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

Background: The Power of Podcasting for Diesel Owners

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 breaks down common failures and preventative upgrades that improve lifespan, efficiency, and performance.

Watch the Diesel Den Podcast

The First Challenge: How to Start a Podcast

Customers often entered the shop unaware of long-term risks or hesitant to approve preventative work. This led to several challenges:

• Short-term fixes instead of long-term solutions.

• Lower average spend per ticket.

• Missed opportunities to protect vehicles and strengthen trust.

  
  

The Solution: Partnering with Build Something Media

By collaborating with Build Something Media, Dillon was able to tackle these challenges effectively:

• Learned How to Start a Podcast: He invested minimal time—just one hour every other month.

• Show, Not Just Tell: Video clips and long-form episodes explained why preventative parts matter.

• Educated Customers Before They Arrived: Episodes served as “homework,” so clients understood the value of upgrades.

• Distributed Everywhere: Platforms like Spotify, Apple Podcasts, YouTube, and Facebook expanded reach beyond walk-ins.

  
  

Results: Transforming Customer Engagement

The impact of the podcast was significant:

• Higher Average Ticket Value: Customers walked into the shop already aware of needed upgrades and were more willing to invest in long-term fixes.

• More Informed Decisions: The podcast replaced upselling with education, building 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, attracting new diesel owners.

  
  

Why It Matters: The Importance of Customer Knowledge

A podcast doesn’t just market a shop—it raises customer knowledge. When customers understand the “why” behind repairs and upgrades, they make better choices. This naturally drives up the average spend per job.

The Bigger Picture: Building Trust and Loyalty

Creating a podcast like Diesel Den fosters a deeper connection with customers. It transforms a transactional relationship into one based on trust and loyalty. When clients feel informed, they are more likely to return for future services.

The Future of Diesel Den: Expanding Horizons

As the podcast grows, there are opportunities to explore new topics and engage with a wider audience. This could include:

• Guest Appearances: Inviting industry experts to share insights.

• Live Q&A Sessions: Engaging listeners in real-time discussions.

• Community Involvement: Hosting events to connect with local diesel enthusiasts.

  
  

Conclusion: A Path to Growth

✅ 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.

Ready to get started? Check out Build Something Media for more insights on how to elevate your storytelling through video and audio content.