Having trouble viewing this email, click here
Complimentary Download: The Outlook for Sports Travel in 2014

For the third consecutive year, SLRG was invited to provide a research driven perspective on sports travel related trends for U.S. Travel and TTRA (Travel and Tourism Research Association) Global Market Outlook Forum attendees. Drawing from multiple recent proprietary studies, the brief SLRG whitepaper outlines eight distinct consumer trends that can create opportunities for destination markets and properties looking to resonate with those travelers who value and seek active, sports related experiences as part of their leisure travel. You can download the white paper, here.

POV: A Unique Inflection Point for Sports Media/Communications Strategies

As referenced below in our recap of recent research of interest and in SLRG President Jon Last’s November Media Post column 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 that for those under age 40 it’s all about social and mobile media, while older folks remain mired in legacy platforms. Such assumptions are wrong. Rather it strikes us that we are at a unique inflection point, where our data reveals that the proliferation of media options and platforms have led to an increase in cross platform consumption of multiple channels, particularly in special interest categories like sports and travel. READ MORE.


Golfer Travel Trends East and West

SLRG President Jon Last has presented the findings of recent proprietary golfer travel trend research in leading destinations on both the East Coast and Western U.S. These studies have yielded both differentiating characteristics of those selecting specific markets for golf vacations, as well as how different consumer need states and information sources drive the destination decision in different ways than they had in recent years past.

Golf Market Assessment and Future Trends was the opening keynote session at the PGA Fall Expo’s Fast Track Education program on August 20. PGA of America Senior Director Paul Metzler led the discussion and presentation in Las Vegas, which featured SLRG’s Jon Last and Greg Nathan of the National Golf Foundation. You can download a complimentary copy of the presentation slides, here at the SLRG web site.


Media Platform and Messaging Optimization: The SLRG team has been immersed of late in a number of research initiatives on behalf of clients seeking to both optimize their marketing messaging as well as their understanding of the current media landscape. Among recent engagements:

  • A look at the impact of different communications vehicles in driving fan behavior for a professional sports franchise.
  • An immersive look at how sports participants are using both traditional and new media to enhance their understanding and appreciation of sports for a communications brand.
  • Concept and usability testing to help a sports brand explore new media platforms to most effectively communicate and disseminate information to their customers.
  • Advertising concept testing and efficacy research for a variety of brands and retail interests.

Engaging Golfers and Growing the game: SLRG has been privileged to work with the leading governing bodies in golf to gain a greater understanding of the key current and potential future drivers of participation and enjoyment. While the specifics of these research initiatives are proprietary to the respective client organizations, one can expect that several of the key findings will be shared and communicated with the industry over the coming months.


The Wall St. Journal:

SLRG President Jon Last was quoted in a September 12 article about the changing landscape of consumer demands from resort community properties. You can read the article here.

InStadium Insights: It’s a State of Mind

For the past several years, SLRG has partnered with InStadium, a unique network of video boards across most major professional and collegiate sports venues, to conduct a wide array of program effectiveness measurement and to dive deeply into the unique environment that is live sporting events. The October issue of InStadium’s newsletter, highlights research that we’ve conducted on audience state of mind, that examines fan engagement relative to other types of advertising. Read it here

Media Post’s Marketing Sports

SLRG’ President Jon Last’s monthly blog/column on Media Post, provides insights drawn from recently conducted market studies as well as commentary and suggestions for sports marketers looking to optimize their use of research to enhance decision making. Synopses of the most recent items are included below, or read the full items here. Jon’s columns post regularly on the second Tuesday of each month. You can find them on the SLRG website or receive immediate notifications on Twitter, by following him, here.

The Promotional Day Hall of Fame

Game-day promotional give-aways take on all kinds of shapes, sizes and levels of political correctness. In the September post, SLRG President Jon Last recalls some of the more memorable promotions and what sports marketers can learn from them. Read it here.

Throwing the Baby Out with The Bathwater: R.I.P. EA NCAA Football

In the October 2013 Media Post, SLRG’s Jon Last laments the death of EA Sports’ college football game franchise as a possible foreshadowing of how the legal turmoil swirling around the NCAA could erode the brand’s equity. You can read more, here.

The Transformation of Marketing’s "Fourth P"

November’s column 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. For a closer look, read the article, here.