Last week I was walking the floor of the National Association of Convenience Stores (NACs) in Atlanta and the place was jammed. Take that Amazon! Over my shoulder I heard someone say “And let’s keep marketing out of it.” Como se indignance??? I knew immediately this was to become the beginning of a discovery question.
Marketers, I know, wouldn’t be a good place to trot out this kind of question but salespeople would. And I love to interview sales people. Other c-level executive in, say, finance, operations, HR, might also be likely to have moments when they want to keep marketing out of it. Why? I have no real idea, but it’s worth a dive.
So here’s how the question might lay out.
“Can you ever imagine a situation where in a meeting where someone might say And let’s keep marketing out of it? Please explain.” Branders and marketing love what they do, but not everyone will agree we’re the be-all and end-all of commerce. Getting to the underbelly of tensions is something brand planners are good at, and this question is likely to get there quickly. It may not be one that helps understand consumer buying insights but it might just be foundational for selling the insight.
Can’t way to try it.