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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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The main theme of this conversation is the importance of customer service for current ticket buyers. Jeremy Neisser emphasizes that while marketing directors and ticket sales teams are focused on finding new customers, there needs to be an intentional focus on providing excellent customer service to retain and satisfy current ticket buyers. 

Jeremy provides an example of a team that saw a decrease in in-park attendance because their mini-plan and season ticket holders were using their tickets less frequently. Jeremy Neisser suggests that marketing directors should help ticket sales teams increase in-park attendance by improving customer service and communication with ticket plan holders.

Takeaways

• Customer service for current ticket buyers is just as important as finding new customers.
• Improving customer service and communication with ticket plan holders can increase in-park attendance.
• Analyzing data on ticket usage over multiple years can provide insights into customer behavior and help with customer service strategies.
• Marketing directors should focus on helping ticket sales teams increase in-park attendance.

Chapters

00:00 - Introduction
02:05 - Decrease in In-Park Attendance Due to Ticket Usage
03:26 - Marketing Directors' Role in Increasing In-Park Attendance
05:35 - Avoiding the Cycle of Always Going After New Customers
06:03 - Analyzing Ticket Usage Data for Customer Service Strategies
07:18 - Giving Ticket Sales Teams the Opportunity to Increase Renewal Percentage

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In this episode, Jeremy Neisser and Emmanuel Elmajian discuss different strategies for selling group tickets. They explore the shift from traditional group sales to individual members of a group buying their own tickets at a discounted rate. They also discuss the benefits of this new approach, such as increased control for buyers and more data for sellers.

The conversation covers various ideas for selling group tickets, including loyalty programs, thank you programs, special offers for events in town, and theme nights. They also touch on the concept of competition and gamification in group ticket sales, as well as the opportunity to sell fan experiences. 

The conversation explores the concept of unused fan experiences and the need for more customized VIP experiences in the sports industry. It discusses the potential of cross-selling sports to different audiences and the importance of targeting youth sports and traveling teams.

The conversation also delves into the topic of fundraisers and how sports teams can sell tickets to raise money for schools and nonprofits. It emphasizes the role of groups in driving ticket sales and the need for flexible ticketing options. Spinzo is introduced as a platform that helps teams reimagine ticket sales and offers various services to enhance the ticketing experience.

Takeaways

• The traditional approach of selling large blocks of tickets to a group leader is evolving, with more emphasis on individual members of a group buying their own tickets at a discounted rate.
• This new approach gives buyers more control and allows for more personalized ticket purchases, such as buying tickets for themselves, their spouse, and their children.
• Selling group tickets to events in town, such as conventions or career fairs, can be a great way to engage new audiences and increase ticket sales.
• Competition and gamification can be effective strategies for maximizing group ticket sales, with examples including battles between apartment complexes, schools, charities, and youth sports teams.
• Theme nights and fan experiences are opportunities to sell more group tickets, with the potential to bundle in special perks or incentives for groups that reach certain milestones. Unused fan experiences can be sold as last-minute opportunities, generating additional revenue for sports teams.
• Customized VIP experiences are becoming increasingly important in attracting fans to live games.
  Cross-selling sports to different audiences, such as targeting youth sports and traveling teams, can expand ticket sales opportunities.

Chapters

00:00 - Introduction and Overview
03:25 - The Rise of the New Process of Selling Group Tickets
07:45 - Special Offers and Gated Links for Future Games
12:49 - Competition and Gamification in Group Ticket Sales
16:08 - Theme Nights: A Strategy for Selling Group Tickets
22:37 - Cross-Selling Sports to Different Audiences
25:13 - Fundraisers: Selling Tickets to Raise Money
27:24 - The Role of Groups in Driving Ticket Sales
31:23 The Importance of Flexible Ticketing Options

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In this episode, Jeremy Neisser interviews Heather Doane from Destroyer Promotional Products about improving merchandise sales. They discuss 10 tips for teams to implement, including inventory management, understanding retail space, visual merchandising, competitive pricing, and more. Heather emphasizes the importance of knowing your inventory, organizing the back of the house, and conducting market research to set competitive prices. She also suggests asking for samples and staying updated on industry trends. Overall, the conversation provides valuable insights for sports teams looking to boost their merchandise sales.

In this conversation, Heather Doane shares 10 tips to improve merchandise sales. The tips include knowing your inventory, understanding your retail space, visual merchandising, setting prices, researching items, organizing the back of the house, tracking sales, capturing customer information, and promoting brand awareness.

Heather emphasizes the importance of creating a visually appealing store layout, conducting research on pricing and merchandise quality, and utilizing customer data for targeted marketing. She also suggests collaborating with other teams and attending retail buyers meetings to share insights and improve the overall league. Heather encourages listeners to reach out for personalized guidance and assistance.

