Media, Sports Marketing and communications companies needn’t allow clients to marginalize their services as commodities. Sports and Leisure Research Group provides these firms with our turn-key, “in-house virtual research firm” program. You get all the benefit of your own dedicated, client-centric research firm, without the overhead or high cost of traditional ad hoc outsourced solutions. Let us provide a differentiated “added value element” for you and your clients.
FROM JACK MYERS: Huffington Post - November 11, 2008
MEDIA'S ADVERTISING ADDICTION LEAVES BILLIONS ON THE TABLE
"The equity value and potential revenues being left on the table by media companies is in the billions. It is long overdue for these companies to focus on how they can wean themselves off their addiction to advertising revenues and begin capturing the other 70% to 75% of corporate marketing budgets they rarely touch."
"Media companies need to convince investors they have... vision for the future - a future in which they will be forced to be less dependent on advertising revenues."
"The focus should [be] on identifying core assets that have viable brand extension and growth potential..."
MEDIA'S ADVERTISING ADDICTION LEAVES BILLIONS ON THE TABLE
"The equity value and potential revenues being left on the table by media companies is in the billions. It is long overdue for these companies to focus on how they can wean themselves off their addiction to advertising revenues and begin capturing the other 70% to 75% of corporate marketing budgets they rarely touch."
"Media companies need to convince investors they have... vision for the future - a future in which they will be forced to be less dependent on advertising revenues."
"The focus should [be] on identifying core assets that have viable brand extension and growth potential..."
TOWARDS A SOLUTION
| » Therein, lies the big piece that we are still missing...we aren't fully
leveraging what is now old media's greatest asset----the
consumers themselves! » A marketer is coming to a medium because it values access to its audience, and hopes that they can put the right message in the right environment, to captivate them towards a direct relationship with their brand. |
» A custom Marketing Research Capability enables a media brand to move the advertiser from hope towards greater assurance of success and mitigate the commoditizing effects of often outdated syndicated currency. |
VIRTUAL “RESEARCH RESOURCE CENTERS”
| » Leverage Subscriber Relationships into
proactive research programs that add value to
an advertising buy. » Partner with clients to offer:
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» Transform the relationship from seller of
space to consultative solutions provider:
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A PROVEN APPROACH
| » Over $1mm in “retail value” marketing
research, conducted annually for Golf Digest
Publications’ advertisers at a fraction of the cost. » Custom Research Studies Packaged into advertising schedules that generated in excess of $30mm in revenue over each of the past two years, while growing share of advertiser |
» An average of more than 60 client studies conducted annually. |
A SIMPLE BUSINESS MODEL
| » We function as virtual department..to design, execute and present custom studies on behalf of advertising clients, working through existing research group or directly with sales, as desired | » A more cost effective approach:
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