – and they can quietly work against a business before a customer ever makes contact.

What AI search is evaluating about your business

For dealers and franchise operators, AI search is forming a picture of your business based on several key signals:

• Review quality and recency. Not just your star rating, but the volume, recency and content of reviews. A business with 200 reviews from 2022 looks less credible to AI than one with 40 reviews from the past 90 days. 
• Listing accuracy across platforms. Inconsistent name, address or phone number across directories tells AI your business is unreliable. Every discrepancy is a trust signal in the wrong direction. 
• Response behavior. How a business responds to reviews – especially critical ones – is itself a data point. AI surfaces businesses that demonstrate professional, consistent engagement. 
• Local content and authority. What you have published about your business, your market and your expertise shapes the narrative AI builds about you over time. 
• Digital presence completeness. Your Google Business Profile, website speed and completeness of service information all factor into how AI categorizes and recommends your business. 

Why this matters more for dealers and franchise operators than most

Multi-location businesses like franchise networks and dealer channels face a compounded version of this challenge. Every location has its own digital footprint – its own reviews, its own listing data, its own local reputation. A weak presence at one location may affect how the broader brand is perceived in AI search.

At the same time, the franchise and dealer model creates an opportunity: operators who invest in local presence can outperform much larger national competitors in their specific market. AI search rewards trust signals, not media spend. A well-managed local presence can outrank a bigger brand with a bigger budget.

What to prioritize right now

The shift to AI search requires a different approach than traditional digital marketing. Here is where to focus: 

1. Listing accuracy first. Audit every listing across Google, Bing, Apple Maps, Yelp and industry-specific directories. Correct any inconsistencies in name, address, phone, hours and services. 
2. Build a review velocity strategy. Establish a consistent review generation process. Ask every satisfied customer. Respond to every review – positive and negative – within 48 hours. 
3. Publish locally relevant content. Create content that answers the specific questions your local market is asking. Hyper-local content outperforms generic national content in AI search recommendations. 
4. Keep your Google Business Profile current. Treat your Google Business Profile as a live storefront. Update photos, posts and Q&A regularly. Completeness signals activity and credibility. 
5. Monitor your AI presence. Monitor what AI says about your business. Search for your business in ChatGPT and Google AI Overviews. What narrative is being built? 

Frequently asked questions

Does my website still matter for AI search? 
Yes – but it is one of many signals. AI search synthesizes your entire digital footprint. Your website, reviews, listings and social presence together create the picture AI uses to recommend you. 

How long does it take to improve AI search visibility? 
Consistent effort typically produces noticeable results within three to six months. The work compounds – early investments in listings and reviews pay dividends long after the initial effort. 

What is the biggest mistake local businesses make in AI search? 
Neglecting review recency. Having mostly old reviews signals inactivity to AI. A steady flow of recent, genuine reviews is one of the highest-value actions a local business can take. 

Is AI search replacing traditional SEO? 
Not replacing – expanding. Traditional SEO still matters, but businesses now need to optimize for AI discovery as well. Businesses that do both will have a significant advantage. 

Ready to see where your business stands in AI Search?

Contact me for a free visibility audit.

The post AI search is changing local visibility: What dealers and franchise operators need to know appeared first on Flint Group.

Step 1: Understand your catalog (reformat layout of text)  When creating an eCommerce email, layout may be dependent on your catalog size: 

1. Large catalog (500+ products): Highlight key product categories to help customers easily navigate your offerings. 

2. With segmented historical data: Feature high-converting products and/or items your customers have previously viewed. 

3. No historical data (just starting out): Highlight a few categories that have shown strong interest in other marketing campaigns.

Step 2: Design your email 

In this example, we can talk about outdoor grills. You have propane, wood-fire, pellet and my favorite, charcoal grills. Let’s say next week is the beginning of the charcoal grill sale for the month and the sale is $30 off. Your focus for the email should be showcasing your charcoal grill with a header image that includes the discount on the image at a 4:1 ratio (1/4 copy and the rest imagery). Too much copy on your images can be distracting and you’ll lose the reader’s attention. Clear and to the point should be the goal. Address the sale event right away. Preferably, showcase the cheaper option of the charcoal grills, so you’re able to persuade clicks.

