Case Study: How to start a podcast that improves average ticket value.

Chris Moreland
Sep 24
2 min read

Background

Dillon Long, owner of Honey Badger Motorsports in Rock Spring, GA, launched the Diesel Den podcast to educate diesel owners about the real-world issues their engines face. Each episode broke down common failures and preventative upgrades that improve lifespan, efficiency, and performance.

The First Challenge: How to start a podcast in the first place?

Customers often entered the shop unaware of long-term risks or hesitant to approve preventative work. That meant:

Short-term fixes instead of long-term solutions.
Lower average spend per ticket.
Missed opportunities to protect vehicles and strengthen trust.

The Solution: Build Something Media

By partnering with Build Something Media, Dillon was able to:

He learned how to start podcast with minimal time investment (1 hour every other month).
Show, not just tell → Video clips and long-form episodes explained why preventative parts matter.
Educate customers before they arrived → Episodes served as “homework,” so clients already understood the value of upgrades.
Distribute everywhere → Spotify, Apple Podcasts, YouTube, and Facebook expanded reach beyond walk-ins.

Results

Higher Average Ticket Value → Customers walked into the shop already aware of needed upgrades, and more willing to invest in long-term fixes.
More Informed Decisions → The podcast replaced upselling with education, which built customer trust.
Efficiency Gains → Conversations at the counter were faster and smoother because clients had context.
SEO Benefits → Each podcast episode improved Honey Badger’s online visibility, bringing in new diesel owners.

Why It Matters

A podcast doesn’t just market a shop — it raises customer knowledge. And when customers understand the “why” behind repairs and upgrades, they choose better solutions, which naturally drives up average spend per job.

✅ Bottom line: For Honey Badger Motorsports, the Diesel Den podcast turned customer education into a direct driver of higher ticket value, stronger trust, and long-term growth.

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