Takeaways

• Know your inventory and keep track of the quantity and size breakdowns of each style.
• Understand your retail space and how customers shop to optimize visual merchandising.
• Set competitive prices by conducting market research and comparing quotes from different vendors.
• Ask for samples to ensure the quality of the merchandise before making bulk orders.
• Organize the back of the house with racks, carts, and proper storage to protect and easily access inventory. Know your inventory and regularly spot check to ensure you have enough stock of popular items.
• Understand your retail space and optimize it by creating visually appealing displays and signage.
• Invest in visual merchandising to tell a story and make it easier for customers to find and purchase items.
• Conduct research on pricing and merchandise quality to ensure competitive pricing and high-quality products.
• Organize the back of the house to streamline operations and make it easier to restock and fulfill orders.
• Capture customer information to build a database for targeted marketing and personalized promotions.

Chapters
00:00 - Introduction and Overview
00:26 - Tip 1: Inventory Management
05:08  - Tip 2: Understanding Retail Space
07:25  - Tip 3: Visual Merchandising
09:46  - Tip 4: Driving Key Performance Indicators
15:07  - Tip 5: Competitive Pricing
22:17  - Tip 6: Organizing the Back of the House
26:44  - Tip 7 Optimizing Retail Space and Visual Merchandising
32:45  - Tip 8 Capturing Customer Information for Targeted Marketing
35:41  - Tip 9 Incentivizing Customers with Loyalty Rewards Programs
38:50  - Standardizing Visual Merchandising for Consistency
46:21  - Tip 10 Driving Key Performance Indicators (KPIs)
47:26  - Promoting Brand Awareness and Online Presence
50:22  - Collaborating with Other Teams for League Growth
51:01  - Personalized Guidance for Merchandise Sales Success

Contact Heather or the Destroyer Team

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In this podcast episode, Joe Rixon from FanIQ shares insights on three key strategies for sports teams to improve their social media and content engagement. The strategies include leveraging influencers, user-generated content (UGC), and showcasing fan experience. Joe emphasizes the importance of matching content to the platform, engaging diverse audiences, and using influencer content for paid advertising. He also highlights the value of UGC in engaging fans and driving ticket sales.

The conversation covers the importance of engaging and fun content in driving ticket sales and revenue for sports events. It emphasizes the use of user-generated content, influencers, and targeting new audiences to create engaging and authentic experiences. The discussion also highlights the impact of content strategy on revenue generation and the value of empowering mid-level staffers with data and resources.

Takeaways

• Leveraging influencers can tap into specific audience segments and provide trusted recommendations for teams' content.
• User-generated content (UGC) from fans can be a valuable source of engaging and authentic content for sports teams.
• Showcasing fan experience and exclusive offerings can drive engagement and ticket sales, regardless of the team's performance on the field. Engaging and fun content is crucial for driving ticket sales and revenue for sports events.
• User-generated content and influencers play a significant role in creating authentic and engaging experiences for fans.
• Targeting new audiences and empowering mid-level staffers with data and resources can have a positive impact on revenue generation.
• Content strategy has a direct impact on revenue generation and the growth of fan bases for sports events.

Chapters

00:00 - Introduction and Background of FanIQ and Joe Rixon
02:18 - Leveraging Influencers for Sports Marketing Success
13:10 - The Power of User-Generated Content in Sports Marketing
22:56 - The Impact of Engaging Content on Revenue Generation
25:41 - Influencers, User-Generated Content, and Fan Engagement
29:49 - Targeting New Audiences and Empowering Staff for Revenue Growth

Learn more about Fan IQ or email Joe (joe@faniq.live)

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In this conversation, Jeremy Neisser sits down with industry expert, Steve DeLay of the Ultimate Toolkit to discuss the importance of creating a marketing plan that drives revenue for sports teams, the alignment between ticket sales and marketing, the concept of the sellout matrix, and the strategies for collecting email addresses and increasing ticket usage. 

Additionally, he shares insights on the Ultimate Toolkit program for sports management students and the Unlimited Toolkit for teams.

Takeaways:

• Marketing is essential for driving revenue in sports, including ticket sales, merchandise sales, and concession sales.
• Alignment between ticket sales and marketing is crucial for creating a well-oiled machine in sports marketing.
• The sellout matrix is a strategic approach to creating buzz and excitement around games, leading to increased ticket sales and fan engagement.
• Strategies for collecting email addresses and encouraging ticket usage are vital for maximizing revenue and fan engagement.
• The Ultimate Toolkit program offers valuable training and resources for sports management students, while the Unlimited Toolkit provides comprehensive support for sports teams.
• The importance of proactive communication and targeted marketing efforts in driving ticket sales and fan engagement.

