COVID-19 has changed the world’s landscape, including the marketing sphere. Many brands weren’t prepared for this pandemic, and have needed to work hard to reinvent themselves during this time.
Sherri Nourse is one of the top 5 branding experts in the United States. She runs the Instagram account @motivationmafia, which encourages people, and especially entrepreneurs, to stay motivated and have a positive outlook on life.
“I think everyone needs a little pick me up right now,” says Nourse. “My account helps people start their day positively. It’s a great idea for brands to consider bringing in some positivity to combat all of the negativity in the world at this moment in time.
She is also the CEO of Ambition Media, a full-service marketing company specializing in the digital sphere. “All businesses are struggling right now, whether they’re still closed or reopening,” explains Nourse. “This needs to be a time of innovation rather than panic.”
Ambition Media works with many high-profile clients, including Lionsgate, K Swiss, Sony, Penske, Beach Whisky, and more. They manage over 50 accounts, and their posts have over 300 million impressions.
“We had to work around the clock to help our brands figure out how to deal with COVID-19,” she says. “It’s a touchy issue. In the beginning, brands said the same things over and over about coming together despite the distance. This didn’t really resonate with customers.”
Instead, Nourse and her team knew that they needed a different strategy. “Customers want to feel comforted right now. We want to emphasize how products and services can make their lives better during the pandemic.”
Another critical aspect is the messaging about social distancing. Best Buy, Wal-Mart, and Target have already decided to close their stores on Thanksgiving Day to prevent customers from congregating for Black Friday. Also, some stores are requiring masks, even if their local governments don’t mandate it.
“Customers want to feel safe in your store,” Nourse says. “It’s important to highlight the safety precautions brands are taking to make their customers comfortable coming in. Features like glass shields, one-way aisles, sanitizing stations, and employee temperature checks can make the difference in stopping into a store or not.”
Brands also need to be genuine. “Canned statements about the pandemic won’t work effectively,” says Nourse. “Customers need to know that your company cares about them and is willing to put in the work to keep their business.”
COVID-19 is a problematic subject to conquer in advertising and marketing. However, branding experts like Sherri Nourse and her agency Ambition Media are helping companies reinvent themselves and continue to thrive during these difficult times.
