Mdv Stage Observations Lara 310509

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!

Prior Day AlwaysFutureAfterTimeline of Events

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


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


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.


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…

Prior Day AlwaysF FutureAfterTimeline of Events

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


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…


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


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.


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


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?


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.


Grazie Mille

Partecipanti• Sophia L.Lara, MFFB• Cristin Castro (Moxy), MFFB• Antonio Lozano, MFFB• Joyce Song, MAFED


Documents

Mdv Stage Observations Lara 310509