Chapters

00:00 - The Revenue-Driving Power of Marketing in Sports
04:47 - The Sellout Matrix: Creating Buzz and Excitement
11:49 - Strategies for Email Collection and Ticket Usage
34:39 - Comprehensive Support for Sports Teams with the Unlimited Toolkit

Learn more about the Ultimate Toolkit courses & Sport Management Classes or email Steve DeLay

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In this episode, Jeremy Neisser shares three optimization tips using Awarity for sports marketing. He discusses the importance of monitoring top domains, maintaining consistent ad design, and managing ad frequency to maximize conversions and budget efficiency.

Takeaways

• Monitor top domains for clicks and conversions to optimize budget allocation.
• Maintain consistent ad design with brand colors, fonts, and messaging for better recognition and engagement.
• Manage ad frequency to avoid banner blindness and optimize audience reach.

Chapters

00:00 - Introduction to Sports Marketing Optimization with Awarity
01:27 - Monitoring Top Domains for Conversions and Budget Optimization
05:13 - Managing Ad Frequency for Audience Engagement and Reach

Watch the full video on Sports Marketing Machine

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In this episode, Jeremy Neisser sat down with Robbie Lightfoot from Box Out Sports. 

Box Out Sports is a social media graphic solution that allows sports information directors and athletic communications individuals to quickly and easily create content to promote games, student-athletes, ticket sales, and more. 

The platform provides drag-and-drop templates that can be customized with team logos, colors, and photos. 

Box Out Sports was created out of necessity to help sports information directors highlight teams and student-athletes in a fast-paced environment. 

The platform has been successful in increasing fan engagement and generating revenue for teams. Integrations with ticketing providers and other software are available, and a free trial is offered to potential users.

Takeaways

• Box Out Sports is a social media graphic solution for sports teams
• The platform provides drag-and-drop templates that can be customized with team logos, colors, and photos
• Box Out Sports helps increase fan engagement and generate revenue
• Integrations with ticketing providers and other software are available

Chapters

00:00 - Introduction to Box Out Sports
07:51 - Increasing Fan Engagement with Box Out Sports
13:56 - Empowering Coaches and Delegating Graphic Creation
23:06 - Integrations and Automation with Hometown Ticketing
29:08 - Expanding Beyond Sports and Future Plans
31:45 - Flexibility in Billing and Conclusion

For a free trial, you can sign up here: https://boxoutsports.com/a/smm

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Travis Apple, Chief Revenue Officer at Logitix and host of the 52 Weeks of Hustle podcast, joins Jeremy Neisser on the Sports Marketing Machine podcast. They discuss the importance of giving back and the value of mentorship in the sports industry. 

Travis shares insights from his podcast guests, emphasizing the need for hustle and the impact of building relationships. They also discuss the perception of sales in the industry and the importance of creating a positive fan experience. 

Travis talks about the future of ticket sales, including the focus on flexibility and creating unique experiences. He also mentions his book, 'Hustle Your Way to Success in Sports Sales,' which provides a blueprint for success in the industry.

Takeaways

• Giving back and helping others is a key aspect of success in the sports industry.
• Building relationships and finding mentors can greatly impact career growth and development.
• Hustle and hard work are essential for success in sports marketing.
• Creating a positive fan experience and focusing on flexibility and unique experiences are important in ticket sales.

Chapters

00:00 - Introduction and Background
02:04 - Hustle and Hard Work
05:07 - Mentorship and Building Relationships
08:10 - Sales and Consulting
13:17 - Improving Ticket Sales
16:12 - The Future of Ticket Sales
22:04 - Conclusion and Takeaways

Travis the CRO for Logitix
The 52 Weeks of Hustle Podcast
Travis' Book:  Hustle Your Way to $ucce$$ in Sports Sales: Playbook to Being Elite in the Sports Business Industry (AMAZON)

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In this episode, Jeremy Neisser dives into the topic of Flexible Ticket Plans. 

Flex plans are a growing trend in sports ticket sales, allowing fans to purchase a set number of tickets that can be used for any game. 

The pros of flex plans include convenience for fans, affordability, and upfront revenue for teams. 

However, there are also cons, such as the challenge of surpassing previous revenue goals, lack of urgency for fans to use the tickets, and difficulties in tracking ticket usage. To maximize the benefits of flex plans, teams should remind fans to use the tickets, incorporate them into the fan funnel, and limit the number of packages sold.

Takeaways

• Flex plans provide convenience and affordability for fans, and upfront revenue for teams.
• Teams face challenges in surpassing previous revenue goals and tracking ticket usage with flex plans.
• To maximize the benefits of flex plans, teams should remind fans to use the tickets and incorporate them into the fan funnel.
• Limiting the number of flex plan packages sold can help move fans closer to mini plans or season tickets.

