Sports Marketing Machine Podcast

Jeremy Neisser
  • 5.0 (9)
  • MARKETING
  • UPDATED WEEKLY

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. 3D AGO

    154 - How to Make Your Group Sales Page Easier to Buy From

    Send a text Group ticket buyers aren’t casual fans — they’re planners. Office managers, HR directors, coaches, and teachers are trying to organize an event without creating more work for themselves. If your group sales page makes them think too hard, they leave. In this episode, Jeremy Neisser explains how cognitive load quietly kills group sales and shares a simple framework that helps teams make their group pages clearer, faster to understand, and easier to book. Jeremy also walks through how small changes in messaging — like clearer headlines, pricing cues, and fewer decisions — can dramatically increase group inquiries. Key Topics Covered Why cognitive load is one of the biggest hidden killers of group ticket salesThe four questions every group sales page must answer immediatelyWhy group buyers behave differently than single-game ticket buyersHow too many packages, options, and paragraphs create frictionThe power of bullet points over paragraphs on sales pagesWhy teams should show starting prices early instead of hiding pricingThe importance of one clear call-to-action for group buyersThe “Caveman Test” for instantly evaluating your website clarityThe 4 Questions Every Group Sales Page Must Answer When a group organizer lands on your page, they are trying to answer four simple questions: Is this for me? Show the types of outings immediately (company picnic, youth sports night, church outing, birthday party, etc.).What do I get? Use bullet points instead of long paragraphs.What does it cost? Even simple starting pricing reduces friction.What do I do next? Give one clear action like “Check available dates” or “Get group pricing.”If buyers have to scroll around and interpret things to figure these out, you’ve created friction. And confused people don’t buy tickets. Timestamps 00:00 – Introduction: The hidden killer of group sales  01:28 – What cognitive load actually means  02:30 – Why group buyers behave differently than single-game buyers  04:16 – The four questions every group sales page must answer  05:43 – Why bullet points outperform paragraphs  06:41 – The importance of showing pricing early  07:32 – Simplifying your call-to-action  08:57 – Common mistakes teams make on group sales pages  10:50 – The “Caveman Test” for website clarity  11:48 – Live teardown of a Minor League group sales page  14:06 – Why clarity matters more than traffic Call to Action If this episode helped you rethink your group sales pages, share it with someone else in sports who’s trying to sell more tickets and grow their fan base. And if you enjoyed the show, a quick rating or review on Apple or Spotify helps more sports marketers discover the podcast. Sports Marketing Machine on LinkedIn Sports Marketing Machine on Instagram Book a call with Jeremy from Sports Marketing Machine

    15 min

  2. FEB 28

    153 - Selling Merchandise on Amazon — The Pros, Cons & Hidden Tradeoffs for Sports Teams

