Most teams think they have a traffic problem… but it’s actually a buying experience problem. In this episode, Jeremy sits down with Brian Coe of the Wilkes-Barre/Scranton Penguins to break down how simplifying the ticket purchase process led to a 22% increase in sales and a 111% jump in conversions through FEVO. If you want more fans to actually complete their purchase, this is a must-listen.
Key Topics Covered
- Why simplifying your buying process can outperform any marketing campaign
- How the Penguins increased ticket sales 22% overall and 111% through FEVO
- The power of keeping fans on your website instead of sending them off-platform
- Why fans care more about ease of purchase than platform or price
- How to use FEVO links across email, text, ads, and QR codes for better conversions
- Turning your website into a data hub (not just an information hub)
- How submission forms generated 120+ sales averaging $1,000+ each
- Why most teams lose sales by assuming fans “know where to go”
- Mobile-first buying behavior (75–80% of purchases happening on mobile)
- Where ticketing is heading: AI, frictionless checkout, and Amazon-style simplicity
Timestamps
00:00 – Why rethink the traditional ticket buying process
02:05 – How FEVO simplified group sales (and scaled it)
03:02 – Keeping fans on your website vs. sending them off-platform
05:08 – The hidden power of better data and customer tracking
07:42 – Before vs. after: the real impact on ticket sales
09:04 – 111% growth in FEVO purchases explained
09:58 – Do fans actually care where they buy tickets?
12:25 – Fees vs. convenience: what really matters
14:05 – Using FEVO links in ads and campaigns (7–8x ROI)
16:38 – Mobile optimization and tracking with UTMs
17:26 – Lead capture strategy: forms on every page
19:30 – Speed-to-lead: closing deals in real time
22:04 – Biggest mistakes teams make in their funnel
24:05 – What’s next: AI, Apple Pay, and frictionless checkout
26:21 – The future of group sales (self-serve experiences)
28:31 – Where teams should start today
30:19 – The future of ticketing: fast, seamless, integrated
Call to Action
If you want to sell more tickets without spending more on ads, start by auditing your buying experience. Then ask yourself: How many clicks does it take to buy?
Links Mentioned
Wilkes/Barres Scranton Penguins – LINK
Brian Coe – LinkedIn
FEVO – LINK
