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Sports Marketing Machine Podcast

Sports Marketing Machine Podcast

Di: 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.

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Episodi
  • 186 - 2026 MiLB Business Summit Recap: What's Working, What's Changing, and What's Next

    186 - 2026 MiLB Business Summit Recap: What's Working, What's Changing, and What's Next
    Oct 20 2026
    Send us Fan MailJeremy is joined by Sam Goldfeder and Andy Milovich to recap the MiLB Business Summit in Louisville. They cover what teams are doing well right now, how AI is being used to improve marketing and promotional planning, and why minor league baseball is becoming far more intentional about pricing, messaging, and community connection.The conversation centers on two big shifts: teams are moving from broad, one-size-fits-all promotions to more targeted, data-informed strategies, and they are using technology to better understand what actually motivates fans to buy. Along the way, they talk about affordability, single-game buyer retention, and how community-first storytelling still sits at the heart of the business.Key topicsIn this episode, Andy Milovich highlights promotions that are tied to local identity, like the Albuquerque Isotopes’ Native American Heritage Night with the Indian Pueblo Cultural Center.Sam Goldfeder explains how teams are using AI to help fans visualize themselves in experiences like birthday parties in suites or sponsor activations on the concourse.The group discusses how minor league baseball is shifting away from viral-for-viral’s-sake promotions toward more meaningful, repeatable campaigns.Andy shares that data is now driving more decisions around ticketing, marketing, and promotion performance, especially as ownership groups expect clearer ROI.Sam notes that teams are asking more specific questions about incremental lift, such as the true value of Friday fireworks or other recurring promotions.The conversation digs into the balance between premium experiences and affordability, including value-added tickets, discounted theme nights, and low-cost offers like $5 Tuesdays.Jeremy and Andy discuss how teams are getting more sophisticated about audience segmentation, moving away from spray-and-pray email and promotion tactics.Andy explains that better data can help teams tailor messaging for different fan motivations, from families to premium buyers to casual groups.The trio talks about resource constraints and why AI is drawing so much interest as a way to increase output without adding headcount.They close on the importance of community connection, storytelling, and being active locally as the foundation that technology should support, not replace.Timestamps00:00 - Opening the MiLB Business Summit recap00:38 - Promotions tied to local culture and community01:47 - Storytelling and AI-powered fan visualization03:54 - From viral promotions to meaningful repeatable campaigns05:54 - Measuring the incremental value of promotions06:51 - The push to convert positive sentiment into ticket sales08:19 - Data, ownership expectations, and attendance pressure10:59 - The affordability challenge and premium pricing tradeoff13:22 - Using fan data to segment value, experience, and premium messaging15:18 - Why spray-and-pray marketing no longer works17:45 - AI as a force multiplier for resource-constrained teams20:19 - AI uncovering unexpected group targets21:12 - Predictive models, weather forecasting, and offer timing22:14 - Tracking channel performance and marketing attribution24:59 - Intentionality across all functional areas26:50 - Storytelling, content creation, and the changing social landscape29:01 - 125th season of minor league baseball and the AI outlook29:30 - Filling seats, leveraging data, and the coming opportunity30:29 - Community fabric, face-to-face connection, and the role of technology32:16 - Closing remarks and how to follow upNotable quotes“We’re in the memory-making business; we’re not in the baseball business.”“Everybody’s looking for that easy button, as you know, but there is no such easy button.”“The intersection of building those memories and then connecting those memories and reaching the people that they’re built for is really what’s gonna drive the next generation of success.”Questions or Thoughts: email Sam, Andy, or Jeremy Revelocity Sports Sports Marketing Machine on LinkedInSports Marketing Machine on InstagramBook a call with Jeremy from Sports Marketing Machine
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    35 min
  • 185 - How I'd Spend $1,000 on Meta Ads to Generate Group Sales Leads

