SLRG President Jon Last’s April Media Post Marketing: Sports speaks to how baseball’s opening day is a microcosm of sports marketing, in general. The annual rite of passage reminds us of some of the key potential differentiating aspects that live sports provides. I did something last week that I hadn’t done in awhile. I attended […]
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Pay Attention To Me! Why ‘Participatory Fandom’ Can Be A Game Changer
In his March 2014 column, SLRG President Jon Last speaks to the impact and importance of good customer relationship marketing strategies in sports. Let’s set things straight. This is not a puff piece for formal and costly customer relationship management (CRM for those who like acronyms) programs. Faithful readers of this newsletter know that, by […]
Read More »Breaking Through Amidst The Avalanche
In the February 11, 2014 Media Post: Marketing Sports, SLRG President Jon Last offers some insights from recent research on sports fan media usage that has somewhat counter-intuitive implications for brands activating through sports. You can read the piece, as well as previous columns here. While I’ve touched on this in my last couple of […]
Read More »Avoiding Activation Attribution Mistakes
In his December Media Post article, SLRG President Jon Last recalls how today’s media landscape has increased the likelihood of marketing ROO/ROI mis-attribution, how to avoid it and the implications for sports marketing. A subtle underpinning of my piece last month was the assertion that with such a proliferation of sports-related media and exposure opportunities, […]
Read More »The Transformation of Marketing’s “Fourth P”
In November’s column, SLRG President Jon Last speaks to how the proliferation of vertical sports media has presented new strategic necessities for sports marketers looking to optimize the impact and effectiveness of their communications with sports fans. I still remember the first session of my introductory marketing class at Wharton, where the professor outlined the […]
Read More »Throwing The Baby Out With The Bathwater: R.I.P. EA NCAA Football
In the October 2013 Media Post, SLRG’s Jon Last laments the death of EA Sports’ college football game franchise as a possible foreshadowing of how the legal turmoil swirling around the NCAA could erode the brand’s equity. Call me old school, but for a long time I’ve been less than comfortable with the proposition of […]
Read More »The Promotional Day Hall Of Fame
Game-day promotional give-aways take on all kinds of shapes, sizes and levels of political correctness. In this month’s post, SLRG President Jon Last recalls some of the more memorable promotions and what sports marketers can learn from them. The onset of Fall has always been a bittersweet time for me. I’ve always been a warm-weather […]
Read More »Marketing In The Era Of The Modern-day ‘Joe Hardy’
In his August, 2013 posting, SLRG President Jon Last offers perspective on the marketing implications of the PED scandal in MLB as well as the litany of sensationalistic off-field stories on high profile athletes. I’m not old enough to remember the original production, but someone should produce a 21st century adaptation of the 1950s era […]
Read More »Don’t Drown in a Tidal Wave of Information
We’re in a golden age of instant information. But, as SLRG President Jon Last explains in his July 2013 Media Post commentary, that doesn’t necessarily lead to better strategic decisions, unless sports marketers can navigate the pot holes. As one who makes a living in sports marketing research, the warp speed evolution of technology has […]
Read More »Transparency, Accountability And Accessibility As Mandatory Marketing Assets In An Era Of 24-7 Visibility
SLRG President Jon Last’s June 2013 posting speaks to new paradigms for properties looking to maintain positive constituent relationships, and offers up an action plan that can build brand equity. Perhaps it’s an overstatement to suggest that American sports properties suffer from a crisis of confidence among their fans and target audiences. However, it has […]
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