『Sports Marketing Machine Podcast』のカバーアート

Sports Marketing Machine Podcast

Sports Marketing Machine Podcast

著者： 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.

© 2026 Sports Marketing Machine Podcast マーケティング マーケティング・セールス 経済学
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  • 170 - Group Sales 101 — Great Reps Place Groups

    170 - Group Sales 101 — Great Reps Place Groups
    2026/06/18
    Send us Fan MailMost group sales reps are order takers. The buyer asks for a date, the rep says yes, and the marquee game ends up at 55% capacity while groups scatter across midweek nights with no draw. In Episode 170 of the Sports Marketing Machine Podcast, Jeremy Neisser closes out the Group Sales 101 series by breaking down the most strategic piece of the puzzle: building an A / B / C game calendar before the season starts, leading every conversation with marquee dates, and using groups as an attendance strategy — not just a revenue line. This is the mindset shift that turns a good group sales department into a great one.KEY TOPICS COVERED:• Why "what date works for you?" is a strategic mistake, not a customer service win• A real example of a fireworks game sitting at 55% capacity while groups landed on midweek nights• How to build an A / B / C game calendar before the season starts and tape it to every rep's desk• What qualifies as an A date (fireworks, opening night, rivalry games, marquee bobbleheads)• When and how to fall back to B dates — and why C dates should never lead a conversation• How hotels, airlines, and concert venues manage demand-driven inventory and what sports teams can steal from them• Why concentrating groups on marquee games turns 4,000-fan nights into 6,000-fan sellouts• How sellouts compound — local press, social content, repeat group bookings the following season• Why groups are one of the few controllable attendance levers operators actually own• How to bring all three Group Sales 101 episodes together: understand the audience, speak their language, place them strategically• Why most group sales training misses this — focusing on objection handling instead of strategic thinkingTIMESTAMPS:[00:00] – Opening: why placement, not just selling, defines great group sales reps[00:29] – The problem with letting groups pick their own dates[01:35] – "Great group sales reps don't just sell groups, they place them"[02:02] – Why "what date works for you?" hands away scheduling control[03:00] – Buyers default to convenience — almost never the most valuable date for the team[03:30] – A real-world example: a fireworks game stuck at 55% capacity[03:50] – How to prioritize your schedule with A, B, and C dates[04:26] – What makes an A date: fireworks, opening night, rivalry, major promotions[04:55] – When to use B dates as a fallback[05:23] – The rule: always lead with an A date, never lead with a C[05:52] – Steve Delay's principle: make your good dates great[06:18] – Inside a season where concentration on marquee games moved the numbers[07:15] – Hotels and airlines: how every inventory business manages a calendar[07:50] – The grocery store ice analogy — inventory businesses sell into demand[08:13] – Groups as one of the few controllable attendance levers[08:41] – What you can't control vs. what you can[09:09] – The mindset shift: use groups to make good games great, not to fill empty ones[10:04] – The 4th of July fireworks case study — a sellout built off intentional group placement[10:58] – Beyond filling seats: atmosphere, word of mouth, repeat group bookings[11:27] – Tying the three-part series together: audience, language, placement[12:24] – Strategy beats tactics — what most group sales training misses[12:54] – Wrapping the series and what to do next[13:23] – Closing call to action and how to keep the conversation goingCALL TO ACTION:If you've got questions on any of this — building the A / B / C calendar, retraining reps out of order-taking habits, or connecting group sales to your broader attendance strategy — book a 30-minute call at sportsmarketingmachine.com. Happy to dig in.Links Mentioned:Episode 168 - Group Sales 101 — Part 1- Personalization Wins Group SalesEpisode 169 - Group Sales 101 — Part 2 - Apply Friction Test to Your OutreachYour Reps Should Be Closing… Not ProspectingMost teams only reach about 20% of their local market.The other 80%?They're businesses, churches, schools, youth teams, and organizations that simply haven't been contacted yet.That's where we come in.We become an extension of your team, delivering qualified group sales opportunities directly to your reps.Fill out the form on this page and let's see if we can help.QUOTE PULLS:"Great group sales reps don't just sell groups. They place them."— Jeremy Neisser"Nobody wins when groups pick their own dates by default. You're going to have to guide them. Give them three good dates."— Jeremy Neisser"A fireworks game doing 4,000 fans becomes 6,000 with aggressive group sales outreach. That's a different atmosphere, a different per cap, and a more powerful marketing moment."— Jeremy Neisser"You can't control the weather. You can't control your opponent. But you can control where your groups land."— Jeremy Neisser"Groups aren't just a revenue line. They are an attendance strategy. The teams that treat them that way ...
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    14 分
  • 169 - Group Sales 101 — Part 2 Apply Friction Test to Your Outreach