    185 - How I'd Spend $1,000 on Meta Ads to Generate Group Sales Leads
    Oct 14 2026
    Send us Fan MailIf your GM handed you $1,000 for Facebook and Instagram ads to drive group sales, would you boost a "book your group outing" post? In part two of this group sales series, Jeremy Neisser walks through the exact plan he'd run instead: pick one group buyer, build three ads around three real reasons people book, run one lead generation campaign, follow up the same day, and judge the whole thing on booked outings and revenue. You'll walk away with a campaign you can launch this season and a scorecard your CFO will actually care about.KEY TOPICS COVERED- Why group sales ads need a different approach than individual ticket ads: you're looking for one organizer, not 50 single-ticket buyers- Why the first step happens before you open Ads Manager: choosing one group buyer category to focus a $1,000 test- How to mine 15–20 real group sales inquiries, emails, and call notes to find the motivations behind bookings- Three ad concepts for company outings, built on staff appreciation, easy planning, and bringing people together, with sample headlines and copy- Why you should test different reasons to book, not different photos of the same message- How to structure the campaign: one leads objective, one ad set, three concepts, and a broad local audience- Why targeting people who like baseball (or relying on Meta job title targeting) can miss the HR director who books the outing- How to split the budget: roughly $35 a day over four weeks, $800 for prospecting and $200 for retargeting only when the audience justifies it- Why a Meta instant form is the simplest starting point, and the five fields worth asking for- How to build a follow-up process before launch so leads get a same-day response that matches the ad they clicked- How to measure the right numbers: inquiries, qualified leads, booked outings, revenue, and cost per booked group- How to time group ads around your buyers' planning cycle and use what you learn to sharpen outbound sales emails and callsTIMESTAMPS[00:00] – Why this episode is about group sales only: one organizer for 50, not 50 single-ticket buyers[01:57] – Recap of Episode 184 and Eugene Schwartz's five stages of awareness[04:21] – Step 1: Pick one type of group buyer before you open Ads Manager[06:42] – Step 2: Mine customer language from group sales emails, forms, and call transcripts[08:04] – Step 3: Turn three buyer motivations into three ad concepts[09:00] – Ad concepts 2 and 3: "Planning a group outing shouldn't feel like a second job" and bringing coworkers together[11:21] – Step 4: Build one Meta leads campaign with one ad set, and why you're testing reasons, not photos[12:44] – Why a broad local audience beats interest targeting for group buyers[13:38] – The HR director might not be a baseball fan, and the limits of job title targeting[15:05] – Step 5: About $35 a day for four weeks, with $800 prospecting and $200 retargeting[16:01] – When to skip retargeting, and how retargeting ads can get more direct[17:27] – Step 6: Where to send clicks so the message stays consistent[18:09] – Why a Meta instant form is the best starting point, and the five fields to ask for[20:30] – Step 7: Sales follow-up matters as much as the ad[20:59] – Who gets the lead, how fast, and what happens if there's no reply[22:49] – Making the first follow-up match the reason the buyer reached out[23:19] – Step 8: Measuring inquiries, qualified leads, bookings, and revenue[25:06] – A hypothetical walkthrough: $1,000, 5 booked groups, $3,750 in tickets, and why that isn't profit[26:32] – Reviewing results with the group sales team to learn what buyers care about[27:26] – Would you run this all season? Taking results to your CFO[28:56] – Timing ads around the group sales planning cycle[29:53] – Using the awareness framework as the season gets closer[30:21] – Meta supports outbound sales, it doesn't replace it[31:45] – The $1,000 plan recap[33:10] – Why group sales advertising deserves more attention than individual ticket ads[34:39] – Jeremy's challenge and a free group sales planning sessionCALL TO ACTIONWant help building your own $1,000 group sales campaign? Jeremy is offering a free 30–60 minute planning session to map out your audience, messaging, and ads with you. Email jeremy@sportsmarketingmachine.com to set it up.QUOTE PULLS"We're not trying to find 50 people who want to buy one ticket. We're trying to find one person who might organize an outing for 50 people." — Jeremy Neisser"When you're speaking to everybody, you're speaking to nobody." — Jeremy Neisser"We're not testing three photos. We're testing three different reasons someone might organize an outing." — Jeremy Neisser"The HR director we're trying to reach might not be a baseball fan. That doesn't mean she won't organize a baseball outing." — Jeremy Neisser"The ad only starts the conversation. Your sales team turns it into a booked outing." — Jeremy NeisserRevelocity Sports ...
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    36 min
  • 184 - How to Improve Group Sales Marketing & Meta Ads

