) Complimentary Downloads: 2012 PGA Show Golf Market Outlook; Winter Sports Omnibus Findings Now Available "SLRG's 2012 Golf Market Outlook" was presented to a standing room only audience at Sports Illustrated Golf Group's January 26 annual breakfast at the recent PGA Merchandise Show in Orlando. The presentation examines attitudinal, perceptual and consumption/participation trends from a January 2012 study of over 1,000 golfers, and also includes highlights from a multi-phase golfer lifestyle study conducted on behalf of SI Golf Group. You can download a complimentary .pdf of the presentation, right here to learn more about what lies ahead for the golf industry in 2012-from the consumer's mindset. SLRG's 2012 Winter Sports Omnibus is also available for download, and contains the perspectives of over 1,200 avid sports fans on a wide variety of topics, including: - How fans have perceived the outcomes of the recent NFL and NBA labor agreements
- Whether fans feel the BCS system got things right.
- Which Los Angeles based NBA team is expected to have a better season
- Which sports are gaining in popularity
- How serious are fan concerns about player safety and the impact of concussions in the NHL
- How issues like competitive balance and player movement impact fan perceptions about MLB and the NBA
- The "Tebow effect"
- How lingering concerns about the US economy will impact sports fan behavior over the coming months.
You can find it here. | Women Friendly Best Practices Can Make a Meaningful Impact on Golf Facility Profitability: Next week, The Little Family Foundation and National Golf Course Owners' Association are expected to release results of a groundbreaking new longitudinal study, just completed by SLRG. Our research team tracked the behaviors and attitudes of hundreds of women golfers at 30 different golf facilities throughout the entire 2011 season, concurrently tracking operating performance of the facilities. The resulting analysis quantifies the impact of implementing a variety of women friendly best practices identified in the earlier 2009 study, "The Right Invitation." The results of the new study will be posted both on www.sportsandleisureresearch.com and on www.golfwithwomen.com. We'll also communicate report availability via twitter for those following SLRG President Jon Last (follow @Jon_Last, here). Those wishing to directly receive a complimentary .pdf by email are also free to contact us directly. You can view the 2009 "Right Invitation" report, here. | ) CONFERENCE REPORT:
Last Addresses Association of Golf Merchandisers; Joins PGA Golf 2.0 Council Sports and Leisure Research Group President Jon Last joined Global Golf Advisors' Partner, Henry DeLozier and former golf course owners and industry consultants Arthur Little and Jann Leeming for a lively panel discussion on how to better market golf to women as part of the AGM's Annual Meeting on January 25. Last was also tapped to serve on an industry advisory council working with PGA of America leadership in developing and implementing strategies to grow women's golf participation as part of the association's Golf 2.0 strategy unveiled at the PGA Merchandise Show. | ) Recent SLRG Research of Interest: SLRG Research aids media migration to new platforms: In our January newsletter, we highlighted the multiple benefits of concept testing research to aid marketers in assessing target consumer receptivity and price elasticity for new products, services and even advertising campaigns. Two recently completed client engagements took the concept testing approach even further, as highly targeted audiences were exposed to and evaluated the use of mobile media platforms to deliver a variety of potential new content. While the specific applications tested are proprietary to SLRG clients, these studies further illustrate how research can not only better and more efficiently enable marketers to optimize product offerings, but how the technologies themselves can streamline the research process. Common to both studies was a goal to size and then profile the potential market for each of the tested concepts. In this way, SLRG clients were not only able to determine the likely feasibility of the new launches, but they were able to identify the benefits and features most resonant to those most likely to show demand for the new concept. By analyzing the findings across various market segments, clients could see where variations in marketing communications emphasis could be best used to resonate with multiple audiences. Further, the reality of the opportunites to deliver these concepts across a variety of new media platforms was revealed in a pragmatic way. Let us know how we can help optimize your new product launches and communications. Contact us » | | | SLRG IN THE NEWS Media Post's Marketing Sports: Each month on Media Post's Marketing: Sports, SLRG's Jon Last offers his take on a number of issues and opportunities impacting sports marketing. JANUARY: What Sports Marketers can Learn from NCAA Bowl Season Last month's Media Post: Marketing Sports, reprises Jon Last's January POV revealing three important lessons that any sports marketer can learn from the effective marketing of NCAA football. Those who missed it can read the piece, as well as previous columns here. Jon's columns post regularly on the second Tuesday of each month. You can find them on the SLRG website or receive immediate notifications on Twitter, by following him, here. Golf, Inc.: Recent SLRG research informs Jon Last's Winter 2011 commentary on how golf facilities and hospitality providers can really provide differentiating customer service. The piece is available here. Sports Illustrated: SLRG research and President Jon Last are cited as part of the magazine's look at the year ahead in golf equipment marketing. Read it here. | |
