Hey there,
It’s Andy Milovich from Revelocity Sports. I recently had the chance to join Jeremy Niser on “The Sports Marketing Machine” podcast, and our conversation got me thinking about some of the challenges we’re all facing in sports marketing these days.
I thought I’d share a few takeaways that might help your organization sell more tickets and connect more deeply with your fans.
The One-Size-Fits-All Approach Is Dead
Let’s be honest – we’re all guilty of it. Sending the same email blast to our entire database of 50,000+ contacts, cramming in every promotion for every game, and crossing our fingers that someone bites.
But here’s the reality check: when was the last time you opened an email that wasn’t relevant to you? If you don’t have kids and get a “Bluey Night” promotion, you’re probably hitting delete (or worse, unsubscribe).
This is especially problematic when you consider that 80-90% of single-game buyers don’t come back the following year. That stat from MLB Advanced Media keeps me up at night. Despite minor league baseball offering some of the best fan experiences in all of sports, we’re losing 9 out of 10 first-time buyers!
Start With Who Your Fans Really Are
After 25 years working as a team president, I’ve seen firsthand how easy it is to get caught in the day-to-day grind and lose sight of who our fans actually are.
Your ticketing system tells you when someone bought tickets and for which game. But that “Princess Night” promotion might not be why they came at all – maybe it was the only night their buddies were free, or part of a bachelor party, or a company outing.
At Revelocity, we’ve been helping teams dig deeper. What’s their household income? Family makeup? Consumer behaviors? Once we understand that, we can create messages that actually connect.
The Grandparent Gold Mine
Here’s a simple example that Jeremy and I discussed – grandparents.
My dad is 79 years old, and I’ll tell you what gets him out of the house: his grandkids. He doesn’t miss a single one of my nephew’s hockey games, whether it’s a 15-minute or 6-hour drive.
Once you identify who your grandparents are (which we can help with), you can target them specifically with 5-game mini-plans built around quality time with grandkids. Add special experiences like Grandparents Day where kids can nominate “Grandparents of the Game,” and you’ve got a winning strategy that speaks directly to their most powerful motivation.
Small Tests, Big Results
Last year, we worked with four teams on a simple test. We ran everyone through our Rev Engine, created different audience segments, and optimized their email campaigns – we didn’t even touch social or programmatic advertising yet.
The results? A 5x increase in database size, a 25% lift in ticket sales compared to control groups – all in just six weeks.
Imagine what happens when you layer in coordinated social media, programmatic ads, SMS, and direct mail that all speak to the same segments with consistent messaging. That’s when the magic really happens.
Start Simple: Better Surveys
Not sure where to begin? Here’s my advice: look at your surveys.
Many teams blast the exact same survey to everyone. Instead, break it down based on how many tickets people bought and how many games they attended. Create different surveys that let fans self-identify: “I come with my family” or “I come with business clients.”
This simple shift gives you actionable data without spending a dime more than you already are.
Why This All Matters
After our podcast conversation, I’ve been reflecting on why we do this work in the first place. Sports has this unique power to transcend socioeconomic boundaries in a way that nothing else does.
We live through our devices these days. We’re disconnected from our neighbors. But at a ball game? I’m high-fiving the people next to me. I’m laughing, smiling, taking pictures, sharing that experience.
When sports teams operate as a “public trust” and become part of the fabric of their community, the money, the fandom, the ticket sales – all of that follows naturally.
Let’s Chat
I’d love to hear about your team’s challenges and share more about how we’re helping organizations like yours implement these strategies without adding to your workload or breaking your budget.
Drop me a line at [email protected] or check out revelocitysports.com.
Until next time,
Andy
Listen to my full conversation with Jeremy Niser on The Sports Marketing Machine podcast at sportsmarketingmachine.com/episode-104