Sports Marketing Machine Podcast

Jeremy Neisser
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If you're a sports executive or digital marketer working to fill seats, drive ticket sales, and grow your fan base, the Sports Marketing Machine Show is for you! Award-winning sports marketing veteran host, Jeremy Neisser brings with him over 21 years of experience in sports marketing and shares We'll cover all aspects of marketing including digital advertising, social media strategy, branding, customer relationship management, and how to best use analytics to measure success. With interviews from experts in digital marketing and sports industry veterans, you’ll be sure to find some helpful tips on how to engage more with your fans – all while having fun learning. Tune into Sports Marketing Machine for tips and advice on how to grow your fan base and sell more tickets. 

  1. 3 DAYS AGO

    163 - Why Your Fan Experience Fails Without Consistency (And How to Fix It)

    Send us Fan Mail Your customer service problem isn't actually a people problem—it's a consistency problem. When fans get different experiences depending on who they interact with, they blame the organization, not the employee. This episode introduces the non-negotiables framework: simple "always do" and "never do" rules that eliminate guesswork and scale great service across your entire operation. KEY TOPICS COVERED • How inconsistency in fan interactions destroys ticket sales and repeat business • Why your best employee doesn't define your customer experience—your most inconsistent one does • The Cleveland Insight: John DeJulius's non-negotiables framework for scaling service without burnout • Why "always do" and "never do" rules work better than motivation, pizza parties, or lengthy policy manuals • Death by a thousand moments: how one bad interaction overrides five good ones • Why customer service isn't a department—it's an organization-wide responsibility • The direct connection between consistency and revenue: fans return when the experience feels smooth and effortless • Building your organization's always do and never do list: start with 5–7 rules, not 20 • Specific always do rules for ticket sales teams: same-day responses, clear pricing, preparing fans before arrival • Specific never do rules: don't make fans search, don't overcomplicate offers, don't treat all fans identically • How to implement consistency at every touchpoint: parking, ticketing, concessions, guest services, sales calls • Testing your consistency: Does your fan experience change depending on who they talk to? TIMESTAMPS [00:00] – Episode introduction and topic preview [01:18] – The real problem: consistency vs. customer service [02:50] – Introduction to the Cleveland Insight and John DeJulius's framework [03:47] – What are non-negotiables? Always do and never do rules explained [04:30] – Why simple rules scale better than motivation or lengthy manuals [05:15] – How consistency shows up in staff speed and confidence [06:07] – Death by a thousand moments: fan experience as a series of touchpoints [06:35] – Why one bad moment overrides five good ones [07:00] – Customer service isn't a department—it's organization-wide [07:40] – The friction created when marketing, sales, and operations send different messages [08:00] – How consistency directly impacts repeat purchases and ticket sales [08:23] – The challenge: Is your experience dependent on who the fan talks to? [09:00] – Building your framework: start with 5–7 rules, not 50 pages [09:30] – Specific always do rules for ticket sales teams [10:10] – Specific never do rules across all departments [10:43] – Implementing always do and never do lists across ticketing, parking, concessions [11:30] – Preview of next episode with deeper examples and implementation guidance LINKS Mentioned: John DiJulius Always Do/Never Do - Youtube Episode Link - https://revelocitysports.com/podcast/episode-163/ Sports Marketing Machine on LinkedIn Sports Marketing Machine on Instagram Book a call with Jeremy from Sports Marketing Machine

    12 min

  2. 30 APR

    162 - How the Wilkes-Barre/Scranton Penguins Increased Ticket Sales by 22% by Making It Easier to Buy

