How Brands Should Be Spending Their Marketing Dollars During COVID-19

June 1, 2020
feature image

Unprecedented. Uncertain. Extraordinary. 

It’s safe to say you can’t scroll through your news or social media feeds without coming across at least one of these coronavirus-related buzzwords. Of course, these terms are completely justified seeing as we’re in the midst of a global health crisis of unparalleled proportions, however, it does beg the question: How do you appropriately position your brand, reach your consumer, and stand out in this current environment to get your brand’s message heard?

To gain insight into how brands can lead with humanity, stay relevant, and be of service during the COVID-19 crisis, we partnered with Mastercard as the presenting sponsor to bring together digital marketing pros from leading brands across beauty, health and wellness, and food at our first-ever digital Money Moves Summit. Ahead, Tera Peterson, esthetician and co-founder of NuFACE, Mari Mazzucco, influencer marketing and PR at OLLY, Steph So, vice president of digital experience at Shake Shack, Nancy Twine, founder and CEO of Briogeo, and Cheryl Guerin, executive vice president of North America marketing and communications at Mastercard, get into it.

Scroll on for all of the most memorable moments from the conversation, and be sure to grab a notebook and a pen because you’re going to want to write these insightful quotes down.

On pivoting…

“We’re communicating with our client service and community teams on a daily basis so that we’re able to get feedback in real-time so that we can pivot and make changes.” – Nancy Twine

“A big part of our strategy is doubling down on listening to our community, being empathetic, and being flexible.” – Nancy Twine

“Being nimble as a business, being nimble as a marking organization—this is the name of the game right now.” – Cheryl Guerin

On making the most of social media during COVID-19…

“With social media being a big focal point, brands have the opportunity to do a lot more storytelling and education and ultimately those things do help with conversion because it helps to build confidence that the client is buying a product that’s going to work.” – Nancy Twine

“We’re looking for lots of ways to engage with our customers on social. We want to maintain that valuable relationship with our guests even at a time when we can’t interact in a way we’re used to in our restaurants.”  – Steph So

On making mistakes… 

“You’re going to make mistakes. You can’t eat an elephant in one bite, take it one day at a time.” – Tera Peterson

“Reframe the way that you look at failure. I’ve worked for companies before that no longer exist and didn’t make it and to look at that as a learning experience rather than a loss or a failure.” – Mari Mazzucco

On enjoying the journey…

“Don’t worry so much about where you’re going next, just enjoy the ride and enjoy the journey. There’s a lot more stress when you’re younger to figure it out, but just have fun while doing it.” – Steph So

“Don’t stress, you’re not stuck. Everyone has the power to create their best life as long as you have a vision, know why you want to do it, and know the action steps you need to take to get there. Instead of absorbing yourself in stress, put that energy toward your ultimate dream.” – Nancy Twine

On mentorship… 

“When you move beyond capital, it’s things like mentorship and advice that women really value and they want to talk to other women and have mentors and learn from like-minded business owners.” – Cheryl Guerin

“I don’t know why I believed asking for help or advice or support was a sign of weakness, and actually it can be very empowering and inspiring to hear from others and learn from others so take advice, seek advice, and seek mentors.” – Cheryl Guerin

MORE ON THE BLOG

Return Policy

All sales are FINAL. No refunds on purchases, no exceptions. By completing this purchase from Create & Cultivate, you agree to this policy.

Terms of Service

By completing this purchase from Create & Cultivate, you agree to our Terms of Use and forfeit your right to dispute charges.

Privacy Policy

By completing this purchase from Create & Cultivate, you agree to the terms of our Privacy Policy.

Small Business, Big Influence.
Order Summary
The HR Bundle
$29.99
$22.49
Billing Address
Review your information and purchase when you're ready.
Order Summary
The Venture Capital Bundle
$24.99
$18.74
Billing Address
Review your information and purchase when you're ready.
Order Summary
The Bootstrapping & Budgeting Bundle
$24.99
$18.74
Billing Address
Review your information and purchase when you're ready.
Order Summary
The Marketing Bundle
$24.99
$18.74
Billing Address
Review your information and purchase when you're ready.
Order Summary
The PR Bundle
$14.99
$11.24
Billing Address
Review your information and purchase when you're ready.
Order Summary
The Branding Bundle
$24.99
$18.74
Billing Address
Review your information and purchase when you're ready.
Order Summary
The Launch Your Business Bundle
$24.99
$18.74
Billing Address
Review your information and purchase when you're ready.
Order Summary
The Grow Your Instagram Bundle
$29.99
$22.49
Billing Address
Review your information and purchase when you're ready.
Order Summary
The Podclass VIP Download
$399.00
$199.50
Billing Address
Review your information and purchase when you're ready.
Order Summary
The Growth Hacking Bundle
$17.99
$13.49
Billing Address
Review your information and purchase when you're ready.
Order Summary
The WFH Bundle
$14.99
$11.24
Billing Address
Review your information and purchase when you're ready.
Order Summary
The Job Hunting Bundle
$14.99
$11.24
Billing Address
Review your information and purchase when you're ready.
Order Summary
The Grow Your Email List Download
$9.99
$7.49
Billing Address
Review your information and purchase when you're ready.
Order Summary
The Career-Boost Bundle
$14.99
$11.24
Billing Address
Review your information and purchase when you're ready.
Order Summary
The Podclass Download
$299.00
$149.50
Billing Address
Review your information and purchase when you're ready.
Order Summary
The Self-Care Bundle 2.0
$29.99
$22.49
Billing Address
Review your information and purchase when you're ready.