    169 - Group Sales 101 — Part 2 Apply Friction Test to Your Outreach
    2026/06/16
    Send us Fan MailThe same friction that quietly kills conversions on your group sales page is killing your reps' email responses too — same problem, just a different channel. In Part 2 of the Group Sales 101 series, Jeremy Neisser walks through the four-question friction test for cold outreach, the caveman test that exposes a hard-to-read email in 10 seconds, and a real-world rewrite that tripled one rep's response rate without changing the offer. Practical, tactical, and ready to apply to your team's outreach this week.KEY TOPICS COVERED- How cognitive load starts in the inbox — not on your website — and why most reps miss it- The four questions every cold group sales email must answer in under 10 seconds- Why long emails get deleted, not read, by busy HR directors and office managers- Writing first lines that signal relevance to specific buyer personas- Using 3–4 short bullets instead of paragraphs to describe what's included- The case for showing pricing early — and the response-rate data that backs it up- One email, one ask: writing CTAs that get answered in 10 seconds- The caveman test — a 10-second readability gut check that flags friction fast- A real example: cutting one rep's 5-paragraph cold email to 3 sentences tripled her response rate- Using Claude or ChatGPT to stress-test your outreach against the friction test before you sendTIMESTAMPS[00:00] – Welcome and recap of Episode 168 on group sales personalization[00:35] – Why this episode builds on Episode 154 (reducing friction on your group sales page)[01:10] – The four buyer questions: Is this for me? What do I get? What does it cost? What's next?[01:55] – Same friction, different channel: applying website thinking to email outreach[02:39] – How cognitive load starts at the email or voicemail — not the landing page[03:05] – Anatomy of a typical group sales cold email — and why it fails[03:35] – TLDR: when buyers do mental gymnastics, they don't respond[04:02] – Real example: a 250-company outreach that produced only 5–10 responses[04:35] – How cutting that email to 3 sentences tripled the response rate[05:01] – The four-question test for your cold emails[05:30] – Writing a relevant first line: HR directors vs. youth pastors vs. corporate buyers[06:24] – Question 2: What do I get? Use 3–4 bullets, drop the jargon[07:23] – Why "dedicated group area" loses to "everyone sits together"[08:00] – Question 3: What does it cost? Why pricing transparency increases responses[08:19] – When pricing is missing, buyers fill the gap with a number that's too high[09:00] – A pricing A/B test that proved transparent pricing wins[09:42] – Question 4: What do I do next? Why most CTAs fail[10:11] – "Let me know if you're interested" is not a call to action[10:45] – One email, one ask: writing low-friction CTAs[11:39] – The caveman test: 10-second clarity check[12:08] – Real example: handing a cold email to a kitchen worker, groundskeeper, and usher[13:03] – Using Claude or ChatGPT to run the friction and caveman tests on your emails[14:00] – Episode takeaways[14:28] – Preview of Part 3: how great reps place groups strategically[15:50] – Why confidence and small wins change the culture of a sales team[16:42] – Closing CTA: ratings, reviews, and how to get in touchCALL TO ACTIONIf group sales is on your plate this season, share Episode 169 with your reps and run their current cold email through the four-question friction test together. Questions or want a second set of eyes on your outreach? Reach out at sportsmarketingmachine.com to schedule a call.QUOTE PULLSJeremy Neisser: "Confused people don't respond."Jeremy Neisser: "The long email isn't a thorough email. It's a hard email. And hard emails don't get read."Jeremy Neisser: "When there's no pricing at all, the buyer's brain fills in the gaps. And almost every single time, they're going to come up with a number that's too high."Jeremy Neisser: "One email, one ask. The more decisions you force a buyer to make, the less likely they are to make any of them."Links mentioned:Episode 168 - Group Sales 101 — Part 1- Personalization Wins Group SalesEpisode 154 - How to Make Your Group Sales Page Easier to Buy FromEpisode Web pageYour Reps Should Be Closing… Not ProspectingMost teams only reach about 20% of their local market.The other 80%?They're businesses, churches, schools, youth teams, and organizations that simply haven't been contacted yet.That's where we come in.We become an extension of your team, delivering qualified group sales opportunities directly to your reps.Fill out the form on this page and let's see if we can help.Sports Marketing Machine on LinkedInSports Marketing Machine on InstagramBook a call with Jeremy from Sports Marketing Machine
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    17 分
  • 168 - Group Sales 101 — Part 1- Personalization Wins Group Sales