    Send us Fan Mail Most teams think they have a traffic problem… but it’s actually a buying experience problem. In this episode, Jeremy sits down with Brian Coe of the Wilkes-Barre/Scranton Penguins to break down how simplifying the ticket purchase process led to a 22% increase in sales and a 111% jump in conversions through FEVO. If you want more fans to actually complete their purchase, this is a must-listen. Key Topics Covered  Why simplifying your buying process can outperform any marketing campaign  How the Penguins increased ticket sales 22% overall and 111% through FEVO The power of keeping fans on your website instead of sending them off-platform  Why fans care more about ease of purchase than platform or price How to use FEVO links across email, text, ads, and QR codes for better conversions  Turning your website into a data hub (not just an information hub)  How submission forms generated 120+ sales averaging $1,000+ each Why most teams lose sales by assuming fans “know where to go”  Mobile-first buying behavior (75–80% of purchases happening on mobile)  Where ticketing is heading: AI, frictionless checkout, and Amazon-style simplicity Timestamps 00:00 – Why rethink the traditional ticket buying process 02:05 – How FEVO simplified group sales (and scaled it) 03:02 – Keeping fans on your website vs. sending them off-platform 05:08 – The hidden power of better data and customer tracking 07:42 – Before vs. after: the real impact on ticket sales 09:04 – 111% growth in FEVO purchases explained 09:58 – Do fans actually care where they buy tickets? 12:25 – Fees vs. convenience: what really matters 14:05 – Using FEVO links in ads and campaigns (7–8x ROI) 16:38 – Mobile optimization and tracking with UTMs 17:26 – Lead capture strategy: forms on every page 19:30 – Speed-to-lead: closing deals in real time 22:04 – Biggest mistakes teams make in their funnel 24:05 – What’s next: AI, Apple Pay, and frictionless checkout 26:21 – The future of group sales (self-serve experiences) 28:31 – Where teams should start today 30:19 – The future of ticketing: fast, seamless, integrated Call to Action If you want to sell more tickets without spending more on ads, start by auditing your buying experience. Then ask yourself: How many clicks does it take to buy? Links Mentioned Wilkes/Barres Scranton Penguins - LINKBrian Coe - LinkedInFEVO - LINKRevelocity Sports - LINKLink to episode: LINK Sports Marketing Machine on LinkedIn Sports Marketing Machine on Instagram Book a call with Jeremy from Sports Marketing Machine

    47 min

  3. 23 APR

    161 - Connected Marketing: What It Actually Looks Like with Tom Rupp

    Send us Fan Mail What does “connected marketing” actually mean for a sports team? In this episode, Jeremy Neisser is joined by Tom Rupp, co-founder of Revelocity Sports, to break down why so many teams feel stuck even when they’re doing good marketing—and how better integration between ticketing, email, paid media, and analytics can unlock smarter decisions and stronger revenue results. Together, they unpack what connected marketing looks like in the real world, where most teams are falling short, and what to fix first.  Call to Action Free mini digital audit designed to directionally show what’s working, what isn’t, and what to fix next - sign up HERE Key Topics Covered  Why most teams hit a marketing ceiling even when they’re creating strong content and running solid campaigns  What “connected marketing” really means: integration, automation, and visibility across your tools  Why attribution is broken for many teams—and why multi-touch thinking matters more than ever  How siloed reporting from Meta, Google, and other platforms leads teams to overestimate what’s working  The crawl, walk, run framework for building a more connected marketing system  Why pixel placement on your ticketing site is one of the simplest and highest-impact fixes a team can make  How audience exclusions, segmentation, and personalized messaging can dramatically improve performance  Why UTM tagging, synced ticketing data, and a unified reporting view are essential if you want to make smarter budget decisions  What a digital audit can reveal about gaps, friction points, and missed revenue opportunities in your current setup Timestamps 00:00 – Jeremy introduces Tom Rupp and the idea of connected marketing 02:17 – Why teams struggle to see what’s actually driving ROI 03:49 – The technical challenge of accurate tracking and attribution 05:44 – What it means to truly connect your marketing systems 06:52 – Why siloed attribution creates misleading performance data 08:07 – Why impressions and clicks are not enough 09:33 – The role of audience segmentation and personalized messaging 11:12 – How AI is helping teams create more tailored marketing content 13:22 – What Meta’s creative evolution means for sports marketers 15:00 – Crawl, walk, run: a practical framework for marketing maturity 16:51 – Why pixel placement and cross-domain tracking matter so much 18:58 – How automation and retargeting can improve campaign performance 20:19 – Using ticketing data to build smarter audiences 22:48 – Moving from marketing doer to marketing director 24:16 – What connected marketing makes possible in the future 29:02 – Why fan value and better visibility change how you spend 30:19 – The case for measurable personalization 33:45 – What a digital audit actually looks at 37:20 – The free mini audit and what teams can expect 41:04 – The first things teams should check right away 42:11 – How to evaluate vendor partners based on business impact Links mentioned:  Revelocity Sports - LINK Sports Marketing Machine on LinkedIn Sports Marketing Machine on Instagram Book a call with Jeremy from Sports Marketing Machine

    47 min

  4. 16 APR

    160 - Exciting News: Sports Marketing Machine Has Merged with Revelocity (And What It Means for Your Marketing)

