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In this episode of the Sports Marketing Machine podcast, host Jeremy Neisser shares three effective strategies to increase ticket usage among season ticket holders and mini-plan holders. He highlights the value of proactive communication, exclusive events, and personalized game day perks in boosting fan engagement and retention. By using these approaches, teams can strengthen emotional connections with their fans, leading to increased attendance and long-term loyalty.

Takeaways

• Proactive communication increases engagement: Reminder emails and texts keep ticket holders informed about games, promotions, and special perks.
• Exclusive access creates stronger emotional connections: Invite-only events and behind-the-scenes opportunities provide fans with memorable, high-value experiences.
• Personalized perks encourage loyalty and attendance: Offering seat upgrades, custom surprises, and attendance-based rewards motivates fans to attend more games.
• Seat visits build personal relationships: Checking in on season ticket holders during games fosters a sense of community and ensures a positive experience.
• Creating high-value experiences makes fans feel special: Personalization and exclusivity are crucial to enhancing fan satisfaction and encouraging frequent attendance.
• Frequent attendance increases the likelihood of renewal: The more often fans attend, the stronger their connection to the team, making them more likely to renew their tickets.

Chapters

• 00:00 - Introduction to Ticket Usage Strategies
• 01:08 - Proactive Communication for Engagement
• 04:18 - Exclusive Events and Behind-the-Scenes Access
• 06:36 - Personalized Game Day Perks
• 07:31 - Key Takeaways and Conclusion

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In this conversation, Maria Valentyn discusses the planning and execution of a successful promotional event themed around Taylor Swift's Era's Tour. The discussion covers the ideation process, ticket acquisition, budgeting, community engagement, marketing strategies, sponsorship activation, and the overall impact of the event on ticket sales and community involvement.

Maria reflects on the successes and challenges faced during the promotion and shares insights on how to replicate such an event in the future.

Takeaways

• The idea for the promotion came during an end-of-season retreat.
• Community engagement was crucial for building excitement.
• The tickets were acquired through secondary markets due to high demand.
• The event featured themed experiences for each inning of the game.
• Collaboration with the promo team enhanced the authenticity of the event.
• Promotional strategies included social media, local news, and word of mouth.
• Sponsorship activation involved a QR code strategy to increase engagement.
• Group sales were a significant part of the promotion's success.
• The ticket giveaway process was well-planned and executed.
• The event set a new standard for future themed promotions.

Chapters

00:00 - Introduction to the Era's Night Promotion
02:11 - Ticket Acquisition and Budgeting
04:35 - Creating a Themed Experience: Nine Innings of Eras
08:13 - Community Engagement and Team Collaboration
10:09 - Promotional Strategies and Marketing Tactics
12:41 - Sponsorship Activation and QR Code Strategy
14:37 - Group Sales and Mini Plans
25:07 - Reflections on the Promotion and Future Plans

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In this episode of the Sports Marketing Machine podcast, Jeremy Neisser discusses the intricacies of mini-plan pricing for sports teams. He emphasizes the importance of analyzing ticket buyer data to set effective pricing strategies.

By using a specific formula, he illustrates how teams can avoid underpricing their mini-plans and maximize revenue. The conversation covers the trade-offs involved in pricing decisions and the need to maintain a balance between affordability for fans and profitability for teams.

Takeaways

• Mini plans are crucial for increasing ticket sales.
• Analyzing past buyer data helps in setting prices.
• Teams often undercut themselves with pricing.
• Understanding fan behavior is key to pricing strategies.
• Calculating revenue trade-offs is essential for profitability.
• Aiming for a 50% revenue gain is ideal.
• Blended averages provide a realistic pricing perspective.
• Pricing should reflect the value perceived by fans.
• Teams need to be cautious of losing money on plans.
• Effective pricing can lead to increased fan engagement.

Chapters
00:00 - Introduction to Mini Plan Pricing
02:57 - Analyzing Ticket Buyer Data
06:09 - Understanding Pricing Strategies
09:01 - Calculating Revenue Trade-offs
11:51 - Final Thoughts on Mini Plans

YouTube video demonstrating how the formula

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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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