I recently came back to Ideas Collide after taking a five year hiatus to become a full time parent to two babies. One of my biggest concerns was that, by being “out of the game” for so long, I would be ill-prepared to manage some of today’s breed of marketing projects.
So, I braced myself for some “trial by fire” moments. However, after a few weeks on the job, I began noticing that, in many ways, my fulltime parenting “gig” had given me many opportunities to practice skills essential to any marketer.
Pitching ideas to a potential client is much easier if you have spent the last few years trying to find clever ways to sell everything from broccoli to weather-appropriate outfits to tantrum-prone toddlers.
Parallels are also easy to draw in brand management. As we work on brand management for big clients, I have realized that much as it was when my babies turned into more independent toddlers, the more massive (bigger) a brand, the harder it is to “control or buckle it”. A brand’s exposure to the world increases the bigger it gets. Restricting or containing it is not only unadvisable, but really impossible. Being nimble, alert and one-step-ahead is the strategy I used as a parent, and it’s certainly the strategy called for when working on these projects.
It was not long after starting that I realized the persuasion and story-telling techniques I had honed as a parent had given me valuable schooling for my job as a marketer. Now, if only I would have thought of using Power Point to present to my husband options for birthday venues …