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Jon Last

Member since November 2008 Contact Jon

Articles by Jon All articles by Jon

  • The Ultimate Sports Marketing (Activation) Fantasy  in Marketing: Sports on 11/10/2015

    Before there was social media, reality television or sports video games, we had "The Amazin" Bill Mazer. Mazer, was a New York area sportscaster, who passed away just a couple of years ago. Growing up, one of the highlights of my weekend was watching Mazer's Sunday night sports broadcast and his regular "Sports Fantasy" segment.

  • Still Bullish On Daily Fantasy Sports  in Marketing: Sports on 10/13/2015

    One of the great hazards of writing this column several days in advance of its posting is that I don't have the omniscience that would enable me to know how developing sports marketing stories will evolve in our limited-attention span, citizen journalism-fed, instant-gratification news cycle. So as I put fingers to keypad to riff on why I'm still a big advocate of Daily Fantasy sites, the latest scandal du jour could move in any number of directions.

  • Value The Elusive 'Event Enthusiast'  in Marketing: Sports on 09/08/2015

    Early in my career, my group was tasked with the development and implementation of a plan to increase ticket sales for a major annual sporting event that drew reasonable attendance with little marketing effort or expenditure. After much internal discussion and preliminary analysis of prior years' sales, we developed a planning mechanism that remains a part of our strategic arsenal, to this day. Simply articulated, we created an exhaustive list of potential elements of the marketing/promotional/media mix, as rows down a spreadsheet. We then listed potential target segments as columns.

  • Who You Talkin' To?  in Marketing: Sports on 08/11/2015

    It wasn't that long ago that marketing research and consumer insights were largely afterthoughts in the world of sports marketing. Who needed research? Because most of us in the sports industry pursued career paths that closely aligned with our personal passions, we saw ourselves as the customer. We thought we knew everything.

  • My Own Derek Jeter, All-Star Moment in Marketing: Sports on 07/14/2015

    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 provide some research assistance for his Turn Two Foundation, but any comparison should stop there ... almost. Last fall, I also stepped off a baseball field in the Bronx, and took off the only uniform that I've worn in my adult life, for the final time, with a heavy heart, albeit with little fan fare.

  • What I Learned At The Rodeo  in Marketing: Sports on 06/09/2015

  • Discovering The 'Secret Sauce' That Drives Greater Onsite Fan Engagement? in Marketing: Sports on 05/12/2015

    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 more acutely than in the pervasive topic of retooling the fan environment at sporting venues. It seems that nearly everyone is making significant investments in upgrades, improving broadband infrastructure to enable more consistent wi-fi capability and in developing interactive, social spaces that seek to enhance the fan experience, drive greater customer value and ultimately create a more differentiated live environment that compels greater attendance.

  • Opportunities Abound in Sports-related Travel  in Marketing: Sports on 04/14/2015

    Last week, hundreds of thousands of Americans hit the road for three of the most iconic events on the sports calendar. Between the opening of the Major League Baseball season, the NCAA Basketball Final Fours and the Masters Tournament, the respective host cities reaped huge financial windfalls as local hoteliers enjoyed huge increases in occupancy and yield.

  • Don't Try To Turn An Aircraft Carrier On A Dime in Marketing: Sports on 03/10/2015

    Amidst marketers' continued obsession over everything Millennial, I've seen a number of brands looking to find lightning in a bottle by attempting to recast themselves as hip, trendy or too cool for school. Alignment with athletes or properties that personify that desired positioning is often among the marketing mix elements that rise to the top of the list of those seeking this re-polishing of an old apple. While such efforts are far from new, it strikes me that there are more than a handful of instances where this approach is doomed to failure, and that's unfortunate because the mistake could have been easily avoided with a little simple homework.

  • A Renewed Focus On 'Connection Planning' in Marketing: Sports on 02/10/2015

    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 years" make a decade ago feel like a half-century ago, I feel like I'm reaching back into the stone ages of marketing vernacular to surface the term "connection planning."

Comments by Jon All comments by Jon

  • Goodbye To Surveys For Companies That Mine Social by Karl Greenberg (Marketing Daily on 01/02/2013)

    ....And "Web MD" meant the end of going to doctors?! I fully appreciate the sensationalistic spin of the headline and lead, but as a former national president of the US Marketing Research Association and head of a full service marketing research company, I take real exception to the assertion of this piece that formal research is defunct. We're fully engaged in social media sentiment analysis as a powerful "directional" feedback lever. It is but another tool in the qualitative research tool kit. But to eschew the necessity of careful sample design and management, the deployment of rigorous analytics that cut through the noise and the construction of sophisticated methodologies that derive embedded belief systems and perceptions rather than the rantings of a self selected vocal minority is as sure a recipe for insight disaster as it would be to self prescribe disease treatment. Please embrace social media analysis, but let's save the eulogies, please.

  • Frugality, Authenticity ... And Luxury by Bob Deutsch (Marketing Daily on 09/25/2009)

    Nicely done...and very consistent with much of the research that we are doing within the "affluent" community. What Bob is describing is in lockstep with what we've seen among the cohort of affluent Americans aged 39-49 (we call them the sandwich generation..wedged between easy boomer or gen x definitions and with values of both groups). These folks are now factoring in this zest for authenticity with a scaling back of conspicuous consumption, heightened child-centricity and a "survivor's guilt" that has created new marketing challenges (and opportunities) for a number of luxury brands and services. Happy to forward a piece that I authored on this, to any who are interested. It's also on our website (

  • Consumer Insights That Don't Cost Much by Dianne Admire (Marketing Daily on 02/11/2009)

    While I can certainly appreciate the desire to find cost efficiencies in a challenging economy, recognize that the old adage, "you get what you pay for", certainly applies with do it yourself marketing research. As the current national president of the Marketing Research Association (MRA) and the owner of a full service research firm that strives to deliver exceptional market insight at fair pricing, I have to caution organizations that try to cut corners in gathering consumer feedback to make business decisions. Good marketing research is a combination of art and science. MRA has rigorous educational offerings for its members and has established the only accredited certification program in the industry. Professional researchers understand the pitfalls that do it yourself efforts often fall prey to. Professional researchers know how to ask the right questions that get at true insight, in the proper contexts and environments that bring real feedback (rather than just the answer your customer might think you want to hear). They can properly identify representative rather than convenience samples, and even more importantly apply analytical techniques that get past the "obvious" and identify true opportunities to build a business. Garbage in equals garbage out. Caveat emptor! Jon LastPresidentSports and Leisure Research

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