Name: Nick F. Nelson
Profession: LIQUID SOUL, CMO | Personal Brand Strategist | Motivational Speaker
Age: 43
A pioneer in developing non-traditional marketing strategies to promote film and television to multicultural audiences, Nick F. Nelson’s tactics have translated into over 20 #1 films, several hit television shows and collectively have helped to generate over a billion dollars at the box office.
In 2005, LIQUID SOUL introduced the concept of lifestyle marketing to studios in Hollywood. Where these brands had traditionally depended on media and publicity as their primary vehicles to attract consumers, they made little to no investment in strategically positioning film and television programming to targeted audiences, especially for content that did not contain a predominantly African American or Hispanic cast. “We convinced studios by not targeting multicultural consumers across all their content, that they were leaving money on the table,” Nelson tells BE Modern Man. LIQUID SOUL utilized modern marketing tactics such as digital and social media, influencers and word of mouth; adding them to the traditional marketing mix. “The impact was felt in increased theatrical revenue, television ratings and continues to this day as African Americans over-index in all areas of entertainment consumption.”
Nelson has crafted a unique approach to developing premium creative marketing and promotional strategies on behalf of brands. He says “premium does not mean strategies are expensive but, it does mean they are well-thought out.” Creating the lifestyle marketing lane differentiated Nelson and his team, but it’s consistency that brings year-on-year results. “I like to call it a ‘continuum of Excellence,’ Nelson tells BE Modern Man. “Nothing speaks louder than excellence. Excellence doesn’t have to say a word, it speaks for itself, and others see the excellence in you. This in turn inspires them to be excellent.”
Striving for personal and professional excellence can be a daunting task in the advertising business, but Nelson has been blessed to find both. “I thank God that I have a support system through my wife and son that provides consistency and unconditional love,” says Nelson. “Professionally being
named 2012 Agency Marketer of the Year by the Atlanta chapter of the American Marketing Association was a major high-point in my career. This achievement was the first time in the history of the awards that an African American had received the organization’s highest honor.”Read more on page 2…
Being the recipient of such a high honor has undoubtedly placed an even greater sense of responsibility on Nelson to represent men of color in the advertising industry. The advertising and marketing piece is in many ways the key that turns on the film and tv lights. “Our representation within is critical because there are so very few of us, especially in leadership positions,” Nelson tells BE Modern Man. “Often times when I walk into a room, I am the only black man at the table. For us to continue to create campaigns for major film and television shows that are responsible and reflective of our lifestyle and culture, there has to be more advocacy by men and women of color with decision-making power.”
Working on the campaign for the film Red Tails, which chronicled the true events of the Tuskegee Airmen and was produced by Lucas Films, was one of Nelson’s most memorable experiences. Nelson says, “I’m a huge George Lucas fan. I’ll never forget when we pitched for the business and I had a chance to stay at Lucas Ranch. At that moment, I was ten years old all over again.” Bigger than Lucas, was the campaign’s special acknowledgment to many of the surviving Airmen. “Meeting these black heroes made me appreciate the sacrifices that they made and drove me to work even harder to solidify their legacy by educating youth and communities about their contributions through our theatrical campaign.”
As a man with a strong character, Nelson remains very active in the community through a number of different service-based organizations. He is the Deacon of Christ The King Baptist Church, a member of Alpha Phi Alpha, on the board chair of the Urban League of Greater Atlanta,
and serves on several committees for the 100 Black Men of Atlanta. “I believe Marian Wright Edelman had it right when she stated that ‘Service is the rent we pay for being’, Nelson tells BE Modern Man. “Other goals I have include taking my professional learnings and helping entrepreneurs and business professionals define, develop and deliver their personal brand.”Delivering on his brand promise, Nelson says a BE Modern Man means “that the ‘continuum of excellence’ continues and that hopefully my story will inspire the next generation of Modern Men.”
The BlackEnterprise.com team honors Nick F. Nelson for his contribution to film and television. His dedication to expand the reach and messaging across multicultural consumers has changed the way film and TV go to market. As the traditional advertising and marketing strategies evolve we look forward to seeing what’s in store for Nick F. Nelson and his team.
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