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In this episode of The Sports Marketing Machine podcast, host Jeremy Neisser breaks down how sports teams can turn end-of-season fan surveys into a powerful tool for driving next season’s ticket sales and improving game day experience. Instead of sending out generic surveys that lead nowhere, Jeremy walks through five key categories every fan survey should cover — from ticket access to promotional impact — and explains how to structure questions for actionable insights.
He also reveals how dynamic dashboards (like Power BI) transform raw survey responses into strategic clarity by tying fan feedback directly to buyer behavior. Whether you're sending your first survey or looking to overhaul your current one, this episode helps teams ask smarter questions and make smarter decisions.
✅ Top Takeaways:
- Generic Surveys Waste Time: If your survey questions aren’t connected to outcomes, they’re not helping you improve.
- Targeted & Segmented = Actionable: Separate your ticket plan holders from single-game buyers for more accurate insights.
- Dynamic Dashboards > Static Reports: Interactive reporting helps teams spot patterns and pivot faster.
- Ask the Right Questions in 5 Categories:
- Experience: "Rate your overall game day from 1–10."
- Ticket Access: "How easy was it to buy or access your tickets?"
- Promotions: "Did a theme night influence your decision to attend?"
- Intent: "How likely are you to come back next season?"
- Demographics: Age, Zip, Family status — all crucial for targeting.
- Use Surveys to Shape Strategy — Not Just Summarize the Season: Align fan feedback with ticketing data to guide promotions, pricing, and messaging for next year.
🧠 Key Insights:
- Fans who found ticketing confusing are less likely to return — use conditional logic to uncover friction points.
- Promotions matter — asking which themes drove attendance helps teams double down on what works.
- Knowing if fans have kids, their age range, and location can directly shape outreach and offers.
- Connecting survey sentiment to actual buyer behavior unlocks more strategic marketing and retention plays.
🗣️ Sound Bites:
- “If you don’t segment your responses, you’ll miss the most important patterns.”
- “Don’t ask a question unless you plan to act on the answer.”
- “Dynamic surveys + sales data = a goldmine of strategy.”
⏱️ Chapters:
- 00:00 – Intro: Why Surveys Are a Hidden Power Tool
- 03:08 – The 5 Essential Survey Question Buckets
- 05:53 – Static vs. Dynamic: Why Dashboards Matter
- 09:13 – Sample Survey Questions You Should Be Asking
- 12:03 – Final Thoughts & How to Use Surveys to Guide Strategy
📬 Looking to level up your fan survey process?
We now offer a full-service solution for teams: from survey setup to dynamic reporting dashboards that tie fan feedback directly to outcomes.
📅 Schedule a demo to see how it works.
🎧 Subscribe, rate, and share the podcast to help more teams grow their fan base and sell more tickets!
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