Qualitative research is a great tool to identify the needs of different constituent groups when a brand is trying to identify a product or a service that can create incremental revenues and build greater relationships with their fans or customers.Recently, SLRG has been involved with a number of initiatives with multiple sports and travel clients, […]
Read More »Last Word
Should Promotion Of ‘Young Stars’ Really Be Baseball’s Differentiator?
In his April 2017 column, SLRG’s Jon Last looks at how fan research reveals the strengths and weaknesses of various marketing pillars from which to position a sports property. Longtime followers of this post know that when it comes to baseball, I’m kind of like the old Sy Sperling, Hair Club for Men commercials, where […]
Read More » Finding A Balance Between Innovation And Pragmatism
In his March Media Post column, SLRG President Jon Last speaks to how research can spearhead innovation. As marketing researchers, a good portion of our work involves being “informed pragmatists.” By definition, we are tasked with questioning things, being skeptics and trying to separate fact from conjecture. Often, our work includes the testing of new […]
Read More »
Golf Business Canada
SLRG President Jon Last authors the cover story of the Spring 2017 issue of Golf Business Canada, addressing new business realities and directs facility operators towards understanding those market segments that comprise best customers, and delivering on the total experience that each is seeking.
Read More » Give Your Property Or Client A Brand Audit For Valentine’s Day
In his February Media Post: Marketing Sports blog, SLRG President Jon Last speaks of how carefully designed brand audits can benefit both properties and sponsors seeking to optimize the return on their sports marketing investment. On a day where we are supposed to recognize and appreciate what makes our loved ones special, it strikes me […]
Read More »