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Curiosity is part of who we are at MacKenzie. In fact, it’s at the forefront of our company creed: “Curious. Creative. Customer-Centric.” We are continually seeking knowledge and new information for the benefit of both our clients and ourselves. With this in mind, we wanted to shine our spotlight on a thought leader within the

One of the thrilling aspects of attending a baseball game is the opportunity to catch a home run ball. Even a foul ball sparks excitement; not only for the fan who makes the catch, but also for the fans in the immediate area. If someone makes a bare-handed grab or manages to save their nachos

A growing brand is always on the lookout for opportunities to expand its reach into new markets. In order to maximize the efficiency of such growth efforts, any prospect markets must be thoroughly reviewed and qualified prior to resource allocation. So the question is – how do brands identify the strongest market within a pool

Since 1991, Team Marketing Report calculates the Fan Cost Index for major sports leagues. The Fan Cost Index is a metric estimating the cost for a family of four to attend a live sporting event. It combines average ticket prices with the cost of parking, food and beverages, merchandise, etc. In 2016 the NFL’s Fan

While the passion of a sports fan makes them a unique customer, the bottom line of a sports team is the same as any other business; sell product. The common standard for gauging success within a sports organization is attendance and brand advocacy; in other words, selling tickets and selling merchandise. Thinking as the owner

Part of the MacKenzie culture is to promote a healthy work-life balance among our team. Whether it’s a leisurely weekend hike or a mid-week charity golf event, we like to stay active and involved. As a women-owned business we commonly find opportunities where our business-life and our active-life merge together. In these scenarios it’s important

It’s generally believed that leveraging data-driven insights when making business decisions improves the likelihood of success. I’m here to tell you that, speaking from experience, it does*. Now, before you start replacing all your staff members with calculators it’s important to notice the asterisk included in the statement above. *Results are dependent on reliable data collection methodology, statistically

Does your marketing content tell consumers things you want them to know about your brand? Or is it meant to engage consumers in ways they find interesting? Answering this question will help determine whether or not your content marketing strategy is aligned with current consumer demands; which, as we know, is necessary to remain competitive and relevant.

North American sporting events have recorded steady gate-revenue increases since 2011, jumping from $17.8B in 2015 to $18.7B in 2016. (Source: Statista) These numbers are expected to continue rising through 2020, and there’s still advertising, merchandising, licensing, and media rights revenue to account for. Needless to say, the sports industry is doing quite well as

When we first experienced See Jane Go, we hailed a ride for lunch to a shopping center that is known for crazy parking challenges. We were delighted by the clear branding message presented by the driver and her unbridled passion for the ultimate experience. This ride made us more curious on what and more importantly