In his March 2014 column, SLRG President Jon Last speaks to the impact and importance of good customer relationship marketing strategies in sports. Let’s set things straight. This is not a puff piece for formal and costly customer relationship management (CRM for those who like acronyms) programs. Faithful readers of this newsletter know that, by […]
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Macali Communications, Feb. 26, 2014 blog post features an interview with SLRG’s Jon Last. Jon addresses key insights on sports marketing issues and opportunities in the year ahead, driven by recent SLRG research. I am lucky to meet smart and talented people who have great perspectives on business and sport. Jon Last is one of the […]
Read More » In the February 11, 2014 Media Post: Marketing Sports, SLRG President Jon Last offers some insights from recent research on sports fan media usage that has somewhat counter-intuitive implications for brands activating through sports. You can read the piece, as well as previous columns here. While I’ve touched on this in my last couple of […]
Read More »In his January 2014 Media Post column, SLRG President Jon Last provides a look ahead at some of the sports marketing news stories that will shape the year ahead. A year ago, fresh off of watching at least one series from each of the 35 college bowl games, I threw my hat into the fray […]
Read More »A year ago, fresh off of watching at least one series from EACH of the 35 college bowl games, I threw my hat into the fray with a list of predictions for the year ahead. This year, my bowl TV viewing streak was snapped, though I was able to compensate somewhat, by having the good […]
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SLRG President Jon Last’s perspectives on the state of the golf industry and player development efforts are included in this cover story on the evolving role of golf as a key component of corporate meetings.
Read More » In his December Media Post article, SLRG President Jon Last recalls how today’s media landscape has increased the likelihood of marketing ROO/ROI mis-attribution, how to avoid it and the implications for sports marketing. A subtle underpinning of my piece last month was the assertion that with such a proliferation of sports-related media and exposure opportunities, […]
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The November 26th issue includes coverage of SLRG President and EWGA Board member Jon Last’s white paper on the outlook for sports travel in 2014. The brief whitepaper was presented as part of the recent TTRA/US Travel Association Market Outlook Forum in Chicago.
Read More » In November’s column, SLRG President Jon Last speaks to how the proliferation of vertical sports media has presented new strategic necessities for sports marketers looking to optimize the impact and effectiveness of their communications with sports fans. I still remember the first session of my introductory marketing class at Wharton, where the professor outlined the […]
Read More »As referenced below in our recap of recent research of interest and in SLRG President Jon Last’s November Media Post column, 2013 has afforded us numerous opportunities to examine the evolving ways in which consumers engage in various sports and leisure related communications. It’s easy to make generational assumptions and buy into convenient marketing opinion […]
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