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 driven by Marketing & Sponsorship Manager, Stewart Smith and his team.
Stewart develops and implements sponsorship programs as a platform and key driver for the company’s customer relationship management and brand awareness.
Throughout 2011, Orrcon Steel will be celebrating a very special milestone – 10 years of involvement in the V8 Supercar Championship. Orrcon Steel’s support of Australian teams and drivers is one of the longest continual programs in the Championship. Once again, the company’s logos will adorn the Ford Performance Racing Falcons and the team’s drivers, Mark Winterbottom and Will Davison.
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. It had the aim of raising the profile of the Orrcon Steel 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 and we’re very proud to be celebrating 10 years involvement in racing during 2011.
Q: There are 14 V8 Supercar events 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 at other rounds we conduct smaller events. When we are not attending race rounds, we keep up the momentum with V8 Superschool events (where guests drive around in V8 Supercars), Annual Ride Days in the FPR V8 Supercars with Mark Winterbottom and Will Davison, In the Garage customer functions, golf days, driver visits and media communications. We utilise Orrcon Racing for tie-ins with other events on the corporate side such as new branch launches, tradeshows and competitions. We’ve now also expanded our involvement to incorporate other forms of motorsport with a presence in Sprintcars, Karting, ANDRA Pro Series Drag Racing and with Showtime FMX. So overall, we are continually working on the program and it keeps us pretty busy!
Q: What is involved in the planning of each race round?
A: We commence our planning and execution approximately 11 weeks out from each event. The invitation process continually builds up to the event itself with various planning, ticketing and information, co-ordination of mailing gift packs to 200 guests, media planning, not to mention arranging all the logistics for the actual events. We usually build the corporate suite from the ground up. The build generally 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 a full 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; 2011 was into full swing before Christmas 2010. We’re always looking to develop new angles and new strategies. With 2011 being the tenth year of Orrcon Steel’s involvement in racing and the continued upsurge of Ford Performance Racing, we’re confident of an outstanding season ahead.
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 such as 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: As you’ve already mentioned, 2011 is going to be a big year for Orrcon Steel Racing – what can we expect from the team in the new racing season?
A: We’re really excited by the prospect of the season ahead. At the end of last year, FPR’s on track performances were outstanding and that has provided a great platform for Will to slot in alongside Mark this year. We’re always hoping that FPR can win the Championship and the Bathurst 1000 with the Orrcon Steel Racing car. Off track, we’re working on a bigger and better program that will ensure Orrcon Steel is front of mind with V8 Supercar fans and our customers – both at the circuit and in our communications. With it being our tenth year of involvement in racing we really want to leverage that milestone and provide our sales team with a great platform to achieve success within the business.
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 in 2011!
Check out the Orrcon Corporate Website for more info www.orrcon.com.au
