SLRG President Jon Last reflects on how recent athlete activism and social commentary are creating sensitive challenges for sports marketers aligned with these athletes. Sound marketing research can certainly help guide strategy. The annals of sports marketing history are rife with brand crises brought about by spokesperson scandals and inappropriate conduct. Go back just a […]
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In his September blog post for Marketing Research Institute International (MRII), SLRG’s Jon Last speaks to why live focus groups still provide exceptional value as part of the marketing researcher’s took kit. Even when I was a lot younger, I often scoffed at the proliferation of research agencies that claimed to have developed a cutting […]
Read More » In his August posting, SLRG President Jon Last ruminates on the reasons why U.S. fans are less than fully enamored with The Olympic games. We are in the midst of what some bill as the greatest spectacle in all of sports. And if you are like me, it’s likely that you’ve paid little attention to […]
Read More » SLRG President Jon Last, blogs for Marketing Research Institute International (MRII) about how today’s abundance of big data is creating a new uses for consumer segmentation studies. I still remember my first time. Some 25 years ago as a young marketing executive at the PGA of America, I hypothesized that profiling golfers by simply looking […]
Read More » In his July, 2016 column, SLRG’s Jon Last talks about how sports marketers can break through during our “summer of discontent.” It’s MLB All-Star Tuesday, the unofficial middle of summer. Those figurative “dog days” are before us, and with the NBA and NHL on hiatus, NFL training camps still a few weeks away, MLB’s playoff […]
Read More »Citing SLRG research, EWGA’s Forecaddie Blog highlights the benefits of 9-hole rounds, in a piece promoting USGA’s Play 9 initiative.
Read More »Over the past eight years, SLRG has conducted a significant amount of activation efficacy research at sporting events. One of the most common themes we have observed is the significant impact that best of breed messaging and contextual relevance around a sports property can have in driving consumer recall, awareness, and positive association of an […]
Read More »It’s probably not a surprise to learn that a number of recent client engagements have tasked SLRG with the deployment of research to gain a better understanding of the potential demand and ways to optimally deploy digital technology in the sports world. Clients have desired a better understanding of what the customer wants in harvesting […]
Read More » SLRG’s Jon Last contemplates in his June 2016 column, how recent customer service lapses have prompted a re-consideration of best practices in loyalty marketing. At the risk of being self aggrandizing, I’ll submit that as a consultative marketing researcher, I’ve gotten pretty good at asking probing questions. I’ve also become a big proponent of loyalty […]
Read More » In his May, 2016 column, SLRG’s Jon Last talks about sports marketing videos and how to gain traction amongst your target audience without becoming a disruptive substitute. It seems that every sporting goods company, sports property or activating brand has become a broadcaster. Much to the chagrin of the bean counters, digital video has gained in […]
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