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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.
Chapters
00:00 - Introduction
00:40 - Different Types of Audiences
01:37 - Cold Audience
03:05 - Progression of Ticket Buyers
04:32 - Actions for Cold Audience
05:55 - Actions for Warm Audience
06:52 - Filling the Funnel
07:22 - Main Takeaways
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