In his August 2015 column, SLRG President Jon Last offers guidance and surfaces the potential dangers that sports marketers can encounter if they fail to properly frame the respondent sample for research. It wasn’t that long ago that marketing research and consumer insights were largely afterthoughts in the world of sports marketing. Who needed research? […]
Read More » In his July 2015, Marketing: Sports column, SLRG President Jon Last looks at baseball’s all-star season as an opportunity to reflect on the sports marketing lessons that coaching youth sports has reinforced. It’s totally presumptuous for me to compare myself to Derek Jeter. I’ve been fortunate enough to meet him and his family and to […]
Read More » In his June, 2015 posting, SLRG President Jon Last reflects on how his recent attendance at a rodeo event reinforced some of the foundations of effective event based sports marketing. As one who has had the great fortune of visiting every MLB ballpark and my fair share of other sports venues, I was able to […]
Read More » SLRG President Jon Last?s May column looks at sports venues? race to modernize their infrastructure and the role of marketing research in finding optimal solutions. The sports marketing world is fraught with numerous examples of “fire, fire, fire” implementation strategies, in contrast to the more recommended “ready, aim, fire” approach. Nowhere do we see this […]
Read More » In his April 2015 Media Post, Marketing: Sports column, SLRG’s Jon Last speaks to the huge opportunities in marketing sports related travel and ways in which those promoting it can resonate with this lucrative target. Last week, hundreds of thousands of Americans hit the road for three of the most iconic events on the sports […]
Read More » In his March 2015 Marketing: Sports posting, SLRG President Jon Last speaks to the limitations of trying to drastically reposition a brand through sports and advocates on how good research can prevent such costly errors. Amidst marketers’ continued obsession over everything Millennial, I’ve seen a number of brands looking to find lightning in a bottle […]
Read More » In his March 2015 Marketing: Sports posting, SLRG President Jon Last speaks to the limitations of trying to drastically reposition a brand through sports and advocates on how good research can prevent such costly errors. Amidst marketers’ continued obsession over everything Millennial, I’ve seen a number of brands looking to find lightning in a […]
Read More »
SLRG President Jon Last offers thoughts on the intriguing marriage of Under Armour and Muhammad Ali in a provocative Marketing Daily Piece By Sarah Mahoney Just days after launching its first basketball shoe with NBA superstar Stephen Curry, Under Armour has taken its game to the pantheon, signing boxing legend Muhammad Ali. The Baltimore-based sporting […]
Read More » 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 » Marketing Daily’s coverage of Super Bowl advertising, contemplates the NFL’s domestic violence awareness PSA to run during the first quarter of the 2015 game. SLRG President Jon Last weighs in with his thoughts on the potential impact of the spot. By Sarah Mahoney The National Football League is hoping that a startling new PSA, set […]
Read More »