E-Newsletter   |  NOVEMBER 2016
Complimentary Downloads
Sports Marketing ROI Whitepaper
Now available for download, is SLRG's new sports marketing ROI whitepaper, which includes trends to watch for, the latest growth data on sports sponsorship and a variety of recent relevant research. The whitepaper also provides perspective on sports marketing activation drivers, the specific impacts of sports marketing, and takes a further look at the ROI framework.  Click here to download the whitepaper, and please feel free to reach out directly regarding how SLRG can help you to better measure and understand the benefits of sports sponsorship from the sponsor or property's perspective.  

TTRA Sports Travel Trends for 2017 The Travel and Tourism Research Association brings together leading travel industry marketing and research leaders for their annual Marketing Outlook Forum. For the 5th year in a row, SLRG has been asked to prepare a white paper on recent trends in sports related travel. Click here to download the report.

Speaker's Corner
Last Keynotes Donald Ross Roundtable at ASGCA Executive Committee Meeting

On Tuesday, September 20th, SLRG President Jon Last spoke at the 2016 ASGCA Executive Committee meeting's Donald Ross Roundtable. Citing recent SLRG research, Last's presentation honed in on how golfer attitudes and related consumer trends will impact the near and long term future of the golf course architect's profession.
The ASGCA is a non-profit organization dedicated to fostering professionalism, supporting golf design excellence, and helping grow the game. The association membership helps to design and remodel golf courses worldwide, from the sites of major championships, to those in your hometown. Learn more about the ASGCA 
SLRG's Last to Keynote Golf Business Canada Conference
Jon Last will deliver the closing plenary presentation at the upcoming Golf Business Canada Conference and Trade Show on Saturday, November 19th. The show will take place on November 17th-19th, at the Fairmont Chateau Whistler, in British Columbia. Last will also participate on Thursday's "Ask the Expert" panel as part of the first ever Canadian Golf Tourism Summit. The conference is presented by the Canadian National Golf Course Owners' Association and is supported by the PGA of Canada. Last's keynote session will be titled "Golfers 2.0 - The Customer of the Future." This presentation will tap into SLRG research and insights to provide a look at the golf market from the consumer's perspective, while identifying opportunities, and challenges facing facility owners and operators. .  Learn more, and register for the conference  HERE
Recent Research of Interest
Sports and Travel Brands Leverage Continuous Customer Satisfaction Tracking:
As more successful sports and travel brands put emphasis on running a customer centric organization, there's been a growing need to monitor and measure the impact of  front line employee interactions and service.  Whether these touchpoints occur on property, remotely or both,  effective satisfaction tracking measurement should also encompass evaluation of various amenities and experiential components of a property, that can have longterm impact on customer retention and loyalty.
Customer satisfaction  tracking research, by its very nature, can often be seen by a client  as 'staid or even boring.'  Particularly, if that client is doing a good job of listening to the customer, anticipating his or her needs, and delivering a consistent and solid experience, one will see satisfaction scores that remain stable over time.  But it's those exceptions and a deeper dive into the results across segmented customer groups that can make longitudinal tracking, invaluable over time... 

The Pluses and Minuses of "Knowing Enough to be Dangerous"
One of the great benefits of doing qualitative research is being able to develop a rapport with respondents, which in turn affords a greater window into their emotional connection (or lack thereof) with a topic, concept, or experience through non verbal cues like body language and eye contact.  This is often difficult to accomplish in any virtual exercise or through survey research alone.  Of course, one also needs to be mindful of certain inherent levels of discomfort that a face to face respondent may feel, particularly when conducting one-on-one interviews.  We typically begin each interview with some ice-breakers that often  revolve around identifying certain elements of commonality.  When working in our areas of vertical expertise such as sports, golf, and hospitality finding that common ground can often be easy to do.  However, there's a double edged sword whereby we do not want to intimidate the respondent by seeming like we know too much about the topic. That's why we concurrently use the initial moments of the interview to diffuse our expertise, and tell the respondent that their answers are the correct answers and the only ones that count.  The point is often made that, while we may think that we know what they are about to say (and that's often the case), we're going to ask what seems to be some silly questions or seek some points of clarification, because it is through that forced probing that we typically elicit the most vivid and emotional responses, that can often provide exceptional client value in framing potential marketing communications hot buttons, or product development needs.  Frankly, it's a necessity, as one needs to eliminate any moderator bias.
Of course having that vertical expertise and anticipation of what the respondent is about to say, also comes with its advantages. 

Sports Marketing's Magic Bullet: Creating "Two-percent" Moments
In his October marketing sports post, SLRG president Jon Last, speaks to a customer centric approach in creating meaningful and memorable activations . Read it here.

The Slippery Slope of Athlete Activism
SLRG President Jon Last reflects on how recent athlete activism and social commentary are creating sensitive challenges for sports marketers aligned with these athletes.  Sound marketing research can certainly help guide strategy. Read it here.

Marketing Research Institute International: Live Focus Groups Matter Now More Than Ever
In his September blog post for Marketing Research Institute International (MRII), SLRG's Jon Last speaks to why live focus groups still provide exceptional value as part of the marketing researcher's took kit. Read it here.

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