Pro tip: People tend to respond better to dollar-off discounts for items priced over $100, while percentage-off discounts are more effective for products under $100. However, A/B testing with your audience will provide the most accurate insights for your audience. 

After you’ve highlighted your main product image, create some content that gives a brief description of the sale and attempt to create urgency in your writing. Following your sale language, do your legal team a favor and add an asterisk to the copy and to the bottom of the email with something like “deals and offers*” that links to your deals page on your website. There, you can show details extensively.

Remember, emails are only the segue to converting your recipients.

Your goal should be to have the reader go to the site as quickly as possible to convert. All of the heavy writing should already be in your category pages or PDPs. By doing all this, it alleviates confusion on the customer side, and on business side so your brand isn’t liable for something.  

Step 3: Craft effective CTAs 

Next up is your CTA. In this case, we’ve selected “Grill Big Savings”. Your CTA should be three words or less. Any more words and it’s too lengthy and may look like a banner, in my expert opinion. Stay away from boring CTA like “learn more” and “read more”. There is a time and a place for these and it’s called your competitors’ emails . I encourage you to have fun with your call to actions to make them punchy and conversion-friendly.

Step 4: Segmentation and data 

Following, let’s add the categories to this example (propane, wood-fire, pellet and charcoal) as CTAs. We do these so recipients have other browsing options if they don’t want to purchase charcoal grills.   

Note: If you have historical data on the customer segment, you are still able to showcase the sale but, instead of the categories, display products that could be accessories to the products they already have or, if you know the purchasing cycle, you could showcase products they have already run out of (pellets, seasonings, etc.).  

Your Finished Piece:
Here’s what your email could look like after the steps are complete.

Crafting the perfect e-commerce email requires a deep understanding of your catalog, a well-thought-out design and a strategic approach to CTAs and segmentation.

By highlighting the right products, creating visually appealing designs and writing clear, compelling copy, you can drive your audience toward conversion more effectively. Remember, the goal is to guide your recipients seamlessly from the email to your website, where the sale is made. Testing and refining these elements will ensure your emails stand out in a crowded inbox and bring real results for your e-commerce business.

Happy grilling!

The post Tips for creating the perfect e-commerce email appeared first on Flint Group.

Here in North Dakota, the data paints a more complicated picture. Our state clocks in at 3.16 gallons of alcohol per person annually, one of the highest in the nation. We also rank near the top for binge drinking, have the highest percentage of adults who drink excessively and lead the country in alcohol-related driving deaths. None of that will surprise anyone who grew up here, where drinking is deeply woven into social life: 21st birthdays, power hours, underage drinking brushed off as “just being a kid” and even sharing drinks with parents or other adults before turning 21. 

My Sobriety Story

I’m six and a half years sober. For me, it wasn’t about wellness or a trendy reset. I had (and will always have) a problem with binge drinking. Getting sober was the hardest and best thing I’ve ever done. 

Sobriety has given me community, clarity and purpose, and I talk about it openly, even on LinkedIn. It’s not always easy. Sometimes at professional events, I don’t feel like explaining my choice because I don’t want it to overshadow why we’re gathered. Other times, sharing has sparked deeper conversations and connections I never expected. 

Here’s what I want people to know: I’m comfortable being around alcohol, but not everyone in recovery is. While the sober curious trend is helpful, it’s different when sobriety is not a choice but a necessity for your survival. Technically a choice, sure, but it’s a matter of life and death for some of us.

Corporate and Event Culture: Shifts and Gaps 

The good news is that event culture is shifting. I’ve seen more mocktails on menus, non-alcoholic spirits in stores and even fully sober bottle shops opening up. At one of our Flint holiday parties, the mocktails were such a hit that even people drinking alcohol were ordering them. At our team retreat last year, the NA spritz stole the show, and several teammates chose it too. For me, those are moments where I felt fully included.

That’s the dream:

Inclusion that benefits everyone, and you’re welcome for no hangovers. 

But here’s the flip side: if an event still centers around alcohol, sober folks can feel excluded, even though no one intends it. When “mocktails” mean a soda, it signals that we’re an afterthought.

It’s also worth noting that hosting events at bars can be triggering for some. A better option might be a bar with a restaurant, where people can feel more comfortable and have choices that aren’t only centered on alcohol. Thoughtful venue selection can make a huge difference in who feels included.

