In his April 2017 column, SLRG’s Jon Last looks at how fan research reveals the strengths and weaknesses of various marketing pillars from which to position a sports property. Longtime followers of this post know that when it comes to baseball, I’m kind of like the old Sy Sperling, Hair Club for Men commercials, where […]
Read More »Last Word
Finding A Balance Between Innovation And Pragmatism
In his March Media Post column, SLRG President Jon Last speaks to how research can spearhead innovation. As marketing researchers, a good portion of our work involves being “informed pragmatists.” By definition, we are tasked with questioning things, being skeptics and trying to separate fact from conjecture. Often, our work includes the testing of new […]
Read More »Golf Business Canada
SLRG President Jon Last authors the cover story of the Spring 2017 issue of Golf Business Canada, addressing new business realities and directs facility operators towards understanding those market segments that comprise best customers, and delivering on the total experience that each is seeking.
Read More »Give Your Property Or Client A Brand Audit For Valentine’s Day
In his February Media Post: Marketing Sports blog, SLRG President Jon Last speaks of how carefully designed brand audits can benefit both properties and sponsors seeking to optimize the return on their sports marketing investment. On a day where we are supposed to recognize and appreciate what makes our loved ones special, it strikes me […]
Read More »Finding Insights At Retail’s Moment Of Truth
SLRG and MRII President Jon Last’s Feb 2017 MRII blog post speaks to ways in which in-store retail research can reap big dividends to brands in the sporting goods industry Traditional survey research has always been a powerful tool with which to assess and track brand strength. A long time client advocate of brand tracking once […]
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