Chapters

00:00 - Introduction
00:40 - The Pros of Flex Plans: Convenience and Affordability
03:02 - The Impact on Fan Experience and Loyalty
04:29 - Difficulties in Tracking Ticket Usage with Flex Plans
08:11 - Incorporating Flex Plans into the Fan Funnel
09:05 - Maximizing the Benefits of Flex Plans: Reminders and Limited Availability

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Summary

In this episode, Jeremy Neisser discusses the concept of return on ad spend (ROAS) and shares a story about a team that realized their ROAS was wrong. The team hired an ad agency to manage their ad budget, and the agency reported a four-to-one return on ad spend despite a drop in attendance. 

However, upon closer examination, it was revealed that most of the reported conversions were from repeat ticket buyers, not new ticket buyers. The ad agency was taking credit for the marketing director's efforts to engage repeat ticket buyers. Neisser emphasizes the importance of understanding the difference between new and repeat ticket buyers and suggests using a marketing report to gain visibility into the impact of marketing efforts.

Takeaways

• Return on ad spend (ROAS) can be misleading if not properly analyzed.
• Ad agencies often take credit for the work of marketing directors in engaging repeat ticket buyers.
• Understanding the difference between new and repeat ticket buyers is crucial for marketing success.
• Using a marketing report can provide visibility into the impact of marketing efforts.

Chapters
00:00 - Introduction
00:41 - The Misleading Nature of ROAS
04:06 - Differentiating Between New and Repeat Ticket Buyers
06:23 - The Importance of Marketing Reports for Visibility
09:13 - Conclusion

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In this episode, Jeremy Neisser discusses how marketing directors can help ticket sales teams by providing leads and sales. He introduces the concept of the hub and spoke model, where the marketing director acts as the hub connecting different departments. 

He suggests three reports that marketing directors should provide to the ticket sales team: 

• Multi-game single buyer report
• Scan rates of season ticket holders and mini plan holders, and an 
• Updated list of dormant groups for outreach. 

These reports help identify potential leads and opportunities for ticket sales. Jeremy also offers his services in creating these reports.

Takeaways

• Marketing directors play a crucial role in supporting ticket sales teams.
• Providing leads and sales data to the ticket sales team can help them target potential buyers.
• Three important reports that marketing directors should provide are multi-game single buyer report, scan rates of season ticket holders and mini plan holders, and an updated list of dormant groups for outreach.
• These reports help identify warm leads and opportunities for ticket sales.
• Jeremy Neisser offers his services in creating these reports.

Chapters

• 00:00 - Introduction
• 02:29 - Multi-Game Single Buyer Report
• 03:27 - Scan Rates of Season Ticket Holders and Mini Plan Holders
• 04:19 - Updated List of Dormant Groups for Outreach
• 05:39 - Action Items for Marketing Directors

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In this episode, Jeremy Neisser chats with BJ Millican, the Associate AD for Marketing, Communication, and Broadcast from Samford University, about the open role of Director of Marketing and Fan Engagement.

The role involves creating an engaging in-venue atmosphere, promoting games, and connecting with the community. The Director of Marketing will have some direct reports and a marketing-specific budget.

The focus will be on sports like men's basketball and football, but support will also be provided for other sports. The role primarily involves game presentation and fan experience, with less emphasis on social media and creating video content.

The marketing duties include working closely with ticketing, developing promotions, and potentially exploring external advertising. The Director of Marketing will also be involved in community engagement and representing the university at social events. The salary is competitive and the university is committed to supporting the athletic department. Samford University is located in Birmingham, Alabama, which offers a vibrant community with a growing food scene and various recreational and entertainment options.

The campus is undergoing expansion and has a strong focus on student success and enrollment growth.

Takeaways

• The Director of Marketing and Fan Engagement role at Samford University involves creating an engaging in-venue atmosphere and promoting games.
• The role includes working closely with ticketing, developing promotions, and potentially exploring external advertising.
• The Director of Marketing will also be involved in community engagement and representing the university at social events.
• Samford University is located in Birmingham, Alabama, which offers a vibrant community with a growing food scene and various recreational and entertainment options.

