Explore every episode of the podcast Sports Marketing Machine Podcast
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Title
Pub. Date
Duration
154 - How to Make Your Group Sales Page Easier to Buy From
Group ticket buyers aren’t casual fans — they’re planners.
Office managers, HR directors, coaches, and teachers are trying to organize an event without creating more work for themselves. If your group sales page makes them think too hard, they leave.
In this episode, Jeremy Neisser explains how cognitive load quietly kills group sales and shares a simple framework that helps teams make their group pages clearer, faster to understand, and easier to book.
Jeremy also walks through how small changes in messaging — like clearer headlines, pricing cues, and fewer decisions — can dramatically increase group inquiries.
Key Topics Covered
Why cognitive load is one of the biggest hidden killers of group ticket sales
The four questions every group sales page must answer immediately
Why group buyers behave differently than single-game ticket buyers
How too many packages, options, and paragraphs create friction
The power of bullet points over paragraphs on sales pages
Why teams should show starting prices early instead of hiding pricing
The importance of one clear call-to-action for group buyers
The “Caveman Test” for instantly evaluating your website clarity
The 4 Questions Every Group Sales Page Must Answer
When a group organizer lands on your page, they are trying to answer four simple questions:
Is this for me? Show the types of outings immediately (company picnic, youth sports night, church outing, birthday party, etc.).
What do I get? Use bullet points instead of long paragraphs.
What does it cost? Even simple starting pricing reduces friction.
What do I do next? Give one clear action like “Check available dates” or “Get group pricing.”
If buyers have to scroll around and interpret things to figure these out, you’ve created friction.
And confused people don’t buy tickets.
Timestamps
00:00 – Introduction: The hidden killer of group sales 01:28 – What cognitive load actually means 02:30 – Why group buyers behave differently than single-game buyers 04:16 – The four questions every group sales page must answer 05:43 – Why bullet points outperform paragraphs 06:41 – The importance of showing pricing early 07:32 – Simplifying your call-to-action 08:57 – Common mistakes teams make on group sales pages 10:50 – The “Caveman Test” for website clarity 11:48 – Live teardown of a Minor League group sales page 14:06 – Why clarity matters more than traffic
If this episode helped you rethink your group sales pages, share it with someone else in sports who’s trying to sell more tickets and grow their fan base.
And if you enjoyed the show, a quick rating or review on Apple or Spotify helps more sports marketers discover the podcast.
Should your team be selling merchandise on Amazon?
In this episode, Jeremy breaks down the real strategic implications of adding Amazon as a sales channel — from margin math and SEO strategy to customer data ownership and cannibalization risk. If you're responsible for revenue, merchandise, or digital marketing, this is your practical roadmap before you jump in.
Key Topics Covered
Why Amazon is more search engine than storefront — and why that matters
The real math behind Amazon’s 15% referral fee
FBA vs. FBM: Fulfillment by Amazon vs. Merchant fulfillment
The hidden cost of losing first-party customer data
Why you should never push your fans from Shopify to Amazon
How Amazon SEO works (and why semantic SEO matters)
Why city/state-forward merchandise should launch before team-branded items
How to prevent Shopify cannibalization
Pricing strategy: Why you may want to charge more on Amazon
Using Amazon strictly as an acquisition channel
Connecting Shopify to Amazon with Marketplace Connect
Modeling margin before listing a single product
Chapters
00:00 Introduction to Selling Merchandise on Amazon 01:59 Why Amazon Is a Powerful Sales Channel 03:48 Revenue Potential During Peak Seasons 05:42 Fulfillment Options: FBA vs FBM 07:08 Understanding Amazon Fees and Margins 08:32 Customer Data Ownership and Marketing Challenges 10:54 The Importance of SEO and Search Demand 13:14 Keyword Strategies and Search Terms 14:58 Starting with City and State Apparel 18:23 Semantic SEO and Listing Optimization 20:12 Connecting Shopify and Amazon 21:32 Getting Started and Learning the Platform 22:29 Pricing, Margins, and Protecting Your Brand 23:25 Strategies to Increase Sales and Customer Lifetime Value 24:46 Balancing Amazon and Shopify for Growth 26:10 Next Steps and Deeper Conversations
Core Strategic Takeaways
1. Amazon is an acquisition engine — not a loyalty platform. You will gain reach. You will gain visibility. But Amazon owns the customer relationship — not you.
2. Start broad before going branded. City-forward, state-pride, and general baseball apparel can build search velocity and reviews before you launch deeper team SKUs.
3. SEO is the real game. Amazon rankings are driven by relevance + performance + conversion velocity. Without visibility, there are no sales.
4. Model your numbers before you move inventory. Understand your true profit after fees. Align pricing carefully. Consider charging slightly more on Amazon to protect margin.
The marketing landscape changed fast in 2025—and sports teams felt it in their revenue. In this episode of the Sports Marketing Machine, Jeremy Neisser breaks down 13 real-world marketing lessons that directly impacted ticket sales, renewals, and average order value. No trends, no platforms, no vanity metrics—just the decisions that actually showed up on the revenue report and matter heading into 2026.
10:54 – Lesson 5: Personalization as a revenue lever
13:32 – Lesson 6: Owned channels = owned revenue
15:28 – Lesson 7: Creative became the new targeting
17:24 – Lesson 8: Familiarity sells faster than novelty
19:20 – Lesson 9: Bundles beat discounts
20:17 – Lesson 10: Single-game buyers as a growth engine
21:42 – Lesson 11: Promotions train fan behavior
23:09 – Lesson 12: Retention beats acquisition
25:00 – Lesson 13: Marketing as a revenue system
Call to Action
If this episode sparked an idea—or exposed something you need to fix—reach out at sportsmarketingmachine.com or connect with Jeremy on LinkedIn. And if alignment still isn’t happening between sales and marketing on your team, this episode is required listening.
Why This Episode Matters
The teams that won in 2025 didn’t shout louder or spend more—they reduced friction, showed up at the right moment, personalized their offers, and aligned sales, marketing, and data around revenue. These 13 lessons are your blueprint for turning marketing into predictable ticket sales in 2026.
In this episode, I sit down with Kris McCarthy, co-founder of FanSaves a digital coupon platform for teams. Most teams have paper coupons that they distribute for sponsors before, during, or after games. Oftentimes these coupons are thrown in the trash, left in cars, and ultimately never used.
Summary:
Fansaves is a digital platform that offers fans discounts and deals from the sponsors of their favorite sports teams. It acts as a team's own digital coupon book, connecting fans with sponsors and incentivizing fan engagement. The idea for Fansaves came from the founders' experience in selling sponsorships and the need for a digital solution that could activate fans and provide valuable customer analytics. Currently, nearly 80 teams across North America are using Fansaves in various sports leagues.
The platform offers features such as triggered promotions, exclusive deals for season ticket holders, and real-time data tracking for teams and sponsors. Fansaves plans to expand its partnerships and create a marketplace for brands to connect with teams.
Takeaways:
Fansaves is a digital platform that connects fans with discounts and deals from sponsors of their favorite sports teams.
The platform offers features such as triggered promotions, exclusive deals for season ticket holders, and real-time data tracking for teams and sponsors.
Nearly 80 teams across North America are currently using Fansaves in various sports leagues.
Fansaves plans to expand its partnerships and create a marketplace for brands to connect with teams.
Sound Bites:
Chapters
00:00 - Introduction to Fansaves
01:25 - Origin and Creation of Fansaves
03:15 - Development of Fansaves Platform
04:30 - Number of Teams Using Fansaves
05:22 - Features and Usage of Fansaves
07:38 - Promoting Fansaves to Fans
10:04 - Redeeming Deals at Partner Businesses
12:28 - Creative Deals and Partnerships
14:34 - Utilizing Fansaves in the Off-Season
16:00 - Using Fansaves to Track Season Ticket Holder Spending
19:39 - Future Plans for Fansaves
24:47 - Reflection on the Growth of Fansaves
26:19 - Contacting Fansaves
FanSaves has been steadily growing with sports teams all over the United States and Canada.
If you have questions about FanSaves, feel free to reach out to Kris - kris@fansaves.com or on LinkedIn
In this episode, Jeremy Neisser introduces the 30 Days to Opening Day Countdown plan, which helps sports marketers organize their marketing activities leading up to the start of the season. The plan involves filling in a calendar with all the marketing activities, such as paid media, trade media, community appearances, social media posts, and more.
By having everything in one place, marketers can easily see any gaps in their marketing activities and make adjustments. The plan also allows for reflection and future planning after opening weekend. The episode concludes with a call to invest in marketing training and data consultation to improve ticket sales and marketing effectiveness.
This calendar will have ALL of your marketing activities in one spot so that you know exactly what you are doing to promote opening weekend and where you have open opportunities to do more to promote the season.
Takeaways
Use the 30 Days to Opening Day Countdown plan to organize marketing activities leading up to the start of the season.