What does inclusion really look like? 

• Thoughtful beverage options: Give non-drinkers something as creative and appealing as cocktails. There are so many awesome canned cocktails!  
• Less alcohol overall: Build events around experiences, not just the bar. 
• Inclusive language: “Refreshments provided” is more welcoming than “join us for drinks.”
• Normalize the choice: Celebrate or just say nothing when people order the zero-proof option. Don’t make it weird. Seriously, don’t.  
• Consider the venue: Choose places where alcohol isn’t the only focus so everyone feels comfortable attending.

If the only way your event is fun is with a few drinks, maybe the event itself needs a rethink.  

Sobriety, Wellness and Inclusion 

Sobriety doesn’t sit on the margins anymore. It’s part of the larger conversations about mental health, mindfulness and DEI in the workplace. Making space for sober colleagues, whether they’re sober curious, sober for now or sober for life, isn’t just kind, it’s smart, forward-thinking and deeply inclusive.

For me, sobriety isn’t a fad or a health choice. It’s survival. And when companies and communities create spaces where everyone can fully belong without needing a drink in hand, that’s when the real connection begins.

Hi, I’m Anna, and I’m 2,423 days sober. If you’re on this journey too, know you’re not alone, and you deserve spaces where you belong exactly as you are. 

The post Sober Curious? Or Sober for Life? Why Inclusion Matters at Work appeared first on Flint Group.

Treatonomics, as recently spotlighted by CNBC and others, is the trend where small indulgences punch way above their price tag in consumer spending. These aren’t budget-busting purchases. They’re little luxuries with instant mood-boosting power: lipstick instead of a full wardrobe overhaul, tickets to your favorite band instead of a week in Bali. In an economy where big spending can feel like a trust fall, the “lil treat” is the low-risk thrill everyone’s chasing.

And for marketers? This isn’t just a retail fad.

It’s a cultural current shaping how audiences engage online.

Treatonomics and Social Media Marketing Trends 

If treatonomics had an HQ, it would be TikTok and Instagram. Social feeds are full of “just because” purchases like the unboxing of a scented candle, the close-up shot of a $9 latte, the “come with me” vlog to pick out new shoes.

Why does this work? Because it’s relatable. The price is accessible, the joy is real and it sparks conversation. Comment sections overflow with “Omg I need this” or “Adding to cart immediately.” Even Threads is becoming a home for the quick-hit joy of lil treats, with people sharing mini indulgences in real time. 

For brands, this is gold. Instead of trying to push major, high-investment purchases all year long, marketers can weave “small joy” moments into their content calendars. 

Think: 

• UGC challenges where fans share their go-to “lil treat” using your product 
• Influencer collaborations focused on the emotional payoff, not just the specs 
• Playful product drops tied to seasonal moments (pumpkin-spice-but-make-it-your-brand) 

The result? Shareable content that feels like an invitation, not a sales pitch. 

PR Strategies for the Treatonomics Era 

PR is built on storytelling and treatonomics offers a plot: joy, comfort and the celebration of life’s little wins. Brands can tap into this trend through: 

• Earned media pitches to lifestyle outlets on why small indulgences are booming 
• Authentic influencer storytelling that integrates your brand into everyday joy 
• Experiential activations like pop-up “treat stops” where consumers enjoy mini experiences tied to your brand 

But here’s where strategy matters: Consumers can spot a hollow “treat yourself” campaign from a mile away, especially in tough economic times. If the messaging feels disconnected from reality, backlash is a real risk. 

This is where social listening and sentiment analysis come in. If people are talking about budget constraints, position your brand as the champion of affordable joy. If your audience is leaning into experiences, spotlight the emotional value over the price tag. 

A lil treat can be fun, but it’s also a lil strategic. 

The Future of Treatonomics in Brand Storytelling 

Is this a passing fad? We don’t think so. Treatonomics is rooted in deeper cultural shifts, from the prioritization of self-care to the rise of micro-moments over big, staged events. It’s about instant gratification, yes, but also about reclaiming small sparks of happiness in everyday life. 

Looking ahead, expect more brands to: 

• Bundle products with micro-experiences 
• Gamify purchases (“unlock your bonus treat with every third order”) 
• Tie small indulgences to community good (buy a treat, fund a cause) 

In other words: the lil treat will only get smarter, more interactive and more shareable. 

