St. Louis Rams

CUSTOMER EXPERIENCE MAPPING/BRAND ASSESSMENT

How can an NFL franchise support its fans?

RESEARCH OBJECTIVE

While rebuilding the team on the field in 2010, the St. Louis Rams management also wanted to understand how to improve Rams fans’ perceptions of being valued by the organization.

KEY INSIGHTS

Lapsed season ticket holders shared in focus groups that they had felt taken for granted by the Rams in recent seasons. Season ticket discounts, playoff ticket priority and seeing and hearing their favorite Rams players, coaches and team management online and in person in the community were the biggest incentives to re-subscribing.

HOW THE ST. LOUIS RAMS USED THE INSIGHTS

Greater awareness of new season ticketholder benefits and increased team community outreach encouraged core fans to rejoin and new ones to join the Rams team.

WHAT WE DID

Focus groups with different investment-level ticket holders, and a Game Day in-stadium intercept survey measured satisfaction and identified the most important incentives to game attendance and season ticket purchase.

“We know that win or lose, our fans play a key role in creating much of the excitement of professional football. Listening to them to learn how we can most reward their presence and support has helped sell tickets and build a stronger rams brand and following inside the Edward Jones Dome and throughout St. Louis.”

Lisa Boaz, Director of Marketing & Advertising, St. Louis Rams