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 buys, often begins and ends with the reach, efficiency and demographic attractiveness of the audience, sprinkled in with the quality of the property and often poorly […]Read More »
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. Discounting is difficult to wean oneself off of, with detrimental long-term effects. And our recent work asserts a more constructive and comprehensive definition of economic value, grounded in a […]Read More »
The summer 2009 Sports omnibus was fielded to assess the attitudes and perceptions of sports fans on significant issues impacting the sports industry, with particular emphasis on golf and baseball. A control sample of non-sports fans were also surveyed to provide context and comparison.
These are the presentation notes from the 2009 Executive Women’s Golf Association Movers and Shakers breakfast.