Sports Marketing Machine Podcast

Send us Fan MailYour customer service problem isn't actually a people problem—it's a consistency problem. When fans get different experiences depending on who they interact with, they blame the organization, not the employee. This episode introduces the non-negotiables framework: simple "always do" and "never do" rules that eliminate guesswork and scale great service across your entire operation.KEY TOPICS COVERED• How inconsistency in fan interactions destroys ticket sales and repeat business• Why your best employee doesn't define your customer experience—your most inconsistent one does• The Cleveland Insight: John DeJulius's non-negotiables framework for scaling service without burnout• Why "always do" and "never do" rules work better than motivation, pizza parties, or lengthy policy manuals• Death by a thousand moments: how one bad interaction overrides five good ones• Why customer service isn't a department—it's an organization-wide responsibility• The direct connection between consistency and revenue: fans return when the experience feels smooth and effortless• Building your organization's always do and never do list: start with 5–7 rules, not 20• Specific always do rules for ticket sales teams: same-day responses, clear pricing, preparing fans before arrival• Specific never do rules: don't make fans search, don't overcomplicate offers, don't treat all fans identically• How to implement consistency at every touchpoint: parking, ticketing, concessions, guest services, sales calls• Testing your consistency: Does your fan experience change depending on who they talk to?TIMESTAMPS[00:00] – Episode introduction and topic preview[01:18] – The real problem: consistency vs. customer service[02:50] – Introduction to the Cleveland Insight and John DeJulius's framework[03:47] – What are non-negotiables? Always do and never do rules explained[04:30] – Why simple rules scale better than motivation or lengthy manuals[05:15] – How consistency shows up in staff speed and confidence[06:07] – Death by a thousand moments: fan experience as a series of touchpoints[06:35] – Why one bad moment overrides five good ones[07:00] – Customer service isn't a department—it's organization-wide[07:40] – The friction created when marketing, sales, and operations send different messages[08:00] – How consistency directly impacts repeat purchases and ticket sales[08:23] – The challenge: Is your experience dependent on who the fan talks to?[09:00] – Building your framework: start with 5–7 rules, not 50 pages[09:30] – Specific always do rules for ticket sales teams[10:10] – Specific never do rules across all departments[10:43] – Implementing always do and never do lists across ticketing, parking, concessions[11:30] – Preview of next episode with deeper examples and implementation guidanceLINKS Mentioned:John DiJuliusAlways Do/Never Do - YoutubeEpisode Link - https://revelocitysports.com/podcast/episode-163/Sports Marketing Machine on LinkedInSports Marketing Machine on InstagramBook a call with Jeremy from Sports Marketing Machine

Send us Fan MailMost 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 Timestamps00:00 – 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, integratedCall to ActionIf 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 MentionedWilkes/Barres Scranton Penguins - LINKBrian Coe - LinkedInFEVO - LINKRevelocity Sports - LINKLink to episode: LINKSports Marketing Machine on LinkedInSports Marketing Machine on InstagramBook a call with Jeremy from Sports Marketing Machine