Sports Marketing Machine Podcast – Details, episodes & analysis

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In this conversation, KC Smurthwaite discusses the mission and operations of Athletics Admin, a consultancy focused on solving problems in collegiate athletics.

He shares insights on revenue generation, donor engagement, and innovative fundraising strategies, particularly in the context of the evolving landscape of college sports and NIL regulations. The discussion emphasizes the importance of collaboration, understanding donor expectations, and the future of college athletics.

In this conversation, Jeremy Neisser and KC Smurthwaite discuss the evolving landscape of sports marketing, particularly focusing on innovative jersey programs that engage fans and alumni while raising funds for athletic departments. They explore the challenges and opportunities presented by NIL contracts, the importance of alumni engagement, and the potential for expanding these unique merchandise initiatives across various sports.

The discussion highlights the collaborative nature of these programs and the positive impact they can have on university athletics.

Takeaways

• Athletics Admin aims to focus on student-athlete needs rather than just revenue.
• The consultancy seeks to fill gaps in collegiate athletics administration.
• Understanding what success looks like for clients is crucial.
• Annual funds serve as a gateway for donor engagement.
• Testing new strategies can lead to successful fundraising outcomes.
• Building relationships with donors is essential for long-term success.
• Innovative approaches, like sharing scouting reports, can enhance donor engagement.
• NIL has changed the dynamics of donor contributions and athlete compensation.
• The future of college athletics may see a separation between football and other sports.
• Fans are increasingly looking for ways to feel ownership in their teams.  Athletes face high expectations, leading to disappointment when teams underperform.
• Innovative jersey programs can generate significant revenue for athletic departments.
• Engaging alumni through unique merchandise can foster a sense of connection to their alma mater.
• The jersey program operates with zero cost to the institution, sharing revenue with them.
• The program has successfully raised funds through creative marketing strategies.
• Involving former athletes can enhance fundraising efforts and alumni engagement.
• The auction platform allows fans to bid on jerseys in real-time during games.
• The program is adaptable and can be expanded to various sports beyond basketball.
• Collaboration with universities is key to the success of the jersey program.
• The initiative aims to create memorable experiences for fans and student-athletes alike.

Chapters

00:00 - Introduction to Athletics Admin
05:57 - Revenue Generation Strategies
11:50 - Innovative Fundraising Approaches
19:45 - The Dark Side of Sports Expectations
30:34 - Expanding the Jersey Concept to Other Sports
37:46 - Connecting with Universities for Collaboration

Connect with KC on LinkedIn or his website

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In this episode of the Sports Marketing Machine Podcast, host Jeremy Neisser explores the pros and cons of selling tickets to brokers. He discusses the historical context of ticket brokering, its evolution, and the implications for teams in terms of revenue, fan experience, and pricing strategies.

The conversation highlights key considerations for teams when deciding whether to engage with ticket brokers, including inventory management, pricing strategies, and maintaining fan loyalty. Neisser emphasizes the importance of understanding both the benefits and drawbacks of working with brokers to make informed decisions.

Takeaways

• Selling tickets to brokers can provide immediate revenue.
• Brokers can help teams manage unsold inventory.
• Ticket prices can become inflated when sold through brokers.
• Fans may feel disconnected from teams when buying through brokers.
• Brokers have sophisticated platforms for selling tickets.
• Teams miss out on valuable buyer data when selling to brokers.
• Setting limits on ticket purchases can help maintain control.
• Collaborating with brokers can lead to better pricing strategies.
• Dynamic pricing systems can help teams compete with brokers.
• Understanding the pros and cons is crucial for teams. 

Chapters

00:00 - Introduction to Ticket Brokering
01:07 - The Evolution of Ticket Brokers
02:33 - Pros of Selling to Ticket Brokers
04:01 - Cons of Selling to Ticket Brokers
07:24 - Key Considerations for Teams
10:34 - Strategies for Managing Broker Relationships

Logitix can help team post their existing inventory on places like StubHub, etc. 
Reach out to Travis Apple - tapple@logitix.com if you are interested. Make sure you share that you heard it on the Sports Marketing Machine podcast 

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In this episode of the Sports Marketing Machine podcast, host Jeremy Neiser interviews Steve Robinson, former Chief Marketing Officer at Chick-fil-A, about transforming customer experience and building emotional connections with customers.

Steve spent 35 years as the CMO of Chick-Fil-A starting in 1981. Robinson shares insights on the importance of customer feedback, creating a culture of continuous improvement, and innovating hospitality during economic downturns. He emphasizes the significance of a strong brand promise and the role of customer loyalty in driving business success.

Takeaways

• Chick-fil-A focused on creating an engaging customer experience rather than just transactions.
• The brand's journey began with a shift from discounting to adding value to the customer experience.
• Emotional connections with customers are crucial for brand loyalty.
• Customer feedback is essential for innovation and continuous improvement.
• Chick-fil-A's hospitality model was inspired by successful brands like Ritz-Carlton and Southwest Airlines.
• The company invests more in existing stores than in new ones to maintain brand experience.
• A strong brand promise is key to customer engagement and loyalty.
• The 'second mile service' initiative was launched during economic downturns to enhance hospitality.
• Customer listening and research are foundational to Chick-fil-A's marketing strategy.
• The culture of Chick-fil-A is built on long-term vision and ownership, allowing for consistent brand growth.

