Stoke City Season Ticket Holder Research Proves Positive
Wed 19th Feb 2014 | Marketing & PR
Premier League side, Stoke City Football Club recently demonstrated exactly how committed they are to the long-term loyalty of their fans by undertaking a research project to ascertain the views and opinions of their new season ticket holders.
Sportswise were appointed to deliver the research project which specifically targeted new season tickets holders - those who had purchased a season ticket for the 2012/2013 and 2013/2014 seasons only.
The club wanted their new season ticket holders to know first-hand how much they value their support and how important their experiences of being a season ticket holder were to shaping the future improvements at the club.
Matt Joy, Marketing Manager at Stoke City FC, commenting on the project, said, “We were extremely pleased with the research undertaken. It confirmed our thoughts and was certainly worth the extra time and money to get information direct from the fans.”
Sportswise designed a short, telephone questionnaire which was then executed using their experienced, in-house research team. Fans were asked questions such as why they had decided to purchase a season ticket, how much they had enjoyed the season so far, how the club made them feel as a supporter and crucially, if they thought the season ticket was value for money.
The findings were analysed and key trends used by the club as part of planning their strategy for next season.
The fans responded very positively to being contacted directly by their club, showing their appreciation for the club’s personal touch.
Overall the feedback from new season ticket holders was highly positive with 98% saying that their season ticket represented value for money and over two thirds said that they felt valued as a supporter.
Over 97% said that they would recommend the match-day experience to others. Constructive feedback was also given on certain areas that fans felt could be improved to further improve the supporter experience on match days.
Based on the research, sportswise were able to provide the club with an in-depth report along with a set of key recommendations to maximise the use of the findings and to help ensure long-term supporter satisfaction.
Image: Action Images / Carl Recine Livepic
Posted by: Aaron Gourley
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