In his November column, SLRG President Jon Last finds a refreshing potential “diamond in the rough” in the game of identifying endorsement worthy pro athletes. I’ve used this space in the past to speak to the complex subject of selecting appropriate athletes as endorsers. My main messages have included a warning against hitching your fortunes […]
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POV: Literally Through The Eyes Of The Customer
I was interested to see that the season premiere of this year’s “Undercover Boss” featured Mitch Modell, the CEO of one of our local sporting goods retail chains. In promoting the show, Mr. Modell made a number of appearances on area media to discuss the experience and what he had learned. In reflecting on it […]
Read More »November PGA Magazine
The cover feature on making golf more accessible to women, includes several references to SLRG research included in the PGA of America’s “Connecting with Her” playbook. Here’s a particular item that references some of our work on golf shop retailing.
Read More »Football’s Unique Selling Proposition
Football is a brand that, like any other, leverages points of differentiation to enable it to stand apart from its competition. In his October 2012 Media Post column, SLRG President Jon Last identifies those unique selling points that have made the game so popular. Last month, I raised a yellow flag for those properties and […]
Read More »Golf Inc – Fall 2012: What We Need to Make Player Development Programs Work
SLRG’s Jon Last outlines his thoughts on the implementation necessities to maximize the impact of golf’s focus on developing the next generation of participants.
Read More »It Isn’t Enough To ‘Catch A Rising Star’
In the August 2012 Marketing: Sports, SLRG President Jon Last provides research driven guidance on the potential pitfalls of trying to attach the future of a sport or brand to individual stars, with some valuable lessons from golf, tennis and football. I had the opportunity to participate in a Wharton Sports Business Initiative Forum on […]
Read More »Research Business Daily Report:
RFL Communications’ Bob Lederer’s 9/10/12 video interview of SLRG President Jon Last, on the evolving role of D-I-Y (Do it Yourself) platforms, in the research tool kit. http://www.youtube.com/watch?v=_sXetwCt320
Read More »How To Sensibly Measure The Impact Of Sports Marketing Activation
In the August 2012 Marketing: Sports posting, SLRG’s Jon Last speaks to the key elements required to measure return on sports marketing objectives. We rightfully spend a lot of time in the sports marketing business, defining and selling the unique touch points and entrée to a valued and often elusive audience provided by aligning brands […]
Read More »Our First-Ever Fan Experience Index Ball Park Rankings
Our first ever analysis/rankings of the MLB ball parks with the best fan experience has been released and we’re looking for thoughts on how to make the next one, even better. Let the debate begin. Here we are at the All-Star Break. The pennant races are taking shape and with the other major team sports […]
Read More »Seeing is Believing
In the June 2012 posting, SLRG President Jon Last discusses how observational research has evolved to deliver more actionable insights in sports marketing. Mobile micro-video recorders now bring fans and customers “into the board room.” As a marketing researcher who has seen more than my share of poorly executed research in the sports industry, I’ll […]
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