• MARKETING: SPORTS
    Why Do We Keep Measuring The Wrong Things In Evaluating Sports Marketing Activation?
    For many brands, it's planning season. Couple that with the push by some to utilize opportunistic funds in the fourth quarter, and properties, brands and agencies are kicking into high gear to roll out their latest sports marketing programs. Since I first got into the business, there's been a growing willingness and recognition of the necessity to measure return on investment in sports marketing.
  • MARKETING: SPORTS
    Why Venue Ticketing Is Going Mobile-Only
    When you go to a game or a show, you're bound to see a lot of phones out for ticket scanners. While some sports and entertainment fans have hung on to the idea of the ticket stub as a memento, most have embraced digitally delivered tickets for several years now. Of course, digitally delivered in many cases still meant that you could print out those tickets, but teams and venues are now making mobile tickets truly mobile.
  • MARKETING: SPORTS
    '17 Football Seasons & The Elephants In The Room
    Clearly, the popularity of football, both at the collegiate and professional levels, has skyrocketed over the last decade, with 85% and 67% of sports fans claiming to closely follow each, respectively; tops among all sports.s But underlying the fascination that remains are a number of intriguing conundrums.
  • MARKETING: SPORTS
    Garbine Muguruza Seeks Serena Territory In Tennis, Endorsements
    If you plan to make an impact in the sport of your chosen profession among fans, players, media and marketers, it certainty helps to be known as the first woman to beat both Serena and Venus Williams in Grand Slam tournaments.
  • MARKETING: SPORTS
    The Future Of Your Franchise Lies In Your Current Fans
    When Billy Beane, the Oakland Athletics' GM, approached the 2002 MLB draft, he threw out the old statistics teams used to gauge players. Avoiding subjective metrics like stolen bases and fielding percentage helped the A's fill out their roster with undervalued players, and brought them to playoffs in 2002 and 2003. He saw through the noise and knew prospects inside and out by taking a cold, hard look at the data.
  • MARKETING: SPORTS
    Optimizing Fan Experience: Lessons From An Afternoon Of 'Horsing Around'
    As a marketing researcher, I enjoy learning thing and observing my environs, even when "off the clock." I've never been shy about intertwining personal time with my chosen profession. That's partly why I love going places, whether it's to all 30 current MLB stadiums or 45 of 50 states. I continue to relish as much time on airplanes as my stamina and family will allow.
  • MARKETING: SPORTS
    Building A Long-Term Relationship With The Single-Ticket Sports Fan
    For most sports franchises, the season ticket holder is the holy grail of fan. And for good reason: according to research from Deloitte, season ticket holders "spend five times as much money as non-season ticket holders on non-ticket purchases from sports organizations and authorized partners."
  • MARKETING: SPORTS
    It Pays To Be Social On Social Media
    Although it is not the be-all and end-all of a team's success or popularity, social media is a good barometer of how well a team connects with fans and keeps its best interests, marketing and otherwise, front and center.
  • MARKETING: SPORTS
    What Marketers Can Learn From The NBA Finals
    No industry needs to leverage real-time marketing quite like sports, an industry where unpredictable events can happen at a moment's notice. Their fans are always connected and engaged, whether they are sharing their reactions to key game moments on social media or checking on their fantasy team ranking.
  • MARKETING: SPORTS
    Don't Rain On Our Parade!

    Last month in this space, I alluded to some of the ongoing conversation that suggests that a political agenda at “The Worldwide Leader” is in part to blame for a viewership downturn that may have precipitated ESPN’s recent workforce reduction. Both the spin doctors in Bristol and their detractors have each been quick to confront this assertion by sharing contradictory survey results. In one corner (dare I say, “the left corner?”) is ESPN, citing research that shows that sports fans do not consider their coverage to espouse a liberal bias, whereas I’ve also seen a recent survey that showed ...

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