    184 - How to Improve Group Sales Marketing & Meta Ads
    Oct 9 2026
    Send us Fan MailMost sports teams post "Book your group outing" and assume they're doing group sales marketing. They're only reaching people who've already decided. In Part 1 of this two-part series, Jeremy Neisser applies Eugene Schwartz's five stages of awareness to group sales and shows how to write messaging for HR directors, church administrators, team moms, and business owners based on why they'd actually book. If you're about to spend money on Meta ads for groups, start here.KEY TOPICS COVERED- Why a "Book your group outing" post only speaks to buyers who have already decided, and misses everyone else- The difference between promoting the product and promoting the reason to buy- What an HR director is actually thinking when her boss asks her to plan a company outing (cost, families, fun, and workload)- How to connect your ballpark or arena to a need buyers already have instead of creating one- Eugene Schwartz's five stages of awareness from Breakthrough Advertising, explained in sports terms- Sample ad copy for each stage, from "Your employees deserve more than another pizza party" to "Request available dates"- Why many people in your market know your team but don't know you offer group outings- Why Meta can't target by awareness stage, and how to use the stages as a messaging framework instead- Four buyers, four motivations: staff appreciation, church fellowship, end-of-season celebrations, and client entertainment- Why five graphics that all say the same thing are still just one message- How to turn group sales calls, emails, and website form submissions into ad copy with Claude or ChatGPT- Where "Book your group outing" posts still belong in your broader group sales strategyTIMESTAMPS[00:00] – Part 1 of a two-part series on using Meta to sell more groups[01:35] – Who is your "Book your group outing" post actually speaking to?[02:34] – Promoting the product versus promoting the reason to buy[03:01] – Inside the head of an HR director with 75 employees[04:27] – Connecting your ballpark experience to a need buyers already have[05:18] – Eugene Schwartz and why Breakthrough Advertising matters to sports marketers[06:16] – The five stages of awareness: not every buyer is at the same point[07:13] – Stage 1, Unaware: planting the idea before she's been asked to plan anything[08:29] – Why people know your team but don't know you offer group outings[09:48] – Stage 2, Problem aware: "Planning a company outing shouldn't feel like a second job"[10:43] – Stage 3, Solution aware: helping buyers picture the night at the ballpark[11:40] – Stage 4, Product aware: the details buyers need when evaluating your venue[13:04] – Stage 5, Most aware: dates, pricing, and availability[14:47] – Why awareness matters for your Meta advertising[15:14] – The first job of an ad: getting someone to care enough to pay attention[17:24] – Four potential buyers, four different motivations[18:52] – Same venue, different messaging: copy examples for each buyer[19:20] – More creative doesn't mean more messaging[20:36] – Your group sales staff is sitting on your best customer research[22:04] – Turning call transcripts, emails, and forms into ad copy with AI[23:30] – Where "Book your group outing" posts still fit[24:30] – Your next group buyer may not be looking for tickets at all[24:56] – Preview of Part 2: how to spend $1,000 on Meta for group sales[25:23] – Homework #1: audit your last five social posts[26:17] – Homework #2: build stage-by-stage copy from real customer conversations[27:10] – Closing and listener rating requestCALL TO ACTIONDo the homework before Part 2 drops. Pull up your last five social posts and ask whether they give people a reason to organize an outing or just remind them group tickets exist. Then gather two weeks of group sales call transcripts, emails, and form submissions, and use them to write copy for each of the five stages. When Part 2 walks through the $1,000 Meta plan, you'll have the messages ready to test.QUOTE PULLS1. "Posting about group tickets and creating interest in group outings are two very different things." — Jeremy Neisser2. "HR directors don't use the words 'group tickets.' They're thinking about doing something for their employees." — Jeremy Neisser3. "You've created five different pieces of creative. You haven't created five different messages." — Jeremy Neisser4. "The stages of awareness are a messaging framework, not targeting categories you can select inside of ads." — Jeremy Neisser5. "Your next group sales customer might not be looking for baseball tickets. They might be looking for a way to recognize their employees." — Jeremy NeisserMentioned in the Episode:https://breakthroughadvertisingbook.com/breakthrough-advertising/Revelocity Sports Sports Marketing Machine on LinkedInSports Marketing Machine on InstagramBook a call with Jeremy from Sports Marketing Machine
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    27 min
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