In the June 2012 posting, SLRG President Jon Last discusses how observational research has evolved to deliver more actionable insights in sports marketing. Mobile micro-video recorders now bring fans and customers “into the board room.” As a marketing researcher who has seen more than my share of poorly executed research in the sports industry, I’ll […]
Read More » In this month’s marketing Sports we examine what Nobel Prize winner Dr. Daniel Kahneman called system 1 and system 2 thinking. I had lunch recently with a longtime friend and colleague who I’ve often considered to be one of the smartest people I know. Having been on a whirlwind of qualitative research work recently, with […]
Read More » In his April 2012 Media Post: Marketing Sports column, SLRG President Jon Last reflects on how the Miami Marlins’ new stadium exemplifies how event venues are becoming a more critical element of the marketing mix. Everyone knows the old real estate adage of “location, location, location.” In Marketing 101, we learned that “Place,” while not […]
Read More » Media Post Marketing Sports: SLRG President Jon Last’s March posting speaks to the lessons learned and steps to be taken by sports marketers in this recent period of high profile player movement. Many posts ago, I evoked the rather (Jerry) Seinfeldian observation that with the proliferation of player movement in team sports today, fans truly […]
Read More » In his February Media Post: Marketing Sports column, SLRG President Jon Last discusses why sports fan perceptions of a still shaky economy are not a contradiction to their more bullish behaviors. For the past several years, our firm has conducted an ongoing measurement of sports fan attitudes and opinions across a broad variety of topics […]
Read More » As a marketing researcher, part of what intrigues me about my job is that I get to observe, first hand, what makes all walks of people tick. And with that comes an appreciation that the rest of the country is attitudinally a lot different than the circles we interact with in large bi-coastal markets. But […]
Read More » Last year at this time, I put together my list of the most important life lessons one could take into the new year; each expressed in three words. In keeping with the end-of-year themes towards benevolent giving and introspection, this year’s installment focuses on what we might expect in the world of sports marketing in […]
Read More » We lost a unique sports marketer with the passing of Bruce Florine. Here’s reflections on just some of what I learned from him. It’s a shame that most of you reading this don’t know Bruce Florine. Bruce is one of the first sports marketers that I ever met and, clearly, one of the best. It […]
Read More » With the PGA Championship teeing off this week in Atlanta, I can’t help but think back fondly to my years building and overseeing the business operations side of that event’s on site event merchandising program, which began modestly some 16 years ago. The event retailing business has grown from an ancillary activity to a major […]
Read More » Tomorrow, July 13, is what I used to refer to as “Sports Void Day.” It remains the only day on the U.S. sports calendar where one of our major sports does not have a live event for us to enjoy (and I say this with all due respect to the Women’s World Cup, WNBA and […]
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