Chapters
00:00 - Transforming Customer Experience at Chick-fil-A
06:50 - Building Emotional Connections with Customers
14:05 - The Role of Customer Feedback in Innovation
21:06 - Creating a Culture of Continuous Improvement
28:12 - Innovating Hospitality During Economic Downturns
39:59 - The Importance of Brand Promise and Customer Loyalty

Links from the podcast:
Steve Robinson consulting - https://srobinsonconsulting.com/
Steve's Book - Covert Cows - AMAZON

*If you purchase the book through my Amazon link above, I receive a tiny commission which I will use on Chick-Fil-A :)

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The conversation discusses the success of the Bluey Night promotion at the Lansing Lugnuts baseball game. The promotion involved bringing the popular children's character Bluey to the ballpark for a meet and greet with fans. 

The planning process involved working with Minor League Baseball and the group Oasis, who had the rights to Bluey. The promotion was heavily marketed, with VIP tickets selling out quickly and a strong social media presence. The event was a success, with high attendance and positive feedback. The conversation also touches on potential future promotions, including Paw Patrol, Harry Potter, and Peppa Pig nights.

Takeaways

• The Bluey Night promotion at the Lansing Lugnuts baseball game was a success, with high attendance and positive feedback.
• The planning process involved working with Minor League Baseball and the group Oasis, who had the rights to Bluey.
• Marketing efforts, including VIP tickets and social media promotion, were effective in generating excitement and ticket sales.
• Future promotions, such as Paw Patrol, Harry Potter, and Peppa Pig nights, are being considered based on the success of Bluey Night.

Chapters

00:00 - Introduction and Overview of Bluey Night
03:29 - Cost and Logistics of Bringing Bluey to the Ballpark
05:36 - Effective Marketing Strategies for Bluey Night
09:01 - Promotion and Attendance for Bluey Night
12:41 - In-Game Entertainment and Merchandise
14:49 - Reflections and Future Plans for Bluey Night
18:18 - Data Analysis and Potential Future Promotions

Amanda Rich contact info

Oasis Contact Info:
Keefer Dickerson

Business Development - Oasis

206.838.8448 - ofc

615.957.9907-cell
keefer@oasis-usa.com
www.oasis-usa.com

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In this episode, Jeremy Neisser discusses how to analyze advertising effectiveness in sports marketing. He breaks down advertising into two categories: new customers and repeat customers. He explains that consumers rarely buy the first time they see an ad and need to be reminded multiple times before making a purchase.

Neisser emphasizes the importance of looking at new customer acquisition and return customer metrics to understand the effectiveness of marketing efforts. He suggests tracking ROI, number of buyers, and revenue for new customer acquisition, and leveraging direct channels like email and text messaging for return customers.

Takeaways

• Focus on new versus returning customers rather than analyzing by source
• Measure ROI and buyer numbers for new customer acquisition
• Leverage direct channels like email and text messaging for return customers

Chapters

00:00 - Introduction
00:41 - Analyzing Advertising in Two Buckets
02:07 - The Importance of Multiple Touchpoints
03:30 - The Challenge of Attribution
04:28 - New Customer Acquisition
07:15 - Channels for Return Customers
10:35 - Focusing on New and Return Customers
12:28 - Leveraging Direct Channels
12:57 - Conclusion

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Jeremy Neisser sits down with Courtney Rice from WolfCycle AI 
Wolf Cycle AI is an automated intelligence software that provides AI-powered sales and retention strategies for sports and entertainment partners. It uses virtual assistants to run strategic outbound campaigns and drive membership sales, group sales, premium and partnership sales. The software combines AI with human oversight to ensure personalized responses and maximize opportunities. Wolf Cycle has seen success across various verticals, including generating additional full seasons, driving partnership conversations, and retaining at-risk accounts. It aims to streamline sales processes and help teams sell more tickets efficiently.

Takeaways

• Wolf Cycle is an AI-powered software that helps sports and entertainment partners with sales and retention strategies.
• The software uses virtual assistants to run strategic outbound campaigns and drive various types of sales.
• Wolf Cycle combines AI with human oversight to ensure personalized responses and maximize opportunities.
• The software has seen success in generating revenue, retaining at-risk accounts, and driving partnership conversations.
• It aims to streamline sales processes and help teams sell more tickets efficiently.

