Search by name, company, title, location, etc.

Jon Last

Member since November 2008 Contact Jon

Articles by Jon All articles by Jon

  • Why Multi-Generational Marketing Could Be The Next Big Thing in Marketing: Sports on 09/09/2014

    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 first decade of this century was meeting the needs of a maturing Boomer generation that did not always follow the leads of prior generations reaching a similar life stage. Fast-forward to the present day and it seems that everyone is trying to unlock the secret sauce that resonates with Millennials. And on the surface level this makes sense.

  • Properties And Brands Need To Know 'The Story' in Marketing: Sports on 08/12/2014

    I've used this forum, in the past, to draw analogies between sports properties and exclusive and coveted communities that sponsors seek to become a part of. As one who runs a sports marketing research firm, my colleagues and I often play a key role in helping our property clients to better position that community as one that fits the marketing objectives for prospective partners. For the potential sponsors themselves, our work often centers around better understanding the behaviors, need states and interactions of consumers within those communities so as to guide brands towards better inserting their message into that space, in ways that are perceived as genuine and mutually beneficial.

  • Slow Ticket Sales? Here's The Real Reason Why in Marketing: Sports on 07/08/2014

    Growing and maintaining fan attendance and consumer participation in sports seems to always be on top of sports marketers' list of top concerns and priorities, and it should be. We live in an age where the proliferation of leisure time choices has grown exponentially.

  • For Father's Day, I Want The Mass Media to Stop Bashing Golf in Marketing: Sports on 06/10/2014

    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 defensive about a sport that my firm and I have studied extensively and that I have enjoyed as a participant and fan for even longer than that.

  • A Brand Roadmap For Optimizing Relationships in Marketing: Sports on 05/13/2014

    Just a few weeks ago, I had the opportunity to address a gathering of marketers from the New York financial services community, about optimizing ROI through sports. While my remarks centered largely on best practices in assessing sponsorship impact, I prefaced those perspectives with a brief look at the potential rewards that can be derived from a well-planned and thought-out sports marketing partnership.

  • Hope Springs Eternal: Lessons From Opening Day  in Marketing: Sports on 04/08/2014

    I did something last week that I hadn't done in awhile. I attended opening day at an MLB ballpark, and I had a better time than I expected. Now, let me put the previous sentences in the proper context. I go to a lot of baseball games for both work and pleasure. In fact, I probably can't think of more than three things that I'd rather do than go to a baseball game...and it doesn't matter who's playing.

  • Pay Attention To Me! Why 'Participatory Fandom' Can Be A Game Changer in Marketing: Sports on 03/11/2014

    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 trade, I'm a sports marketing researcher, and many marketing researchers often shudder at CRM's disruptive ability to refocus clients away from good basic consumer research. But I'm also a sports marketing guy who has hopefully built a reputation for being able to effectively translate consumer insights and observed behaviors into tactical strategies, and some of our recent work has reaffirmed my belief in the potential for CRM best practices to be a potential game changer in building the fan relationship.

  • Breaking Through Amidst The Avalanche in Marketing: Sports on 02/11/2014

    While I've touched on this in my last couple of postings, I can't stop thinking about the transformative impact of cross-platform media activation on sports marketing.

  • What Sports Marketers Should Be Thinking About In '14 in Marketing: Sports on 01/14/2014

    A year ago, fresh off of watching at least one series from each of the 35 college bowl games, I threw my hat into the fray with a list of predictions for the year ahead. This year, my bowl TV viewing streak was snapped, though I was able to compensate somewhat, by having the good fortune of attending a bowl game while on vacation. So, in the spirit of my own personal evolution, and amidst all of the prediction lists that you are surely reading, I'm going to modify last year's approach with a combination retrospective of how some of last year's predictions turned out along with some of the new sports biz developments that we are keeping our eyes on for the year ahead.

  • Avoiding Activation Attribution Mistakes in Marketing: Sports on 12/10/2013

    A subtle underpinning of my piece last month was the assertion that with such a proliferation of sports-related media and exposure opportunities, brands must be more adept at diffusing their messages across channels to maximize their reach and engagement.

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

About Edit

You haven't told us anything about yourself! Surely you've got something to say. Tell us a little something.