    Send a text Should your team be selling merchandise on Amazon? In this episode, Jeremy breaks down the real strategic implications of adding Amazon as a sales channel — from margin math and SEO strategy to customer data ownership and cannibalization risk. If you're responsible for revenue, merchandise, or digital marketing, this is your practical roadmap before you jump in. Key Topics Covered Why Amazon is more search engine than storefront — and why that mattersThe real math behind Amazon’s 15% referral feeFBA vs. FBM: Fulfillment by Amazon vs. Merchant fulfillmentThe hidden cost of losing first-party customer dataWhy you should never push your fans from Shopify to AmazonHow Amazon SEO works (and why semantic SEO matters)Why city/state-forward merchandise should launch before team-branded itemsHow to prevent Shopify cannibalizationPricing strategy: Why you may want to charge more on AmazonUsing Amazon strictly as an acquisition channelConnecting Shopify to Amazon with Marketplace ConnectModeling margin before listing a single productChapters 00:00 Introduction to Selling Merchandise on Amazon  01:59 Why Amazon Is a Powerful Sales Channel  03:48 Revenue Potential During Peak Seasons  05:42 Fulfillment Options: FBA vs FBM  07:08 Understanding Amazon Fees and Margins  08:32 Customer Data Ownership and Marketing Challenges  10:54 The Importance of SEO and Search Demand  13:14 Keyword Strategies and Search Terms  14:58 Starting with City and State Apparel  18:23 Semantic SEO and Listing Optimization  20:12 Connecting Shopify and Amazon  21:32 Getting Started and Learning the Platform  22:29 Pricing, Margins, and Protecting Your Brand  23:25 Strategies to Increase Sales and Customer Lifetime Value  24:46 Balancing Amazon and Shopify for Growth  26:10 Next Steps and Deeper Conversations Core Strategic Takeaways 1. Amazon is an acquisition engine — not a loyalty platform.  You will gain reach. You will gain visibility. But Amazon owns the customer relationship — not you. 2. Start broad before going branded.  City-forward, state-pride, and general baseball apparel can build search velocity and reviews before you launch deeper team SKUs. 3. SEO is the real game.  Amazon rankings are driven by relevance + performance + conversion velocity. Without visibility, there are no sales. 4. Model your numbers before you move inventory.  Understand your true profit after fees. Align pricing carefully. Consider charging slightly more on Amazon to protect margin. Resources Mentioned Shopify Marketplace ConnectMarketplace Connect TipsFulfillment by Merchant Overview & Referral FeesAmazon Seller CentralAmazon Seller UniversitySemantic SEO research toolsJungle ScoutHelium 10Sports Marketing Machine on LinkedIn Sports Marketing Machine on Instagram Book a call with Jeremy from Sports Marketing Machine

    27 min

  3. FEB 21

    152 - Why More Reach Didn’t Mean More Ticket Sales (And What Actually Fixes It)

    Send a text One team grew social reach from 7 million to 12+ million impressions.  Engagement exploded. Video views were up. ROAS? 7–8x. And yet… single-game ticket sales stayed flat. In this episode, Jeremy breaks down why awareness alone doesn’t create growth, the difference between monetizing demand vs. multiplying it, and how to structure your funnel so reach actually turns into repeat buyers. Key Topics Why a strong ROAS can still hide a growth ceilingMonetizing demand vs. multiplying demandThe 3 Ad Buckets every sports team must useWhy frequency problems get mistaken for awareness problemsThe overlooked “Game 2 Strategy”Database growth as a revenue multiplierWhy timing sales ads to 24–48 hour buying windows mattersThe Core Lesson This team didn’t hit a wall.  They hit a ceiling. Their ads worked.  Demand exists. But their funnel wasn’t engineered to move fans from awareness → intent → repeat behavior. The 3 Ad Buckets Framework Every ad must live in one of three buckets: 1. Audience Building - Build familiarity and retargeting pools. 2. Buyer Warming - Reduce friction and drive traffic. 3. Buyer Ready - Sell tickets. If every ad says “Buy Now,” none of them function like true sales ads. Platforms optimize for engagement — not wallet behavior. They’ll find people who: WatchLikeCommentShareThey are not automatically optimizing for: Selecting a dateBringing a familyBuying multiple gamesThat behavior must be engineered. This team likely: Re-activated past buyersSold to an existing poolImproved efficiencyBut didn’t expand the buyer base. That’s a frequency problem — not an awareness problem. 5 Layers That Unlock Growth Capture Before Conversion – Own the relationship early.Retargeting Discipline – Structured audience building.Separate Content Tracks – Entertain and sell.Game 2 Strategy – Opening Day is marketing. The rest is sales.Group Data Capture – 50 tickets sold ≠ 1 contact captured.Database growth = revenue growth. The Timing Insight Most Teams Miss Most single-game tickets are purchased within 24–48 hours of the game. If your conversion ads aren’t strongest during that window, you’re fighting buying behavior. Align your ads with when fans are ready to act. Timestamps 00:00 – Massive reach, flat sales  01:16 – The 7–8x ROAS breakdown  03:30 – Monetize vs. multiply demand  05:14 – The 3 Ad Buckets  08:16 – Engagement vs. buyer behavior  12:57 – 5 growth unlocks  19:43 – Ceiling vs. wall  20:20 – Timing matters  21:52 – Self-audit questions Episodes mentioned: Episode 125 - “I Saw Your Ad—But Didn’t Buy”: Fixing the Fan Follow-Up Funnel Episode 111 - Building Your Marketing Budget Like a Funnel: Awareness to Action Episode 132 - The 35,000 Visitor Problem: Why More Traffic Can Tank Your Profits Sports Marketing Machine on LinkedIn Sports Marketing Machine on Instagram Book a call with Jeremy from Sports Marketing Machine

