Sports Marketing Machine Podcast

Send us a textIn this episode of the Sports Marketing Machine podcast, host Jeremy Neisser interviews Jared Orton, the president of the Savannah Bananas. They discuss the team's unique approach to social media, constantly improving the fan experience, and the launch of their new identity as the firefighters. The Bananas focus on making baseball fun and creating a remarkable fan experience. They use social media to showcase the fun and create a sense of urgency for fans to attend games. The team constantly reinvents itself to stay relevant and puts the fan at the core of their decision-making process. They use data to understand fan behavior and make informed decisions. The Bananas' success has exceeded their expectations, and they continue to grow and innovate.Social Media -  What's working now and the perspective teams should have on their social media content creationBuilding The Brand of Fans First - Back before the Bananas were taking the world by storm, Jared, Jesse Cole, and staff had an unrelenting pursuit of focusing all efforts on making the fan experience the best. Culture of Constantly Improving - Staying relevant by constantly reinventing themselves. Jared shares how they didn't want to become the Harlem Globetrotters of baseball and what they focus on.Launch of the new Firefighters Identity - Where this came from, The WHY behind it, and the future.TakeawaysThe Savannah Bananas focus on making baseball fun and creating a remarkable fan experience.They use social media to showcase the fun and create a sense of urgency for fans to attend games.The team constantly reinvents itself to stay relevant and puts the fan at the core of their decision-making process.They use data to understand fan behavior and make informed decisions.The Bananas' success has exceeded their expectations, and they continue to grow and innovate.Chapters00:00 - Introduction and Overview06:23 - Using Social Media to Create Urgency and Showcase the Fan Experience10:59 - The Importance of Understanding Social Media Platforms15:30 - Putting the Fan First in Decision-Making25:34 - The Launch of the Firefighters Identity and Future PlansSports Marketing Machine on LinkedInSports Marketing Machine on InstagramBook a call with Jeremy from Sports Marketing Machine

Send us a textThe Summer Ball Summit highlighted the importance of constantly improving the fan experience in sports marketing. Teams are shifting their focus from solely making money to creating an unforgettable experience for fans. This shift involves enhancing in-game entertainment, social media engagement, and overall brand growth. The ultimate goal is to provide fans with an experience that exceeds their expectations and keeps them coming back. It is crucial for sports organizations to prioritize the fan experience and constantly reinvent and adjust their strategies to stay relevant and competitive.TakeawaysTeams are prioritizing the fan experience over solely making money.Enhancing in-game entertainment and social media engagement are key strategies.Creating an unforgettable experience for fans is the ultimate goal.Sports organizations must constantly reinvent and adjust their strategies to stay relevant and competitive.Chapters00:00 - Constantly Improving the Fan Experience02:07 - Creating an Unforgettable Experience03:00 - The Importance of Fan Experience04:00 - Shifting Perspective to Focus on FansSports Marketing Machine on LinkedInSports Marketing Machine on InstagramBook a call with Jeremy from Sports Marketing Machine

Send us a textCase 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 attendance3 sell-outs most since 2019$12K increase in online ticket salesChris and I dig into the following topics:1. Immediate takeaways from what we started working on in May2. The benefits of tracking ticket sales sources3. Metrics and data that helped guide your decisions4. Off-season planningChris 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.TakeawaysUnderstanding 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.""We saw over a 5% increase in our web sales."Chapters00:00 - Introduction and Overview06:08 - Increasing Attendance and Sellouts11:19 - Using Video Content for Brand Awareness22:52 - Using Data to Plan for the Off-SeasonSports Marketing Machine on LinkedInSports Marketing Machine on InstagramBook a call with Jeremy from Sports Marketing Machine

Send us a textIn 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.TakeawaysMarketing 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.Chapters00:00 - Introduction00:40 - Different Types of Audiences01:37 - Cold Audience03:05 - Progression of Ticket Buyers04:32 - Actions for Cold Audience05:55 - Actions for Warm Audience06:52 - Filling the Funnel07:22 - Main TakeawaysSports Marketing Machine on LinkedInSports Marketing Machine on InstagramBook a call with Jeremy from Sports Marketing Machine

