Season ticket holders give you stability; single-game buyers fuel reach and growth. In this episode, Jeremy maps a practical “ticket plan ladder” to convert first-timers into multi-game, mini, half-season, and ultimately full season ticket holders. You’ll get concrete plays—post-game bouncebacks, perk-led nurturing, and data-driven upsells—plus how marketing and sales should operate in lockstep to make it happen.
Key Topics Covered
- Why season ticket holders still matter: bankable revenue, sky-high LTV, and culture/word-of-mouth impact
- Single-game buyers as your largest conversion pipeline (and why flexibility-first offers win)
- Rethinking budget mix: stop spending 70–80% only on single-game ads; invest in mid/long-term plan growth
- Building the ticket plan ladder: single → multi-game → mini/flex → half → full season
- The post-game “bounceback” play: targeted email/text offers that turn 1 game into 2–3
- Perk-led nurturing: exclusive experiences that sample season-ticket value (create FOMO)
- In-season, data-driven upsells: flag 3–4 game attendees as warm leads (don’t wait till year-end)
- Using STH testimonials as “Yelp reviews” in ads, email, and on-site to add trust + urgency
- Marketing x Sales alignment: shared intel, warm lead routing, timing, and messaging
Timestamps
- 00:00 Introduction & NSF Fall Summit preview (Oct 9, 2025)
- 02:08 Why season ticket holders matter (stability, LTV, culture)
- 06:23 Single-game buyers as a growth market (flexibility, data capture)
- 10:41 Budget allocation pitfalls and fixes
- 12:29 The Ticket Plan Ladder explained
- 17:57 Walking fans up the ladder: bouncebacks, nurture, perks
- 20:24 Marketing + Sales must operate as one
- 22:42 Key takeaways & next steps
Call to Action
- Tune in: National Sports Forum Virtual Fall Summit on October 9, 2025—Jeremy joins the “Hot Takes in Marketing” panel (link in show notes).
- This week’s play: Run a post-game bounceback to opening night/next promo buyers and test a 2-for-1 or “prime + value” two-game bundle.
- Upgrade engine: Add STH testimonials to your mini/flex upgrade emails and landing pages, then route multi-game attendees to sales as warm leads.
Quote Pulls / Social Teasers
- “Season tickets are stability; single-game is your conversion pipeline.”
- “Fans crave choice and digital-first options—meet them there.”
- “Stop ending the sale at the first sale. The ladder starts after Game 1.”
- “Use your season ticket holders as your Yelp reviewers.”
- “Sales and marketing must work hand-in-hand—or the ladder collapses.”
Keywords
sports marketing, season tickets, single game tickets, fan engagement, marketing strategies, ticket sales, audience conversion, marketing budget, sports teams, sports business
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