    23 min

  4. FEB 15

    151 - Why Your Meta Ad Creative Isn’t Built to Scale (And What to Fix)

    Send a text If you're still running one “hero ad” and hoping it scales, you're already behind. In this episode, Jeremy breaks down why Meta’s evolving algorithm has made single-creative campaigns obsolete—and why sports teams must shift from building one good ad to building a creative system. You’ll learn how to structure multiple angles around one game, how to think in buyer motivations (not demographics), and how to create a “creative menu” that actually drives ticket sales. Key Topics Covered Why “What’s the best ad format?” is the wrong questionThe myth of the one perfect ticket-selling adHow Meta’s reduced targeting options change everythingThe “menu problem” most teams don’t realize they have5 psychological ticket-buyer motivations for the same eventWhy frequency spikes and CPM increases aren’t budget problemsHow to build 8–10 creative variations from one gameUsing ChatGPT to generate angles, hooks, and copy fasterWhy warming ads matter (AIDA framework explained)The difference between boosting posts and building strategyTimestamps 00:00 – The myth of the “one killer ad” 02:40 – Why buyers aren’t all motivated by the same thing 05:50 – The ice cream shop analogy (creative variety explained) 06:11 – 5 angles for the same Saturday Night Fireworks game 08:30 – Why Meta won’t scale one message anymore 10:44 – How to practically build multiple creative angles 11:51 – The AIDA framework and warming ads 13:00 – Simple 4-step creative system for teams 15:19 – Stop boosting. Start building a creative menu. The Big Idea: You Don’t Have a Targeting Problem. You Have a Creative Problem. Most teams run: One graphicOne hype videoOne captionOne boosted postThat’s vanilla ice cream. But your fans don’t all buy tickets for the same reason. Some buy for: Family memoriesSocial nights outDate nightsCorporate hostingWhen you run only one angle, Meta finds one pocket of people, frequency climbs, CPM increases, and performance plateaus. It’s not a budget issue. You ran out of angles. The Creative Menu Framework For one game: Write down 5 reasons someone would attend (motivations, not demographics).Create 2 angles per motivation.Make sure visuals are different (faces, scenes, tone, format).Let Meta run long enough to optimize (not 48 hours).That’s 8–10 ads from one event. That’s scale. Jeremy references the classic AIDA model: AttentionInterestDesireActionNot every ad converts immediately. Some warm. Some build trust. Some create demand. If you shut off non-converting ads too quickly, you kill the top of your funnel. Call to Action If this episode helped shift your thinking, share it with someone on your marketing or ticket sales team. Because the teams that move from one creative to a creative system are the teams that will scale ticket sales in 2026 and beyond. Links mentioned:  Sports Marketing Machine powered by Revelocity Sports  AIDA Framework vi Sports Marketing Machine on LinkedIn Sports Marketing Machine on Instagram Book a call with Jeremy from Sports Marketing Machine

