E-Newsletter   |  APRIL 2017
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.
 Click here to read.

Recent Research of Interest
Practical Real Time Usability Testing
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, where qualitative research germinated interesting, interactive technology enabled concepts, that could enhance the customers' experience, while building a positive relationship with the brand. Such concept testing can be very effective in identifying priorities, functional needs, and some of the basic front-end interface requirements that makes a technology solution appealing and easy to use for the customers. This research can also identify potential existing substitutes in the marketplace and surface needs and desires that are not currently met by the present array of similar products. READ MORE
Assessing Brand Resonance Amidst 
the "Madness"
One of the methodologies SLRG has become quite proficient in, with direct experience at venues across the country, has been pre/post efficacy testing of brands activating at premier sports events. March was a busy time for the research team, as SLRG made their way across multiple NCAA Men's Basketball Conference Tournaments to evaluate the resonance of different activations in what can often be a cluttered space.  Critical to the success of these projects, is the ability to obfuscate the testing brand within a relevant completive set of other activating brands, as well as other competitive brands within the sponsor's specific category. This methodology can enable the client to not only ascertain breakthrough across the environment of other activating brands, but to also see if prospective target customers' perceptions, awareness, and attitudes experience a lift relative to those they compete with day to day. READ MORE
Speakers Corner
Teeing it up for the Future - Evolving to the Golf and Country Club of Tomorrow
Now available for CMAA members, is the recording and powerpoint presentation of the "Teeing it up for the Future" webinar. This interactive session took place on February 22nd and shares cutting edge research and engagement strategies around the game that all private clubs should be aware of as they put together future growth strategies for the most important segment of their membership . Kathy O'Neal, owner of Club, Resort & Hospitality Consulting interviewed Sandy Cross, Senior Director of Diversity and Inclusion for the PGA of America and Jon Last, President of Sports and Leisure Research Group, who provided thought-provoking data and insights. The archive of the webinar is available, HERE You can also take advantage of future webinar opportunities, and see the schedule HERE .
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.    Read it here.

Finding a Balance between Innovation and Pragmatism
In his March Media Post column, SLRG President Jon Last speaks to how research can spearhead innovation.     Read it here.

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.    Read it here.

Finding Insights at Retail's Moment of Truth

SLRG and MRII President Jon Last's Feb 2017 MRII blog post speaks to ways in which in-store retail research can reap big dividends to brands in the sporting goods industry Click here to read it.
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