For the majority of the UK the sporting highlight of 2nd July 2010 was Andy Murray’s most recent foray into the semi-finals of Wimbledon. However for those who work in the world of marketing, the highlight was the Marketing Industry Triathlon at Dorney Lake. Northstar entered a team into the relay race consisting of an 800m swim, a 30km cycle and a 7.5km run.
After weeks of training, ensuring other team members were training and analyses of past triathlons, the time of reckoning had finally come as the three researcher come athletes made their way to Dorney Lake for a 12pm start. The race started with Northstar’s illustrious leader Matthew showing the kids how it was done in the 800m open water swim. Living up to his previously appointed moniker of “the shark” Matthew cruised through the swim in a rapid 15mins 19secs. Next was the transition of the timing tag from Matthew’s ankle onto Jack’s. Given the prior, statistically proved, importance of the transition stages, we knew how vital this short element of the race would be in determining our overall finishing position. Totally forgetting our own advice……..after the tag falling off and then putting the tag on the wrong ankle, Jack was on his way for the cycling leg of the race. 55mins 11secs of high cadence pedalling and an intense duel with a competitor in a Heinz baked beans jersey later, it was back to the transition area where, thankfully, a smoother exchange of the timing tag took place. Now it was the turn of Chris to show the marketing industry he could run more than a hall test. Hot off the tail of his London Marathon success this year, Chris did not disappoint. Revealing to marketers from across the country his alter-ego of “road runner”, Chris dispatched of the 7.5km run in 34mins 25secs (including a Bolt-esque sprint finish) amongst what turned out to be the most competitive of the three disciplines.
Following strong outings in all three areas of the race, the important question on everyone’s mind was –how had we cumulatively performed in relation to the other teams? A quick dash to race HQ later and the question was answered – a combined time (including transitions) of 1hour 46mins 51secs had placed us 13th out of 89 teams. The news brought smiles to the faces of all three Northstar athletes, enhanced by the fact we even had time for a quick post race pint in the Dorney Lake boat house watching the Brazil vs. Holland match.
With a great days sport behind us we are, as Northstar are so often doing within the remit of market research, able to withdraw some key insights to carry forward:
- The Marketing Industry Triathlon is a great day out for both competitors and spectators – we will be back!
- All three of us could increase our performance levels in time for next year’s race and as a result hopefully improve on this year’s position in the final race standings
- We should have listened to our own advice more regarding the importance of transitions in an effort to save valuable seconds
- Next year perhaps an office recruitment drive could lead to two Northstar teams entering and who knows, maybe actioning all of the above could result in a Northstar 1,2 and a dominant portion of “podium-share”………………………….optimistic maybe, but here’s to trying
On the 2nd July three members of the Northstar London office (Matthew, Jack and Chris) will be partaking in the 2nd Marketing Industry Triathlon relay race (see old news for further details). The organisers of the event have billed it as “a great networking opportunity for the marketing world to unite in healthy, 
Copyright © 2011 Northstar Research Partners