    17 min

  5. FEB 7

    150 - How to Track Marketing When Meta’s Reports Tell a Different Story

    Send a text If you’re spending money on Meta ads but don’t fully trust the numbers… you’re not crazy. In this episode, Jeremy Neisser breaks down why Meta’s reporting often doesn’t match ticketing reality—and what sports teams should track instead. You’ll get a simple, no-nonsense framework for measuring marketing performance using real revenue, not modeled guesses. Key Topics Covered Why Meta’s reports and your ticketing software rarely line upWhat Conversion API (CAPI) actually does—and what it doesn’tThe difference between optimization data and reporting truthWhy your ticketing system and bank account are the real scoreboardA simple framework to track marketing without attribution dramaNew Customer Acquisition Cost (NCAC) explained for sports teamsHow Average Order Value (AOV) and Revenue Per Buyer reveal buyer qualityWhy judging ads every 48 hours leads to bad decisionsHow to evaluate marketing weekly (and ROI monthly or by homestand)Timestamps 00:00 – Why teams don’t trust their marketing numbers02:16 – How this episode connects to Meta strategies & budget planning04:37 – How Meta actually matches purchases (and why it breaks)06:57 – CAPI helps optimization, not reporting accuracy09:18 – Meta is better at finding buyers than explaining them11:36 – Why attribution falls apart in real fan journeys12:04 – A simple, spreadsheet-level tracking framework13:58 – Measuring ROI the way owners and GMs actually understand16:11 – NCAC: the metric that removes attribution arguments18:31 – AOV vs. Revenue Per Buyer (offer strength vs. buyer quality)20:40 – What to stop over-obsessing about immediately23:00 – Final framework: delivery engine vs. scoreboardCore Framework (This Is the Money Slide) Use Meta as a delivery engine. Use your ticketing system as the scoreboard. Track: Real ad spend (including agency fees)Real ticket revenueNew Customer Acquisition Cost (NCAC)Average Order Value (AOV)Revenue per buyerRepeat purchase behaviorIgnore: Platform-specific ROAS argumentsModeled attribution fightsDay-to-day emotional decision-makingCall to Action If this episode helped you, share it with someone on your team. The fastest way to kill “marketing isn’t working” conversations is getting everyone to agree on one scoreboard—your ticketing data. Links mentioned: Sports Marketing Machine powered by Revelocity Sports  Episode 135 - Simplest Way to Justify Your Marketing Budget Episode 147 - Meta Ads Strategies That WORK in 2026 Sports Marketing Machine on LinkedIn Sports Marketing Machine on Instagram Book a call with Jeremy from Sports Marketing Machine

    24 min

  6. JAN 31

    149 - What Is P-Max? (And When Agencies Use It to Hide Weak Strategy)

    Send a text Performance Max (P-Max) is showing up in more agency proposals—but most teams don’t fully understand what they’re buying.  In this episode, Jeremy Neisser breaks down what P-Max actually is inside Google Ads, why it sounds so attractive to sports teams, and how it’s often used to hide weak or undefined marketing strategy. You’ll learn when P-Max can help, when it hurts, and the critical questions teams should ask before letting automation take the wheel. Key Topics Covered What Performance Max really does (in plain English)Why P-Max is an execution layer—not a marketing strategyHow messy data causes P-Max to optimize for the wrong winsThe danger of blended audiences and lost message controlHow agencies use P-Max as a reporting smoke screenWhen P-Max actually can work for sports teamsWhy segmentation and funnel clarity still matter in an AI worldHow to spot red flags in agency P-Max proposalsEpisode Chapters 00:00 – Why Performance Max keeps showing up in agency proposals02:47 – What P-Max actually is (and how it works)05:36 – Why automation without strategy is dangerous08:58 – How P-Max steals credit and inflates “conversions”11:49 – When Performance Max can make sense for teams14:39 – Strategy over automation: the real takeawayKey Takeaways Performance Max is often used to mask weak strategy, not enhance strong ones.Automation simplifies execution—but it doesn’t replace thinking.P-Max is only as smart as your data (and most teams’ data is messy).Blended audiences lead to blended messaging—and wasted spend.If you can’t explain who’s buying and why, P-Max is a blindfold.P-Max works best as a supporting channel, not your entire plan.Clear funnel logic beats “AI will figure it out” every time.Sports Marketing Machine on LinkedIn Sports Marketing Machine on Instagram Book a call with Jeremy from Sports Marketing Machine