Fill in a calendar with all the marketing activities, including paid media, trade media, community appearances, social media posts, and more.
Having everything in one place helps identify any gaps in marketing activities and allows for adjustments.
Reflect on the marketing activities after opening weekend and use the insights to plan for future seasons.
Chapters 00:00 - Introduction and Opening Day Preparation
In this episode, I sit down with Heather & Carie from Destroy Promotional Products (Destroyer.Rocks) to talk all things promotional giveaways at games. They discuss hot products and giveaways for sports teams, trends in promotional items, season ticket holder gifts, alternate identities, and more. They emphasize the importance of creativity and customization in promotional giveaways, as well as the value of high-quality items that fans will keep.
They also mention the popularity of bobbleheads, reversible bucket hats, and pins, and the potential for merchandise sales to drive traffic and increase revenue.
We talk:
Hot Products
Trending Ideas
Tried & True Giveaways
Season Ticket Gifts
Alternate Identity giveaways
And more!
Connect with Heather (heather@destroyer.rocks) or Carie (carie@destroyer.rocks).
Takeaways
Creativity and customization are key in promotional giveaways for sports teams.
High-quality items that fans will keep are more valuable than cheap trinkets.
Bobbleheads, reversible bucket hats, and pins are popular promotional items.
Merchandise sales can drive traffic and increase revenue for teams.
Season ticket holder gifts should be collectible and make fans feel important.
Chapters 00:00 - Introduction 13:32 - Trends in Promotional Items 28:31 - Alternate Identities 38:45 - Merchandise Sales and Traffic
In this episode, Jeremy Neisser discusses the power of testimonials in selling more tickets for sports events. He explains how testimonials can demonstrate empathy and authority, and shares tips for choosing the right candidates to provide testimonials. Jeremy also provides three key questions to ask when collecting testimonials, and highlights five places where testimonials can be used in marketing.
Takeaways
Testimonials can be a powerful tool for selling more tickets and growing a fan base.
When choosing testimonial candidates, look for individuals who are willing to share their story and have an outgoing personality.
Three key questions to ask when collecting testimonials: 1) What motivated you to start considering purchasing tickets? 2) How did attending our games make a difference for you? 3) How has attending our games impacted your overall enjoyment or experiences?
Testimonials can be used on websites, social posts, printed collateral, videos, and in emails to fans.
Understanding data and digital marketing is crucial for effectively selling more tickets and managing marketing budgets.
Chapters
00:00 - Introduction
01:10 - The Power of Testimonials
03:59 - Question 1: Motivation to Purchase Tickets
04:55 - Question 2: Difference Made by Attending Games
05:50 - Question 3: Impact of Attending Games
07:11 - Using Testimonials in Marketing
09:22 - Data Training and Marketing
Testimonials are a powerful tool that we have ALL been influenced by. Everywhere we look it is some sort of testimonial or vote of confidence; from the testimonials and star ratings on Amazon to the reviews on Yelp, testimonials are everywhere.
Teams can use testimonials to help sell more tickets to their games but asking three questions. The ultimate goal is to allow them to share the transformation of what life was like BEFORE the coming to your games and now afterward.
Question 1: What motivated you to start considering purchasing tickets to the game (or bring your staff out, buy a fundraiser, buy season tickets, etc.)? Were you looking to solve a particular problem or fulfill a specific need, and if so, what was it?
-Why we are asking this question: We are asking indirectly, “What problem were you experiencing before you bought tickets to your team?”
Question #2: Share with us how coming to your game(or having season tickets, etc.) made a difference for you. How did it help tackle the issues or meet the needs you had in mind when you first considered buying tickets?
-Why we are asking this question: How did your games help you solve this problem?
Question #3: Since you started coming to our games (or having season tickets, etc.) how has it (insert what they were intending from question 1 -(examples may be better culture, thanked employees/clients, raised funds for the organization, impact of fundraising, etc.)? We'd love to hear about the ways it has added to your overall enjoyment and experiences. -Why we are asking this question: What is their life like now because of our product or service?
These allow the person sharing the testimonial to talk candidly about how YOU solved their problem.
In this episode, Jeremy Neisser shares the story of Troy Murphy and how the Golden State Warriors used data to make decisions. Troy Murphy, a power forward, was signed to a lucrative contract based on his rebounding statistics.
I dive into the story of Troy Murphy of the Golden State Warriors. Troy Murphy was a 6 foot-11 power forward out of Notre Dame that the Golden State Warriors drafted with their second pick in the first round, 14th overall in the 2001 draft.
However, a deeper analysis of the data revealed that most of his rebounds came from three-pointers, and he wasn't as effective in the paint. The story highlights the importance of understanding the cause and effect of marketing strategies using data and getting a holistic view of the data to make informed decisions.
Troy ranked 5th in the NBA in rebounds for the 2004-05 season and signed a lucrative deal after the year. I dive into why this deal was not the best for the Warriors and what ticket-selling lessons there are for teams.
Takeaways
Understand the cause and effect of your marketing strategy using data.
Get a holistic view of your data and dig deeper to gain more insights.
Interpreting data is essential for managing budgets and making informed marketing decisions.
Weak data analysis can lead to ineffective ticket sales and marketing strategies.
A boosted post is designed to increase the reach and engagement of a regular post on your Facebook page.
It's a quick and easy way to get your content in front of a larger audience, including people who may not already follow your page.
The boosted post retains the same format as your original post but is shown to a wider audience.
You can add specific call-to-action buttons like "Learn More," "Shop Now," or "Sign Up."
Paid Advertisement using Meta (Facebook Ads):
Meta (Facebook) Ads offer a wide range of campaign objectives, such as brand awareness, website traffic, lead generation, conversions, etc.
You can choose a specific goal based on your business objectives.
Meta Ads provide more advanced targeting options compared to boosted posts. You can create custom audiences based on behaviors, interests, demographics, and more.
Meta Ads offer various ad formats, including carousel ads, slideshow ads, video ads, and more.
You have greater control over the creative elements, allowing for a more customized and branded advertising experience.
Key Differences:
Objectives and Goals: Boosted posts are more about increasing engagement, while Facebook Ads allow for a broader range of marketing objectives.
Targeting and Customization: Facebook Ads offer more sophisticated targeting options and creative customization compared to boosted posts.
Budget Control: With Facebook Ads, you have more control over your budget, bidding, and scheduling, allowing for a more strategic approach.
Business Size and Experience: Boosted posts are suitable for individuals and small businesses looking for a simple boost in visibility.
Facebook Ads are better suited for businesses with more specific marketing goals and a willingness to invest time in campaign optimization.
Takeaways
Boosted posts are effective for increasing the reach and engagement of regular posts on a Facebook page.
Facebook ads provide more sophisticated targeting options and campaign objectives.
Audience targeting, budget control, and creative customization are crucial for running successful ad campaigns.
Facebook ads are recommended for teams with specific marketing goals, while boosted posts are suitable for increasing visibility of content.
Sound Bites
"A boosted post is designed to increase the reach and engagement of a regular post on your Facebook page."
"Facebook ads provide significantly better audience targeting options than boosted posts."
"Facebook ads give you so much more flexibility in how you create your ads compared to boosted posts."
Chapters 00:00 - Introduction
07:21 - Flexibility in Ad Creation
12:48 - Choosing Between Boosted Posts and Facebook Ads
In this podcast interview, Jeremy Neisser sits down with Ryan Foose from Fooser Sports to discuss all things branding in the sports industry. Ryan shares his background in design and his experience working with sports teams to launch and rebrand their brands.
They discuss the misconception of what a brand is, the importance of considering all aspects of a brand beyond just the logo, and the key elements to consider when launching a new brand or alternate identity. Ryan also shares success stories from his work with the Copa program and minor league baseball teams. Links mentioned: Fooser Sports Episode 40 with Jared Orton from the Savannah Bananas
Takeaways
A brand is more than just a logo - it encompasses all aspects of a team or organization, including the players, community, and fan experience.
When launching a new brand or alternate identity, it's important to consider the community, fans, and demographics of the team's market.
Successful brands go beyond the logo and consider the full lifespan of the brand, including merchandise, marketing, and storytelling.
Launching a new brand requires buy-in from stakeholders, including influencers and insiders, as well as a strong merchandising strategy.
Finding the right balance is key when rebranding - it's important to stay true to the team's primary brand while also refreshing and modernizing it.
Success stories in branding include the Copa program in minor league baseball, which aimed to engage Hispanic communities, and the Motor Boaters alternate identity, which found a playful balance between humor and appropriateness.
In this episode, Jeremy Neisser interviews Austin Noonan, the Senior Vice President of Partnerships at Vozzi, a sports-specific text messaging platform. They discuss the benefits of using texting to communicate with fans and sell more tickets. They also explore best practices, integrations with ticketing software, and examples of how teams can use texting to engage with their fans.