Find Your Brand’s Treatonomics Moment 

So, marketers, what’s your version of a latte, lipstick or concert ticket? What’s the small, joyful thing your audience could connect with this week? 

Treatonomics is more than a consumer quirk. It’s a marketing trend with the power to shape your brand’s PR strategy and social media engagement if you play it right. 

Keep the ideas fresh, the tone real and the joy easy to say yes to. 

And if it’s been that kind of week, maybe treat yourself to testing one of these ideas right now. Your audience — and your metrics — just might thank you for it. After all, you’ve been working hard. You deserve a lil treat. 

The post Lil Treat, Big Impact: How Treatonomics is Changing Marketing in 2025 appeared first on Flint Group.

Atlanta, Georgia, is a dynamic and diverse city that has cemented itself as a cultural and economic powerhouse in the southeastern United States. Known for its incredible food scene, rich history, booming arts industry and world-class entertainment, Atlanta has something for everyone, whether you’re visiting for business or pleasure. 

At Flint Group, we’ve been traveling to Atlanta for years to meet with clients like AGCO. Our team averages more than 70 flights to Georgia every year, often with stops in both Atlanta and Savannah. Until now, each trip has included a layover in Minneapolis, typically adding three hours per flight, and nearly six hours round trip. Let’s not even get into delays or missed connections and flights. With the weather in the Midwest, we know just how likely those are and how much time they eat into our trip. That’s hundreds of extra hours a year spent in airports – time we’d much rather spend connecting with our clients and soaking up the warm Georgia sunshine. 

This new direct flight is a game-changer. Not only will it cut travel time and simplify logistics, but it also signals a stronger connection between the Upper Midwest and the Southeast. For businesses, it means quicker access to partners, conferences and clients. For travelers, it means easy escapes to explore Georgia’s rich heritage, music and Southern hospitality without the extra stops. 

As Fargo continues to grow and expand, having direct access to cities like Atlanta enhances opportunities across the board. We’re excited to see where this route takes us, and who it brings to Fargo in return.

The post From the prairie to the peach state: New direct flights from Fargo to Atlanta! appeared first on Flint Group.

Franchisees, dealers, agents, reps – they’re not just extensions of your brand. They’re the face of it in their communities. And yet, local marketing is still treated like an afterthought by too many brands.

It shouldn’t be.

At Flint, we work with channel-driven brands every day. We see firsthand what happens when local marketing is dialed in – and what happens when it’s not.

Here are five reasons local marketing should be a top priority:

1. It’s Where Your Customers Actually Are
People buy from people they trust – and trust is built locally. Whether someone is looking for a new compact track loader or a kids’ gymnastics franchise, they’re not searching for a brand name alone. They’re Googling “[your product] near me.” If your partners don’t show up, you’re losing business. 

2. One Size Doesn’t Fit All
Your national campaign might be beautiful, but it doesn’t always translate to rural Montana or suburban Ohio. Local conditions, seasonal needs and customer expectations vary. Good local marketing gives your partners the flexibility to speak directly to their market – without going off-brand.

3. It Drives Real, Measurable Results
Let’s be honest, “brand awareness” is a nice metric, but foot traffic, phone calls and form fills keep the lights on. Local marketing is where you can see true performance: clicks turning into leads, leads into customers. We’ve seen channel locations more than double their leads just by optimizing Google Business Profiles and running geotargeted campaigns.

4. Your Partners Need Support – Not Just Software
Too many brands roll out a marketing platform and call it good. But your local partners don’t need another tool they won’t use. They need strategy. They need content. They need actual help. The brands that invest in people, process and support at the local level? They win.

5. It Builds Loyalty
Then your partners see that you care about their success – not just brand consistency – they’re more likely to engage, adopt programs and stay committed. Local marketing isn’t just about reaching customers. It’s about showing up for your partners.

The bottom line: Local marketing isn’t a nice-to-have. It’s a need-to-do-well. And if you’re in a distributed brand model, you don’t win without winning locally.

At Flint, we help brands build local marketing programs that actually work. If you’re wondering how to make it easier, smarter and more scalable, let’s talk.

The post Top 5 reasons you can’t afford to ignore local marketing appeared first on Flint Group.