In the March 9th Marketing: Sports SLRG President Jon Last speaks to the three most important things that marketers should think about when measuring or justifying sponsorship ROI. Those who’ve seen my presentations have heard my parable about how too many organizations use research like a drunk uses a lamp post … for support rather […]
Read More » Long before TMZ discovered sports, and every gossip and media entity unilaterally decided that it was their rightful place to comment on the personal lives of athletes, the business of assessing spokesperson ROI had been a hot topic for many marketers. Extensive research that we and others have done over the years has not only […]
Read More » As we bid goodbye to the first decade of the 21st century, I’m reminded of the often-quoted first line of Charles Dickens’ A Tale of Two Cities (for those who forget: “It was the best of times, it was the worst of times”). In an apt use of double entendre, The New York Times dubbed […]
Read More » It amazes me how many sports marketers remain addicted to a product rather than a consumer focus when positioning their properties. The typical sell for event sponsorships, or advertising buys, often begins and ends with the reach, efficiency and demographic attractiveness of the audience, sprinkled in with the quality of the property and often poorly […]
Read More » It’s bothersome that, for many, discounting appears to be the catch-all cure to attempt to win back consumers who have cut back on their sports-related spending. Discounting is difficult to wean oneself off of, with detrimental long-term effects. And our recent work asserts a more constructive and comprehensive definition of economic value, grounded in a […]
Read More » As sports property holders and their agencies face louder and more incessant demands from sponsors/partners to demonstrate return on their marketing investment, it becomes all too easy to fall into the commoditization trap that has become so prevalent in ROI research today. Today’s cluttered marketing environment makes it virtually impossible to gauge the direct impact […]
Read More » Our early 2009 consumer sentiment work with a representative sample of golfers suggests that this market, at least attitudinally, is looking for refuge from the pervasive negativity. In fact, this desire for “escape” is consistent with what we saw in research conducted immediately after 9/11. There have been an awful lot of conjecture and speculation […]
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