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In this episode, Jeremy Neisser sat down with Robbie Lightfoot from Box Out Sports. 

Box Out Sports is a social media graphic solution that allows sports information directors and athletic communications individuals to quickly and easily create content to promote games, student-athletes, ticket sales, and more. 

The platform provides drag-and-drop templates that can be customized with team logos, colors, and photos. 

Box Out Sports was created out of necessity to help sports information directors highlight teams and student-athletes in a fast-paced environment. 

The platform has been successful in increasing fan engagement and generating revenue for teams. Integrations with ticketing providers and other software are available, and a free trial is offered to potential users.

Takeaways

• Box Out Sports is a social media graphic solution for sports teams
• The platform provides drag-and-drop templates that can be customized with team logos, colors, and photos
• Box Out Sports helps increase fan engagement and generate revenue
• Integrations with ticketing providers and other software are available

Chapters

00:00 - Introduction to Box Out Sports
07:51 - Increasing Fan Engagement with Box Out Sports
13:56 - Empowering Coaches and Delegating Graphic Creation
23:06 - Integrations and Automation with Hometown Ticketing
29:08 - Expanding Beyond Sports and Future Plans
31:45 - Flexibility in Billing and Conclusion

For a free trial, you can sign up here: https://boxoutsports.com/a/smm

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Travis Apple, Chief Revenue Officer at Logitix and host of the 52 Weeks of Hustle podcast, joins Jeremy Neisser on the Sports Marketing Machine podcast. They discuss the importance of giving back and the value of mentorship in the sports industry. 

Travis shares insights from his podcast guests, emphasizing the need for hustle and the impact of building relationships. They also discuss the perception of sales in the industry and the importance of creating a positive fan experience. 

Travis talks about the future of ticket sales, including the focus on flexibility and creating unique experiences. He also mentions his book, 'Hustle Your Way to Success in Sports Sales,' which provides a blueprint for success in the industry.

Takeaways

• Giving back and helping others is a key aspect of success in the sports industry.
• Building relationships and finding mentors can greatly impact career growth and development.
• Hustle and hard work are essential for success in sports marketing.
• Creating a positive fan experience and focusing on flexibility and unique experiences are important in ticket sales.

Chapters

00:00 - Introduction and Background
02:04 - Hustle and Hard Work
05:07 - Mentorship and Building Relationships
08:10 - Sales and Consulting
13:17 - Improving Ticket Sales
16:12 - The Future of Ticket Sales
22:04 - Conclusion and Takeaways

Travis the CRO for Logitix
The 52 Weeks of Hustle Podcast
Travis' Book:  Hustle Your Way to $ucce$$ in Sports Sales: Playbook to Being Elite in the Sports Business Industry (AMAZON)

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In this episode, Jeremy Neisser dives into the topic of Flexible Ticket Plans. 

Flex plans are a growing trend in sports ticket sales, allowing fans to purchase a set number of tickets that can be used for any game. 

The pros of flex plans include convenience for fans, affordability, and upfront revenue for teams. 

However, there are also cons, such as the challenge of surpassing previous revenue goals, lack of urgency for fans to use the tickets, and difficulties in tracking ticket usage. To maximize the benefits of flex plans, teams should remind fans to use the tickets, incorporate them into the fan funnel, and limit the number of packages sold.

Takeaways

• Flex plans provide convenience and affordability for fans, and upfront revenue for teams.
• Teams face challenges in surpassing previous revenue goals and tracking ticket usage with flex plans.
• To maximize the benefits of flex plans, teams should remind fans to use the tickets and incorporate them into the fan funnel.
• Limiting the number of flex plan packages sold can help move fans closer to mini plans or season tickets.

Chapters

00:00 - Introduction
00:40 - The Pros of Flex Plans: Convenience and Affordability
03:02 - The Impact on Fan Experience and Loyalty
04:29 - Difficulties in Tracking Ticket Usage with Flex Plans
08:11 - Incorporating Flex Plans into the Fan Funnel
09:05 - Maximizing the Benefits of Flex Plans: Reminders and Limited Availability

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Summary

In this episode, Jeremy Neisser discusses the concept of return on ad spend (ROAS) and shares a story about a team that realized their ROAS was wrong. The team hired an ad agency to manage their ad budget, and the agency reported a four-to-one return on ad spend despite a drop in attendance. 

However, upon closer examination, it was revealed that most of the reported conversions were from repeat ticket buyers, not new ticket buyers. The ad agency was taking credit for the marketing director's efforts to engage repeat ticket buyers. Neisser emphasizes the importance of understanding the difference between new and repeat ticket buyers and suggests using a marketing report to gain visibility into the impact of marketing efforts.

Takeaways

• Return on ad spend (ROAS) can be misleading if not properly analyzed.
• Ad agencies often take credit for the work of marketing directors in engaging repeat ticket buyers.
• Understanding the difference between new and repeat ticket buyers is crucial for marketing success.
• Using a marketing report can provide visibility into the impact of marketing efforts.

