In the May Marketing: Sports column on Media Post, SLRG President Jon Last reflects on how the sports fan audience is a most fertile target for viral marketing and consumer engagement.
Even Seinfeld didn't take it this far! Recalling Seinfeld's remark that in sports one is often "just rooting for a shirt", SPORTS & LEISURE RESEARCH GROUP President Jon Last in this January 11 column speaks to ways that sports marketers can leverage research to maximize the sale and ROO of their licensed merchandise.
We are still clawing our way out of an economy that has not fully righted itself, and the current consumer mindset brings significant implications for sports marketers. The prevailing attitude has become one of calculated rather than conspicuous consumption.
I encouraged sports and media marketers to move beyond simply selling a product or property, and embrace the most unique sellable asset available access to an audience.
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.
"Fan" audits run the gamut, but when it comes to understanding the sports consumer's mindset, the common theme seems to be the ability to consistently engage an audience.
NY MRA's Chapter Matters newsletter features a brief recap of the Febuary sports research panel discussion moderated by SLRG President Jon Last. The session featured the research directors for all four major professional team sports leagues.
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.
by Jon Last, Tues, Feb 9, 2010. Long before TMZ discovered sports, and every gossip and media entity unilaterally decided that it was their rightful place to comment on the personal lives of athletes...
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, Nov 10, 2009. It's bothersome that, for many, discounting appears to be the catch-all cure to attempt to win back consumers who have cut back on their sports-related spending.