    168 - Group Sales 101 — Part 1- Personalization Wins Group Sales
    2026/06/12

    Send us Fan Mail

    Most group sales reps are losing deals before they ever hit send.

    In Part 1 of a new three-part group sales series, Jeremy Neisser breaks down why one email template going to every organization on your list is quietly capping your response rate — and how reframing every pitch around the buyer's goal (fellowship, recognition, memories) instead of your ticket inventory tripled one rep's response rate in a matter of weeks. Tactical, specific, and built for marketing and ticket sales leaders who want a smarter outbound program this season.

    KEY TOPICS COVERED
    • Why product-first thinking is killing your group sales outreach
    • The one question every rep should answer before sending a pitch
    • Why churches don't buy tickets — they buy fellowship
    • Why HR directors need the easy button, not a 68-page PDF
    • Why youth team coordinators are buying memories, not pricing
    • How to build five core pitches that map to your five biggest group buckets
    • Using ChatGPT or Claude to categorize last year's group sales list
    • The real reason your 40–50 emails a week aren't converting
    • How decision-makers differ across group types — and what each one actually responds to
    • The mindset shift that separates order takers from revenue builders
    • What's coming in Part 2: the language shift most group sales reps miss

    TIMESTAMPS
    00:00 – Welcome to Episode 168 and what's different about this three-part series
    00:29 – The most common group sales outreach mistake — one template for every group
    01:17 – Why product-first thinking shrinks your response rate
    01:45 – Case study: 40–50 emails a week to tripled response rate in weeks
    03:35 – The one question to answer before every pitch
    04:05 – Church outreach: why fellowship beats ticket pricing every time
    05:50 – Corporate outreach: why HR directors are buying the easy button
    07:44 – Youth sports outreach: memories, not seat maps
    09:10 – The tactical shift: build five core pitches, one per group type
    09:39 – Ninja move: use ChatGPT or Claude to categorize your existing group sales list
    10:38 – Why a specific message beats a high-volume e-blast every time
    11:30 – The three big takeaways from Part 1
    12:00 – What's coming in Part 2: communication and the language shift most reps miss
    12:57 – Share the episode and what to do this week

    CALL TO ACTION
    If this episode helped, share it with your group sales manager or a teammate selling group tickets — and rate the show on Apple or Spotify so more sports business pros can find it.

    QUOTE PULLS
    • "Every group that walks through your gate has a reason for being there. And it is almost never because they wanted to buy a hundred tickets." — Jeremy Neisser
    • "The reps who ask, why would this group want to come before they send anyone anything are the ones that close more business." — Jeremy Neisser
    • "She was sending 40 to 50 emails a week and getting almost no responses. Once she built five different versions, her response rate tripled in a matter of weeks." — Jeremy Neisser
    • "The rep who loses leads with ticket pricing. The rep who wins leads with why this is a great fit for what they're already trying to accomplish." — Jeremy Neisser
    • "Build your messaging around their goal, not your product." — Jeremy Neisser

    Links:
    Podcast Episode Page

    Free Download: The ChatGPT (or Claude) Prompt Pack for Group Sales

    Your Reps Should Be Closing… Not Prospecting

    Most teams only reach about 20% of their local market.

    The other 80%?

    They're businesses, churches, schools, youth teams, and organizations that simply haven't been contacted yet.

    That's where we come in.

    We become an extension of your team, delivering qualified group sales opportunities directly to your reps.

    Fill out the form on this page and let's see if we can help.

    Sports Marketing Machine on LinkedIn
    Sports Marketing Machine on Instagram
    Book a call with Jeremy from Sports Marketing Machine
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    14 分
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