A big challenge confronting nearly every team or sports property is that of expanding the fan base and driving a deeper level of engagement among those who are already doing so at various levels. We’ve recently worked with a number of properties to confront this challenge, particularly in an environment where onsite amenities and the […]
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POV: Longitudinal Testing and Experimental Design Yield Dividends for New Creative
At SLRG, we’ve always been big proponents of experimental design as a means to isolate and measure the impact of new products or new marketing executions. Whether it’s a brand launching a new SKU or line extension, a hotel or resort property that is introducing an expansion, or a sports property coming out with fresh […]
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You Can’t Eat Audience Impressions
In this May blog post from Marketing Research Institute International (MRII), important distinctions are drawn regarding the relative value of reach vs. audience engagement, in today’s marketing climate. When I oversaw marketing for a cruise line, many years ago, one of the unique challenges that we faced, as I suspect it is for many CMOs, […]
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A Tipping Point For The Era Of Custom Content
ESPN’s recent layoffs on the “talent” side, add fuel to a trend towards narrower vertically oriented sports media content. In the May blog, a look at how research can inform those sports marketers looking to capitalize on this “one-to-one” dialogue. One hundred audience-facing jobs weren’t the only things lost, with the recent bloodletting at “The […]
Read More » Industry Expertise Matters When Delivering Insights Vs. Data
In his April 2017 MRII blog, Jon Last speaks to how vertical industry expertise can make a big difference for marketing researchers looking to be consultative in their transition to providers of insights. I can still recall my frustration in receiving countless emails and voicemails during my years as a client-side marketing researcher in the […]
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