Interview with national sales research manager at Southern Cross Austereo, Jasmine Beech
In the fourth interview of our Annual Conference speaker series, we talk with national sales research manager at Southern Cross Austereo, Jasmine Beech.
Looking at everything that has and hasn’t worked in the sports marketing industry in the past year, whilst also showcasing major players, innovators and game changers disrupting the sports industry – these interviews will offer a preview to the kind of insights on display to administrators in November.
With 7+ years’ experience in the industry, Jasmine and her team conduct end-to-end research for clients to discover insights about their brand, category or consumer to drive the business forward.
Jasmine leads a team of seven analysts, who together work to deliver research and insights for clients and internal stakeholders. Working on everything from fast food, alcohol and automotive to more complex relationships such as the changing face of masculinity, there is never a dull moment for Jasmine and her team at Southern Cross Austereo.
1. What will you be covering during your presentation at the Ministry of Sports Annual Conference?
There is no denying that sport plays a considerable role in Australian culture – but just how far does this influence go? This presentation explores the emotional connection we have to sport, and what role Aussies believe sport plays in their lives.
We will also look at some of the key trends that have emerged and what brands, codes and sports can do in the next 12 months to develop a deeper emotional connection with fans in the future.
2. What are the 2-3 key learnings that attendees will take away?
- Why almost every Aussie has a touchpoint to sport- even if they don’t like it
- Why Aussies admire certain athletes- and how that differs between men and women
- The impact of women in sport/female athletes have on other women
3. Why is this presentation important for sports administrators right now?
With roughly 80% of all buying decisions being emotional, we need to understand these emotional drivers when it comes to sport so that we can better communicate and engage with fans and non-fans of sport.
It’s also worth noting that roughly 9 in 10 Aussies have engaged in some activity around sport in the past month- so even if they aren’t fans of sport, they still have a touchpoint. It’s important for brands and administrators alike to understand just how far these connections run in order to effectively communicate.