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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35 min