What's the best piece of marketing advice you have ever received?

While preparing for the "2018 Ferrari Testa Rossa Awards", I experienced a total creative block. Part of the preliminary assessment for the award was to complete a case study and develop a structured marketing plan to sustain our business model in 2019.

One of the objectives was to identify new prospect acquisition strategies and conceptualize new event planning platforms to engage with clients and prospects.

As a marketer, I have always thrived on brainstorming new and unique campaigns and experiences for all our stakeholders to appreciate and enjoy. I'm constantly trying to push the boundaries and exceed the norm. Some of the ideas are eccentric and perhaps a little too unconventional at times. Often my COO is concerned at some of the notions I bring to the table. He often jokes and says; "Woman, have you been drinking on the job again?"

Other times he's extremely supportive and will endorse and back any ideas if he believes it will add value and show a positive return on investment.

When the time came to pitch concepts and strategies for the Testa Rossa case study, he rejected every idea and concept that I had shared as he felt they were "substandard." I recall going back and forth with several pitches- all of which were giving me no joy or success in the matter. I had spoken to clients, family members, colleagues, and suppliers in the hope of gaining some sort of inspiration to present a strategy that would truly stand out

One afternoon while assisting at the receptionist's desk he said to me; " You can't sell an idea that you don't believe in yourself."

At that point, I realized what I was doing wrong all that time. I was trying to take the feedback, opinions, and input from everyone else and present them as my own. I needed to develop strategies and ideas that I believed in. They may not be the best or most viable, in my opinion- but they were concepts that I felt strongly about and believed would work

This prompted me to do more research, brainstorm even further and push past my own benchmarks.

On the 31 October 2018, I was humbled and honored to be awarded the International Award for Ferrari's Top Marketing Executive. The final presentation contributing highly to the judges' decision.

What was the concept in the apparent winning presentation you may ask? Well, that's an article for another day. What's important to remember is this: "You can't sell an idea that you don't believe in yourself."

To this day, that is undoubtedly the best piece of marketing advice I have ever received.

I'm privileged to be able to share it with you and I hope you use it wisely in all your endeavors.

BR

Chanelle