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Blog Archives

    A Few Things To Ruminate On In The New Year

    POSTED: January 13, 2015

    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 […]

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    Requiem For A ‘Light Weight’

    POSTED: December 8, 2014

    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 […]

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    From The ‘Me’ Generation To The ‘Pay Attention to Me’ Generation

    POSTED: September 13, 2014

    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 […]

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    Why Multi-Generational Marketing Could Be The Next Big Thing

    POSTED: September 9, 2014

    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 […]

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    Properties And Brands Need To Know ‘The Story’

    POSTED: August 12, 2014

    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 […]

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    Slow Ticket Sales? Here’s The Real Reason Why

    POSTED: July 8, 2014

    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 […]

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    For Father’s Day, I Want The Mass Media to Stop Bashing Golf

    POSTED: June 9, 2014

    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 […]

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    A Brand Roadmap For Optimizing Relationships

    POSTED: May 12, 2014

    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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    Hope Springs Eternal: Lessons From Opening Day

    POSTED: April 8, 2014

    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

    POSTED: March 10, 2014

    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 […]

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