The conversation highlights the importance of educating the fan base and segmenting the database for effective communication. Vozzi's customer success team provides support and shares best practices with sports teams. The episode concludes with a discussion on Vozzi's future plans and the importance of tracking ticket sales.
We talk about: 1. Why Texting? 2. Best Practices for Getting Started with Texting Your Fans 3. Segmenting & Why it Matters 4. Examples of effective campaigns 5. How Vozzi integrates with numerous CRMs
To learn more about Vozzi or connect with Austin to have a conversation about how Vozzi can help you, you can email her at austin@getvozzi.com.
Takeaways
Text messaging has a 98% open rate, making it an effective tool for communicating with fans.
Teams can use texting to send important information to fans, such as parking details, gate changes, and last-minute updates.
Texting can be used to engage fans, sell tickets, and gather feedback through post-game surveys.
Vozzi offers integrations with ticketing software, allowing teams to sell tickets via text message.
Segmenting the fan database and educating the fan base are key to successful texting campaigns.
Vozzi 's customer success team provides support and shares best practices with sports teams.
Tracking ticket sales is essential to measure the ROI of texting campaigns.
Vozzi plans to continue expanding its partnerships and integrations with ticketing platforms.
Sound Bites "Texting is another way to have some communication, engage with your fans, sell some tickets." "You get a higher open rate with text messages. And oftentimes, I don't leave my phone with an open text message, I'm going to click in it, see what it says." "The 'Know Before You Go' text message is fantastic."
Chapters
00:00 - Introduction to Austin Noonan and Vozzi 05:37 - Examples of Effective Texting Strategies for Sports Teams 13:03 - Segmenting and Educating the Fan Base 22:23 - The Future of Vozzi
In this episode, the host discusses the pros and cons of using texting as a marketing tool in sports. He highlights the trackability of texting, its ability to build engagement with fans, and the better metrics it provides. He also mentions the ability to segment audiences and the convenience of two-way communication. On the con side, he mentions the additional workload for marketing directors, the limited messaging space, and the cost of texting. The host provides two tips for using texting effectively and emphasizes the importance of tracking ticket sales.
Takeaways
Texting allows for trackability and better metrics in sports marketing.
It is a great way to build engagement with fans and meet them where they want to be.
Segmenting audiences and enabling two-way communication are key advantages of texting.
However, the additional workload, limited messaging space, and cost are potential drawbacks.
Tips for using texting include targeting fans who don't open emails and using it for postgame surveys.
Tracking ticket sales is crucial for effective marketing.
Chapters
00:00 - Introduction
01:10 - Pros of Using Texting to Communicate with Fans
In this episode, Jeremy Neisser discusses the concept of remarketing in sports marketing. Remarketing is a digital marketing strategy that involves targeting and engaging with fans or potential ticket buyers who have previously interacted with a team's social media channels, website, or specific content.
The host explains the benefits of remarketing, including addressing decision delay and distractions, increasing conversion rates, maximizing ROI, and maintaining brand awareness. Real-world examples of remarketing using meta ads, display ads, and cookie tracking software are also provided. The episode concludes with key takeaways for implementing remarketing strategies.
Chapters
00:00- Introduction to Remarketing
01:08 - Benefits of Remarketing
03:59 - Maintaining Brand Awareness
04:45 - Real-World Examples of Remarketing
09:51 - Takeaways
What is it: Remarketing, also known as retargeting, is a digital marketing strategy that involves targeting and engaging with fans or potential ticket buyers who have previously interacted with your social media channels, website, or specific content.
Remarketing aims to reconnect with potential ticket buyers who have shown interest but have not purchased tickets.
Why it Matters: Remarketing keeps your team top of mind for potential ticket buyers.
The way fans decide where to spend their money has fundamentally changed—and many sports teams are still marketing like it hasn’t. In this episode, Jeremy Neisser breaks down the post-COVID “experience shift” and explains why fans are choosing experiences over products, convenience, and even price. By studying how restaurants reinvented themselves after COVID, Jeremy shows sports marketers how to drive urgency, attention, and ticket sales by turning games into moments worth sharing.
Key Topics Covered
How consumer behavior shifted dramatically after COVID—and why it didn’t “go back to normal”
The rise of the experience economy and why experiential spending has exploded since 2019
Why restaurants leaned into the weird, the wacky, and the visually shareable
What “the experience is the marketing” actually means for sports teams
How social media now directly influences purchasing decisions, not just awareness
Why Millennials and Gen Z choose events based on what they see online
How attention and urgency outperform discounts and promotions
What every game needs to have to stand out in a crowded entertainment market
Timestamps
00:00 – The post-COVID landscape and the experience shift
02:35 – Why restaurants are the best case study for sports marketers
05:45 – The experience economy and why attention beats paid media
08:33 – Social media as a buying decision, not a branding tool
11:51 – What sports teams should steal from restaurant marketing
13:30 – Selling moments instead of schedules and discounts
15:51 – Final takeaway: how experiences create urgency and revenue
In this episode, Jeremy Neisser discusses how to collect more email addresses from your website, emphasizing the importance of email marketing and its high ROI. He explores three different methods: pop-ups, landing pages/splash pages/squeeze pages, and email cookie verification. Neisser provides examples and tips for each method, highlighting the potential to increase conversions and engage fans.
He also offers a demo of the email cookie verification software for interested listeners. Here are the slides that I mentioned.
Cookie Verification Head over to Sports Marketing Machine.com/Cookie to sign up for a demo on how you can collect more emails for about 15-cents per email from your website.
In this episode, Jeremy Neisser discusses Black Friday and Cyber Monday marketing planning for sports teams. He emphasizes the importance of creating two deals for each event to give fans options. He also suggests including merchandise and tickets as part of the package to attract different audiences. Neisser then explains the pre-promotion phase, where teams should plan their marketing strategies and build excitement through teasers and announcements. Finally, he highlights the significance of tracking and documenting the success of the marketing efforts to identify the most effective channels and strategies.
Takeaways
Create two deals for Black Friday and Cyber Monday to give fans options.
Include merchandise and tickets as part of the package to attract different audiences.
Plan out the pre-promotion phase to build excitement and anticipation.
Track and document the success of the marketing efforts to identify the most effective channels and strategies.
Chapters
00:00 - Introduction and Christmas Wishlist
00:44 - Black Friday, Cyber Monday Marketing Planning
01:39 - Deal Creation
06:18 - Tracking and Documenting
The holidays are fast approaching and planning your marketing will allow you to maximize your ticket package sales. Here are the three-part process that I have noticed work the best:
Deals - have two deals presented not one. There is psychology in providing fans with two choices over having one choice. Each option is a bundle including merchandise and tickets. Pre-Promotion - Start your marketing early so that fans can get excited and they are aware of the deals. That is part of the reason why Wal-Mart, Target, and other retailers have already started to share what is offered - to get people excited!
Document and Track - Download a printable November calendar and write in all of your marketing activities including emails, social posts, texting, etc. If possible track ticket sales from sources. So you know exactly which sources converts the best.
I sit down with Lee Neves, founder and President of the Stockton Cargo USL-W team. Lee shares insight into what made his first year so successful including: 1. How he leveraged free TV coverage 2. How he used videos on social media to increase ticket sales 3. Selling out games at a community college
Takeaways
Schedule games on Saturdays to make them appointment viewing for fans
Create a strong fan experience to increase attendance
Engage with the community and leverage relationships with local media for earned media coverage
Use video content to showcase the team's talent and engage fans
Focus on improving the fan experience and helping players progress to professional leagues
Chapters
00:00 - Introduction to Lee Nevis and Stockton Cargo
Today's special guest is Dr. J.J. Peterson of StoryBrand and the Marketing Made Simple Podcast & book.
Dr. JJ Peterson discusses the Story Brand Framework and how sports teams can use it to position themselves as guides in their customers' stories. The framework helps create clear messaging by understanding how story works and using it effectively in marketing. Traditionally, sports teams position themselves as the heroes, but they should instead position their customers as the heroes and themselves as the guides.
The Savannah Bananas are a successful example of a team that has implemented this approach. Dr. Peterson also provides insights on creating effective email newsletters and the importance of providing value to fans.
Dr. J.J. Peterson and I dig into:
-What is StoryBrand and how can teams use it to sell more tickets -Why is it important to position your fans as the hero? -Creating social media content using story and how it helps you build a better connection with your fan base -To better approach than promoting "email newsletters" on your website
In this episode of the Sports Marketing Machine podcast, host Jeremy Neisser interviews Jared Orton, the president of the Savannah Bananas. They discuss the team's unique approach to social media, constantly improving the fan experience, and the launch of their new identity as the firefighters. The Bananas focus on making baseball fun and creating a remarkable fan experience.