Chapters

00:00 - Introduction and Overview of the Open Role
05:14 - Game Presentation and Fan Experience
11:44 - Community Engagement and Representing the University
21:51 - Salary Structure and Application Process

Links mentioned:
Samford University Athletics
Apply for the Role
Meet BJ 

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Summary
In episode 64 of the Sports Marketing Machine Podcast, Jeremy Neisser sits down with Scott Peace, Associate AD for Marketing at Kent State, and discusses his background in sports marketing and the strategies he implemented to increase attendance at college athletic events.
Scott shares that he emphasizes the importance of intentionality, creativity, and purpose in marketing efforts. Scott shares the success of using premium giveaways and tying in activations and programs to attract fans. He also discusses the challenges of winter break and the need to expand offerings to regular fans. Scott highlights the importance of branding the student section and utilizing various communication channels, including texting, to engage students. He concludes by emphasizing the goal of providing an experience that makes students want to come back.

In this conversation, Scott Peace, the Assistant Athletic Director for Marketing and Promotions at Kent State University, discusses the strategies and tactics they use to engage and excite fans at their sporting events. 

He talks about the importance of creating a memorable fan experience, including the use of a DJ, student section banners, and engaging promotions. Scott also shares insights on their paid advertising efforts, including social media advertising, bus advertising, and movie theater advertising. He emphasizes the importance of open communication with coaches and the need to manage expectations. 

Scott also discusses their use of software tools like Vasi and Eloqua for ticketing and email marketing. Finally, he shares their plans for football and the focus on enhancing the fan experience.

Takeaways

• Intentionality, creativity, and purpose are key in sports marketing efforts.
• Premium giveaways and activations can attract fans and increase attendance.
• Challenges during winter break require strategic planning and expanding offerings to regular fans.
• Branding the student section and utilizing various communication channels, including texting, can enhance student engagement.
• Providing an exceptional experience is crucial in encouraging repeat attendance. Creating a memorable fan experience is crucial for engaging and exciting fans at sporting events.
• Paid advertising, including social media advertising, bus advertising, and movie theater advertising, can be effective in reaching non-student fans.
• Open communication with coaches and involving them in the planning process helps manage expectations and ensures alignment.
• Software tools like Vasi and Eloqua can streamline ticketing and email marketing efforts.
• Enhancing the fan experience and focusing on the details, such as tailgates and game-day atmosphere, can contribute to a successful season.

Chapters

00:00 - Introduction and Background

06:17 - Strategies for Men's Basketball

12:43 - Lessons Learned and Adjustments

26:31 - Managing Expectations of Coaches

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In this episode, Jeremy Neisser interviews Alyssa Ege, the founder of Sail Away Media, about running ads on TikTok. They discuss the benefits of advertising on TikTok, the differences between TikTok and other platforms like Facebook, and the various targeting options available on TikTok.

They also touch on setting up a TikTok shop, generating leads through TikTok ads, and the importance of testing and budgeting for successful campaigns.

Takeaways

• TikTok is a great platform for sports teams to advertise, especially if they want to target a younger demographic.
• Advertising on TikTok is cheaper than advertising on other platforms like Facebook.
• TikTok offers similar features to Facebook for running ads, but with a focus on video content.
• Hashtag targeting is an effective way to reach specific audiences on TikTok.
• Teams can set up a TikTok shop to sell merchandise and run ads to drive sales.
• Lead generation is possible on TikTok through lead forms and creative content.
• Testing and budgeting are important for successful TikTok ad campaigns.

Sound Bites

• "TikTok is an awesome place for sports teams to be."
• "You can definitely sell stuff on TikTok."
• "TikTok is kind of like a baby version of Meta."

Chapters

00:00 - Introduction

01:21 - The Benefits of Advertising on TikTok for Sports Teams

03:38 - Targeting Options and Strategies for TikTok Ads

05:11Setting Up TikTok Ads Without a Profile

06:43 - Setting Up and Running TikTok Ads

09:08 - TikTok Shop for Merchandise Sales

10:19 - Generating Leads through TikTok Ads

14:10 - The Importance of Testing and Budgeting for TikTok Ad Campaigns

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In this episode, Jeremy Neisser interviews Michael Brinkman, the Director of Partner Success at Full House Solutions, about lead generation and the use of purchased lists in sports marketing. Michael shares his background in sports sales and marketing, as well as his experience working with Full House Solutions. 

He explains the products and services offered by Full House Solutions, including direct mail campaigns and digital marketing strategies.

Michael also discusses the accuracy of purchased lists and the role of lead generation in the marketing funnel. He shares success stories of teams using purchased lists for group sales and highlights the potential of postcard retargeting and AI in sports marketing.

Takeaways

• Purchased lists can be a valuable tool for lead generation in sports marketing, providing teams with targeted prospects to reach out to.
• Direct mail campaigns can be an effective way to engage potential customers and drive ticket sales, especially when combined with other marketing channels.
• Accuracy of purchased lists can vary, but it is important to have a strategy in place to handle any inaccuracies and continue cultivating leads.
• Lead generation should be seen as part of a larger marketing funnel, with multiple touchpoints and follow-ups to nurture leads and convert them into customers.
• Postcard retargeting and AI are emerging trends in sports marketing that offer new opportunities for engaging with potential customers and improving conversion rates.

