134 - Single Game vs. Season Tickets : How to Move Fans Up the Ladder
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Oct 8, 2025
Discover the delicate balance between season ticket stability and the growth potential of single-game buyers. Learn how targeted post-game offers can turn casual fans into multi-game attendees. Explore the importance of perk-led nurturing to create a fear of missing out. Understand why aligning marketing and sales efforts is crucial for converting warm leads during the season. Jeremy shares a comprehensive ticket plan ladder that can help teams maximize their fanbase and drive repeat visits.
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insights INSIGHT
Season Tickets Are Stability And Culture
Season ticket holders provide predictable preseason revenue and high lifetime value through renewals and ancillary spend.
Jeremy Neisser says they also anchor stadium culture and amplify word-of-mouth more than ads.
insights INSIGHT
STHs Function As Your Best Reviews
Season ticket holders act like trusted reviewers whose recommendations beat paid ads in credibility.
Jeremy Neisser urges teams to surface STH testimonials in campaigns to drive trust and urgency.
insights INSIGHT
Single-Game Buyers Are The Growth Pipeline
Single-game buyers are the largest pipeline for growth because they include tourists, casuals, families, and younger demos.
Jeremy Neisser frames every single-game buyer as a future lead for upsell into multi-game and plans.
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Season ticket holders give you stability; single-game buyers fuel reach and growth. In this episode, Jeremy maps a practical “ticket plan ladder” to convert first-timers into multi-game, mini, half-season, and ultimately full season ticket holders. You’ll get concrete plays—post-game bouncebacks, perk-led nurturing, and data-driven upsells—plus how marketing and sales should operate in lockstep to make it happen.
Key Topics Covered
Why season ticket holders still matter: bankable revenue, sky-high LTV, and culture/word-of-mouth impact
Single-game buyers as your largest conversion pipeline (and why flexibility-first offers win)
Rethinking budget mix: stop spending 70–80% only on single-game ads; invest in mid/long-term plan growth
Building the ticket plan ladder: single → multi-game → mini/flex → half → full season
The post-game “bounceback” play: targeted email/text offers that turn 1 game into 2–3
Perk-led nurturing: exclusive experiences that sample season-ticket value (create FOMO)
In-season, data-driven upsells: flag 3–4 game attendees as warm leads (don’t wait till year-end)
Using STH testimonials as “Yelp reviews” in ads, email, and on-site to add trust + urgency
Marketing x Sales alignment: shared intel, warm lead routing, timing, and messaging
Timestamps
00:00 Introduction & NSF Fall Summit preview (Oct 9, 2025)
02:08 Why season ticket holders matter (stability, LTV, culture)
06:23 Single-game buyers as a growth market (flexibility, data capture)
10:41 Budget allocation pitfalls and fixes
12:29 The Ticket Plan Ladder explained
17:57 Walking fans up the ladder: bouncebacks, nurture, perks
20:24 Marketing + Sales must operate as one
22:42 Key takeaways & next steps
Call to Action
Tune in: National Sports Forum Virtual Fall Summit on October 9, 2025—Jeremy joins the “Hot Takes in Marketing” panel (link in show notes).
This week’s play: Run a post-game bounceback to opening night/next promo buyers and test a 2-for-1 or “prime + value” two-game bundle.
Upgrade engine: Add STH testimonials to your mini/flex upgrade emails and landing pages, then route multi-game attendees to sales as warm leads.
Quote Pulls / Social Teasers
“Season tickets are stability; single-game is your conversion pipeline.”
“Fans crave choice and digital-first options—meet them there.”
“Stop ending the sale at the first sale. The ladder starts after Game 1.”
“Use your season ticket holders as your Yelp reviewers.”
“Sales and marketing must work hand-in-hand—or the ladder collapses.”
Keywords
sports marketing, season tickets, single game tickets, fan engagement, marketing strategies, ticket sales, audience conversion, marketing budget, sports teams, sports business
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