They use social media to showcase the fun and create a sense of urgency for fans to attend games. The team constantly reinvents itself to stay relevant and puts the fan at the core of their decision-making process. They use data to understand fan behavior and make informed decisions. The Bananas' success has exceeded their expectations, and they continue to grow and innovate.
Social Media - What's working now and the perspective teams should have on their social media content creation
Building The Brand of Fans First - Back before the Bananas were taking the world by storm, Jared, Jesse Cole, and staff had an unrelenting pursuit of focusing all efforts on making the fan experience the best.
Culture of Constantly Improving - Staying relevant by constantly reinventing themselves. Jared shares how they didn't want to become the Harlem Globetrotters of baseball and what they focus on.
Launch of the new Firefighters Identity - Where this came from, The WHY behind it, and the future.
Takeaways
The Savannah Bananas focus on making baseball fun and creating a remarkable fan experience.
They use social media to showcase the fun and create a sense of urgency for fans to attend games.
The team constantly reinvents itself to stay relevant and puts the fan at the core of their decision-making process.
They use data to understand fan behavior and make informed decisions.
The Bananas' success has exceeded their expectations, and they continue to grow and innovate.
Chapters 00:00 - Introduction and Overview 06:23 - Using Social Media to Create Urgency and Showcase the Fan Experience 10:59 - The Importance of Understanding Social Media Platforms 15:30 - Putting the Fan First in Decision-Making 25:34 - The Launch of the Firefighters Identity and Future Plans
The Summer Ball Summit highlighted the importance of constantly improving the fan experience in sports marketing. Teams are shifting their focus from solely making money to creating an unforgettable experience for fans. This shift involves enhancing in-game entertainment, social media engagement, and overall brand growth. The ultimate goal is to provide fans with an experience that exceeds their expectations and keeps them coming back. It is crucial for sports organizations to prioritize the fan experience and constantly reinvent and adjust their strategies to stay relevant and competitive.
Takeaways
Teams are prioritizing the fan experience over solely making money.
Enhancing in-game entertainment and social media engagement are key strategies.
Creating an unforgettable experience for fans is the ultimate goal.
Sports organizations must constantly reinvent and adjust their strategies to stay relevant and competitive.
Case Study: In full disclosure, the Stockton Ports are a client of mine. I started working with Chris Zavaglia in May of 2023.
The WINS from the season:
15% increase in total attendance
3 sell-outs most since 2019
$12K increase in online ticket sales
Chris and I dig into the following topics: 1. Immediate takeaways from what we started working on in May 2. The benefits of tracking ticket sales sources 3. Metrics and data that helped guide your decisions 4. Off-season planning
Chris Zavaglia, the Director of Baseball Communications for the Stockton Ports, shares insights on how they were able to increase attendance by 15%, achieve three sellouts, and increase online ticket sales by $12,000. They discuss the importance of understanding metrics and data to make informed marketing decisions.
They emphasize the use of video content to engage fans and increase brand awareness. They also highlight the significance of tracking ticket sales from different sources to determine the most effective marketing platforms. The conversation concludes with a discussion on using data to plan for the off-season and continue growing revenue.
Takeaways
Understanding metrics and data is crucial for making informed marketing decisions.
Video content is an effective tool for engaging fans and increasing brand awareness.
Tracking ticket sales from different sources helps determine the most effective marketing platforms.
Using data to plan for the off-season can lead to continued revenue growth.
Sound Bites
"We ended up seeing a 15% increase in attendance for the 2023 season."
"We ended up selling out three times this season."
In this episode, Jeremy Neisser discusses the importance of warm audiences and cold audiences in sports marketing. He explains that marketing campaigns should be designed for different types of audiences, including cold audiences, warm audiences, and ticket buyers.
Cold audiences are individuals who have little to no prior interaction or familiarity with the brand or team, while warm audiences are somewhat familiar and have interacted with the content.
Cold audiences offer a larger pool of potential ticket buyers if you can effectively pique their interest.
On the other hand, A warm audience is a group of people who are somewhat familiar with your team. They have interacted with your content, visited your website, are on your email list, followed you on social media, saw one of your videos on social media, or are on your text list. They may have been to a game in the past but have not purchased this year. They have demonstrated some level of interest in your brand.
The marketing actions that you take (paid and unpaid) fall into one of these two, reaching these audiences. The ultimate goal is to sell more tickets and grow your fan base. Understanding the differences of these audiences helps you organize and allocate your marketing budget, know where your ticket sales are coming from, and optimize your efforts.
Neisser emphasizes the progression of ticket buyers from single game buyers to mini plan buyers and season ticket holders. He also provides actionable strategies for targeting both cold and warm audiences.
Takeaways
Marketing campaigns should be designed for different types of audiences: cold audiences, warm audiences, and ticket buyers.
Cold audiences have little to no prior interaction or familiarity with the brand or team.
Warm audiences are somewhat familiar and have interacted with the content.
The goal is to turn warm audiences into ticket buyers through targeted marketing strategies.
In this episode, host Jeremy Neisser discusses the importance of proof of performance (POP) for marketing directors in sports. He highlights three metrics that should be included in POPs to increase the value of sponsorships: views and impressions, social media impressions, and fan data. By including these metrics, marketing directors can demonstrate the reach and impact of sponsorships, leading to potential renewals and increased value for sponsors.
Takeaways
Include views and impressions from streaming or live broadcasts, as well as social media posts with prominently displayed logos.
Include relevant fan information based on the partnership, such as target areas or community involvement.
Be thorough in including metrics to show the value and impact of the sponsorship.
Seek assistance and guidance in marketing planning and understanding marketing data.
Chapters
00:00 - Introduction
00:41 - The Importance of Proof of Performance
04:15 - Metric 2: Social Media Impressions
06:06 - Metric 3: Fan Data
08:31 - Takeaways
Here's a sneak peek of what you'll discover:
1. Metrics Magic: Uncover the secret sauce behind using metrics related to views and impressions to unlock the full potential of your sponsorship deals. Learn how to leverage streaming numbers, television broadcasts, and social media to impress your corporate partners.
2. Impressions that Matter: Find out how to use impressions to your advantage. Jeremy will guide you on making those sponsor logos shine in your social media posts and prove to your partners that their exposure goes way beyond the arena or ballpark.
3. Know Your Fans: Explore the often-overlooked goldmine of fan data. Discover how understanding your fan base can help tailor your partnership strategies to meet the unique needs and interests of your sponsors.
In this episode, Jeremy Neisser shares three cost-effective and actionable marketing strategies to sell more tickets. He emphasizes the importance of targeted marketing rather than spraying and praying. The strategies discussed include retargeting website visitors, using Awarity for digital marketing, capturing more emails on the website, and running meta ads on Facebook and Instagram. These strategies aim to increase ticket sales and provide a high return on investment. The episode concludes with a summary of the main takeaways.
Takeaways
Focus on targeted marketing strategies rather than broad approaches. Retarget website visitors using platforms like Awarity to increase ticket sales. Capture more emails on the website to expand the email list and improve marketing efforts. Run meta ads on Facebook and Instagram to reach a larger audience and drive traffic to the website.
Chapters
00:00 Introduction and Overview 01:08 Assumptions 04:17 Using Awarity for Digital Marketing 06:05 Capturing More Emails on the Website 08:46 Running Meta Ads on Facebook and Instagram 11:34 Summary and Takeaways
Assumptions:
You have an email software and an existing list.
You've secured trade deals with local media or organizations.
Your budget is $5000 for driving ticket sales.
You have a website for selling tickets online.
Strategy 1: Retargeting Your Website Visitors
With significant website traffic, retargeting can be a game-changer.
Use "Awarity" to create targeted ads for website visitors, even on a small budget starting at $300.
Awarity also tracks ticket sales, ensuring you know your ROI.
Implement email capture tools to gather visitor information without requiring email input, costing an average of 7 cents per email.
Strategy 2: Run Meta Ads on Facebook and Instagram
Facebook and Instagram offer excellent platforms for targeting your audience.
Leverage the large following and consider Instagram's reels as advertising.
Target viewers who engage significantly with videos or website visitors who didn't convert.
Budget Breakdown:
Month 0 (Before the Season Starts): Awarity ($300), Email Capture ($200), Total Spend ($500), Expected ROI (3-1), Net Revenue ($1500).
Months 1 to 5: Awarity ($400 per month), Email Capture ($100 to $200 per month), Meta Ads ($300 per month), Total Spend ($900 per month).
By the end of the year, you could have collected over 10,000 new email subscribers and achieved a close-to-4-to-1 return on your ad spend, all while driving more traffic to your website.
Don't forget to share this valuable content with others in the sports industry looking to grow their fan base and sell more tickets.
Action Steps:
Explore Awarity for effective retargeting.
Utilize Email Capture for cost-effective email list expansion.
Run Meta Ads on Facebook and Instagram to engage with your audience.