Chapters
00:00 - Introduction
00:41 - The Misleading Nature of ROAS
04:06 - Differentiating Between New and Repeat Ticket Buyers
06:23 - The Importance of Marketing Reports for Visibility
09:13 - Conclusion

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In this episode, Jeremy Neisser discusses how marketing directors can help ticket sales teams by providing leads and sales. He introduces the concept of the hub and spoke model, where the marketing director acts as the hub connecting different departments. 

He suggests three reports that marketing directors should provide to the ticket sales team: 

• Multi-game single buyer report
• Scan rates of season ticket holders and mini plan holders, and an 
• Updated list of dormant groups for outreach. 

These reports help identify potential leads and opportunities for ticket sales. Jeremy also offers his services in creating these reports.

Takeaways

• Marketing directors play a crucial role in supporting ticket sales teams.
• Providing leads and sales data to the ticket sales team can help them target potential buyers.
• Three important reports that marketing directors should provide are multi-game single buyer report, scan rates of season ticket holders and mini plan holders, and an updated list of dormant groups for outreach.
• These reports help identify warm leads and opportunities for ticket sales.
• Jeremy Neisser offers his services in creating these reports.

Chapters

• 00:00 - Introduction
• 02:29 - Multi-Game Single Buyer Report
• 03:27 - Scan Rates of Season Ticket Holders and Mini Plan Holders
• 04:19 - Updated List of Dormant Groups for Outreach
• 05:39 - Action Items for Marketing Directors

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In this episode, Jeremy Neisser chats with BJ Millican, the Associate AD for Marketing, Communication, and Broadcast from Samford University, about the open role of Director of Marketing and Fan Engagement.

The role involves creating an engaging in-venue atmosphere, promoting games, and connecting with the community. The Director of Marketing will have some direct reports and a marketing-specific budget.

The focus will be on sports like men's basketball and football, but support will also be provided for other sports. The role primarily involves game presentation and fan experience, with less emphasis on social media and creating video content.

The marketing duties include working closely with ticketing, developing promotions, and potentially exploring external advertising. The Director of Marketing will also be involved in community engagement and representing the university at social events. The salary is competitive and the university is committed to supporting the athletic department. Samford University is located in Birmingham, Alabama, which offers a vibrant community with a growing food scene and various recreational and entertainment options.

The campus is undergoing expansion and has a strong focus on student success and enrollment growth.

Takeaways

• The Director of Marketing and Fan Engagement role at Samford University involves creating an engaging in-venue atmosphere and promoting games.
• The role includes working closely with ticketing, developing promotions, and potentially exploring external advertising.
• The Director of Marketing will also be involved in community engagement and representing the university at social events.
• Samford University is located in Birmingham, Alabama, which offers a vibrant community with a growing food scene and various recreational and entertainment options.

Chapters

00:00 - Introduction and Overview of the Open Role
05:14 - Game Presentation and Fan Experience
11:44 - Community Engagement and Representing the University
21:51 - Salary Structure and Application Process

Links mentioned:
Samford University Athletics
Apply for the Role
Meet BJ 

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Summary
In episode 64 of the Sports Marketing Machine Podcast, Jeremy Neisser sits down with Scott Peace, Associate AD for Marketing at Kent State, and discusses his background in sports marketing and the strategies he implemented to increase attendance at college athletic events.
Scott shares that he emphasizes the importance of intentionality, creativity, and purpose in marketing efforts. Scott shares the success of using premium giveaways and tying in activations and programs to attract fans. He also discusses the challenges of winter break and the need to expand offerings to regular fans. Scott highlights the importance of branding the student section and utilizing various communication channels, including texting, to engage students. He concludes by emphasizing the goal of providing an experience that makes students want to come back.

In this conversation, Scott Peace, the Assistant Athletic Director for Marketing and Promotions at Kent State University, discusses the strategies and tactics they use to engage and excite fans at their sporting events. 

He talks about the importance of creating a memorable fan experience, including the use of a DJ, student section banners, and engaging promotions. Scott also shares insights on their paid advertising efforts, including social media advertising, bus advertising, and movie theater advertising. He emphasizes the importance of open communication with coaches and the need to manage expectations. 

Scott also discusses their use of software tools like Vasi and Eloqua for ticketing and email marketing. Finally, he shares their plans for football and the focus on enhancing the fan experience.

Takeaways

• Intentionality, creativity, and purpose are key in sports marketing efforts.
• Premium giveaways and activations can attract fans and increase attendance.
• Challenges during winter break require strategic planning and expanding offerings to regular fans.
• Branding the student section and utilizing various communication channels, including texting, can enhance student engagement.
• Providing an exceptional experience is crucial in encouraging repeat attendance. Creating a memorable fan experience is crucial for engaging and exciting fans at sporting events.
• Paid advertising, including social media advertising, bus advertising, and movie theater advertising, can be effective in reaching non-student fans.
• Open communication with coaches and involving them in the planning process helps manage expectations and ensures alignment.
• Software tools like Vasi and Eloqua can streamline ticketing and email marketing efforts.
• Enhancing the fan experience and focusing on the details, such as tailgates and game-day atmosphere, can contribute to a successful season.

