Fieldreport make it informed “We work alongside them, so the research we
are doing is global,” adds Bushell. “It allows us to look at trends in other markets, which enables brands to have insight on a broad perspective. It also permits consistency of approach, which is valuable to a global company wanting to assess a product across diff erent territories. “It allows us to get a truly multi-country
perspective of what is happening in the market place. For example, there is a view that the USA is six months ahead of Europe. It’s not always true; indeed in some sports it’s the other way round. “The US element, where we track participation
IN THE CHAIR: Stephen Proctor, chairman of Sports Marketing Surveys Inc. Bushell also states that SMS Inc. has processes
to manage the seemingly impossible task of keeping information up to date in the face of the lightning pace of product launches. “First, our relationship with brands means they
will tell us all about new launches as they want us to look out for sell-through,” he explains. “Second, the SKU system at sell-through means we pick up sales of new models extremely quickly.” SMS Inc. also undertakes research to look at
the overall impact of a sport on an economy, as it is clear that while sports provide leisure time activities, they are also a signifi cant creator of jobs – in terms of manufacturing, organising, servicing and delivering – and a creator and developer of sporting venues. As such, sport has a tangible and important impact on the wider economy. SMS Inc. works in partnership with sports’ governing bodies to demonstrate sports’ potential in generating employment and business opportunities. Currently, discussions are underway with two sports on analysing this impact on a UK and European perspective. “Programmes such as economic impact studies
are about measuring and investigating the actual situation,” Bushell adds. “It is not about painting a ‘rosy picture’. There is no value in fabricating the results and we certainly would never do it. But don’t forget, a proper evaluation is not just the measurement of the current situation but also of market opportunity. We can help brands or governing bodies to understand the challenges they face, and work out the best ways of overcoming them. The objective is to strategically help these sports on an international basis.” Commissioned studies of this nature are one element of how SMS Inc. operates. The company also creates its own reports, such as the European Golf Retail Audit, which are syndicated to interested parties. Multi-market core golfer research, conducted between March and October
and looking into diff erent equipment categories, falls into this category. “We’ll work closely with potential clients to understand their business objectives; then we will identify the most appropriate and cost- eff ective way of fi nding the information they need,” says Bushell. This year SMS Inc. has covered bags, clubs, balls, shoes, apparel, distance measuring devices, tourism, and media and lifestyle consumption habits. As in any other marketplace, competition for the
provision of market intelligence has risen. “We look at sports on a holistic basis,” stresses
Bushell. “We study all the elements that make up the market, from the professional player to what’s happening among retail marketplaces and consumers. Our conclusions are drawn from a comprehensive picture of the market place, not from one set of numbers or one information source.” SMS Inc.
also off ers an international perspective through the American branch of its operation. SMS USA was established more than 20 years ago, and is now run by Keith Storey, an ex-member of the UK Team.
THE PRICE IS RIGHT: Sales of TaylorMade’s R11S, with an RRP of £349 in 2012, is one of the primary factors in the rising average price paid for drivers in the UK
SGBGOLF 15
in over 100 sports, is invaluable. We are not golf- specifi c. We cover a range of sports including tennis, winter sports, running, cycling, football and even shooting, and this means we can look into other areas of leisure retail and identify trends, optimum store locations and much more. “For example, there are similarities in the profi le
of cyclists compared to golfers in terms of interest, amount spent, attitudes to technology, and some of the reasons for participating. We bring many years of learning across the portfolio – and that adds balance and perspective to the information we are able to provide.”
www.sportsmarketingsurveysinc.com
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