    Send us Fan Mail Big news—Sports Marketing Machine has officially joined forces with Revelocity Sports. But this episode isn’t just about the merger… it’s about what it unlocks for you. Jeremy breaks down why the best teams aren’t just running promotions and ads—they’re building connected marketing systems that drive more ticket sales, better decisions, and stronger fan engagement. Key Topics Covered  The big announcement: why Sports Marketing Machine joined Revelocity Sports  Why most sports teams are running disconnected marketing tactics The difference between “busy marketing” and revenue-driving systems How connecting your ads, email, data, and CRM unlocks better results  Why automation creates space for strategy instead of constant execution The role of personalization and fan data in driving engagement and sales  How top teams are building systems that generate momentum over time  What this partnership means for future insights, strategies, and case studies Timestamps 00:00 — Big announcement: SMM joins Revelocity Sports 01:24 — The mission: helping teams sell more tickets and grow their fan base 02:48 — Why traditional strategies still work (but aren’t enough alone) 03:46 — The shift: from tactics to connected marketing systems 05:12 — Disconnected vs. system-driven teams 06:08 — How automation changes the role of marketing leaders 07:33 — Creating space for strategy and long-term planning 08:02 — What stood out about Revelocity Sports 08:24 — Shared mission: helping teams and communities thrive 09:21 — Data, personalization, and smarter fan communication 10:48 — What this means for the future of the podcast 12:13 — Developing staff and reducing turnover through education 13:08 — Closing thoughts and what’s ahead Call to Action If you’ve been focused on improving individual tactics—your ads, your emails, your promotions—this episode will challenge you to think bigger. Start looking at how everything connects. Because that’s where the real growth happens. And if you’ve been listening to the podcast, get ready—this next chapter is all about bringing you deeper insights, smarter strategies, and real-world examples you can apply immediately. Links mentioned:  Revelocity Sports - LINK Sports Marketing Machine on LinkedIn Sports Marketing Machine on Instagram Book a call with Jeremy from Sports Marketing Machine

    13 min

  5. 8 APR

    159 - Should You Get Rid of Your Ticket Office? The Pros, Cons, and What Teams Need to Consider

    Send us Fan Mail Should Sports Teams Eliminate the Ticket Office? What if your team stopped selling tickets at the window… completely? In this episode of the Sports Marketing Machine Podcast, Jeremy Neisser breaks down one of the most polarizing ideas in sports ticketing today: going fully digital and eliminating the ticket office altogether. This isn’t a hot take—it’s a strategic conversation about how fans actually buy tickets today, and what teams need to consider before making a major operational shift. If you're focused on selling more tickets and improving the fan experience, this episode will challenge how you think about your current ticketing model. What You’ll Learn in This Episode  Why digital-only ticketing is becoming the norm across sports  The biggest advantage of removing the ticket office: a simpler buying process  How teams can reduce staffing and operational costs on game day  Why pushing fans to buy earlier improves data, planning, and revenue opportunities  The real risk of losing spontaneous, last-minute buyers  What happens when you remove human interaction from the buying experience  Why your website and ticketing flow must be frictionless before making the switch  Jeremy’s benchmark: when 80–90% of your tickets are already sold online  How to rethink on-site support without a traditional box office  The most important question every team should ask before making this move Timestamps 00:00 – Why this is a conversation worth having 02:23 – Do teams still need a ticket office? 04:46 – Simplicity, efficiency, and cost savings 07:09 – The power of digital data and earlier purchases 08:34 – The downside: lost walk-ups and human touchpoints 09:33 – Why your digital experience must be dialed in 11:54 – When it actually makes sense to consider this 14:15 – Improving the buying experience with better tools 15:11 – Why you still need game-day support 16:39 – The key question: what would break? 18:02 – Final takeaway: make it easier to say yes Key Takeaway This isn’t about copying what another team is doing. It’s about understanding how your fans buy tickets—and making it as easy as possible for them to say “yes, I’m coming to the game.” Share This Episode If this got you thinking, send it to someone on your team and start the conversation. And if you found value in this episode, a quick rating or review on Spotify or Apple helps more sports marketers like you discover the show. Sports Marketing Machine on LinkedIn Sports Marketing Machine on Instagram Book a call with Jeremy from Sports Marketing Machine

