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In this episode of the Sports Marketing Machine podcast, host Jeremy Neisser shares three effective strategies to increase ticket usage among season ticket holders and mini-plan holders. He highlights the value of proactive communication, exclusive events, and personalized game day perks in boosting fan engagement and retention. By using these approaches, teams can strengthen emotional connections with their fans, leading to increased attendance and long-term loyalty.

Takeaways

• Proactive communication increases engagement: Reminder emails and texts keep ticket holders informed about games, promotions, and special perks.
• Exclusive access creates stronger emotional connections: Invite-only events and behind-the-scenes opportunities provide fans with memorable, high-value experiences.
• Personalized perks encourage loyalty and attendance: Offering seat upgrades, custom surprises, and attendance-based rewards motivates fans to attend more games.
• Seat visits build personal relationships: Checking in on season ticket holders during games fosters a sense of community and ensures a positive experience.
• Creating high-value experiences makes fans feel special: Personalization and exclusivity are crucial to enhancing fan satisfaction and encouraging frequent attendance.
• Frequent attendance increases the likelihood of renewal: The more often fans attend, the stronger their connection to the team, making them more likely to renew their tickets.

Chapters

• 00:00 - Introduction to Ticket Usage Strategies
• 01:08 - Proactive Communication for Engagement
• 04:18 - Exclusive Events and Behind-the-Scenes Access
• 06:36 - Personalized Game Day Perks
• 07:31 - Key Takeaways and Conclusion

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In this conversation, Maria Valentyn discusses the planning and execution of a successful promotional event themed around Taylor Swift's Era's Tour. The discussion covers the ideation process, ticket acquisition, budgeting, community engagement, marketing strategies, sponsorship activation, and the overall impact of the event on ticket sales and community involvement.

Maria reflects on the successes and challenges faced during the promotion and shares insights on how to replicate such an event in the future.

Takeaways

• The idea for the promotion came during an end-of-season retreat.
• Community engagement was crucial for building excitement.
• The tickets were acquired through secondary markets due to high demand.
• The event featured themed experiences for each inning of the game.
• Collaboration with the promo team enhanced the authenticity of the event.
• Promotional strategies included social media, local news, and word of mouth.
• Sponsorship activation involved a QR code strategy to increase engagement.
• Group sales were a significant part of the promotion's success.
• The ticket giveaway process was well-planned and executed.
• The event set a new standard for future themed promotions.

Chapters

00:00 - Introduction to the Era's Night Promotion
02:11 - Ticket Acquisition and Budgeting
04:35 - Creating a Themed Experience: Nine Innings of Eras
08:13 - Community Engagement and Team Collaboration
10:09 - Promotional Strategies and Marketing Tactics
12:41 - Sponsorship Activation and QR Code Strategy
14:37 - Group Sales and Mini Plans
25:07 - Reflections on the Promotion and Future Plans

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In this episode of the Sports Marketing Machine podcast, Jeremy Neisser discusses the intricacies of mini-plan pricing for sports teams. He emphasizes the importance of analyzing ticket buyer data to set effective pricing strategies.

By using a specific formula, he illustrates how teams can avoid underpricing their mini-plans and maximize revenue. The conversation covers the trade-offs involved in pricing decisions and the need to maintain a balance between affordability for fans and profitability for teams.

Takeaways

• Mini plans are crucial for increasing ticket sales.
• Analyzing past buyer data helps in setting prices.
• Teams often undercut themselves with pricing.
• Understanding fan behavior is key to pricing strategies.
• Calculating revenue trade-offs is essential for profitability.
• Aiming for a 50% revenue gain is ideal.
• Blended averages provide a realistic pricing perspective.
• Pricing should reflect the value perceived by fans.
• Teams need to be cautious of losing money on plans.
• Effective pricing can lead to increased fan engagement.

Chapters
00:00 - Introduction to Mini Plan Pricing
02:57 - Analyzing Ticket Buyer Data
06:09 - Understanding Pricing Strategies
09:01 - Calculating Revenue Trade-offs
11:51 - Final Thoughts on Mini Plans

YouTube video demonstrating how the formula

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