Sound Bites

Chapters

00:00 - Introduction and Background

03:03 - Full House Solutions and Lead Generation

09:04 - Using Purchased Lists for Email Marketing

13:04 - The Accuracy of Purchased Lists

21:05 - Success Stories in Group Sales

25:02 - Postcard Retargeting and Digital Marketing Trends

29:02 - AI and the Future of Marketing

30:54 - Contact Information and Conclusion

If you are interested in connecting with Michael, mention you heard it on the Sports Marketing Machine podcast when you email him - michael@fillthehouse.com

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In this episode, Jeremy Neisser discusses how sports teams can use AI to improve their marketing efforts. He focuses on two specific ways: using AI to write better copy and using AI to extract data. 

By leveraging AI tools like ChatGPT and Google Bard, teams can generate targeted social media posts and emails, as well as gain insights from ticketing data. Jeremy emphasizes that while AI can be a powerful tool, it still requires some manual work and fine-tuning. He also highlights the potential of AI in various aspects of sports marketing, such as fan engagement and content creation.

Takeaways

• AI can help sports teams write better copy for social media posts and emails.
• Teams can use AI to extract valuable data from ticketing software, enabling them to make more informed marketing decisions.
• While AI is a powerful tool, it still requires manual work and fine-tuning to align with a team's specific tone and voice.
• AI has the potential to revolutionize various aspects of sports marketing, including fan engagement, content creation, and personalized campaigns.

Chapters
00:00 - Introduction

00:42 - Using AI to Write Better Copy

06:33 - The Potential of AI in Sports Marketing

07:54 - Takeaways

AI is a powerful tool and will continue to help make marketers more efficient and productive.
In this episode, I detail two ways teams can use AI today to help them sell more tickets:
1. Write better, targeted copy
2. Data extraction

These help teams target their marketing better, making it easier to sell more tickets. 

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Luke Sawhook from the Hudson Valley Renegades shares insights on leveraging TikTok for sports marketing. He emphasizes the importance of consistency and authenticity in content creation, highlighting the value of organic growth on TikTok. Luke discusses the role of TikTok in building brand loyalty and reaching a younger demographic. He provides tips on using hashtags effectively and encourages teams to experiment with different content styles.

Luke also emphasizes the need to have fun and engage with the audience on TikTok. Overall, TikTok is seen as a platform for increasing brand awareness and impressions rather than direct sales.
 
Luke has been on the cutting-edge of content creation and growth on TikTok for small-budget teams. In this episode, we dig into:
1. What's working now on TikTok
2. What tools is he using
3. Posting consistency
4. Tone of posting
5. Content creation versus other platforms

Takeaways

• Consistency and authenticity are key to success on TikTok.
• TikTok allows teams to reach a younger demographic and build brand loyalty.
• Hashtags are a powerful tool for reaching specific audiences on TikTok.
• Teams should have fun and experiment with different content styles on TikTok.
• TikTok is a platform for increasing brand awareness and impressions.

Sound Bites

Chapters

00:00-Introduction and Background

02:26- TikTok Success and Metrics

06:31 - Consistency and Content Ideas

10:47 - Tools for Creating Content

12:44 - The Role of TikTok in Marketing Strategy

16:39 - The Value of TikTok for Brand Awareness

20:44 - Hashtags and Discoverability

23:30 - Prank Videos and Mascot Content

24:51 - Summary and Takeaways

 

You can view the Renegades TikTok - https://www.tiktok.com/@hvrenegades
Follow Luke on LinkedIn - https://www.linkedin.com/in/lukesawhook/

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In this episode, Jeremy Neisser and Ali Alden discuss how data-driven messaging drives ticket sales. They emphasize the importance of clear copy and messaging in marketing, as well as the power of language in influencing buying decisions. They explore how teams can use data to create targeted copy that resonates with their audience, and the role of questionnaires in gathering customer insights. 

They also discuss the importance of being strategic in using data to inform marketing outlets and campaigns. This conversation explores the importance of data in marketing campaigns for sports teams. It discusses the sufficient amount of data needed to make informed decisions, the use of questionnaires to test advertising strategies, and the importance of tracking and analysis. 

The conversation also highlights the value of categorizing buyers and tailoring messaging to specific audiences. It emphasizes the need for data-driven marketing to build confidence and make effective marketing decisions. 