Send us a textIn this episode, host Jeremy Neisser discusses the importance of proof of performance (POP) for marketing directors in sports. He highlights three metrics that should be included in POPs to increase the value of sponsorships: views and impressions, social media impressions, and fan data. By including these metrics, marketing directors can demonstrate the reach and impact of sponsorships, leading to potential renewals and increased value for sponsors.TakeawaysInclude views and impressions from streaming or live broadcasts, as well as social media posts with prominently displayed logos.Include relevant fan information based on the partnership, such as target areas or community involvement.Be thorough in including metrics to show the value and impact of the sponsorship.Seek assistance and guidance in marketing planning and understanding marketing data.Chapters00:00 - Introduction00:41 - The Importance of Proof of Performance04:15 - Metric 2: Social Media Impressions06:06 - Metric 3: Fan Data08:31 - TakeawaysHere's a sneak peek of what you'll discover:1. Metrics Magic: Uncover the secret sauce behind using metrics related to views and impressions to unlock the full potential of your sponsorship deals. Learn how to leverage streaming numbers, television broadcasts, and social media to impress your corporate partners.2. Impressions that Matter: Find out how to use impressions to your advantage. Jeremy will guide you on making those sponsor logos shine in your social media posts and prove to your partners that their exposure goes way beyond the arena or ballpark.3. Know Your Fans: Explore the often-overlooked goldmine of fan data. Discover how understanding your fan base can help tailor your partnership strategies to meet the unique needs and interests of your sponsors.Sports Marketing Machine on LinkedInSports Marketing Machine on InstagramBook a call with Jeremy from Sports Marketing Machine

Send us a textIn this episode, Jeremy Neisser shares three cost-effective and actionable marketing strategies to sell more tickets. He emphasizes the importance of targeted marketing rather than spraying and praying. The strategies discussed include retargeting website visitors, using Awarity for digital marketing, capturing more emails on the website, and running meta ads on Facebook and Instagram. These strategies aim to increase ticket sales and provide a high return on investment. The episode concludes with a summary of the main takeaways.TakeawaysFocus on targeted marketing strategies rather than broad approaches.Retarget website visitors using platforms like Awarity to increase ticket sales.Capture more emails on the website to expand the email list and improve marketing efforts.Run meta ads on Facebook and Instagram to reach a larger audience and drive traffic to the website.Chapters00:00 Introduction and Overview01:08 Assumptions04:17 Using Awarity for Digital Marketing06:05 Capturing More Emails on the Website08:46 Running Meta Ads on Facebook and Instagram11:34 Summary and TakeawaysAssumptions:You have an email software and an existing list.You've secured trade deals with local media or organizations.Your budget is $5000 for driving ticket sales.You have a website for selling tickets online.Strategy 1: Retargeting Your Website VisitorsWith significant website traffic, retargeting can be a game-changer.Use "Awarity" to create targeted ads for website visitors, even on a small budget starting at $300.Awarity also tracks ticket sales, ensuring you know your ROI.Implement email capture tools to gather visitor information without requiring email input, costing an average of 7 cents per email.Strategy 2: Run Meta Ads on Facebook and InstagramFacebook and Instagram offer excellent platforms for targeting your audience.Leverage the large following and consider Instagram's reels as advertising.Target viewers who engage significantly with videos or website visitors who didn't convert.Budget Breakdown:Month 0 (Before the Season Starts): Awarity ($300), Email Capture ($200), Total Spend ($500), Expected ROI (3-1), Net Revenue ($1500).Months 1 to 5: Awarity ($400 per month), Email Capture ($100 to $200 per month), Meta Ads ($300 per month), Total Spend ($900 per month).By the end of the year, you could have collected over 10,000 new email subscribers and achieved a close-to-4-to-1 return on your ad spend, all while driving more traffic to your website.Don't forget to share this valuable content with others in the sports industry looking to grow their fan base and sell more tickets.Action Steps:Explore Awarity for effective retargeting.Utilize Email Capture for cost-effective email list expansion.Run Meta Ads on Facebook and Instagram to engage with your audience.Sports Marketing Machine on LinkedInSports Marketing Machine on InstagramSports Marketing Machine on LinkedInSports Marketing Machine on InstagramBook a call with Jeremy from Sports Marketing Machine

