As former MRA presidents who have worked on both the client and agency side of marketing research, my business partners and I have been around the block more than our receding hair lines would sometimes like to admit. But with the accumulation of all of this "scar tissue," it strikes us as amusing and potentially disturbing to see so much of the buzz in marketing research and sports sponsorship ROI assessment being attributed to purportedly new methodologies and unique panels of respondents. At the end of the day, the best research inevitably comes down to asking the right questions or ...» 0 Comments
A few years ago, I was asked by a sports trade publication my opinion on what the marketability of Tim Tebow would be as he entered the NFL. I stated that he would have difficulty gaining sponsors due to his outspoken beliefs. (Marketers shy away from anything polarizing when using endorsers.) Well, I was wrong on this one. Tebow Time was born, and his uplifting personality became infectious. Famously infectious to the point that Tebow transcended sport for the masses; sponsors signed him for appearances at events and in national advertising. It was like watching someone win the lottery.» 2 Comments
Near the shores of Rehoboth Beach, Del., stands a premier destination for traveling youth baseball and softball teams. The 95-acre facility at Sports at the Beach features 16 fields, 30 batting cages and dormitory accommodations for visiting teams. From March to November, ball clubs from all over the East Coast descend upon its bluegrass-sod fields to participate in weekend and week-long tournaments.» 0 Comments
Baseball fans are passionate, loyal and very protective of their game's perceived status as the "national pastime." But it turns out that some fan bases are more passionate and loyal than others.» 0 Comments
Spring is upon us and love is in the air, which in the sports marketing dating game means brands and prospective endorsers are looking to partner up.» 2 Comments
Those who know me best realize that I can often be pretty direct. So, let me begin this month's post with a direct disclaimer that while I largely make my living conducting marketing research for brands involved in sports, I'm often one to suggest that a potential client not engage us for a particular study. That's not to say that I don't wholeheartedly embrace the myriad benefits of diving deeply into the mindset and behaviors of customers and other constituencies.» 0 Comments
I think of quality social marketing as being a skilled socialite. The ability to start a conversation, comment and contribute thoughtfully separates the "life of the party" from everyone else. Social media is attractive to marketers for its low-cost approach to reaching and conversing with fragmented audiences, but it's time we move the strategy of digital marketing into its rightful place: alongside other important marketing tools, so that a conversation can become a call to action. Isn't real integration what we've being trying to achieve for decades? Social media can be the glue for your campaign, but needs to be ...» 0 Comments
Nothing brings passionate and casual sports fans together quite like March Madness. Seven rounds of sudden-death, win-or-go-home basketball hold plenty of allure for diehard basketball fans. Office pools, alma mater bragging rights, and small-school Cinderella stories add to the storyline to make the NCAA men's basketball tournament one of the preeminent events in American sports.» 0 Comments
While Jay Z's bold comment may seem, to many, as run-of-the-mill, hip hop hyperbole -newsflash - for the younger generation, he's 100% right. And it's a dynamic that sports marketers have to take into account when deciding how to best align their brand with properties and athletes that amplify the message to their target audience.» 0 Comments