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In this episode, Jeremy breaks down one of the most overlooked—but most profitable—windows in the entire sports marketing calendar: Q5, the five-to-seven-day stretch between Christmas and New Year’s. While big advertisers shut down campaigns and CPMs plummet, fans are at home scrolling with gift cards, holiday cash, and a “treat yourself” mindset. Jeremy explains why Q5 consistently delivers cheaper traffic, higher conversions, and a massive edge for teams who prepare simple, compelling offers. You’ll walk away with tactical ideas, best practices, and pitfalls to avoid so you can win that week without increasing your budget.
Key Topics Covered
What Q5 is and why marketers consider it the “hidden fifth quarter.”
Why ad costs drop 20–50% and how sports teams can capitalize
The psychological mindset of fans between Christmas and New Year’s
The four big benefits of Q5: cheaper ads, impulse buying, treat-yourself energy, and better-performing creative
Why storytelling ads and light content crush during this window
What NOT to do during Q5 (complicated offers, pausing spend, ignoring warm audiences)
How Q5 builds momentum for January–March ticket sales
Suggested Timestamps
00:00 — What is Q5 and why sports teams ignore it 01:06 — Why advertisers disappear (and why that's good for you) 03:33 — Cheaper CPMs, CPCs, and conversions: the Q5 advantage 05:55 — The “treat yourself” mindset and holiday buyer psychology 08:15 — Q5 offer ideas: mystery packs, winter ticket packs, flash promos 10:27 — Using content to cheaply warm audiences 11:38 — Q5 cautions and best practices 12:49 — Final thoughts + why Q5 is the easiest win of the year
Call to Action
Got a Q5 idea you want to pressure test? Want help shaping an offer, promotion, or ad angle for that week? Send Jeremy a message or schedule a quick 10–20 minute call to brainstorm your Q5 plan and set up your January–March sales for a major lift.
Katie Woods from the Wichita Sports Commission joins Jeremy Neisser to discuss the marketing strategies for the NBC World Series. They talk about the history of the tournament, the importance of understanding the audience, and the use of influencers and local partnerships to promote the event.
They also discuss the challenges of marketing multiple games in a short period of time and the need to create a unique experience for each game. Overall, the marketing efforts were successful in reintroducing the tournament and attracting new audiences.
Takeaways -Understanding the history and traditions of an event is crucial for effective marketing -Tailoring marketing efforts to specific audiences and utilizing influencers can lead to success -Creating a unique experience for each game can attract new audiences -Collaborating with local partners can help reach a wider audience -Data is important, but understanding the audience and what makes the event special is equally valuable
Sound Bites "If you're a new marketing director, take time to understand the history and traditions of the event before running ads." "Understanding your community and audience is crucial for effective marketing." "Taking promotions and different things for different audiences and bringing it to the NBC World Series."
Chapters 00:00 Introduction and Background 05:33 Understanding the History and Traditions of the NBC World Series 11:12 Marketing Strategies: Utilizing Influencers and Local Partnerships 27:11 The Value of Understanding the Event's History and Traditions
Katie and I dig into: 1. Insights into leveraging your brand, and how to share what makes you special 2. How they used visual marketing to increase their awareness 3. How learning to listen helped craft a marketing plan that celebrated 89 years of history
In this episode, Jeremy Neisser shares a simple hack that can provide a group sales team with hundreds of leads in just five minutes. The hack involves creating a list of single game buyers, organizing the list by email addresses, and providing the leads to the group sales team.
By targeting individuals who have already attended games, the group sales team can send personalized emails to potential group outing organizers. The episode concludes with three main takeaways for implementing this hack.
Takeaways
Create a list of single game buyers from the most recent season. Organize the list by email addresses, removing personal email addresses. Provide the list of business email addresses to the group sales team. Target individuals who have attended games for potential group outings.
Chapters
00:00 Introduction and Podcast Promotion 01:09 Creating a List of Single Game Buyers 03:15 Providing Leads to the Group Sales Team 04:12 Expanding the Lead List for Group Sales 05:09 Summary and Takeaways
In this episode, Jeremy Neisser discusses how to use Average Order Value (AOV) to plan marketing strategies for sports teams. AOV helps determine the value of each ticket buyer and optimize marketing efforts. Neisser explains how to set revenue goals and track ticket sales by sources. He also emphasizes the importance of analyzing email revenue and comparing the effectiveness of different social media platforms. By understanding AOV, teams can make data-driven decisions and maximize ticket sales.
Takeaways
Work with your ticketing software to track ticket sales from different sources. Use an AOV calculator to determine the value of each ticket buyer and optimize marketing strategies. Understand the impact of email marketing and calculate the revenue per email. Compare the average order values of different social media platforms to allocate marketing budgets effectively.
Chapters
00:00 Introduction 00:42 Understanding Average Order Value (AOV) 02:39 Tracking Ticket Sales by Sources 03:08 Impact of AOV on Marketing Platforms 04:33 Analyzing Email Revenue 05:50 Comparing Social Media Platforms 06:49 Optimizing Marketing Strategies 07:39 Key Takeaways
In this episode, Jeremy Neisser discusses the concept of Average Order Value (AOV) and how it can be used to determine the worth of a ticket buyer. He introduces an AOV calculator on his website and explains how to use it. Jeremy then explores the impact of AOV on budget planning, marketing effectiveness, promotions, and personalized fan experiences. He concludes by providing a plan of action for implementing AOV calculations and hints at using AOV for marketing planning in the next episode.
Takeaways
Average Order Value (AOV) is a metric that determines the worth of a ticket buyer.
Using an AOV calculator can help with budget planning and understanding the effectiveness of marketing efforts.
AOV can also be used to assess the impact of promotions and personalize the fan experience.
Implementing AOV calculations can lead to data-driven marketing decisions and improved ticket sales.
In this episode, Jeremy Neisser shares three email marketing optimization tips to help sports teams sell more tickets. He emphasizes the high ROI of email marketing and identifies areas of improvement, specifically open rates and click-through rates. While sports teams generally have higher open rates, their click-through rates can be low.
Jeremy provides strategies to increase click-through rates, such as having clear calls to action, writing punchy emails, and optimizing image sizes. The episode concludes with a summary of the main takeaways and a call to action for listeners to seek further assistance.
Takeaways
Email marketing has a high ROI for sports teams.
Sports teams often have higher open rates than brick and mortar businesses.
Increasing click-through rates can lead to more ticket sales.
Tips for improving click-through rates include clear calls to action, punchy writing, and optimizing image sizes.
Chapters
00:00 - Introduction
00:43 - The Power of Email Marketing
01:11 - Areas of Improvement: Open Rates and Click-Through Rates
03:04 - Increasing Click-Through Rates
04:25 - Tips for Writing Effective Emails
05:21 - Optimizing Image Sizes
06:18 - Summary and Takeaways
07:16 - Call to Action
There are typically four main stats with email marketing:
List size
Open rates
Click-thru rates
Ticket Sales
Using data from open rates and click-thru rates provides you with tremendous insight into how you are doing selling tickets with your emails
In this episode, Jeremy Neisser explains the differences between accounts reached and impressions on Instagram. He emphasizes the importance of understanding these metrics and how they can be used to improve social media marketing strategies.
Takeaways
Accounts reached refers to the number of unique accounts that have seen your content, while impressions refer to the total number of times your content was displayed.
Analyzing different types of content can help determine which ones generate higher impressions and accounts reached.
Identifying engagement times based on higher impressions and accounts reached can optimize posting schedules.
Using analytics tools like Instagram Insights or Hootsuite can provide valuable data for making data-driven decisions.
Chapters
00:00 - Introduction
01:06 - Accounts Reached vs Impressions
04:30 - Main Takeaways
04:57 - Call to Action
Accounts Reached: The number of unique accounts that have seen your content on screen at least once, This also includes demographic information on the accounts you’ve reached, including top countries, top cities, top age ranges, and gender breakdown.
Impressions: The number of times a post or story was on screen. Another way to think about it. The number of times your content, whether a post or a story, was shown to users
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Casey Sawyer from the Hillsboro Hops shares how they have used Awarity to achieve a 4 to 5 to 1 return on ad spend. They have been working with Awarity since the 2021 season and have found it to be a highly effective digital advertising platform. They upload creative assets, mainly still banner ads, and have a high level of customization in terms of ad placement and audience targeting. They track conversions and data to measure the success of their ads.
Casey discusses their strategies, including targeting specific promotions and using time-bound ads to create a sense of urgency. He also shares their budgeting approach and the importance of retargeting website visitors. Overall, Awarity has been a profitable tool for the Hillsboro Hops, with a return on ad spend ranging from 4 to 5 to 1 in previous years and 2.7 to 1 in the current season.
If you are interested in learning more about Awarity please email Andy to get a demo and learn how other teams are using the platform to sell more tickets. Andy can be reached: andy@awarity.com Be sure to mention that you heard it from Jeremy from Sports Marketing Machine.
