A day at a thoroughbred track provides the inspiration for a fresh look at key elements for optimizing the fan experience, in this month’s Media Post Marketing: Sports . As a marketing researcher, I enjoy learning thing and observing my environs, even when “off the clock.” I’ve never been shy about intertwining personal time with […]
Read More »Yearly Archives: 2017
Survey Finds More Golfers are Playing More Often
The American Society of Golf Course Architects leads their June 2017 issue with highlights from SLRG’s Survey of the American Golfer, conducted for Golf.com. A study conducted for GOLF.com by Sports & Leisure Research Group shows positive signs for the golf industry. More committed golfers are playing more often, and they plan to increase play […]
Read More »Don’t Rain On Our Parade!
SLRG President Jon Last’s June Media Post commentary, speaks to the disconnect between sports fans’ elevated optimism and the increased political tonality infiltrating sports coverage. Last month in this space, I alluded to some of the ongoing conversation that suggests that a political agenda at “The Worldwide Leader” is in part to blame for a […]
Read More »June 2017 Newsletter
Survey of the American Golfer
SLRG partnered with GOLF.com and Sports Illustrated Golf Group to gauge the attitudes and opinions of over 1,000 avid golfers on a number of provocative topics about the state of the game in 2017. Watch the one minute highlight video and read the report, here.
Recent Research of Interest: What Motivates the Sports Fan
A big challenge confronting nearly every team or sports property is that of expanding the fan base and driving a deeper level of engagement among those who are already doing so at various levels. We’ve recently worked with a number of properties to confront this challenge, particularly in an environment where onsite amenities and the […]
Read More »POV: Longitudinal Testing and Experimental Design Yield Dividends for New Creative
At SLRG, we’ve always been big proponents of experimental design as a means to isolate and measure the impact of new products or new marketing executions. Whether it’s a brand launching a new SKU or line extension, a hotel or resort property that is introducing an expansion, or a sports property coming out with fresh […]
Read More »You Can’t Eat Audience Impressions
In this May blog post from Marketing Research Institute International (MRII), important distinctions are drawn regarding the relative value of reach vs. audience engagement, in today’s marketing climate. When I oversaw marketing for a cruise line, many years ago, one of the unique challenges that we faced, as I suspect it is for many CMOs, […]
Read More »A Tipping Point For The Era Of Custom Content
ESPN’s recent layoffs on the “talent” side, add fuel to a trend towards narrower vertically oriented sports media content. In the May blog, a look at how research can inform those sports marketers looking to capitalize on this “one-to-one” dialogue. One hundred audience-facing jobs weren’t the only things lost, with the recent bloodletting at “The […]
Read More »Industry Expertise Matters When Delivering Insights Vs. Data
In his April 2017 MRII blog, Jon Last speaks to how vertical industry expertise can make a big difference for marketing researchers looking to be consultative in their transition to providers of insights. I can still recall my frustration in receiving countless emails and voicemails during my years as a client-side marketing researcher in the […]
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