It amazes me how many sports marketers remain addicted to a product rather than a consumer focus when positioning their properties. The typical sell for event sponsorships, or advertising buys, often begins and ends with the reach, efficiency and demographic attractiveness of the audience, sprinkled in with the quality of the property and often poorly […]
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Pursuit Of ‘Value’ Is Grounded In Shifting Values
It’s bothersome that, for many, discounting appears to be the catch-all cure to attempt to win back consumers who have cut back on their sports-related spending. Discounting is difficult to wean oneself off of, with detrimental long-term effects. And our recent work asserts a more constructive and comprehensive definition of economic value, grounded in a […]
Read More »Speakers of TMRE 2009
In the weeks leading up to The Market Research Event 2009, we’re going to be hearing from the speakers of The Market Research Event. This week we have Jon Last, President, Sports & Leisure Research Group.
Read More »Don’t Become An ROI Measurement ‘Victim’
As sports property holders and their agencies face louder and more incessant demands from sponsors/partners to demonstrate return on their marketing investment, it becomes all too easy to fall into the commoditization trap that has become so prevalent in ROI research today. Today’s cluttered marketing environment makes it virtually impossible to gauge the direct impact […]
Read More »Golf Week Article – Private Clubs Face a New Reality
By: Bradley S. Klein | June 22, 2009 4:55 pm “Cocooning” very well could be killing private golf clubs. The term, which was coined by futurist Faith Popcorn and gained currency in the wake of the 9/11 tragedy, reflects people’s desire to spend more time with loved ones. It’s a 180-degree turn from the days […]
Read More »The Great Escape
Our early 2009 consumer sentiment work with a representative sample of golfers suggests that this market, at least attitudinally, is looking for refuge from the pervasive negativity. In fact, this desire for “escape” is consistent with what we saw in research conducted immediately after 9/11. There have been an awful lot of conjecture and speculation […]
Read More »FY’10 MRA Board Announced
In June, SLRG President Jon Last assumes the Honorary/Past President role on the Marketing Research Association board after serving as national president over the past twelve months.
Read More »Ethnography: Trendy Method or Essential Tool
Sports and Leisure Research Group President Jon Last and Judy Langer reveal findings from a study of research client attitudes on and utilization of observational qualitative research in the February 2009 issue of Quirk’s.
Read More »Gilford Securities’ Report on the Golf Equipment Industry
Sports and Leisure Research Group’s golfer trends work is cited on page 5 of this informative February 13, 2009 report from industry analyst Casey Alexander.
Read More »Golf Week Article – How to Survive the Next Two Years
Jon Last is quoted on the potential impact of the changing golfer mindset on participation and equipment purchasing, in Bradley Klein’s latest column
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