Takeaways
Awarity has helped the Hillsboro Hops achieve a 4 to 5 to 1 return on ad spend
The platform allows for customization in terms of ad placement and audience targeting
Tracking conversions and data is crucial for measuring the success of ads
Strategies include targeting specific promotions and using time-bound ads to create urgency
Budgeting approach involves allocating 20-25% of the overall digital advertising budget to Awarity
Retargeting website visitors has been highly successful
Awarity provides valuable data and insights to inform decision-making
Sound Bites
"Historically with the Awarity, we have been in that four to five to one range in 2021 and 2022."
"We will always update our creative every two weeks that say, you know, hey, the hops are home August 1st to the 6th. So then that way they know like, okay, I've got these six days or five days to get to the ballpark."
"For us, that's anywhere in the 20 to $30,000 range annually. And like I said, if we're historically seeing a four or five to one return on that, that's 80 to $110,000 in revenue."
Chapters
00:00 - Introduction to Casey Sawyer and the Hillsboro Hops
04:48 - Overview of Awarity and Its Effectiveness
06:11 - Tracking Conversions and Data with Awarity
08:58 - Strategies for Success: Promotions and Time-Bound Ads
11:16 - Optimizing Budgets: Allocating Resources to Awarity
13:25 - The Power of Retargeting: Reaching Interested Website Visitors
16:18 - Data-Driven Decision Making with Awarity
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In this episode, Jeremy Neisser discusses the importance of looking beyond impressions as a key metric in sports marketing. He highlights three other metrics that provide deeper insights into campaign performance: ticket sales, conversion rate, and website traffic. By tracking these metrics, sports marketers can better understand the effectiveness of their campaigns and allocate resources accordingly.
Jeremy Neisser also provides takeaways for implementing these metrics and emphasizes the need for monthly tracking.
Takeaways
Impressions should not be the sole focus in sports marketing.
Tracking ticket sales provides insights into the success of converting impressions into actual buyers.
Conversion rate measures the percentage of people who complete a desired action.
Tracking website traffic helps assess the effectiveness of campaigns in attracting potential buyers.
Sound Bites
Chapters
00:00 - Introduction and Importance of Impressions
01:43 - Ticket Sales as a Key Metric
03:09 - Conversion Rate and its Significance
04:03 - Tracking Website Traffic
05:25 - Takeaways and Conclusion
Tracking marketing metrics allows sports teams to iterate and improve their marketing strategies over time. By analyzing the performance of different campaigns, testing various messaging and creative elements, and monitoring metrics, teams can identify what works best for their audience and refine their marketing approach accordingly. This iterative process enables teams to continuously optimize their marketing efforts and stay ahead of the competition.
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In this episode, the host discusses three important strategies to boost ticket sales: growing your email list, social media engagement, and using data. These strategies are crucial for sports teams and organizations during the off-season to prepare for the upcoming year. The host emphasizes the value of email marketing, the importance of video content on social media, and the use of data to make informed marketing decisions.
Takeaways
Capture email addresses during the off-season to have a running start on ticket sales.
Utilize video content on social media platforms like TikTok and Instagram to engage a larger audience.
Use data to track ticket sales and make informed marketing decisions.
Set goals and prioritize email capture, social media engagement, and data analysis in your marketing planning.
Sound Bites
Chapters
00:00 - Introduction
01:08 - Chapter 1: Grow Your Email List
05:22 - Chapter 3: Data
07:15 - Takeaways
During the podcast, I dig into three key pillars: social media, email marketing, and data. I break down the power of utilizing these channels effectively to reach and engage your audience, ultimately driving ticket sales through the roof.
But that's not all. I also discuss common mistakes made by event organizers when it comes to off-season marketing, and most importantly, how to avoid them. Learn from the missteps of others and ensure that your marketing campaigns are flawless.
So, if you're ready to take your ticket sales to new heights, this episode is a must-listen. Tune in as we uncover tried-and-tested off-season marketing tactics that you simply can't afford to miss.
In this episode, Jeremy discusses how the Barbie movie generated hype and sales through partnerships with various brands. He emphasizes the importance of leveraging other people's email lists and social media followings to grow your own fanbase. Jeremy provides examples of how sports teams can form marketing partnerships with local businesses, nonprofits, and youth sports programs. He also suggests offering incentives, such as complimentary tickets, in exchange for promotional support. The episode concludes with actionable takeaways and an invitation to schedule a call for further support.
Takeaways
Think about partnerships with companies or organizations that have large email lists or social media followings.
Offer incentives, such as complimentary tickets, to partners in exchange for promotional support.
Consider creating value for partners by piggybacking on their existing marketing efforts.
Leverage other people's email lists and social media channels to grow your own email list.
Buyout nights are one of the most misunderstood tools in sports marketing. Some teams swear by them — others won’t touch them with a ten-foot pole. In this episode, Jeremy breaks down exactly why buyout nights can be a revenue machine and a sponsor slam dunk… but also how they can quietly erode your ticketing strategy, overwhelm your operations, and reposition your brand as the “free entertainment option” in your community.
You’ll learn the financial upside, the hidden dangers, the operational realities, and a step-by-step framework for running buyout nights with intention — including the essential data capture, segmentation, bounce-back offers, and sponsor recaps that turn a one-night giveaway into long-term revenue.
Whether you’ve done buyout nights for years or you’re debating your first one, this episode gives you the guardrails you need to do them right.
Key Topics Covered:
✔ Why Buyout Nights Work — When They Work
Guaranteed revenue upfront, regardless of opponent, weather, or win-loss record
Perfect for teams in unpredictable climates or with volatile attendance rhythms
Creates a “manufactured” packed house that directly enhances game entertainment
Strengthens sponsor relationships through visibility, goodwill, and community impact
Functions as a massive sampling event for new or casual fans
Acts as one of the cheapest fan acquisition channels when data is captured properly
✔ The Hidden Downsides Most Teams Ignore
Training your market to wait for free tickets (the “coupon culture” problem)
Risk of season ticket holders questioning their investment
Free/discounted attendees spend less, engage less, and convert less
Turning your brand into the low-price entertainment option in town
Sponsor expectations ballooning after their first successful buyout night
Operational meltdowns when attendance jumps from 2,000 to 7,000 unexpectedly
Lost marketing value if fan data isn’t collected every single time
✔ Why Email & Contact Capture Is Non-Negotiable
Turning “visitors” into “buyers” starts with having their information
Free ticket = free lead… only if you set the system up correctly
Simple Google Form strategy: name, email, phone, zip, and one qualifying question
How these leads power future meta audiences, family offers, and retargeting campaigns
Why collecting data turns buyout night into one of your highest ROI events of the season
Timestamps
00:00 — Introduction: Why buyout nights spark so much debate 01:30 — The benefits: guaranteed revenue, packed buildings, sponsor wins 04:02 — How buyout nights boost community goodwill and brand visibility 06:06 — The lead-generation opportunities teams often miss 09:02 — The downside: discount culture, low-value fans, and pricing damage 12:50 — Operational challenges when attendance explodes overnight 14:49 — The secret sauce: bounce-backs, segmentation, sponsor POP recaps 17:23 — Final takeaways: Intentional vs. accidental buyout nights
Call to Action
Thinking about running a buyout night? Not sure how to price it, structure it, or avoid the pitfalls? Reach out and schedule a call — Jeremy can help you build a buyout strategy that gener
In this episode, Jeremy Neisser discusses the importance of having a complete LinkedIn page for sports teams or athletics departments. He provides three strategies to grow your LinkedIn page and reach more decision makers: tagging or mentioning companies, inviting employees to follow the page, and posting video content. Jeremy Neisser emphasizes the benefits of these strategies and provides actionable takeaways for the listeners.
Takeaways
Ensure your LinkedIn page is fully filled out with a complete profile.
Tag or mention companies, employees, or community members in your posts to increase visibility.
Invite current employees and alumni to follow your LinkedIn page to expand your reach.
Post video content as it is favored by the algorithm and can have a significant impact on buying decisions.
Sound Bites
Chapters
00:00 - Introduction and Recap
01:09 - Importance of a Complete LinkedIn Page
03:03 - Strategy 2: Invite Employees to Follow
04:01 - Strategy 3: Post Video Content
05:24 - Key Takeaways
Did you know that Company Pages with complete profiles receive up to 2X more visitors than those with incomplete page profiles?
Make sure your page has the following seven items completely filled out:
– Logo – Company description – Website URL – Company size – Industry – Company type – Location
In this episode, Jeremy Neisser discusses the power of LinkedIn for sports teams and how it can be used to grow a fan base and sell more tickets. LinkedIn has 900 million users worldwide, with 310 million being monthly active users. Unlike other social networking sites, LinkedIn is designed specifically for business networking. It allows teams to target an audience by their job, making it a great platform for reaching people who make buying decisions.
