Building It with ... Michael Hitchcock, Soccer Club Maker

The podcast discusses building value for long-term success through emotional connections, market research, and branding. Dave, John and Nik decode pricing strategies and fan reactions, optimizing ticket prices for events. Insights on enhancing ticket value perception and strategies for season ticket sales are also explored, along with casual banter and a soccer club startup advertisement. 3 Takeaways •Understanding customer value is crucial for effective pricing strategies. •Enhancing customer experience through unique offerings can improve value perception. •Market research and tailored pricing strategies are essential to meet audience preferences. Deep Dives Valuing the Product and Establishing Pricing Strategy The podcast discussion delves into the importance of accurately assessing the value of a product or service in order to establish an effective pricing strategy. It emphasizes that value perception can be influenced by both tangible and intangible factors, such as the emotional experience offered to customers. By focusing on understanding what customers find valuable and engaging in dialogue with them, businesses can tailor their pricing and offerings to meet consumer preferences. Enhancing Customer Experience and Perceived Value The podcast highlights the significance of enhancing customer experience to increase perceived value, especially in the context of a soccer club. It suggests innovative approaches, like offering exclusive experiences or benefits alongside ticket purchases, to add value for customers. By providing unique and memorable experiences, clubs can differentiate themselves, build stronger relationships with fans, and attract more supporters. Differentiation in Pricing and Adding Experiential Value The discussion underscores the importance of differentiation in pricing strategies to maximize perceived value. By offering tiered pricing structures or special incentives for early purchases, businesses can create a sense of exclusivity and increase appeal. Additionally, incorporating experiential elements, like unique events or collaborations, can further enhance the value proposition for customers. Understanding Market Dynamics and Unique Audience Preferences The podcast emphasizes the need to understand market dynamics and tailor pricing and offerings to specific audience preferences. It highlights the diverse nature of audience segments and how unique demographics may require different pricing approaches. By conducting market research and engaging with customers, organizations can adapt their strategies to align with market needs and enhance overall value perception. Building Sustainable Business Models and Community Engagement The discussion touches on the significance of building sustainable business models while fostering community engagement. It stresses the importance of long-term sustainability, which may involve evaluating pricing structures and revenue sources. By actively engaging with the community, understanding local dynamics, and offering value-driven experiences, businesses can create a lasting impact and establish strong relationships with their audience. --- Support this podcast: https://podcasters.spotify.com/pod/show/buildit/support

A conversation between John and Andrew Grum. They discuss Andrew's background, his internship experiences with Dekalb County United and the minor league baseball team, Kane County Cougars. We hear about: Andrew's interest in sports, sales, and providing good fan/community experiences Differences between the casual, volunteer-based soccer club structure and the more corporate structure of minor league baseball Ticket sales strategies and offerings for generating fan attendance and engagement Ideas for improving operations and accountability within the volunteer-based soccer club Andrew's career interests and goals for the future John's motivations for starting the soccer club and perspectives on its evolution and impact in the community Overall, it's a wide-ranging conversation about sports, community engagement, internship experiences, and operational considerations for amateur sports organizations. --- Support this podcast: https://podcasters.spotify.com/pod/show/buildit/support

Sarah Levinger, a Consumer Behavior Strategist, discusses the power of perspective and long-term brand building, the importance of connections and attentional bias, the psychology of marketing and branding, understanding generational differences in marketing, and expanding the market and creating a different experience. She might also be a lunatic, in the most wonderful way. Big shout out to our special guest co-host on this episode, Ashely. Key Takeaways Understanding generational slang helps create relatable content Select specific AI tools with an understanding of capabilities for marketing efficiency Target different customer segments with offers that make trying your product easy --- Support this podcast: https://podcasters.spotify.com/pod/show/buildit/support

Zach Fisher joined us to talk about Year 2 with AFC Colombia, their merger with Missouri Reign, and the Midwest Premier League's announcement of intention to move toward a tiered structure https://afccomo.com/afc-columbia-and-missouri-reign-announce-merger-to-elevate-soccer-in-mid-missouri/ https://midwestpl.com/2030-plan-the-mwpl-announces-new-league-vision/ --- Support this podcast: https://podcasters.spotify.com/pod/show/buildit/support

Michael Hitchcock has a soccer problem. It's not a bad thing. It's definitely a Good Thing. He likes to start soccer clubs. He's very good at it too. Learn more about his story, his vision, and his ethos. Find out how he invests in local talent to embed the club in the community and leans on his vast network to fill the gaps in expertise. And if that's not enough, he's just opened the Pro/Rel Soccer shop. --- Support this podcast: https://podcasters.spotify.com/pod/show/buildit/support

