Demonstrating accountability and ROI continue to be front and center among the demands placed on sports marketers in justifying their investments.
One of my favorite movies is the old Peter Sellers classic, "Being There." Sellers plays Chance, an illiterate live-in gardener who, upon the death of his wealthy proprietor, is cast into a real world that he has been totally sheltered from. A comedy of events brings him inside the power circles of U.S. political might, where his literal musings about the coming "growth of the garden in Spring" are misinterpreted as brilliant metaphor for the future of the U.S. economy.
The winter 2011 issue includes commentary by SLRG President Jon Last on how a variety of evolving societal values and demographic changes are creating challenges for the golf industry, as well as some ideas on what can be done to stem the tide.
In a still-uncertain economic climate, sports marketers are rightfully putting greater emphasis on customer loyalty and fan experience.
The PGA's new Golfer Portraits segmentation study, conducted by Sports and Leisure Research Group, is highlighted in the November issue of PGA Magazine and on PGA's member-only web site, PGALinks.com. A brief study overview is provided in this article.
Within Quirk's August issue, Jon Last is interviewed about Sports and Leisure Research Group's use of social media mining to shed greater light on fan attitudes towards Tiger Woods earlier this year.
Most sports marketing research lacks the methodological rigor and sophistication that I've seen in other categories, but it certainly doesn't lack sizzle.
You undoubtedly possess an obsessive focus on the brands or properties that you represent, but that probably disqualifies you from having a true understanding of your customers.
Despite being a staunch advocate of classical marketing research methodologies, I'm actually starting to buy into some of the "buzz du jour" about social media as a viable tool for measuring fan sentiment.
In the March 9th Marketing: Sports SLRG President Jon Last speaks to the three most important things that marketers should think about when measuring or justifying sponsorship ROI.
Cruise Industry Case Study by Sports and Leisure Research Group is featured in Professor Anthony G. Bennett's January 2010 McGraw Hill Text book on marketing. The case appears in Chapter five-Marketing Research. To order a copy, please contact SLRG, or McGraw Hill special markets division.
by Jon Last, Tues, Jan 12, 2010. As we bid goodbye to the first decade of the 21st century, I'm reminded of the often-quoted first line of Charles Dickens' A Tale of Two Cities "It was the best of times, it was the worst of times"
by Jon Last, Tues, Dec 8, 2009. It amazes me how many sports marketers remain addicted to a product rather than a consumer focus when positioning their properties. The typical sell for event sponsorships, or advertising
by Jon Last, Tuesday, Aug 11, 2009, 11:15 AM. As sports property holders and their agencies face louder and more incessant demands from sponsors/partners to demonstrate return on their marketing investment
Sports and Leisure Research Group President Jon Last and Judy Langer reveal findings from a study of research client attitudes on and utilization of observational qualitative research in the February 2009 issue of Quirk's.
"Golfers tend to seek out a luxurious type of experience with all of the products and services that they buy," says Jon Last, vice president of corporate marketing, research and brand development for Golf Digest Publications.
GOLF: Mastering the changing Business of a Classic Game. The business of golf has enjoyed unprecedented growth over the past 20 years, unsurpassed by virtually any other participatory sport. At the same time, golf's growth has not continued...