Australian Formula 1 Grand Prix 2005


Each year, Bruce Jarvis of Haden Engineering allocates a considerable proportion
of his corporate hospitality budget to the Grand Prix at Albert Park. 
 
Bruce believes that this event gives him the opportunity to invite a variety of
clients over the four days including prospects, through to significant business
partners. In addition, he uses the event for staff development.
 
By purchasing 30 passes in the Corporate Sports & Event Managements
corporate marquee, Bruce can effectively invite 120 people over the four days.
He structured his invitations using the following criteria:-
 
*Thursday- used for team bonding and / or reward staff within the organisation
 who have demonstrated excellence in their area, either in the way of increased
sales, strengthening of client relationships or general initiative. The winner of
the company footy tipping competition also receives 10 tickets.
 
*Friday- Day 2 of the GP sees the least action on the track providing the ideal environment to build relationships. On this day the prospective and new clients are invited to attend the marquee.
This serves to both introduce them to the organisation and it’s people as well as
inform them on products and services provided.
 
*Saturday- Perhaps regarded as the best day to attend the GP, Saturday is eventful
yet relaxed. Bruce likes his established clients with growth potential to join with
the aim of strengthening the relationship and increase sales.
 
*Sunday- The Australian Formula 1 GP on race day is the premier day. It is with
this in mind that all of Haden’s major clients Australia wide are invited to attend. 
The objective of this day is to cement relationships and to reward and recognise
clients for their continued business.
 
Along with logo recognition in front of the marquee Bruce employed the use of
two “grid girls” to wear their corporate colours and logo to provide further
exposure of the company. This had excellent results and soon everyone at the
track knew that Haden was in the business of “Australia’s best air-conditioners!”

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