Corporate Sports & Events - CS&E's Winning<br>Formula

THE WINNING FORMULA AT CS&E

Case Study: Developing a yearly program with BDG.

At the start of each financial year, BDG look at their financial budget and then

develop a corporate hospitality calendar with the aim of incorporating events

that cover both relationship building and management and also achieve

specific sales related strategies.

Our consultants have a look at each particular business unit’s marketing strategy

for that area and then decide on the type of corporate hospitality event to meet

this strategy.

We apply our time-proven theory comprising the following basic questions:

* Who are you entertaining?

*What do you want to do with them at the event?

*What do you want to achieve after the event?

*What is the best event to achive these goals?

Developing a portfolio of events is at the heart of every program. Finding a

balance and attendance at the appropriate events is the key. You may look

at particular sports such as AFL, NRL, the Australian F1 Grand Prix or

Disney on Ice shows. BDG are also involved in food and wine nights,

charity galas and balls.

A balance in terms of the style of the corporate hospitality also needs to

be considered. Using the AFL as an example, finding the right option for your

needs is essential. The options include a formal President’s function, larger

corporate suite or relaxed corporate entertainment areas, or merely dining

at a nearby restaurant and then taking in the atmosphere in a reserved seat

at the ground.

Uniqueness is the key to making an impression. BDG like to offer

‘money can’t buy’ experience to their clients. These events may take the

shape of providing a family friendly environment where important clients are encouraged

to bring their family along to the “Shrek Party” before the exclusive screening or to a

themed party before a Disney on ice show. This family focus encourages staff to engage

their clients on a different level, while the ‘money can’t buy’ aspect encourages more clients to attend.