As sports property holders and their agencies face louder and more incessant demands from sponsors/partners to demonstrate return on their marketing investment, it becomes all too easy to fall into the commoditization trap that has become so prevalent in ROI research today. Today’s cluttered marketing environment makes it virtually impossible to gauge the direct impact […]
Read More »
By: Bradley S. Klein | June 22, 2009 4:55 pm “Cocooning” very well could be killing private golf clubs. The term, which was coined by futurist Faith Popcorn and gained currency in the wake of the 9/11 tragedy, reflects people’s desire to spend more time with loved ones. It’s a 180-degree turn from the days […]
Read More » Our early 2009 consumer sentiment work with a representative sample of golfers suggests that this market, at least attitudinally, is looking for refuge from the pervasive negativity. In fact, this desire for “escape” is consistent with what we saw in research conducted immediately after 9/11. There have been an awful lot of conjecture and speculation […]
Read More »