Chris Zavaglia, the Director of Baseball Communications and Assistant GM for the Stockton Ports, shares his expertise in revitalizing sports marketing. He reveals how a strategic focus on data-driven decisions led to a remarkable 15% increase in attendance and three sellouts. The conversation highlights the power of engaging video content and the necessity of tracking ticket sales from diverse sources to fine-tune marketing efforts. Zavaglia also discusses planning for the off-season to maintain momentum and revenue growth.
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Stockton Ports' Attendance Success
Chris Zavaglia led Stockton Ports marketing to a 15% attendance increase in 2023.
They achieved three sellouts, the most since 2019, showing effective team effort and strategy.
volunteer_activism ADVICE
Use Metrics to Guide Marketing
Understand why customers buy and when to increase your marketing impact.
Use simple metrics like average order value to guide revenue growth strategies.
volunteer_activism ADVICE
Boost Sales with Video Ads
Create engaging video content instead of graphics to boost fan engagement.
Use targeted digital ads with lookalike audiences to increase brand awareness and ticket sales.
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Case Study: In full disclosure, the Stockton Ports are a client of mine. I started working with Chris Zavaglia in May of 2023.
The WINS from the season:
15% increase in total attendance
3 sell-outs most since 2019
$12K increase in online ticket sales
Chris and I dig into the following topics: 1. Immediate takeaways from what we started working on in May 2. The benefits of tracking ticket sales sources 3. Metrics and data that helped guide your decisions 4. Off-season planning
Chris Zavaglia, the Director of Baseball Communications for the Stockton Ports, shares insights on how they were able to increase attendance by 15%, achieve three sellouts, and increase online ticket sales by $12,000. They discuss the importance of understanding metrics and data to make informed marketing decisions.
They emphasize the use of video content to engage fans and increase brand awareness. They also highlight the significance of tracking ticket sales from different sources to determine the most effective marketing platforms. The conversation concludes with a discussion on using data to plan for the off-season and continue growing revenue.
Takeaways
Understanding metrics and data is crucial for making informed marketing decisions.
Video content is an effective tool for engaging fans and increasing brand awareness.
Tracking ticket sales from different sources helps determine the most effective marketing platforms.
Using data to plan for the off-season can lead to continued revenue growth.
Sound Bites
"We ended up seeing a 15% increase in attendance for the 2023 season."
"We ended up selling out three times this season."
Sports Marketing Machine Podcast