    18 min

  7. JAN 26

    148 - Allocating Budget to Lead Generation

    Send a text In this episode of the Sports Marketing Machine podcast, Jeremy Neisser discusses the often-overlooked aspect of lead generation in sports marketing. He emphasizes the importance of allocating a portion of the marketing budget to grow the fan database, rather than solely focusing on immediate ticket sales. Neisser outlines effective strategies for lead generation, including involving sponsors, creating compelling offers, and implementing follow-up plans. He also provides insights on budgeting for lead generation and the long-term benefits of building a larger audience. Takeaways Most teams allocate 80-90% of their budget to single game ticket sales.Lead generation should be a key focus for sports teams.Growing your database is essential for long-term success.Lead generation is about capturing fan information, not immediate sales.Involving sponsors can enhance lead generation campaigns.High perceived value offers attract more participants.Follow-up is crucial after lead generation campaigns.Budgeting for lead generation should be a priority.Teams should think strategically about audience building.Lead generation is an investment in future ticket sales.This episode makes the case that lead generation isn’t optional—it’s a core revenue strategy. Teams that dedicate real budget to list growth lower future ad costs, stop burning out their database, and give sales teams warmer leads to work. Whether sponsor-powered or self-funded, the key is high perceived value, simple opt-ins, fast follow-up, and intentional segmentation. Teams that treat lead gen as an investment—not an expense—build momentum that pays off all season long. Chapters 00:00 Introduction to Lead Generation in Sports Marketing 02:35 The Importance of Growing Your Database 05:52 Lead Generation Strategies and Sponsor Involvement 08:42 Creating Compelling Offers for Lead Generation 11:54 Follow-Up Strategies for Lead Generation 14:37 Budgeting for Lead Generation in Sports Marketing 17:51 Key Takeaways and Action Steps Sports Marketing Machine on LinkedIn Sports Marketing Machine on Instagram Book a call with Jeremy from Sports Marketing Machine

    23 min

  8. JAN 17

    147 - Meta Ad Strategies That Work in 2026

    Send a text Meta ads didn’t “break” — they evolved. In this episode, Jeremy explains (in plain English) what actually changed inside Meta over the last few months and why the old playbook of tight targeting, lookalikes, and lots of small campaigns no longer works. If you’re trying to sell more tickets in 2026, this episode gives you a clearer, simpler framework built around creative, behavior, and momentum — not guesswork. Key Topics Covered Why Meta Platforms knows less about fans — and why that’s not a bad thingHow privacy changes permanently weakened interest targeting and lookalike audiencesThe shift from labels (sports fan, parent, local) to behavior-based learningWhy creative now does the targeting — not audience checkboxesHow too many small campaigns quietly kill performanceWhy fewer campaigns + more creative = better resultsThe real minimum budgets Meta needs to learn and optimizeHow sports teams can let fans “self-identify” through engagementEpisode Chapters 00:00 – Why Meta ads feel broken right now01:03 – What actually changed inside Meta03:28 – Why interest targeting is fuzzy (and always will be)05:49 – Why lookalike audiences are slower and less predictable08:03 – The biggest shift: Meta learns from behavior, not labels10:14 – Creative as targeting: showing moments, not audiences12:14 – Campaign structure mistakes teams keep making14:24 – The new Meta mindset: clear beats clever15:39 – Homework, next steps, and final takeawaysTactical Takeaways Stop asking “Who should we target?” — start asking “What moment are we showing?”Let Meta learn from scroll-stopping content, not assumptionsConsolidate campaigns so Meta gets enough data to optimizeFeed the algorithm with real fan experiences, not generic graphicsClarity sells tickets better than clevernessCall to Action If this episode helped clarify where Meta ads are actually heading, share it with someone on your team who’s frustrated with paid ads right now.  And if you want to pressure-test your current Meta setup, head to the website and book a quick call — even if it’s just to sanity-check what you’re running. Sports Marketing Machine on LinkedIn Sports Marketing Machine on Instagram Book a call with Jeremy from Sports Marketing Machine

    17 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
    154
  • Rating
    Clean
  • Copyright
    © 2026 Sports Marketing Machine Podcast
  • Show Website
    Sports Marketing Machine Podcast