On LinkedIn a CEO might see something that you are doing in the community and want to sponsor it or an Office Manager sees a post about hospitality outings and reaches out or finally responds to a sales rep. These are higher-order values.
Jeremy provides tips on building a company page on LinkedIn and the types of content that should be posted, such as announcements, community involvement, job opportunities, and infographics. The episode concludes with a plan of action for implementing these strategies.
Takeaways
LinkedIn has a large user base and is a valuable platform for sports teams to grow their fan base and sell more tickets.
Teams can target an audience by their job on LinkedIn, allowing them to reach people who make buying decisions.
Building a company page on LinkedIn and posting relevant content, such as announcements, community involvement, job opportunities, and infographics, can help teams engage with their audience and attract sponsors.
It is important to avoid posting game day graphics and focus on more business-oriented content on LinkedIn.
In this podcast episode, I dig into BlipBillboards.com and how teams can buy deeply discounted digital billboards in their community to promote their games. I also share how digital billboards allow you to be promotion-specific rather than be locked into a long-term deal where you don't have the flexibility to change content frequently.
Digital billboards offer several benefits compared to traditional static billboards:
Dynamic Content: Digital billboards allow for the display of dynamic and interactive content, including videos, animations, and live updates. This versatility enables advertisers to create eye-catching and engaging messages that capture viewers' attention.
Targeted Messaging: Digital billboards provide the flexibility to schedule different ads at specific times of the day or week, allowing advertisers to target specific audiences during peak traffic periods or relevant events. This targeting capability increases the relevance and effectiveness of the advertising campaign.
Real-Time Updates: With digital billboards, advertisers can make real-time changes to their messaging. They can update ads instantly, ensuring that their content remains fresh, relevant, and aligned with current events, promotions, or market trends.
Cost-Effectiveness: Digital billboards eliminate the need for printing and installation costs associated with traditional billboards. Advertisers can update content remotely, reducing ongoing production expenses. Additionally, multiple ads can be displayed on a single digital billboard, allowing different advertisers to share the cost and reach a broader audience.
Increased Visibility: Digital billboards often feature vibrant colors, high-resolution displays, and LED lighting, making them more noticeable and visible to passing audiences. The dynamic nature of the content and the ability to incorporate motion and animations further enhance their visibility and attract attention.
Environmental Friendliness: Compared to traditional printed billboards, digital billboards are more environmentally friendly. They eliminate the need for printing materials, reducing paper waste and the associated carbon footprint. Additionally, digital billboards can be powered by renewable energy sources, further reducing their environmental impact.
Enhanced Analytics: Digital billboards offer the potential for advanced analytics and data collection. Advertisers can track impressions, engagement rates, and other metrics to measure the effectiveness of their campaigns accurately. These insights enable advertisers to optimize their messaging and make data-driven decisions for future advertising efforts.
In this episode, Jeremy Neisser discusses marketing tactics for building audiences within a meta business suite. He focuses on three key audiences: website visitors, single-game buyers, and video viewers. By retargeting website visitors, teams can stay top of mind and increase the chances of conversion. Uploading single-game buyer data allows for targeting and converting them into multiple-game ticket buyers. Creating video view audiences helps to engage fans who have consumed a large percentage of videos, increasing the likelihood of conversion.
The main takeaways include ensuring the correct installation of the Pixel, building audiences of website visitors, single-game buyers, and video viewers, and utilizing the lookalike audience feature within Meta.
Takeaways
Ensure the correct installation of the Pixel and use the Meta Pixel Helper to verify
Build audiences of website visitors, single-game buyers, and video viewers
Utilize the lookalike audience feature within Meta to target similar individuals
Engage fans who have consumed a large percentage of videos for higher conversion rates
Sound Bites
"Here are the three audiences you should have built within your business suite."
"Typically, sport team websites convert at 2% or less."
"Uploading your ticket buyer data also allows you to utilize the lookalike audience feature within Meta."
Chapters
00:00 - Introduction
01:11 - Shifting to Marketing Tactics
03:07 - Retargeting Website Visitors for Increased Conversion
04:05 - Converting Single-Game Buyers into Multiple-Game Ticket Buyers
05:33 - Engaging Video Viewers for Higher Conversion Rates
In this episode, Jeremy Neisser interviews Chad Collins of Legacy Search, a talent acquisition firm specializing in helping sports teams find high-level executives. Chad shares his background in sports and his journey from working in various roles to starting his own company.
He discusses the importance of culture, work-life balance, and transparency in job postings.
Chad also provides insights into the changes in recruiting due to COVID-19 and offers tips for teams looking to hire the right candidates. Overall, the conversation highlights the key factors that candidates consider when applying for sports industry roles.
Takeaways
Culture and work-life balance are important factors for candidates when considering job opportunities in the sports industry.
Transparency in job postings, including salary ranges and benefits, helps attract qualified candidates.
Teams should consider looking within their organization for potential candidates before searching externally.
Refreshing job descriptions and collaborating with HR and marketing teams can help make job postings more appealing.
Building trust and credibility with candidates is crucial in the recruiting process.
Sound Bites
Chapters
00:00 - Introduction to Chad Collins and Legacy Search
02:05 - Diving into Recruiting
03:08 - Chad's Background in Sports
05:14 - Career Journey and Move to Legacy Search
08:09 - Starting Legacy Search
10:39 - Importance of Culture and Work-Life Balance
11:09 - Impact of COVID-19 on Recruiting
12:18 - Changes in Job Postings and Descriptions
13:11 - Importance of Transparency and Benefits
14:07 - Considerations Before Posting Job Opportunities
16:35 - Looking Within the Organization for Candidates
24:52Building Trust and Credibility
27:22 - Qualities to Look for in Candidates
31:14 - Getting in Touch with Chad Collins
Chad has a long history of working in professional sports and Collegiate Athletics and made the switch in 2015 to an executive recruiting company. He has worked with more than 400 executives and has the connections to successfully recruit the right candidates for the right positions.
In this episode, John Wilson from Ballgame Consulting shares insights on what GMs are looking for from their marketing directors.
The conversation covers topics such as the importance of planning and execution in marketing, utilizing all platforms for marketing, tracking ticket sales, supporting sales and sponsorship teams, using social media to generate sales leads, promotion stacking for increased attendance, sales training and support, finding group sales and sponsorship leads in uncommon places, building relationships through face-to-face appointments, and how to contact John Wilson for sales training.
Takeaways
Develop an overall plan and calendar to strategically promote the team.
Utilize all available platforms for marketing, including social media.
Track ticket sales and gather data to understand the source of sales.
Support sales and sponsorship teams by providing marketing materials and information.
Use LinkedIn and other platforms to find group sales and sponsorship leads.
Stack promotions to create sellout nights and increase attendance.
Build relationships with clients through face-to-face appointments.
Contact John Wilson at Ballgame Consulting for sales training and support.
Sound Bites
Chapters
00:00 - Introduction and Background
01:09 - The Role of Marketing Directors in Sports Organizations
04:26 - Utilizing All Platforms for Marketing
05:24 - The Value of Tracking Ticket Sales
06:24 - Supporting Sales and Sponsorship Teams
07:46 - Using Social Media to Generate Sales Leads
08:39 - Promotion Stacking for Increased Attendance
12:00 - Sales Training and Support
20:34 - Promotion Stacking for Sellout Nights
28:30 - Building Relationships and Face-to-Face Appointments
In this episode, Jeremy Neisser interviews Tariq Ahmed, an expert on Name, Image, and Likeness (NIL) for college athletes.
We dive into: 1. What is NIL & some of the rules related to it 2. What is the best way to connect with local athletes 3. How to craft a pitch that is a win-win for both parties 4. Why social media is the biggest driver for NIL deals with local athletes.
You can connect with Tariq on the following : Website: https://sportscourt.info/ Instagram: https://www.instagram.com/_sportscourt/ Twitter: https://twitter.com/_sportscourt TikTok: https://www.tiktok.com/@sports.court
They discuss the rules and regulations of NIL, the importance of personal branding, and the value of local NIL deals. They also cover the negotiation process for brands and athletes, the role of social media in NIL, and the difference between NIL deals and influencer marketing. The episode concludes with key takeaways and contact information for Tariq Ahmed.
Takeaways
Understand the rules and regulations of NIL for college athletes
Develop a strong personal brand to attract brands and negotiate better deals
Local NIL deals can provide significant value for both brands and athletes
Negotiate NIL deals based on the value provided by both parties
Social media plays a crucial role in NIL deals and influencer marketing
In this episode, the host discusses how often sports teams should be posting on social media. He challenges the recommendation of posting 11 times a day on various channels and highlights the differences between businesses and sports teams.
The host suggests creating a social media shot list that reflects the team's story and using analytics to determine the most effective posting frequency. He emphasizes the importance of videos in social media and aligning the advertising strategy with content creation. Lastly, he advises tracking ticket sales from social media to understand what types of content drive sales.