    19 min

  6. 3 APR

    158 - The Theme Night Framework That Actually Works

    Send us Fan Mail Most teams are asking the wrong question when it comes to theme nights—and it’s costing them ticket revenue. In this episode, Jeremy Neisser breaks down a practical, repeatable framework for building theme nights around real audiences, not random ideas. If you want your promotions to actually sell tickets (and grow year over year), this is the blueprint. Key Topics Covered  Why “What theme night should we do?” is the wrong starting point  The shift from idea-first thinking → audience-first strategy The 4-part framework every successful theme night must have:  Clear audience  Reachable list  Organizer/advocate  Compelling reason to attend  How weak theme nights fail (and why they don’t drive group sales)  Real examples of audience-driven nights (Korean Night, Healthcare Appreciation, Bark in the Park)  How to evaluate and score your current theme nights for effectiveness  The role of organizers (coaches, principals, business leaders) in scaling ticket sales  Building momentum: turning 200-ticket nights into 500+ year-over-year  Why specificity beats broad appeal when trying to grow attendance Timestamps 00:00 – Introduction: Why most theme nights don’t work  00:26 – The common mistake teams make when planning promotions  00:54 – Theme nights as audience strategy (not ideas)  01:46 – The wrong question teams are asking  02:16 – Start with audience: the foundation of every successful night  03:15 – Real-world examples of targeted theme nights  04:10 – Build the idea for the audience (not the other way around)  05:07 – The 4-part theme night framework  05:37 – Defining a clear, specific audience  06:05 – Do you actually have a list to reach them?  06:34 – The importance of having an organizer/advocate  07:03 – Creating a compelling reason to rally a group  07:58 – Challenges at the minor league and college level  09:22 – The 4-point filter to evaluate your theme nights  10:20 – Using momentum to grow attendance year-over-year  11:14 – Leveraging past success to scale future nights  12:13 – Why specificity drives results  13:10 – Prioritizing high-impact theme nights  14:07 – Continuous improvement and iteration  15:04 – Final takeaway: audience first, always  15:34 – Wrap-up and next steps Core Takeaway Theme nights aren’t promotions—they’re audience acquisition strategies. If you don’t have:  A clearly defined audience  A way to reach them  Someone to organize them  A reason for them to show up …you don’t have a theme night. You have an idea. Resources & Links  Previous Episode: Top 10 Theme Nights That Actually Sold Tickets  Revelocity Sports  Sports Marketing Machine on LinkedIn Sports Marketing Machine on Instagram Book a call with Jeremy from Sports Marketing Machine

    16 min

  7. 25 MAR

    157 - What Your Group Renewal Rate SHOULD Be — And Why They Don’t Come Back

    Send us Fan Mail Most teams sit at a 75–85% group renewal rate… but that’s not the goal — it’s the starting point. In this episode, Jeremy breaks down what elite renewal actually looks like, why groups really don’t come back, and how small breakdowns quietly kill retention. If you want to stop rebuilding your book of business every year and start compounding revenue, this is a must-listen. Key Topics Covered Why 75–85% renewal is average — and why 90%+ should be your targetThe hidden cost of low renewal rates (and how it kills efficiency)The real reason groups don’t come back: “death by a thousand cuts”Why lack of follow-up is the #1 renewal killer (and how to fix it)How experience vs. expectation gaps destroy retentionTurning one-time group outings into long-term relationshipsSimple post-event follow-up systems that drive repeat bookingsHow to segment groups by renewal potential and prioritize the right onesWhy you’re not selling tickets — you’re selling someone else’s reputationThe KPIs that actually matter: tracking renewal revenue, not just volumeTimestamps 00:00 – Why renewal rates matter more than you think  00:30 – Industry benchmarks vs. real goals (75–85% vs. 90%+)  01:35 – Renewal rate = reflection of your entire system  02:28 – The compounding impact of lost groups each year  03:53 – Excluding one-time groups from your true renewal rate  04:51 – Why higher renewal = massive efficiency gains  05:20 – “Death by a thousand cuts” — why groups actually leave  05:49 – The #1 mistake: not asking for the renewal  06:45 – No follow-up = no renewal system  07:16 – Experience vs. expectation gaps  08:12 – Group leader pressure: you’re selling their reputation  09:10 – Why transactional thinking kills long-term revenue  09:39 – Creating next steps and ongoing engagement  10:08 – One-time vs. repeatable groups (and how to handle both)  11:04 – Turning situational buyers into repeat customers  12:23 – Game day execution + post-event engagement  12:52 – Using photos and recaps to reinforce the experience  14:35 – Pricing vs. perceived value  15:04 – Positioning your offer as a time-saver  16:55 – Building a simple follow-up sequence (24–72 hours + beyond)  17:21 – Creating urgency for next year’s booking  18:10 – Giving group leaders a “win”  18:39 – Segmenting groups by renewal potential  19:31 – Tracking renewal KPIs that actually matter  21:18 – Why renewal is always improve-able  21:47 – The real takeaway: small issues drive churn  22:17 – Shift from transactional → relationship-based selling  23:13 – Using surveys and feedback to continuously improve Episodes mentioned:  134: Season Tickets vs Single Game - And How to Convert One Into the Other 139: What Is Conversion Rate Optimization (CRO)? Call to Action Pull your group sales data from last season and answer two questions: What percentage actually renewed?Why didn’t the others come back?Then build a simple post-event follow-up system — because without it, you don’t have a renewal strategy… you have a guessing game. Sports Marketing Machine on LinkedIn Sports Marketing Machine on Instagram Book a call with Jeremy from Sports Marketing Machine

