As a marketing researcher, part of what intrigues me about my job is that I get to observe, first hand, what makes all walks of people tick. And with that comes an appreciation that the rest of the country is attitudinally a lot different than the circles we interact with in large bi-coastal markets. But […]
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Research Business Report Predictions Issue:
SLRG President Jon Last joins industry colleagues with ruminations on the year ahead in marketing research in RFL’s annual report.
Read More »Here’s To A ‘Fearless Forecast’ For 2012
Last year at this time, I put together my list of the most important life lessons one could take into the new year; each expressed in three words. In keeping with the end-of-year themes towards benevolent giving and introspection, this year’s installment focuses on what we might expect in the world of sports marketing in […]
Read More »Valuing a Sponsorship was Never Supposed to be Easy
Conducting research for a variety of sports properties and brands that activate around them affords me the opportunity to look at sponsorships with a fresh and unique approach, every time a client or agency calls us in. Yet it confounds me that for such a large and potentially high profile endeavor as investing in a […]
Read More »Corp Magazine
The July/August issue of this Michigan based business publication featured a story on how golf facilitates and retailers have put a greater focus on women. The story includes reference to several SLRG studies including the PGA of America’s Golfer Portrait series and the NGCOA and Little Family Foundation study.
Read More »Lessons From A Sports Marketing Pioneer
We lost a unique sports marketer with the passing of Bruce Florine. Here’s reflections on just some of what I learned from him. It’s a shame that most of you reading this don’t know Bruce Florine. Bruce is one of the first sports marketers that I ever met and, clearly, one of the best. It […]
Read More »Build Customer Loyalty and Stronger Community with a “2C2R” Approach
In a still uncertain economic climate, club managers are rightfully putting greater emphasis on customer loyalty and player experience. IÂ’ve spoken at several golf industry conferences about an approach weÂ’ve developed to help golf facilities address this, known as “2C2R.” The four elements are: 1. Communication: The best loyalty marketing efforts take great care in […]
Read More »Cactus Call
Jon Last’s guest column in the SouthWest MRA newsletter speaks to how marketing research professional development needs to evolve.
Read More »How To Be A Bad Survey Respondent
Thankfully, we still hear incessant cries from sponsor and property clients that beyond measuring reach, determining ROI or ROO is tantamount to designing and executing an effective sports marketing program. As researchers and sports marketers, long trained in the nuances of designing and executing research to do just this, we recognize that just as every […]
Read More »Conference Report:
SLRG partners frequently attend and present at prominent marketing conferences. Here’s a round-up of SLRG’s latest speaking engagements including MRA Annual and the Fall Crittenden Golf Conference. SLRG Partners attend, Present at MRA Annual It was a past presidents� reunion, earlier this summer, as the three SLRG partners, and Howard Gershowitz, all former national presidents […]
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