Takeaways

• Clear copy and messaging are essential in marketing to drive ticket sales.
• Data can be used to create targeted copy that resonates with the audience.
• Questionnaires are a valuable tool for gathering customer insights and understanding motivations.
• Being strategic in using data to inform marketing outlets and campaigns is crucial. Determining the sufficient amount of data is subjective and depends on the specific team and campaign.
• Questionnaires can be used to test advertising strategies and gather valuable demographic data.
• Testing campaigns with a small budget allows for experimentation and optimization.
• Tracking and analysis are crucial for measuring campaign success and identifying effective strategies.
• Data-driven marketing helps tailor messaging and copy to specific audiences, increasing conversion rates.

Chapters

00:00 - Introduction

00:36 - Ali Alden's Background

01:12 -The Goal of Good Copy

03:08 -Using Data to Make More Targeted Copy

05:07 -Digging Deeper into Customer Data

06:25 - Using Questionnaires to Gather Data

07:07 - Difference Between Questionnaires and Surveys

08:03 - The Goal of a Questionnaire

09:04 - Getting Deeper Insights from Questionnaires

10:08 - Identifying the Character and Their Wants

11:22 - Identifying Problems and Motivations

13:11 - Using Questionnaire Responses as Copy

15:43 - Creating an Aspirational Identity

19:24 - Using Data for Campaigns

20:19 - Being Strategic with Data-Driven Messaging

21:35 - Using Questionnaires to Test Advertising Strategies

22:34 - Testing Campaigns with a Small Budget

23:29 - The Importance of Tracking and Analysis

24:18 - Indicators of Campaign Success

25:26 - Analyzing Data to Inform Marketing Strategy

26:38 - Narrowing Down Data and Categorizing Buyers

27:46 - Using Data to Tailor Messaging and Copy

29:08 - The Importance of Tracking Campaigns

30:15 - Data-Driven Marketing Builds Confidence

32:40 - Choosing the Right Software for Questionnaires

33:26 - Categorizing Buyers for Targeted Campaigns

34:06 - The Value of Building Relationships with Top Buyers

35:01 - Tailoring Messaging to Specific Audiences

36:06 - The Importance of Data in Marketing

37:10 - Using

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In this episode, Jeremy Neisser discusses marketing mini plans during the season. He covers topics such as turning single game buyers into multi-game buyers, post-game emails for single game buyers, renewing current mini plan holders, providing value through communication and relationships, creating reminders for mini plan holders, and bounce back offers for single game buyers. He also emphasizes the importance of helping marketing directors level up their skills and investing in their people.

Takeaways

• Designate a staff member to check in with mini plan holders during the year to build relationships and increase renewal rates.
• Create reminders within your email marketing software to remind mini plan holders of their games.
• Send post-game emails to single game buyers to encourage them to attend another game.
• Provide value to mini plan holders through communication and relationships.

The only reason that mini-plan holders renew is that they see value in the experience. And they value it by using their tickets.

How you provide value are two ways communication and relationships. 

For single-game buyers, our goal is to turn single-game buyers into multi-game buyers. This gives you the best chance of turning them into a mini-plan holder. 

I dig into what you should do with both audiences (current mini-plan holders and single-game buyers) to give yourself the best chance to sell more mini-plans next year. 

Chapters

00:00 - Introduction

01:04 - Marketing Mini Plans Before the Season

03:00 - Post-Game Email for Single Game Buyers

05:45 - Renewing Current Mini Plan Holders

08:07 - Providing Value through Communication and Relationships

10:43 - Creating Reminders for Mini Plan Holders

11:28 - Bounce Back Offer for Single Game Buyers

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Part 1 of the 2 Part Series: 
This episode of the Sports Marketing Machine Podcast focuses on marketing for mini-plans in the sports industry. Mini-plans are a way for fans to attend a set number of games during the year, and teams often choose the most popular games or games they want to sell out for these plans.

 The goal of mini-plans is to eventually convert fans into season ticket holders. 

The episode provides strategies for promoting mini-plans during the preseason, segmenting lists of current mini-plan buyers and single game buyers, targeting warm audiences with Meta ads, and using multiple touch points to reach fans. The episode concludes with a discussion of the next steps in the mini-plan marketing series and a summary of the main takeaways.

Takeaways

• Mini-plans are a stepping stone for fans to eventually become season ticket holders.
• Segment your lists of current mini-plan buyers and single game buyers to tailor your marketing messages.
• Utilize multiple touch points, such as email, phone calls, and social media ads, to reach fans and increase ticket sales.
• Consider using Meta ads to target warm audiences and promote your mini-plans.

