CORPORATE
Why Orrcon Steel goes racing?
The Orrcon Steel brand has long been synonymous with the world of motorsports. The much recognised Orrcon Steel Racing program is States Marketing & Sponsorship Manager, Stewart Smith and his team's labour of love having developed and managed the program for eight years now.
Stewart develops and implements sponsorship programs as a platform and key driver for the company's customer relationship management and brand awareness.
Q: How did Orrcon Steel's relationship with motorsport first begin?
A: Well, it started off as an initiative to bring together the employees of two companies Welded Tube Mills and Hills Tubing in 2002 to provide a common goal we could all follow, and also with a view to put the newly launched Orrcon in the public eye raising the profile of the Orrcon name. Silvio Pradella, David Simmons and Graham Twartz decided that a fast paced, technology driven, teamwork environment would be a perfect platform thus the birth of Orrcon Racing in the dynamic V8 Supercar Championship. Over the years we have developed the program as a customer relationship and branding tool.
Q: Why go racing?
A: It is a great opportunity to do something different to our competitors, and to connect with customers and staff through an interactive platform, while giving them a positive brand experience. It's about developing a platform that assists our sales teams to build relationships and forge partnerships with our customers. My goal has always been to ensure that whatever we do the customer takes away a positive experience of their time with Orrcon Steel
Q: There are thirteen race rounds this season does Orrcon Steel attend all the rounds?
A: We conduct an event for up to 200 customers and staff in each State (QLD, NSW, VIC, SA, and WA) where we have a presence, while in Darwin, Tasmania and Townsville we conduct smaller events. While we are not attending race rounds we keep up the momentum throughout the racing season with Superschool events (where guests drive around in V8 Supercars), Annual Ride Days in the FPR Supercars with Mark Winterbottom and Steven Richards, In the Garage customer functions, golf days, driver visits, media communications and Orrcon Racing tie-ins with other event on the corporate side of things such as new branch launches, tradeshows, competitionsŠ so we are kept busy working the program.
Q: What is involved in the planning of each race round?
A: We commence our planning and execution approx 11 weeks out from the event with the invitation process and the build up to the event with various planning ticketing and information, co-ordination of mailing gift packs to 200 guests, media planning, arranging all the logistics for the actual events. Our build of the suite is usually from the ground up, and starts on the Monday prior to an event and takes three to four days work depending on the size and location. I have a great team which makes it run smoothly
Q: Sounds like the big picture is made up of the finer details! So what happens at these events and activities?
A: Customers are treated to a "money can't buy" experience. An invitation to be a guest at each race round or activity is an opportunity for customers to be treated to an array of interactive activities at the Suite and be part of the team. Guests go on pit tours, see the cars up close, meet and spend time with the drivers and crew, and enjoy the V8 races from prime viewing locations. The event has something for everyone from live entertainment to full day catering, we indulge our guests in an experience not just a table and chair in a private room. They can lounge around on Orrcon Steel's signature blue chairs, keep up to speed with live telemetry from the race cars, watch the live action captured on cameras in the pit lane via plasma screens in the suite. In the past we have had a range of special entertainment including the Orrcon Steel Band, amongst other things, to ensure that our guests take away a memorable experience.
Q: Sounds like a lot of planning ahead! How do you do it?
A: We're always thinking of the next idea and how we can create a better platform for our sales teams. Typically, the year ahead is planned out in the final quarter of the year; for example, we have already started planning for the 2010 season in October this year. And as our plans develop we are always refining and developing new angles.
Q: What is it that Orrcon Steel is trying to convey at each event?
A: The Orrcon Racing program is designed to represent the very best of Orrcon Steel's culture we want to convey the competitive spirit that defines us on the trackside as well as in the marketplace. To our customers, we want to convey our dedication and commitment as a business we want our customers to connect with the Orrcon Steel culture. As a company we want to be seen as dynamic, motivated, innovative and competitive. The steel industry is a competitive one, and as a business, it is important that we stand out in the public eye and in the top of customers' minds.
Q: The Orrcon Steel Racing program has received some positive media coverage lately. Do you feel that the formula is perfected now?
A: No, but if it raises the bar of positive brand experience then we've achieved something. This doesn't mean that we should stop striving to be better at what we do and also communicate what the racing program really means to us.
Q: Where do you get your ideas from?
A: I have a great team firstly, they never get scared when I say, "I have an idea". But more importantly we develop ideas as a team just like FPR on the track; the key is that the people involved in the program are great at what they do. Our customers and staff also continue to challenge us in what we do and we are always setting our expectations higher. I also look at dynamic brands around the world Red Bull, Virgin, Vodafone, and how they create positive brand experiences that capture people's imaginations. Foremost, steel is not exactly exciting but we are trying to give it some life as Silvio always said, "Let's make buying steel a lifestyle choice".
Q: So what's in store for the 2010 season at Orrcon Racing and what can we expect from Orrcon Steel Racing in the new racing season?
A: My hope is that in our 9th year Mark and FPR can win a Championship and a Bathurst 1000. We are coming up with some great ideas, making the program more accessible to more customers, and ensuring that our sales teams are given an even better platform to utilise.
Q: Thanks again for the insight into the Orrcon Steel Racing program. Before we conclude, do you have any other thoughts?
A: To all our staff and customers thanks for the support over the years especially given the ups and downs that motorsport always brings. Remember to follow the team via our website www.orrconracing.com and our Facebook site.
Go Orrcon Steel Racing and FPR into 2010!
Check out the Orrcon Corporate Website for more info www.orrcon.com.au
