mdv stage observations lara 310509
DESCRIPTION
Observations of my Internship with an Italian Winery for the Cantine Aperte event in 2009TRANSCRIPT
ObservazionidelloStage
Sophia L. Lara, Candidate MFFB1Master’s in Fine Food & Beverage
SDA Bocconi31 Maggio 2009
Cantine Aperte 2009
Introduction Introduzione
Dear MDV staff,Following are my observations from assisting you for the Cantine Aperte activities on 31 of May, 2009. Some of my observations and suggestions may be useful, some may not, some may already be in practice. This is a very general, but detailed presentation of my observations. I hope it is of use to MDV. I truly enjoyed and also learned a great deal from this experience, thank you for inviting us!
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A tutte le persone del MDV,Queste sono le miei osservazione riguardante l’attivita delle cantine aperte avenuta il 31 di Maggio, 2009. Ritengo che alcune osservazione possano esservi utili e messe in prattica mentre altre no.Questa presentazione e’ generale, ma allo stesso tempo dettagliata. Spero che talle possa esserci utile nel futuro. Ho veramente apresso molto, grazie per averci invitato!
Prior to Event - Design Prima del’Evento
Plant Vines at entrance columns
Create a more inviting atmosphere when the customer first arrives
Currently entrance is bare, more greenery/vines/flowers (fragrant flowers would be nice, choose something that will be in bloom and fragrant in month of May)
ex. Jazmin
This is something that takes time, so start as soon as possible, even if you cut the barrels in half to place at each column, and plant a larger plant, the vines can start train on the pipe
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Prior to Event - Strategy Prima del’Evento - Estrategia
Focus on your Objective
Wine is the Focus Tasting is the Objective Client knowledge and appreciation of MDV
wine is your GOAL
Suggestions Simple food is better; as it was at the
tasting table (bread, salami, cheese) Smell – distracting to the nose for client
trying to appreciate the wine Too distracting to have fish truck, takes
focus away from wine and the real reason why guests are there.
People started to get frustrated because food took too long to come out and they associate this negativity with your product.
If you are going to do sit down meal, it would have to be done in line with product image, i.e. quality catering.
Note: to showcase the rooftop area, which is beautiful and SHOULD be used for events, make sure to include it on the tours. It is a FANTASTIC location for weddings. This area really should be marketed if it is not already
Offer it as a location for events at no charge to local Charities, Political Offices, etc… (for Exposure) Invite media for pictures in local papers
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Prior to Event - Design Prima del’Evento - Disegno
Signs
Sign with tour times done professionally, in a frame in case of rain… you know each year what time the event is, tours are at the same time each year. Make a sign that you can use each year.
Barrique’s converted to table’sIn the open space at the entrance the customers should have an area to gather.Empty barriques no longer being used, or buy old ones•Burn into them the MDV logo, make them look aged to give the “antica” lookPut MDV type soil in the top and cover with a round piece of glass or plexi glass (attention: must be always clean, no scratches) Presentation important.
Umbrellas for Barrique tablesIn case of Sun or Rain, need to be prepared since the area is outdoors.
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Day of Event - Client Giorno del’Evento - Cliente
Greet each customer as they come in (this was done very well by Virginia)
Invite Each Customer to return when they are departing (there was nobody doing this).
This point is very important, you have to make customer feel like they are special and they are invited back anytime
Customer Information- PRIORITY #1 Give them Incentive to give it
Ex. Raffle a Magnum at end of the dayThis way the focus for all MDV staff can be “would you like to receive a Magnum today? Of course the answer will be YES, then they can be told about the raffle and to kindly write their information. The old way: “Please give us your information so we can send you an email” …. Customers do not want more email…
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Day of Event - Presentation Giorno del’Evento - Presentazione
What is ON the table?
Table presentation: always make sure cloth covers anything No carton, the bottle is resting on a carton box, I covered it in
cloth: presentation, presentation!
