Leading customer intelligence platform, Local Measure, has transformed on-site fan engagement at two world-renowned sporting and entertainment venues managed by the Sydney Cricket & Sports Ground Trust.
The Trust wanted to better connect with guests at the Sydney Cricket Ground (SCG) and Allianz Stadium, which together host nearly 100 sports and concert events attracting over 1.5 million visitors each year.
The aim was to understand more about the fans’ views and experiences, respond to feedback in real-time and improve the fan experience.
“We want people to have a memorable experience when they come to our venues,” explained Charlie Drayton, Media and Communications Coordinator at Sydney Cricket and Sports Ground Trust. “The best way to share that is through the eyes of the punter – their memories and photos are unique and provide us with an insight into what watching live sport is all about.”
Local Measure’s customer intelligence platform captures the location with a geofence, making any social media content posted within it instantly visible. The technology then cherry-picks the most relevant and meaningful content. This allows the venue to discover who is posting and what they are saying, without relying on hashtags.
Sydney Cricket and Sports Ground Trust can respond to patrons in realtime
Thus, the Sydney Cricket and Sports Ground Trust can now connect with their customers from any of their social handles to create relationships and memorable experiences. They can build galleries of user-generated content and publish them online. What’s more, they can respond to patrons in realtime, regardless of whether the fan has used the right hashtag or named the stadium in a comment.
Another key benefit is the Trust’s ability to connect with first-time visitors. This means they can officially welcome them with a gift or piece of merchandise.
Since using the Local Measure platform, the team has reduced the average response time by 55%. They have also seen a 60% increase in total follower reach. In addition, they have been able to engage meaningfully with fans as posting has skyrocketed. In fact, within one month, the Trust saw 83% more social posts.
“It’s important that we find ways to listen to the views and experiences of our fans. Local Measure has provided us with a wide range of conversations and images that we wouldn’t otherwise be able to track,” added Drayton.