FC ST. PAULI
Survey on visitor satisfaction & fan ticket interest
A case study from the field of professional sports
It was not only the automotive, gastronomy or aviation industries that were hit hard by the pandemic. Professional sports, which are an important industry with many employees in Germany, were also affected by season cancellations, match cancellations, empty stadiums and more.
FC St. Pauli, as always in the past, did not let this get them down, but took up the fight and kept going. Find out here how one of the oldest and most traditional clubs in German professional soccer has used surveys with easyfeedback for its own purposes to keep the ball rolling.
2500
Target group
30-40%
Participation rate
4 weeks
Duration
The goal
With the use of surveys, FC St. Pauli’s goal was, on the one hand, to gauge the general interest of their fans in tickets to individual games for better planning and organization. On the other hand, they also wanted to find out how satisfied their stadium visitors were with the admission process and their stay at the stadium during the prevailing Covid-19 conditions. Based on the feedback, they wanted to identify optimization potentials to improve the concept, the procedure and the stadium experience during the special circumstances in the future.
The challenge
The challenges of FC St. Pauli were to react quickly and easily to the special circumstances and to be able to work flexibly with surveys so that texts could be adapted to the situation and the results could be evaluated for future action. In addition, the handling had to be done in such a way that surveys from creation to publication did not have to circulate through several departments, but could be started quickly and immediately.
The result
The project managers were able to query interest in tickets for individual match days quickly and easily using surveys. By including the QR code on the tickets and sending the survey by e-mail, FC St. Pauli was able to record around 2,500 participants within 4 weeks. This number had been enough for them to find out how satisfied the visitors were with the stadium experience during the Covid-19 conditions and whether there was room for improvement in the concept for visiting the stadium.
About FC St. Pauli
One of the oldest and most traditional clubs in German professional football/soccer was born when the kickers of FC St. Pauli joined the North German Football Association in 1910.
As the name suggests, FC St. Pauli is based in the St. Pauli district of Hamburg. Their venue is the Millerntor Stadium on the Heiligengeistfeld and is close to the famous Reeperbahn, which is why the club’s players like to be called “Kiezkicker” – and are known far beyond their city limits.
Although the FC St. Pauli club combines many divisions in sports, soccer is its best-known division and the one with the most members. The first men’s team has been an integral part of professional soccer for decades and currently plays in the 2nd Bundesliga. With over 30,000 active members in the club, FC St. Pauli has also developed into an extraordinary brand with great recognition value, with which many people can identify. It is precisely the solidarity exemplified by the club and its fans that inspires thousands of people, and FC St. Pauli also stands for values such as equality and tolerance (to the club’s guidelines).
Due to the high profile and economic importance of FC St. Pauli, the club also works on a wide range of operational tasks in areas such as marketing, human resources, purchasing and sales in order to achieve its sporting and economic goals on a daily basis.
Pascal Wiesler
Senior Sales Manager Hospitality
“easyfeedback is a very useful tool for us to gain new insights about our users in an uncomplicated way, even at short notice. In doing so, we always maintain an overview of the current feedback and can have comprehensive and clear statistics generated at any time at the touch of a button.”