Takeaways
Create a social media shot list that reflects the team's story and objectives.
Use analytics to determine the most effective posting frequency for each social media channel.
Prioritize videos in social media as they are more engaging and effective in telling the team's story.
Align the advertising strategy with content creation to support ticket sales and fan growth.
Track ticket sales from social media to understand the impact of different types of content.
Sound Bites
Chapters
00:00 - Introduction and Call to Action
00:40 - The Recommended Posting Frequency
03:23 - Alternative Approach to Social Media Posting
05:48 - Using Analytics to Determine Posting Frequency
07:14 - The Power of Videos in Social Media
08:35 - Aligning Advertising Strategy with Content Creation
In this episode, Jeremy Neisser interviews Alan Sanchez from the People's Media Relations to discuss how sports teams can get free television coverage. Alan shares his background in TV and explains the importance of packaging ideas for the media. He emphasizes the need to offer unique and engaging content to capture the attention of reporters.
Alan also provides tips on building relationships with reporters and tailoring pitches to fit their preferences. He advises teams to focus on creating experiences that are family-friendly, safe, and fun. Overall, Alan encourages teams to be proactive in reaching out to the media and offers his services to help them navigate the process.
Takeaways
Offer unique and engaging content to capture the attention of reporters
Build relationships with reporters and tailor pitches to fit their preferences
Focus on creating family-friendly, safe, and fun experiences
Be proactive in reaching out to the media and pitching ideas
Sound Bites
Chapters
00:00 - Introduction
01:10 - Alan's Background in TV
03:28 - Filtering Ideas for Media Coverage
08:13 - The Process of Pitching to Media
12:03 - Creating Unique Hooks for Media Coverage
31:19 - Recap of Tips
33:08 - Contacting Alan Sanchez
Alan Sanchez has spent over 10 years as a television reporter and has transitioned to help organizations obtain television coverage for their events. Instagram: https://www.instagram.com/thepeoplesmediarelations/ Contact info: TeamAlan@gmail.com or (209) 222-0170
In this episode, Jeremy Neisser discusses the difference between views and viewers on social media and why they matter. He explains that views refer to the number of times a video appears on a screen, while viewers are the actual people who watch the video.
The importance of views lies in increasing brand awareness and reaching a wider audience, while viewers are crucial for long-term growth and ticket sales. The episode concludes with three takeaways: understanding the distinction between views and viewers, considering the type of content when analyzing metrics, and seeking assistance to optimize social media strategies.
Takeaways
Views are the number of times a video appears on a screen, while viewers are the actual people who watch the video.
Focusing on views is important for increasing brand awareness and reaching a wider audience.
Having a large, engaged viewership is vital for long-term growth and ticket sales.
Consider the type of content when analyzing metrics and determining the importance of views or viewers.
Seek assistance to optimize social media strategies and achieve desired outcomes.
Sound Bites
Chapters
00:00 - Introduction and Call to Action
01:10 - Difference Between Views and Viewers
03:07 - Importance of Viewers for Long-Term Growth
In this episode, Jeremy breaks down one of the strangest ticket offers he’s ever seen—a “mystery pack” that moved nearly 700 opening day tickets months before first pitch. He unpacks why fans lined up to buy something they couldn’t fully see, using four key levers: price, surprise, giftability, and game-specific demand. You’ll walk away with plug-and-play mystery pack ideas you can adapt for your team this season.
Key Topics Covered
The “Mystery Pack” Breakdown – How a minor league team sold 100 packs at $50 and 70 more at $40, pre-selling almost 700 opening day tickets in November.
The 4 Levers That Make It Work – Price, surprise, giftability, and game-specific demand—and how each one lowers friction and boosts perceived value.
The No-Brainer Floor Test – Why your base offer (even without the mystery items) has to pass a simple, “Would I buy this anyway?” sniff test.
Designing Smart Surprise – How to keep the experience known and only make the extras mysterious so the offer feels fun, not risky.
Turning Packs into Perfect Gifts – Structuring bundles that can go under the tree, into a stocking, or become an easy “one and done” gift for families, dads, or grandparents.
Game-Specific Demand & Early Momentum – Using mystery packs to pre-sell your keystone nights (Opening Night, fireworks, theme nights, etc.) and build urgency months in advance.
Ready-to-Use Mystery Pack Templates – Kids Holiday Pack, Father’s Day Dad Box, Theme Night Mystery Pack, and National Ice Cream Day bundle you can copy and customize.
Guardrails So It Doesn’t Backfire – Avoiding junky merch, setting quantity limits, nailing fulfillment, and tracking new buyers, usage, and per caps to prove ROI.
Episode Chapters & Timestamps
00:00 – Introduction to the Mystery Pack Promotion
01:21 – The Offer That “Shouldn’t Work”… But Does
07:06 – The Four Key Levers: Price, Surprise, Giftability, Game Demand
13:53 – Pre-Selling Opening Night & Keystone Games
19:54 – Plug-and-Play Mystery Pack Ideas You Can Steal
23:37 – Guardrails, Metrics, and Final Checklist
Call to Action
Testing a mystery pack this season—holiday, Father’s Day, theme night, or something wild your GM dreamed up? Jeremy wants to see it. Send your offer, pricing, and results his way, or head to SportsMarketingMachine.com to schedule a call and workshop your own mystery bundle that makes fans say, “I don’t totally know what’s in it, but I’d be dumb not to buy it.”
In this episode, Jeremy Neisser discusses five important social media metrics that sports marketers should pay attention to. These metrics include sales, conversion rate, reach, click-through rate, and engagement rate.
Jeremy emphasizes the importance of tracking ticket sales through social media and knowing the conversion rate to understand the effectiveness of social media in driving sales. Additionally, the host highlights the significance of reach in assessing social media visibility and brand awareness. The episode concludes with three takeaways for sports marketers: track ticket sales, know conversion rate, and focus on reach.
Takeaways
Track total number of ticket sales through social media.
Knowing your conversion rate is important as it tells you how easy it is for fans to purchase tickets or buy merchandise.
Focus on increasing reach to expand social media visibility and brand awareness.
In this episode, Jeremy Neisser discusses four marketing terms related to digital marketing activities in sports. He explains Customer Acquisition Cost (CAC), Lifetime Value (LTV), Conversion Rate, and Average Order Value (AOV). Jeremy emphasizes the importance of understanding these terms and provides insights into their significance for sports organizations. He also shares four key takeaways for selling sports tickets.
Takeaways
Take time to understand the importance of Customer Acquisition Cost (CAC), Lifetime Value (LTV), Conversion Rate, and Average Order Value (AOV).
Aim for a customer acquisition cost of at least 4:1, meaning for every $1 spent on marketing, aim to generate $4 in ticket sales.
Calculate the lifetime value of your customers to make informed decisions about retention strategies and resource allocation.
Website conversion rates for sports teams typically average less than 1%, so focus on improving this metric.
Sound Bites
Chapters
00:00 - Introduction
00:39 - Customer Acquisition Cost (CAC)
02:59 - Conversion Rate
03:29 - Average Order Value (AOV)
06:04 - Importance of Customer Acquisition Cost
07:00 - Importance of Lifetime Value
07:30 - Importance of Conversion Rate
08:25 - Importance of Average Order Value
09:22 - Takeaways
Subscribe today and learn how to grow your fan base and sell more tickets more efficiently.
Customer Acquisition Cost (CAC) tells you how much money you spend to acquire a customer.
Lifetime Value (LTV) is the total amount of money you expect to make from a customer over their "lifetime" as your customer.
Conversion Rate is the percentage of potential customers who become actual customers.
Average Order Value (AOV) is the average amount of money a customer spends each time they make a purchase.
In this episode, Jeremy Neisser discusses the importance of creating videos for social media and the impact they can have on a sports organization's fan base.
Jeremy highlights three reasons why more video content should be created: improved reach and discoverability, higher conversion rates, and better storytelling.
The conversation then shifts to how to create video content efficiently and affordably, with the recommendation of three video editing software options. The host concludes by providing three takeaways: testing video editing software, organizing and scheduling video content, and increasing video publishing frequency.
Takeaways
Test video editing software to create videos quicker
Organize and schedule video content to promote games
Set a goal to publish more videos each week
Sound Bites
Chapters
00:00 - Introduction and Call to Action
00:42 - The Importance of Video Content
03:07 - Effective Storytelling through Videos
04:05 - Creating Video Content Efficiently
05:31 - Recommended Video Editing Software
06:29 - Takeaway 1: Test Video Editing Software
06:59 - Takeaway 2: Organize and Schedule Video Content
07:29 - Takeaway 3: Increase Video Publishing Frequency
07:56 - Conclusion and Call to Action
Recommended tool: https://predis.ai/pricing/
Subscribe today and learn how to grow your fan base and sell more tickets more efficiently.