This is the first of an occasional series of posts that focuses on strategic marketing. Market researchers who are valued partners "at the table" are increasingly turning to their marketer skill set.
My alma mater, Wilfrid Laurier University, is currently celebrating its centennial anniversary. As part of these celebrations, the university recently named 100 Alumni of Achievement. Cam Heaps, of Steam Whistle Brewery, represents my class, and I wanted to share a simple, but important lesson, courtesy of a speech given at the 2010 Market Research Industry Association Conference.
Greg Taylor, Cam's co-founder, first introduced the brewery, and its vision. A key to this vision is the employees of Steam Whistle, the "Good Beer Team". Greg told us that the employees of Steam Whistle must know all aspects of the brewery, and must understand it's vision.
When asked by an audience member what advice he had for market researchers, he surprised us with his answer - the number of potential market research partners who came on a a sales visit, but failed the very first question they were asked - "Have you ever visited the brewery?".
In answering this question, Greg reminded us to practice what we preach - if we are in the business of knowing consumers, we also need to know and understand our clients. This is the first, but most important step in being a strategic marketer.
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