Introducing a New Soccer Franchise in Aurora, Illinois The podcast episode features an interview with the founders of Riverlight, a new soccer franchise in Aurora, Illinois. The founders discuss their soccer backgrounds and their goal of bringing a new USL team to the area. They explain that Aurora was chosen as the location due to its large population center and the presence of a strong youth soccer community. The founders express their ambition to be a USL League One team in the future. Challenges and Strategies for Community Engagement The founders discuss the importance of community engagement and building partnerships in Aurora. They explain that success for them means having a positive impact on the community and building a fan base of around 500 people per game. They highlight their focus on being family-friendly, affordable, and providing a high-quality soccer experience for the community. The founders also mention their plans to hold events, collaborate with local businesses, and work with youth soccer clubs to promote their brand. The Workload and Marketing Plans for Riverlight The founders discuss the amount of time they are investing in the club, with each of them dedicating around 40 hours per week to various tasks. They mention that marketing and storytelling are a priority for them, as they aim to create a narrative around the club's development. They emphasize the importance of spreading the workload and working with volunteers and professionals to market the club effectively. The founders express their desire to learn from other clubs and implement successful strategies in their own marketing efforts. --- Support this podcast: https://podcasters.spotify.com/pod/show/buildit/support

Join Nik & John in conversation with Chicago soccer stalwart and pioneer of walking soccer, George Gorecki. The gents talk through George's time with his club, as part of Chicago's storied National Soccer League, and the merger with the Metropolitan Soccer League, before diving into the exciting world of walking soccer. You'll get the history, the growth, and the possibilities, all in one hour! Find George and his friends here Learn more about walking soccer here and here. --- Support this podcast: https://podcasters.spotify.com/pod/show/buildit/support

In this episode, hosts Nik and John are joined by special guest Jimmie Martin, host of the Bluegrass Soccercast podcast. The three dive into the Kentucky soccer scene, discussing the pro, semi-pro, amateur, and college teams in the state. Jimmie provides an overview of the different leagues and clubs, including Louisville City FC, Lexington Sporting Club, and Bowling Green FC. They compare the fan experiences, stadium environments, and community outreach efforts of the various teams. Jimmie highlights some of the standout marketing and promotions he's seen local clubs implement. The hosts also explore the connections (or lack thereof) between the pro clubs, colleges, youth clubs, and local semi-pro sides. They debate how to best promote the "pyramid" and grow the game in communities through cross-promotion. On the podcasting side, they dissect how to build an audience, monetize through sponsorships, and balance club-specific vs. wider soccer coverage. Jimmie outlines his production schedule and social media strategy for the Bluegrass Soccercast. Check out the Bluegrass Soccer Show when you're done. And if you like what we're doing (why wouldn't you?) buy us a coffee. --- Support this podcast: https://podcasters.spotify.com/pod/show/buildit/support

In this episode, we speak with Brad Seymour, President of the Windy City Bulls, the G League affiliate of the Chicago Bulls. Brad shares his insights on running a successful minor league basketball franchise, including how they approach ticket sales, promotions, partnerships, and creating a great fan experience. Key topics discussed: Brad's career path from baseball to basketball, and his philosophy on creativity and not being afraid to fail Differences between independent minor league teams vs NBA-affiliated G League teams How the Windy City Bulls focus ticket sales on group outings rather than individual season tickets Tailoring promotions and giveaways towards weekend games vs lower attendance weeknights Partnering with arena management to enhance branding and fan experience Leveraging resources from the Chicago Bulls while still maintaining autonomy over Windy City's messaging Guiding younger staff and taking pride in their development and growth We feel like there is much to be learned from Brad's time in minor league sports, and you'll gain useful insights into engaging fans, corporate partners, and the local community. Tune in to hear Brad's minor league sports wisdom! --- Support this podcast: https://podcasters.spotify.com/pod/show/buildit/support

Founder and managing director of Harpost Football Club, Johnny Freeston is our guest today as we discuss the club's history and its success. We touch on the challenges of running the club daily and the secret sources for its success. Freeston, who has led the club to over a dozen trophies and championships, emphasizes the club's goal of fostering community and providing opportunities for players to develop. Then we discuss the importance of culture and advice for non-league soccer clubs in making an impact on the pitch and beyond. --- Support this podcast: https://podcasters.spotify.com/pod/show/buildit/support