Send us a textKatie Woods from the Wichita Sports Commission joins Jeremy Neisser to discuss the marketing strategies for the NBC World Series. They talk about the history of the tournament, the importance of understanding the audience, and the use of influencers and local partnerships to promote the event. They also discuss the challenges of marketing multiple games in a short period of time and the need to create a unique experience for each game. Overall, the marketing efforts were successful in reintroducing the tournament and attracting new audiences.Takeaways-Understanding the history and traditions of an event is crucial for effective marketing-Tailoring marketing efforts to specific audiences and utilizing influencers can lead to success-Creating a unique experience for each game can attract new audiences-Collaborating with local partners can help reach a wider audience-Data is important, but understanding the audience and what makes the event special is equally valuableSound Bites"If you're a new marketing director, take time to understand the history and traditions of the event before running ads.""Understanding your community and audience is crucial for effective marketing.""Taking promotions and different things for different audiences and bringing it to the NBC World Series."Chapters00:00 Introduction and Background05:33 Understanding the History and Traditions of the NBC World Series11:12 Marketing Strategies: Utilizing Influencers and Local Partnerships27:11 The Value of Understanding the Event's History and TraditionsKatie and I dig into:1. Insights into leveraging your brand, and how to share what makes you special2. How they used visual marketing to increase their awareness3. How learning to listen helped craft a marketing plan that celebrated 89 years of history Katie can be reached - katie@wichitasports.comSports Marketing Machine on LinkedInSports Marketing Machine on InstagramBook a call with Jeremy from Sports Marketing Machine

Send us a textIn this episode, Jeremy Neisser shares a simple hack that can provide a group sales team with hundreds of leads in just five minutes. The hack involves creating a list of single game buyers, organizing the list by email addresses, and providing the leads to the group sales team.By targeting individuals who have already attended games, the group sales team can send personalized emails to potential group outing organizers. The episode concludes with three main takeaways for implementing this hack.TakeawaysCreate a list of single game buyers from the most recent season.Organize the list by email addresses, removing personal email addresses.Provide the list of business email addresses to the group sales team.Target individuals who have attended games for potential group outings.Chapters00:00 Introduction and Podcast Promotion01:09 Creating a List of Single Game Buyers03:15 Providing Leads to the Group Sales Team04:12 Expanding the Lead List for Group Sales05:09 Summary and TakeawaysSports Marketing Machine on LinkedInSports Marketing Machine on InstagramBook a call with Jeremy from Sports Marketing Machine

Send us a textIn this episode, Jeremy Neisser discusses how to use Average Order Value (AOV) to plan marketing strategies for sports teams. AOV helps determine the value of each ticket buyer and optimize marketing efforts. Neisser explains how to set revenue goals and track ticket sales by sources. He also emphasizes the importance of analyzing email revenue and comparing the effectiveness of different social media platforms. By understanding AOV, teams can make data-driven decisions and maximize ticket sales.TakeawaysWork with your ticketing software to track ticket sales from different sources.Use an AOV calculator to determine the value of each ticket buyer and optimize marketing strategies.Understand the impact of email marketing and calculate the revenue per email.Compare the average order values of different social media platforms to allocate marketing budgets effectively.Chapters00:00 Introduction00:42 Understanding Average Order Value (AOV)02:39 Tracking Ticket Sales by Sources03:08 Impact of AOV on Marketing Platforms04:33 Analyzing Email Revenue05:50 Comparing Social Media Platforms06:49 Optimizing Marketing Strategies07:39 Key TakeawaysAOV CalculatorSports Marketing Machine on LinkedInSports Marketing Machine on InstagramBook a call with Jeremy from Sports Marketing Machine

Send us a textIn this episode, Jeremy Neisser discusses the concept of Average Order Value (AOV) and how it can be used to determine the worth of a ticket buyer. He introduces an AOV calculator on his website and explains how to use it. Jeremy then explores the impact of AOV on budget planning, marketing effectiveness, promotions, and personalized fan experiences. He concludes by providing a plan of action for implementing AOV calculations and hints at using AOV for marketing planning in the next episode.TakeawaysAverage Order Value (AOV) is a metric that determines the worth of a ticket buyer.Using an AOV calculator can help with budget planning and understanding the effectiveness of marketing efforts.AOV can also be used to assess the impact of promotions and personalize the fan experience.Implementing AOV calculations can lead to data-driven marketing decisions and improved ticket sales.Chapters00:00 - Introduction00:41 - Average Order Value (AOV) Calculator06:03 - Plan of Action07:31 - Using AOV for Marketing Planning08:01 - ConclusionAOV CalculatorSports Marketing Machine on LinkedInSports Marketing Machine on InstagramBook a call with Jeremy from Sports Marketing Machine