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Jon Last

Member since November 2008 Contact Jon

Articles by Jon All articles by Jon

  • A Victim Of My Own Observations  in Marketing: Sports on 06/14/2016

    At the risk of being self aggrandizing, I'll submit that as a consultative marketing researcher, I've gotten pretty good at asking probing questions. I've also become a big proponent of loyalty marketing best practices and rewarding best customers. And while I've often espoused that sports marketers shouldn't make the mistake of ascribing their own behaviors, beliefs or experiences to that of their targets, two recent incidents have me questioning one of my fundamental beliefs about loyalty marketing.

  • Building The Perfect Beast: Cracking The Code On Digital Sports Video  in Marketing: Sports on 05/10/2016

    It seems that every sporting goods company, sports property or activating brand has become a broadcaster. Much to the chagrin of the bean counters, digital video has gained in importance as a compliment to the traditional media mix rather than as a disruptive substitute. In other words, to shift dollars significantly out of one medium to feed the jones for video is to leave your most engaged target, wanting for more.

  • A Plea for Making 'Resonance' The Top KPI In Sports Marketing ROO Measurement in Marketing: Sports on 04/12/2016

    Thinking back to a particularly stressful meeting early in my career, I still hear our CEO ripping the account lead at our agency for gleefully boasting about the extensive reach of one of our campaigns. "You can't eat impressions," he bristled. "I don't care how many people are seeing this, I want to know if it's really selling anything."

  • Build It And They Will Come? A Cautionary Tale Of 3 Cities in Marketing: Sports on 03/08/2016

    In today's era of citizen journalism and constant feedback loops on social media, it's easy to lose oneself in the constant chatter that passes judgment on every front office move. This has taken on multiple dimensions of late, where the aforementioned "front office moves" go beyond trade deadline and waiver wire transactions to leave promotional activations right in the cross-hairs of fan commentary.

  • Silver Linings To Gray Clouds: The Pulse Of The Sports Fan In Early 2016 in Marketing: Sports on 02/09/2016

    For the past seven years, we've taken the opportunity to survey fan attitudes on sports trends, consumerism and the state of the economy in the opening weeks of the new year. Our Winter Sports omnibus (available with our compliments in the downloads section of our website) is an annual gut check on topical and other exogenous factors that can portend the year ahead for sports marketers. This year's study of over 2,400 blindly screened sports fans isn't without its share of shifts, trends and surprises. Here's what's caught our attention as we move beyond the Super Bowl.

  • Moving BeyondTthe 'What' And The 'Why' In Sports Marketing Insights, Here's To The 'How'  in Marketing: Sports on 01/12/2016

    Taking some time to reflect over the holidays, I was pleased to consider how far the sports marketing world has progressed in its receptivity to analytics in assessing the efficacy of its efforts and in better understanding how to resonate with its stakeholders.

  • 'Big Data' Vs. 'Traditional' Marketing Research In The Sports Industry in Marketing: Sports on 12/08/2015

    The adoption of advanced analytics has made an unprecedented impact in the way that general managers configure the rosters of their teams. As a sports marketing researcher and one of those guys who admittedly began upon such a path by memorizing the statistics off of baseball cards as a kid, I've always embraced such an approach. But the fundamental question that emanates from such a reality is: To what extent does and should the big data phenomenon factor into the business side of sports organizations?

  • 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.

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 (www.sportsandleisureresearch.com)

  • 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 Group914-358-3558jlast@sportsandleisureresearch.com

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