Sports Marketing Machine Podcast 142 - How to Use Q5 to Sell More Tickets With Less Budget
In this episode, Jeremy breaks down one of the most overlooked—but most profitable—windows in the entire sports marketing calendar: Q5, the five-to-seven-day stretch between Christmas and New Year’s. While big advertisers shut down campaigns and CPMs plummet, fans are at home scrolling with gift cards, holiday cash, and a “treat yourself” mindset. Jeremy explains why Q5 consistently delivers cheaper traffic, higher conversions, and a massive edge for teams who prepare simple, compelling offers. You’ll walk away with tactical ideas, best practices, and pitfalls to avoid so you can win that week without increasing your budget.
Key Topics Covered
- What Q5 is and why marketers consider it the “hidden fifth quarter.”
- Why ad costs drop 20–50% and how sports teams can capitalize
- The psychological mindset of fans between Christmas and New Year’s
- The four big benefits of Q5: cheaper ads, impulse buying, treat-yourself energy, and better-performing creative
- Tactical promos perfect for Q5: mystery packs, January/February packs, flash offers, family-focused bundles
- Why storytelling ads and light content crush during this window
- What NOT to do during Q5 (complicated offers, pausing spend, ignoring warm audiences)
- How Q5 builds momentum for January–March ticket sales
Suggested Timestamps
00:00 — What is Q5 and why sports teams ignore it
01:06 — Why advertisers disappear (and why that's good for you)
03:33 — Cheaper CPMs, CPCs, and conversions: the Q5 advantage
05:55 — The “treat yourself” mindset and holiday buyer psychology
08:15 — Q5 offer ideas: mystery packs, winter ticket packs, flash promos
10:27 — Using content to cheaply warm audiences
11:38 — Q5 cautions and best practices
12:49 — Final thoughts + why Q5 is the easiest win of the year
Call to Action
Got a Q5 idea you want to pressure test? Want help shaping an offer, promotion, or ad angle for that week? Send Jeremy a message or schedule a quick 10–20 minute call to brainstorm your Q5 plan and set up your January–March sales for a major lift.
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