    24 min

  8. 20 MAR

    156 - Pros / Cons of Doing Trade Deals with Your Marketing

    Send us Fan Mail Trade deals are everywhere in sports—but most teams treat them like “free marketing” instead of what they actually are: untracked investments. In this episode, Jeremy breaks down how trade really works, where it provides value, and why it often fails to drive results. If you’re relying on trade without accountability, this will change how you think about it. Key Topics Covered Why trade isn’t free—and how teams unknowingly give up real revenueThe right way to use trade: unsold inventory, awareness, and sponsor amplificationWhy trade is almost always a top-of-funnel channel (not a ticket sales driver)The biggest mistakes teams make: no tracking, no accountability, wrong expectationsHow media partners often deliver leftover or low-value inventoryThe problem with inflated trade value across different market sizesWhy digital add-ons (email blasts, banners) are often overvalued and underperformingHow to treat trade like paid media with promo codes, landing pages, and performance reviewsTimestamps 00:00 – Intro: Why trade is everywhere—but rarely measured01:25 – What trade actually is (and why teams love it)02:23 – The “free marketing” illusion03:47 – Why lack of accountability is the real issue04:16 – Where trade actually works (unsold inventory + awareness)05:56 – Budget constraints and why trade is so attractive06:24 – Using trade to enhance sponsorship value08:13 – Creative community exposure opportunities09:08 – Trade = top-of-funnel (not direct response)10:37 – The expectation gap: trade vs. paid media11:07 – The tracking problem (and why nobody knows what works)12:56 – Leftover inventory and bad placements15:18 – Inflated value and market-size mismatches16:00 – Why accountability disappears in trade deals17:09 – The truth about digital add-ons20:31 – How to actually use trade the right way21:22 – What to avoid (high-demand inventory, no tracking)22:47 – Treating trade like real media23:16 – Final takeaways: awareness vs. revenue Episodes Mentioned: 125 - I saw your ad but didn't buy 111 - Building Your Marketing Budget Like a Funnel Call to Action If you’re doing trade deals and not sure if they’re actually working, let’s take a look.  Head over to sportsmarketingmachine.com and schedule a free 30-minute call—I’ll help you evaluate what you’re getting and where you might be leaving revenue on the table. Sports Marketing Machine on LinkedIn Sports Marketing Machine on Instagram Book a call with Jeremy from Sports Marketing Machine

    26 min
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About

If you're a sports executive or digital marketer working to fill seats, drive ticket sales, and grow your fan base, the Sports Marketing Machine Show is for you! Award-winning sports marketing veteran host, Jeremy Neisser brings with him over 21 years of experience in sports marketing and shares We'll cover all aspects of marketing including digital advertising, social media strategy, branding, customer relationship management, and how to best use analytics to measure success. With interviews from experts in digital marketing and sports industry veterans, you’ll be sure to find some helpful tips on how to engage more with your fans – all while having fun learning. Tune into Sports Marketing Machine for tips and advice on how to grow your fan base and sell more tickets. 

Information

  • Creator
    Jeremy Neisser
  • Years Active
    2023 - 2026
  • Episodes
    163
  • Rating
    Clean
  • Copyright
    © 2026 Sports Marketing Machine Podcast
  • Show Website
    Sports Marketing Machine Podcast

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