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Engaging with Fans in Uncertain Times

It’s been less than a month since hockey, along with all other major sports, came to a screeching halt. And yet, it feels like it’s been a year. Yes, sports fans are used to having an offseason, but with some sense of closure and other sports seasons around the corner.

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Control What You Can – Implementations as Experiments

In the world of marketing, you should always be aiming to determine how and why your audience responds in certain ways. We are always constrained, however, by budgets and timelines that we don’t always have control over. So if you’re implementing something new, from a new item offered at arena

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Black Hat SEO – What Not to Do

Search engine optimization (SEO) should be a focus for every single business that wants to market itself online, which should really be every business these days. If you are just starting out with and unfamiliar with it, Neil Patel defines SEO as “the process of optimizing your online content so

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Focus on the Fan: Focus Groups in Sports Marketing Research

There is a wealth of information to be found about focus groups. Although other types of research are more applicable in many situations, focus groups are still what most people think of first regarding qualitative research. In other words, it is often considered to be the quintessential type of qual

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Credit Where Credit is Due: Attribution in Digital Marketing

The typical marketing funnel is a simple way to think of the customer journey and can be very helpful in conceptualizing the path through a specific channel toward conversion. However, the customer journey is much more complex than that, especially if your marketing efforts are present in several different forms

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Before the Research: Setting a Workable Objective

It is not always obvious what direction your marketing efforts need to take. It is times like this that marketing research makes itself known as a necessity. The catch is that the exact form and direction your research should take may also not be immediately obvious. But not to worry,

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Location Is Everything: Geofencing in Sports Marketing

The sports industry is, by definition, a locally-centered endeavor. That means that marketing efforts by a team need to be directed to a regional audience, without wasting resources or paying for advertising outside of the target market boundaries. With out-of-home advertising, this is fairly self-explanatory. You wouldn’t buy space on a

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The Likeability Factor

In an earlier post, we discussed one of Cialdini’s principles of persuasion, unity. I spoke about it specifically in the context of hockey marketing, but that principle, like the other ones, applies to most industries. Let’s take a look at another factor today, one that may sometimes be taken for granted; liking. 

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The Pitch

Some tips for pitching your marketing plan You have a genius idea for the next marketing campaign for your business or client to embark upon. That’s great! But unless you are the ultimate decision-maker in the situation, you still have to present it. Sure, you know that this campaign is the next

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