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In this episode, Jeremy Neisser discusses four marketing terms related to digital marketing activities in sports. He explains Customer Acquisition Cost (CAC), Lifetime Value (LTV), Conversion Rate, and Average Order Value (AOV). Jeremy emphasizes the importance of understanding these terms and provides insights into their significance for sports organizations. He also shares four key takeaways for selling sports tickets.


  • Customer Acquisition Cost (CAC) tells you how much money you spend to acquire a customer. 
  • Lifetime Value (LTV) is the total amount of money you expect to make from a customer over their "lifetime" as your customer. 
  • Conversion Rate is the percentage of potential customers who become actual customers.
  • Average Order Value (AOV) is the average amount of money a customer spends each time they make a purchase.
    • Takeaways
    • Take time to understand the importance of Customer Acquisition Cost (CAC), Lifetime Value (LTV), Conversion Rate, and Average Order Value (AOV).
    • Aim for a customer acquisition cost of at least 4:1, meaning for every $1 spent on marketing, aim to generate $4 in ticket sales.
    • Calculate the lifetime value of your customers to make informed decisions about retention strategies and resource allocation.
    • Website conversion rates for sports teams typically average less than 3%, so focus on improving this metric.

    Sound Bites

    Chapters

    00:00 - Introduction

    00:39 - Customer Acquisition Cost (CAC)

    02:59 - Conversion Rate

    03:29 - Average Order Value (AOV)

    06:04 - Importance of Customer Acquisition Cost

    07:00 - Importance of Lifetime Value

    07:30 - Importance of Conversion Rate

    08:25 - Importance of Average Order Value

    09:22 - Takeaways

    Subscribe today and learn how to grow your fan base and sell more tickets more efficiently. 

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