Who is MDV Anyone who represents or is working that day should be
distinguishable If your clients have a question do they know who to ask? Do they know your name?
Nametags nicely done (not written, use a machine label maker)
Actually this was done very well with the MDV Staff, all had matching shirts and aprons and looked very professional. It was the “Stagers” who didn’t look like they fit in (us). For the next stagers, best to include a suggested dress code. And maybe even an apron
Fresh Flowers, always a
NICE touch, very
good
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Day of Event - Client Giorno del’Evento - Cliente
Suggested tasting strategy
Some customers do not know what to drink first, they are puzzled
Have a “Taste in this Order” suggestion sign posted so that they can see it without having to ask. You do not want to make your customer feel like
they do not know, this way they can glance at it and “Know” what to do.
They feel smart and will enjoy your wine better if they taste it in the proper order.
Non Tutti sono esperti…
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Day of Event - Message Giorno del’Evento - Il Messagio
No distractions!
At one point I saw that a small television was brought out and placed on the floor at the entrance… NO! NO! NO!
This is telling your customer that they are not important, they are not the focus, that people at MDV are more interested in watching the sport rather than attending to them.
#1 Focus on this day is attention to the customer
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After Event - Follow Up Dopo l’Evento - Seguimento
Hand written thank you’s to ALL customers who leave information
In this age of electronic communication, a hand written note thanking your customer for coming on good quality stationary can really make your customer TALK about their experience to ALL their friends.
Best advertising and most powerful is “word-of-mouth”!
Anyone can write them, Owners should sign them
Imagine the detail if you are able to send a note to your clients that did NOT make it, telling them you are sorry you missed them and invite them for next year.
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Future Plans - Design Piani per il Futuro - Disegno
Tasting Area
I think it is fine having it at the entrance the way it was done. Just need to add more to it in coming years to make the area more welcoming.
Portico Access
However, if in future decide to put tasting upstairs under the Portico for use of protection from the weather, take into consideration it will be difficult to get your clients up there, some may not know, or want to walk or may leave because they think nothing is happening.
Although it would be nice and create more exposure, currently the logistics make it difficult; there is not a natural flow to and from the portico area due to the terrain,
Suggest build another entrance to Portico to make it easier to access, perhaps add stairs to the side where the drive way is
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I Clienti – Loyalty Cycle
Implement
Purchase Repurchase
Consume
Without the right product, at the right time, at the right price, the loyalty cycle ends here
Senza il prodotto giusto, al giusto tempo, al giusto prezzo, il ciclo de la
lealta si ferma qui
Without customer service and support the loyalty cycle ends here
Senza il servizio ed il
mantenimiento al cliente, il ciclo de la
lealta si ferma qui
Without professional services the loyalty cycle ends here
Senza I servizi professionalli,
il ciclo de la lealta si ferma
qui
What is MDV doing to keep the Loyalty cycle alive?
Per Pensare…
Che cosa sta facendo MDV per mantenere vivo il ciclo della lealtá?
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Always - Safety & Comfort Sempre – Sicuritá e Comoditá
Heaters in case of cold weather
ALWAYS have a back up plan, even if weather says sunny and warm, know that you can have surprise thunder showers to ruin everything.
This day is too important to let that happen Plan ahead for all weather (Hot, Cold, Rain, Wind, etc..) Be prepared to put in action immediately
Know where items are (table umbrellas, heaters, fans) They should be clean and working properly
Fire Extinguishers & First Aid Kit
Just in case, make sure they are in place and ready to be used. They have an expiration date and need to be recharged every year.
Don’t hide them, they should be visible, this communicates to your customers that you are prepared and you are responsible
Electricity / Back Up Power Generators
Make sure incase of a power failure, generators are ready and working Imagine if your customers are there when you have an equipment failure…
not good.
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Grazie Mille
Partecipanti• Sophia L.Lara, MFFB• Cristin Castro (Moxy), MFFB• Antonio Lozano, MFFB• Joyce Song, MAFED
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