Chapters

00:00 - Introduction and Background

06:17 - Strategies for Men's Basketball

12:43 - Lessons Learned and Adjustments

26:31 - Managing Expectations of Coaches

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In this episode, Jeremy Neisser interviews Alyssa Ege, the founder of Sail Away Media, about running ads on TikTok. They discuss the benefits of advertising on TikTok, the differences between TikTok and other platforms like Facebook, and the various targeting options available on TikTok.

They also touch on setting up a TikTok shop, generating leads through TikTok ads, and the importance of testing and budgeting for successful campaigns.

Takeaways

• TikTok is a great platform for sports teams to advertise, especially if they want to target a younger demographic.
• Advertising on TikTok is cheaper than advertising on other platforms like Facebook.
• TikTok offers similar features to Facebook for running ads, but with a focus on video content.
• Hashtag targeting is an effective way to reach specific audiences on TikTok.
• Teams can set up a TikTok shop to sell merchandise and run ads to drive sales.
• Lead generation is possible on TikTok through lead forms and creative content.
• Testing and budgeting are important for successful TikTok ad campaigns.

Sound Bites

• "TikTok is an awesome place for sports teams to be."
• "You can definitely sell stuff on TikTok."
• "TikTok is kind of like a baby version of Meta."

Chapters

00:00 - Introduction

01:21 - The Benefits of Advertising on TikTok for Sports Teams

03:38 - Targeting Options and Strategies for TikTok Ads

05:11Setting Up TikTok Ads Without a Profile

06:43 - Setting Up and Running TikTok Ads

09:08 - TikTok Shop for Merchandise Sales

10:19 - Generating Leads through TikTok Ads

14:10 - The Importance of Testing and Budgeting for TikTok Ad Campaigns

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In this episode, Jeremy Neisser interviews Michael Brinkman, the Director of Partner Success at Full House Solutions, about lead generation and the use of purchased lists in sports marketing. Michael shares his background in sports sales and marketing, as well as his experience working with Full House Solutions. 

He explains the products and services offered by Full House Solutions, including direct mail campaigns and digital marketing strategies.

Michael also discusses the accuracy of purchased lists and the role of lead generation in the marketing funnel. He shares success stories of teams using purchased lists for group sales and highlights the potential of postcard retargeting and AI in sports marketing.

Takeaways

• Purchased lists can be a valuable tool for lead generation in sports marketing, providing teams with targeted prospects to reach out to.
• Direct mail campaigns can be an effective way to engage potential customers and drive ticket sales, especially when combined with other marketing channels.
• Accuracy of purchased lists can vary, but it is important to have a strategy in place to handle any inaccuracies and continue cultivating leads.
• Lead generation should be seen as part of a larger marketing funnel, with multiple touchpoints and follow-ups to nurture leads and convert them into customers.
• Postcard retargeting and AI are emerging trends in sports marketing that offer new opportunities for engaging with potential customers and improving conversion rates.

Sound Bites

Chapters

00:00 - Introduction and Background

03:03 - Full House Solutions and Lead Generation

09:04 - Using Purchased Lists for Email Marketing

13:04 - The Accuracy of Purchased Lists

21:05 - Success Stories in Group Sales

25:02 - Postcard Retargeting and Digital Marketing Trends

29:02 - AI and the Future of Marketing

30:54 - Contact Information and Conclusion

If you are interested in connecting with Michael, mention you heard it on the Sports Marketing Machine podcast when you email him - [email protected]

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In this episode, Jeremy Neisser discusses how sports teams can use AI to improve their marketing efforts. He focuses on two specific ways: using AI to write better copy and using AI to extract data. 

By leveraging AI tools like ChatGPT and Google Bard, teams can generate targeted social media posts and emails, as well as gain insights from ticketing data. Jeremy emphasizes that while AI can be a powerful tool, it still requires some manual work and fine-tuning. He also highlights the potential of AI in various aspects of sports marketing, such as fan engagement and content creation.

Takeaways

• AI can help sports teams write better copy for social media posts and emails.
• Teams can use AI to extract valuable data from ticketing software, enabling them to make more informed marketing decisions.
• While AI is a powerful tool, it still requires manual work and fine-tuning to align with a team's specific tone and voice.
• AI has the potential to revolutionize various aspects of sports marketing, including fan engagement, content creation, and personalized campaigns.

Chapters
00:00 - Introduction

00:42 - Using AI to Write Better Copy

06:33 - The Potential of AI in Sports Marketing

07:54 - Takeaways

AI is a powerful tool and will continue to help make marketers more efficient and productive.
In this episode, I detail two ways teams can use AI today to help them sell more tickets:
1. Write better, targeted copy
2. Data extraction

These help teams target their marketing better, making it easier to sell more tickets. 

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