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Investigation – What We Do

The French Open Tennis Tournament held at Roland-Garros is one of the most prestigious sporting events in the world. The Fédération Française de Tennis, organisers of the event, wished to understand how to increase the satisfaction and spending of visitors within the grounds and to the event app and website.

Insight – How We Do It

Between 2015 and 2019, Sports Marketing Surveys operated over 35 different research projects at Roland-Garros. The research has focused on improving all aspects of the spectator experience, including pre-event, at-event and post-event. The methodologies employed on behalf of Roland-Garros have included face-to-face and observational research among spectators using catering or merchandise facilities, visitors to the giant screens and participants in the different Roland-Garros activity areas. The project has also encompassed online surveys; a dedicated study among premium/hospitality ticket holders; research among outside courts ticket holders; participants in the pre-tournament charity event; as well as bespoke surveys delivered as pop-up questionnaires on Roland-Garros’ website and app.

 

Action – How Our Client Benefitted
SMS recommendations have led to sweeping changes in the event offering, from revamped premium ticket packages to changes to the marketing of catering and merchandise products, enhancements to the information and communication made available through emails and big screens, and also the introduction of new activities within the stadium. During the course of the research, the FFT merged the two tournament apps (formerly MyRG and Roland-Garros) into a single app to better support both spectators inside the grounds and non-attendees wishing to view scores, draws and statistics. The result was growing satisfaction as measured by key metrics during the period of the research.

SMS INC. has supported the Fédération Française de Tennis’ strategic marketing team throughout this period, consulting on findings and providing recommendations that help to enhance one of the pre-eminent events on the sporting calendar.

 

Feedback
“Since 2015, Sports Marketing Surveys has operated the at-event and post-event research among different groups of spectators at the Roland-Garros tennis tournament.

Their questionnaires are built to a high standard and achieve excellent response rates. At-event, the team are diligent, polite and highly flexible, providing regular updates and ensuring that all fieldwork is conducted to a high calibre. As a result, SMS INC.’s interviewers have exceeded their response quotas every year. Their insights have supported our discussions with partners and enabled us to further enhance our offering, leading to strategic developments in our ticketing, catering and merchandise provisions, and activity offerings in particular.”

SMS recommendations have led to sweeping changes in the event offering.

SMS INC. has supported the Fédération Française de Tennis’ strategic marketing team throughout this period, consulting on findings and providing recommendations that help to enhance one of the pre-eminent events on the sporting calendar.

We have found SMS INC.’s services very valuable during this period. Their friendly, consultative and proactive approach has delivered detailed questionnaires and insightful reporting. They are always available at short notice to answer any questions and discuss findings, and support additional enquiries.

Stanislas Delavenne, Head of Strategic Planning – Fédération Française de Tennis, Roland-Garros