Chapters

00:00 - Introduction to Wolf Cycle and AI in Ticket Sales
02:18 - AI's Ability to Understand Natural Language Processing
04:39 - Customizing Campaigns Based on Partner Goals
08:10 - Adding a Human Layer to AI for Response Protection
12:15 - Expanding into Sponsorship Outreach
18:27 - Proactive Engagement and Retention Strategies
21:04 - Leveraging Data and Continuous Improvement
23:30 - Future Directions for Wolf Cycle
28:08 - How to Get in Touch with Wolf Cycle

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In this episode, Jeremy Neisser discusses the differences between first-party and third-party data and how they can benefit sports teams. First-party data is data collected directly from the audience or customers and is owned and controlled by the team. It includes ticket sales data, purchase history, website interactions, email marketing engagements, and more.

On the other hand, third-party data is collected by entities not directly related to the organization, such as social media platforms or data brokers. It provides broader insights and allows for targeted advertising based on demographics, interests, and behaviors.

Takeaways

• First-party data is highly accurate and provides unique insights directly from the fan base.
• Third-party data offers broader insights and allows for targeted advertising based on demographics, interests, and behaviors.
• Balancing both types of data can provide comprehensive insights and help identify potential new audiences.
• Prioritizing fan privacy and trust is crucial when handling data.
• Being transparent about data usage and giving fans control over their information builds trust and strengthens fan relationships.

Chapters

00:00 - Introduction and Overview
00:43 - First-Party Data: Definition and Examples
06:57 - Third-Party Data: Definition and Examples
13:01 - Benefits and Challenges of Third-Party Data
15:16 - Balancing First-Party and Third-Party Data
18:17 - Strategies for Utilizing Data
20:35 - Key Takeaways
24:52 - Conclusion and Call to Action

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In this episode, Jeremy Neisser interviews Kassidy Ellenby, the Executive Associate Athletic Director for Marketing and Communications at DePaul University, about an open role for the Associate Athletics Director for Marketing and Fan Experience. They discuss the duties and expectations of the role, including overseeing marketing efforts for men's basketball, managing a budget, and coordinating sponsorship activations.

They also talk about the game day atmosphere at Wintrust Arena, the importance of fan engagement, and the strategies for increasing student attendance at sporting events. The conversation highlights the collaborative culture at DePaul and the opportunities for growth and development within the athletic department.

Takeaways

• The open role at DePaul University is for the Associate Athletics Director for Marketing and Fan Experience, with a focus on men's basketball.
• The role involves overseeing marketing efforts, managing a budget, and coordinating sponsorship activations.
• The game day atmosphere at Wintrust Arena is top-notch, with pyro towers, immersive video boards, and engaging in-game entertainment.
• Increasing student attendance at sporting events is a priority, and partnerships with campus organizations and targeted communication strategies are used to promote events and offer incentives.
• DePaul University offers a collaborative and supportive culture, with opportunities for growth and development within the athletic department.

Chapters

00:00 - Introduction and Overview of the Open Role
03:02 - Creating an Engaging Game Day Atmosphere at Wintrust Arena
05:48 - Increasing Student Attendance at Sporting Events
08:51 - Collaborative Culture and Opportunities for Growth at DePaul University

To review the job posting and apply - DePaul University
Connect with Kassidy on LinkedIn or through DePaul Athletics. 

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In this episode, Jeremy Neisser discusses a team that was struggling to sell tickets despite their marketing efforts. He identifies three key issues: prioritizing single game ticket sales over season tickets and group sales, allocating the majority of the marketing budget for awareness activities instead of collecting email addresses, and not setting goals for major promotions.

Jeremy emphasizes the importance of group sales as a fixer for teams and shares his experience with the Birmingham Barons. The takeaways include being intentional about selling tickets to specific games, collecting email addresses for future marketing, and leveraging group sales as a strategy.

Takeaways

• Be intentional about your prime games - have a focus of group sales on these
• Collect email addresses for future marketing

Chapters

00:00 - Introduction
02:02 - The Importance of Prioritizing Season Tickets and Group Sales
03:44 - The Power of Group Sales as a Fixer
05:07 - Building Momentum through Intentional Marketing
06:02 - The Key to Successful Ticket Sales: Collecting Email Addresses
07:24 - Conclusion

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Marketing directors in sports often struggle to convert past customers into returning customers. On average, only 33% of past ticket buyers return for a game the following year.

To improve customer conversion, marketing directors can send a post-game email to single-game buyers, thanking them for attending and offering a discount or special opportunity for another game.

This strategy works because it strikes when the fan is still excited about the game, it is specific to the game they attended, and it provides a personalized offer. By implementing this strategy, teams have seen success in converting single game buyers into multiple game attendees and potential season ticket holders.

Takeaways

• Marketing directors in sports struggle to convert past customers into returning customers.
• Sending a post-game email to single game buyers can improve customer conversion.
• The post-game email should thank the fan for attending, be specific to the game they attended, and offer a discount or special opportunity for another game.
• This strategy can lead to converting single game buyers into multiple game attendees and potential season ticket holders.

Chapters

00:00 - Introduction
01:08 - Challenges in Converting Past Customers
03:00 - The Power of Post-Game Emails
04:54 - Crafting an Effective Post-Game Email
06:15 - Converting Single Game Buyers into Season Ticket Holders
07:40 - Conclusion

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