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Measuring Sports Marketing ROO
SLRG
is often called to measure the impact of sports marketing activation.
SLRG is able to measure efficacy through a series of customized pre and
post tests, with exposed and unexposed/control samples of fans. These
tests enable properties and activating brands to measure program
resonance, awareness, recall, and association in a contextual "brand
blind environment for honest, actionable and brand building insights."
Through these tests, SLRG is able to conduct gap analysis, and assess
opportunities across multiple target markets and program elements to
derive audience based solutions. Beyond simply garnering
impressions and reach equivalents, SLRG's testing focuses more on
measuring the ability of the activation to generate pre to post exposure
lift in target audience brand association with key message
points. The attached complimentary download will enable you to
learn more about how we can do this for you.
Click here for a free whitepaper
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SLRG's Last Moderates Financial C
ommunications Society Sports Marketing Breakfast Panel
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SLRG President, Jon Last, moderated the 3
rd Annual FCS Sports Marketing breakfast at the New York Yacht Club in Manhattan on Wednesday, March 23rd.
Last was also the keynote speaker at the FCS' inaugural sports
marketing breakfast two years ago. The other panel members included
Chris Russo, managing director, at Houlihan Lokey and adjunct professor,
from NYU's Tisch Center for Hospitality, Tourism, and Sports
Management; Danny Glantz, global head of sponsorship from AIG and Kirti
Srikant, vice president, from OppenheimerFunds. The lively
discussion covered a multitude of topics including how brands can best
use marketing research and analytics to better understand the impact of
their sports marketing and how best to create differentiated positioning
in a crowed market place.
The
Financial Communications Society is a not-for-profit organization that
is built upon improving professional standards in financial marketing
communications and brings together the top industry professionals
through education, networking, and a commitment to philanthropy. SLRG
works with financial marketers and other brands to help them evaluate
and optimize their sports marketing. To learn more about the FCS, click here
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Recent Research of Interest
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SLRG
recently worked with a leading sporting goods manufacturer to assess
brand perceptions and develop a strategy for a targeted opportunity
segment. To do so, SLRG began with an attitudinal and behavioral
segmentation study of the target market, through quantitative research
to assess demand, brand perceptions and desired product performance
benefits and features across a variety of derived segments. We
then utilized follow-up qualitative research to actually elicit the
voice of the consumer and gain a greater understanding of the emotional
drivers of those areas of emphasis revealed in the quantitative
study. Further, the qualitative facilitated an assessment of
specific potential brand positionings and creative collateral across
the defined segments, who were carefully recruited to replicate what the
quantitative phase revealed as the key drivers of segment composition.
Coupling both quantitative and qualitative research, clients are able to
better derive a holistic sense of what their target audiences are
looking for. SLRG can do the same for you. Contact us today.
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Build It and They Will Come? A Cautionary Tale
of
3 Cities
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In
his March, 2016 column, SLRG's Jon Last reflects on three recent sports
marketing activations that demonstrate a role for good marketing
research. Read it here.
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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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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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