“Our job is to make you look good”, says the website of TMI, a company for marketing and event solutions. Today we welcome Florian Fude, Managing Director to hear his thoughts on the situation in the business of racing hospitality and on the process of “looking good”.
What’s most important in your work today?
Beside 110% customer satisfaction, I would say efficiency, diversity and sustainability of our projects are the most important factors for us at the moment.
Tell us about your company’s work with Formula 1.
Well, TMI is providing premium marketing and hospitality services for official sponsors and teams. We are creating and executing individual VIP events with taking corporate customers to the Formula 1 destinations and inside the circuits with a seamless luxury travel logistic around this experience.
What would your advice be for people promoting Formula 1 in the United States?
Knowing that American audiences prefer a big show with overtaking and high-speed action, Formula 1 should also become more accessible and entertaining, a kind of festival of automotive high-tech and science. Formula 1 is like the Wimbledon of auto racing in terms of the classiness, but it involves a lot of interesting technology that should be showcased in an entertaining way that’s tailored for American racing fans.
Talking about different markets, in your opinion, should the sport focus more on Europe or on expanding outside of it?
One thing is clear here – Formula 1 should remain the top global sport series with covering all continents and markets if feasible. I mean it should be a true world championship.
Formula 1 is like the Wimbledon of auto racing in terms of the classiness.
How has TMI changed over the years?
In our 20th year of operating, we have grown into an event management and marketing services company while keeping and perfecting the initial services (hospitality logistics and luxury travel services). That’s probably our most significant change as we just keep working hard on always taking our operations a step further.
Has racing hospitality changed? If so, in what ways?
Social media and multimedia are all over, and they became a huge part of racing hospitality as well. Receiving a good morning message from a Formula 1 driver on Instagram or Snapchat attracts the fans and increases the desire to meet and greet him one day in person. Hence, technologies can help in increasing the attraction of the sport, therefore it all needs to be included in the hospitality. A glass of champagne and a grandstand seat is not sufficient any longer but still a very nice basic element to start with.
In terms of corporate hospitality, what could Formula 1 learn from other industries, companies or sports?
Formula 1 could possibly learn a little from NASCAR, DTM, football, golf and tennis. The access for the fans is easier, more affordable and guests get closer to the action. Guest entertainment is an absolute priority – on-site and online.
Where, do you think, the global hospitality sector is going?
Client-wise, hospitality will become a more exclusive and important tool for direct marketing, clients approach and international networking. Technology-wise, hospitality and events will be the ultimate real luxury live experiences in a more and more digital world. Pure. Offline. Emotional. Virtual realities can’t achieve that yet.