Chapters

00:00 - Introduction

01:06 - Mini Plans as a Long Game

03:16 - Segmenting Lists

04:40 - Targeting Warm Audiences

06:02 - Multiple Touch Points

07:29 - Using Meta Ads

08:52 - Constant Reminders

09:48 - Consider Postcard Marketing

I break down segmenting audiences for targeting mini-plan sales:
Fans who attended 2-5 games = marketing the 3 -6 game plan
Fans who attended  6-10 games = marketing the 6 game, 9 game, 12 games or half-season plan

Episode 21 has information about the Meta Business Suite audiences

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In this episode, Jeremy Neisser chats with Ralph Burns, co-host of the popular digital marketing podcast Perpetual Traffic and founder of Tier11 ad agency.
Ralph and his team manage over $150 million in ad spend on various networks including TikTok, Meta, and Google.

They discuss the shift in advertising strategies, emphasizing the importance of creative and the need to move up the funnel. He introduces the popcorn analogy to explain the importance of planting the seed and nurturing the customer journey. Ralph also highlights the significance of tracking and the challenges of attribution. He provides insights into the hiring process for media buyers and offers advice on the questions teams should ask agencies. 

Ralph shares the Tier 11 process framework, CAMP, which focuses on creative, traffic, after the click, and data. He concludes by discussing the importance of boosting awareness campaigns and improving content creation. 

In this conversation, Ralph Burns discusses the importance of staying top of mind with sports franchises and shares his recommendation of consistently being in front of the audience. He also talks about reaching out to Tier 11 and running ads for teams. Ralph provides information on how to contact Tier 11 and mentions his active presence on LinkedIn. The conversation concludes with a discussion on targeting motorcycle and leather companies and the potential to work with teams to sell out ballparks across America.

We dive into:
1. What's working now for paid ads - we talk strategy and tactics
2. Data - how to use it to your advantage
3. Why tracking is SO important
4. What mistakes you might be making if you are running your ads
5. How to pick a good agency to run ads for you

Takeaways

• Creative has become more important than ever in advertising.
• Moving up the funnel and focusing on awareness and consideration can lead to better results.
• Tracking and attribution are challenging but essential for making data-driven decisions.
• When hiring media buyers, ask for references and assess their problem-solving skills.
• The Tier 11 process framework, CAMP, emphasizes the importance of creative, traffic, after the click, and data.
• Boosting awareness campaigns and creating engaging content can improve results.

Chapters

00:00 - Introduction and Favorite Topics

01:22 - Shift in Advertising Strategies

03:17 - Moving Up the Funnel

05:01 - The Popcorn Analogy

07:36 - The Importance of Tracking

10:11 - Effective Copywriting

12:00 - Mistakes and Areas of Improvement

14:05 - Questions to Ask Media Buyers

17:15 - The Importance of Fundamentals

19:23 - Separating Traffic Levels

21:34 - Allocating Budget and Running Awareness Campaigns

24:26 - Questions to Ask Agencies

28:19 - The Tier 11 Process Framework: CAMP

31:15 - The Four Elements of Online Marketing

34:48 - Improving Content Creation

39:44
Staying Top of Mind with Sports Franchises

40:03 - Reaching Out to Tier 11

40:22 - Contacting Tier 11

40:42 - Targeting Motorcycle and Leather Companies

41:16 - Working with Teams to Sell Out Ballparks

If you are interested in working with Ralph's team, head over to

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In this episode, Jeremy Neisser introduces the KISS framework, a project management framework that helps organize activities and ideas related to a specific action. 

He explains the acronym KISS, which stands for Keep, Improve, Start, Stop, and provides examples of how to categorize activities using this framework. Jeremy emphasizes the importance of prioritizing and taking action based on the categorized activities. He also discusses the benefits of continuing education for sports marketing professionals and highlights the value of investing in marketing training.

Takeaways

• The KISS framework (Keep, Improve, Start, Stop) is a useful project management tool for organizing activities and ideas.
• By categorizing activities into Keep, Improve, Start, and Stop, you can prioritize and take action more effectively.
• Continuing education, such as ticket sales training and marketing training, can help sports teams improve their processes and grow their fan base.
• Investing in marketing training and data consultation can help marketing directors level up their skills and make more informed decisions.

Chapters

00:00 - Introduction

00:42 - Introducing the KISS Framework

01:23 - Explaining the KISS Framework

04:36 - Take Action with the KISS Framework

The framework is called: K.I.S.S. - Keep, Improve, Start, Stop. 

By going through this framework, you have a clear picture of what you want to work on, what needs to be improved, and things you should stop doing. This is excellent for marketing activities like collecting email addresses or merchandise marketing, etc. 

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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

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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

02:06 - The 30 Days to Opening Day Plan

03:02 - Filling in the Calendar

05:00 - Identifying Marketing Activities

06:42 - Benefits of Having a Comprehensive Plan

07:33 - Reflection and Future Planning

09:48 - Takeaways and Conclusion

Links:
Word Calendars
Google Docs

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