A Fresh Look at Advertising Effectiveness Research
SLRG is often called upon to evaluate the efficacy of print, television and online advertising for clients in the sporting goods, media and travel industries. This whitepaper outlines the methodological departure point from which our firm looks to conduct this research on an adhoc or continuous basis. Contact us to find out more about how we can maximize the impact of your marketing messaging by testing against your target audience.
Click here to download whitepaper
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Recent Research of Interest
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On-site Sports Marketing Activation Yields Sh
orterm AND Longterm Brand Equity
Over the past eight years,
SL
RG has conducted a significant amount of activation efficacy research at sporting events. One of the most common themes we have obser
ved is the significant impact that best of breed messaging and contextual relevance around a sports proper
ty can have in driving consumer recall, awareness, and positive association of an activating brand compared to its competitive set. Our preference for deployment of well constructed, sponsor blind experimental design, enables us and our clients to isolate and measure the impact of the specific activation, absent any other marketing mix elements, and the results have consistently been impressive. However, in an environment where sports marketing ROO is often measured longitudinally, the question has surfaced regarding the longevity of impact of these activations. i.e... Do people still remember what they learned after a lapse of time?
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What do the Next Five years look like? Megatrends and how are we preparing the PGA Professional?
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SLRG President, Jon Last, will be moderating an education session at the 2016 PGA Fashion & Demo Experience on Tuesday, August 16th
at the Venetian Hotel in Las Vegas. The other panel members include Tom Morton, PGA director of player development and Cary Cavitt, PGA head professional. The discussion will cover several topics such as, the growing importance of the fusion between database and traditional marketing,
real life examples of industries integrating transactional and behavioral customer data to build customer loyalty programs, and the golf clubhouse/golf shop of the future. Drawing from extensive SLRG research both in golf and other sports, Last and the panel will identify best practices and provide actionable strategies that can be deployed across a range of golf facilities. To learn more about the event or register, Click here
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How to Turn Women, Juniors and Millenials into Customers:
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SLRG President, Jon Last, will also be spearheading an education session at the 2016 Golf Inc. Strategies Summit at Barton Creek Resort & Spa in Austin, Texas on September 16th
, 2016. The lively panel discussion will profile golf's opportunity segments and reveal key strategies for creating resonant marketing platforms. Joining Jon will be Pam Swensen, CEO of the Executive Women's Golf Association, John Bryan, Vice President of US Kids Golf, and Anthony Douglas, founder and CEO of Hole19. This panel will delve into current research and cutting edge initiatives that can optimize delivery of the right message and the right offerings for women, millennial and junior golfers. The panel will also dispel convenient myths and exaggerations and offer a pragmatic look at the real opportunity and appropriate marketing strategies to optimize golf facility success in attracting these segments. To learn more about the event, Click here
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Technology in Sports - Does the Consumer Know What They Want?
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It's  probably not a surprise to learn that a number of recent client engagements have tasked SLRG with the deployment of research to gain a better understanding of the potential demand and ways to optimally deploy digital technology in the sports world. Clients have desired a better understanding of what the customer wants in harvesting this technology for both participants and spectators. In the past, it seemed that a lot of sports marketers have leaped before they have looked in implementing digital offerings via cell phone or tablet apps or other wireless driven amenities. Our recent work has given us the ability to do a rigorous examination of likes, dislikes, price elasticities, as well as how consumers utilize and value this technology. Click here to continue
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Citing SLRG research, EWGA's Forecaddie Blog highlights the benefits of 9-hole rounds, in a piece promoting USGA's PLAY9 initiative
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A Plea for Making 'Resonance' The Top KPI In Sports Marketing ROO Measurement
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In his April, 2016 column, SLRG's Jon Last explains how to define and measure ROO for sports marketing through attainable research tests. Read it here.
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Building the Perfect Beast: Cracking the Code on Digital Sports Video
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In his May, 2016 column, SLRG's Jon Last talks about sports marketing videos and how to gain traction amongst your target audience. Read it here.
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A Victim of My Own Observations
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SLRG's Jon Last contemplates in his June 2016 column, how recent customer service lapses have prompted a re-consideration of best practices in loyalty marketing.
Read it here.
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Click here for archived issues of SLRG's "News & Views" e-newsletter, for all of the most up-to-date insight on issues impacting marketing research, the media, travel, sports and leisure industries.
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