At SLRG, we’ve always been big proponents of experimental design as a means to isolate and measure the impact of new products or new marketing executions. Whether it’s a brand launching a new SKU or line extension, a hotel or resort property that is introducing an expansion, or a sports property coming out with fresh […]
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You Can’t Eat Audience Impressions
In this May blog post from Marketing Research Institute International (MRII), important distinctions are drawn regarding the relative value of reach vs. audience engagement, in today’s marketing climate. When I oversaw marketing for a cruise line, many years ago, one of the unique challenges that we faced, as I suspect it is for many CMOs, […]
Read More »A Tipping Point For The Era Of Custom Content
ESPN’s recent layoffs on the “talent” side, add fuel to a trend towards narrower vertically oriented sports media content. In the May blog, a look at how research can inform those sports marketers looking to capitalize on this “one-to-one” dialogue. One hundred audience-facing jobs weren’t the only things lost, with the recent bloodletting at “The […]
Read More »Industry Expertise Matters When Delivering Insights Vs. Data
In his April 2017 MRII blog, Jon Last speaks to how vertical industry expertise can make a big difference for marketing researchers looking to be consultative in their transition to providers of insights. I can still recall my frustration in receiving countless emails and voicemails during my years as a client-side marketing researcher in the […]
Read More »Assessing Brand Resonance Amidst the “Madness”
One of the methodologies SLRG has become quite proficient in, with direct experience at venues across the country, has been pre/post efficacy testing of brands activating at premier sports events. March was a busy time for the research team, as SLRG made their way across multiple NCAA Men’s Basketball Conference Tournaments s to evaluate the […]
Read More »Practical Real Time Usability Testing
Qualitative research is a great tool to identify the needs of different constituent groups when a brand is trying to identify a product or a service that can create incremental revenues and build greater relationships with their fans or customers.Recently, SLRG has been involved with a number of initiatives with multiple sports and travel clients, […]
Read More »Should Promotion Of ‘Young Stars’ Really Be Baseball’s Differentiator?
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 »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 […]
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