ECB To Develop Match Day Experience
Two Circles, specialists in enabling sports rights holders to drive commercial growth through customer centric marketing strategies, has been tasked by the England and Wales Cricket Board (ECB) to help develop a better understanding of the needs of customers attending cricket matches.
Working in collaboration with the 18 First Class Counties & MCC, on behalf of the ECB, Two Circles developed a consumer insight programme. The programme ensured every cricket ticket buyer at every international and domestic Friends Life t20 fixture during 2012 was asked for feedback through an online survey, within 1 hour of play ending.
With cricket being one of the most popular sports on television, the ECB are eager to encourage more people to attend live matches by improving the match day experience for fans. Tom Johnson, event brand manager at the ECB commented: ‘It is vital that we generate as much information and insight about our paying spectators as possible. Improving match day experience is a goal shared by the ECB and the First Class Counties. Two Circles developed a complex project that delivered the information and the results that we needed.’
Gareth Balch, director at Two Circles said: ‘We were delighted to extend our role with the ECB & the First Class Counties to include attitudinal insight. Our approach was to put the ticket buyer at the heart of our thinking & create conversations between rights-holders & customers. Cricket has huge numbers of supporters and we wanted to know and understand how we can get more of these supporters to go to watch cricket live.’
