Not all surveys are created equal. In this episode, Jeremy breaks down the crucial difference between community surveys (awareness audits) and fan surveys (experience audits)—and how using both strategically can turn feedback into real ticket sales. Learn when to deploy each, what questions to ask, and how to connect survey results directly to your CRM to uncover actionable insights that boost revenue and fan loyalty.
Key Topics Covered
- The real difference between a community survey and a fan survey
- How to use surveys to uncover brand awareness gaps and fan experience issues
- Why perception (community) and behavior (fans) require different approaches
- How to segment survey data by purchase history and fan type
- Turning survey results into ticket sales, renewals, and sponsorship leads
- How attention and retention work together to build community momentum
- Common mistakes teams make when collecting and analyzing survey data
- Practical examples of survey insights driving smarter marketing and ad placement
Chapters & Highlights
00:00 – Understanding surveys in sports marketing
01:00 – What a community survey really measures (perception, not performance)
03:20 – The fan survey: your experience audit
05:40 – When and how to deploy each type of survey
08:00 – Turning raw feedback into an actionable ticket sales strategy
10:30 – How to segment and analyze survey data to uncover buying intent
12:00 – Final takeaways: attention + retention = community momentum
Quote Pulls
“A community survey tells you what people think about your brand. A fan survey tells you how they feel about your experience.”“Always connect survey results back to ticket information — that’s how you turn feedback into ticket sales.”“Think of surveys not as paperwork, but as your next year’s playbook.”
Call to Action
If this episode got you thinking about how your team collects feedback, don’t wait until the end of the season—start now. Learn more about building smart, segmented survey dashboards at sportsmarketingmachine.com
under the Fan+ Survey service.
And if you found this helpful, share it with a fellow marketer or GM who wants to use their data better and sell more tickets.
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Book a call with Jeremy from Sports Marketing Machine
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