In his February, 2015 column, SLRG’s Last reflects on how recent activation by leading sports properties, effectively illustrates some of the basic tenets of the “connection planning” discipline. Every industry has buzzwords, though it has often struck me that sports, marketing and advertising over-index for the phenomenon. Since we live in a world where “internet […]
Read More » In the January Marketing: Sports, SLRG President Jon Last speaks to a number of fan behavior trends that will impact sports marketing in the year ahead. It’s January, and I actually succeeded in finding a little airplane time over the holidays to escape and think those deep thoughts that one is supposed to stew over […]
Read More » In his December Media Post item, SLRG President Jon Last speaks to the marketing lessons that can be learned with the recent elimination of the football program at University of Alabama at Birmingham. I’m too young to remember the movie “Requiem for a Heavyweight,” but there was always something poetic about a title that conjures […]
Read More » In his November, 2014 Media Post column, SLRG’s Jon Last speaks to how an uncomfortable moment during a sponsorship activation, may have actually created marketing gold for Chevrolet. Quick quiz, sports marketers … in the two weeks that have now elapsed since World Series game seven, do you remember Rikk Wilde, aka “Chevy Guy?” For […]
Read More » In his October, 2014 Media Post column, SLRG President Jon Last speaks to some cross generational similarities between baby boomers and millenials and the implications for sports marketers. Last month in this space, I spoke to a need for sports marketers to think about multi-generational approaches in their brand development and communications strategies. Noting that […]
Read More » In his September 2014 Media Post: Marketing Sports column, SLRG President Jon Last speaks of the opportunities that multi-generational marketing present for sports properties. From a purely observational context, it strikes me that we’re at an interesting cross-roads in generational marketing. So much of what our sports fan and participant research focused on during the […]
Read More » In this month’s Media Post column, SLRG President Jon Last speaks to how sports properties and activating brands need to go beyond a sea of data to make their activation proposition truly come alive. I’ve used this forum, in the past, to draw analogies between sports properties and exclusive and coveted communities that sponsors seek […]
Read More » In his July, 2014 Media Post: Marketing Sports column, SLRG President Jon Last speaks to what research has shown to be the true reasons behind slow ticket sales or poor fan engagement. Growing and maintaining fan attendance and consumer participation in sports seems to always be on top of sports marketers’ list of top concerns […]
Read More » In his June Media Post column, SLRG President Jon Last puts to rest some of the unwarranted panic that has beset mainstream media reports on the golf industry. Total upfront disclosure … the golf industry has been an important component of my livelihood for nearly three decades, so forgive me if I get a little […]
Read More » In his May 2014 posting, SLRG President Jon Last lays out a critical path of considerations and steps that any marketer must take prior to launching a relationship with a sports property. Just a few weeks ago, I had the opportunity to address a gathering of marketers from the New York financial services community, about […]
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