La Marzocco Out of the Box

la marzocco, synesso, simonelli, cimbali etc

La Marzocco Out of the Box

Postby Matt Milletto on Mon Jan 26, 2009 9:15 am

I got this off the wire this morning, sounds interesting. Anyone who is more familiar with the HOST Milan show have any thoughts?

ITALY - La Marzocco has decided not to participate at the 2009 edition of Host in Milan Will instead realize La Marzocco Out of the Box, a parallel event during the course of Host, the first event of its kind in the coffee industry

After thorough deliberation and evaluation, La Marzocco has decided not to participate at the 2009 edition of HOST in Milan, in spite of its celebrated past as a point of reference in the industry.

The decision accurately reflects the transitions taking place within the world of coffee, which is increasingly geared to a younger public and proves to be ever more sophisticated, if not fanatical. This sensation is identifiable among La Marzocco end users as well as the baristas themselves.

Ever since HOST moved to the new, larger trade centre facilities outside Milan, it has fostered a more corporate image, diminishing the passionate characteristics typically tied to the coffee sector, consequently it no longer encompasses the business and marketing aims of La Marzocco.

La Marzocco will instead realize “La Marzocco Out of the Box”, a parallel event that will take place in Milan during the course of HOST, the first event of its kind in the coffee industry. The event will prove to be ground-breaking and will represent the whole La Marzocco experience in a nutshell.

Company profile:

La Marzocco was founded in 1927 by the Bambi brothers and has traditionally specialized in producing handmade espresso coffee machines with meticulous attention aimed at excellence, a quality cup and style.
The company is located near Florence, Italy, with offices in Milan and Seattle.
La Marzocco has over 45 employees and produces espresso coffee machines and grinders that are exported to 60 countries with the support of its distributors,making La Marzocco’s presence known in 5 continents.

More: La Marzocco Srl Via Bolognese 68
50010 Pian di San Bartolo (Firenze)
Contatto: Guido Bernardinelli, Sales & Marketing Manager
E-mail: guido@lamarzocco.com ; Web: http://www.lamarzocco.com
Tel: +39 02 36534109; Fax: +39 02 36534460
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Re: La Marzocco Out of the Box

Postby Robert Goble on Mon Jan 26, 2009 10:39 am

I been told that ROI on the Milan show is getting harder if not impossible for smaller companies to realize. By creating a parallel event, LaMarzocco will still be able to draw from the Milan attendance, but capture those more specifically part of their target demographic. I would bet that the budget is almost the same as what they would have spent to be part of Milan.

This has happened a few times now (parallel events piggybacking tradeshows) and as a community we have seen some fallout between the two parties where this has occured --- I wonder what both the short and longterm implications of this move will be? What does everyone think?
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Re: La Marzocco Out of the Box

Postby Rich Westerfield on Mon Jan 26, 2009 11:12 am

Robert,
Trade show organizers generally HATE these things since it's money that's not coming to them. Many organizers go out of their way to make things difficult for the corporation, including banning them from future events or otherwise penalizing them if they want to come back to the main show in the future.

Some trade show organizers go so far as to create alternate programming specifically to sabotage the standalones or aim to make hotel blocks or transportation to the standalone difficult. Easier to accomplish in the US than in Europe because of the way trade show infrastructure is handled with CVBs, hotels and other local entities.

It could be that LM has an agreement with HOST that mitigates the above. Not unheard of.

For the customer and the host company, the standalone it's a generally a better experience. Typically the host realizes a higher ROI, however you choose to measure that, simply from having undivided attention of the attendees. The customer usually gets more attention paid to them and has resulting higher satisfaction. Plus in a typical tradeshow booth environment, the exhibitor isn't looking to sell, they just want to qualify the lead and move to the next person. At a standalone event, when done well, you can accommodate tirekickers and serious inquiries differently according to level of interest - everyone gets what they came for.

Sound like a interesting move on LM's part. Hope it's successful for them.
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Re: La Marzocco Out of the Box

Postby terry on Mon Jan 26, 2009 3:43 pm

Awesome.
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Re: La Marzocco Out of the Box

Postby xristrettox on Mon Jan 26, 2009 4:43 pm

...waiting till 2010...
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Re: La Marzocco Out of the Box

Postby Drew Cattlin on Mon Jan 26, 2009 8:46 pm

Sounds smart to target their audience.
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Re: La Marzocco Out of the Box

Postby nick on Mon Jan 26, 2009 8:56 pm

xristrettox wrote:...waiting till 2010...

2010 is Triestespresso (even years)... not Host Milan (odd years). (8)
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Re: La Marzocco Out of the Box

Postby xristrettox on Mon Jan 26, 2009 10:08 pm

nick wrote:
xristrettox wrote:...waiting till 2010...

2010 is Triestespresso (even years)... not Host Milan (odd years). (8)


Oh, haha, I guess I was a little vague there. I was more referring to the future of La Marzocco and how I think they are just waiting to enter their next phase of awesomeness when they get away from Franke.
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Re: La Marzocco Out of the Box

Postby terry on Tue Jan 27, 2009 7:41 am

Si! Bravo Senor Wilson......
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Re: La Marzocco Out of the Box

Postby nick on Tue Jan 27, 2009 8:40 am

Hearing stories from competition-seasoned baristas who attended the 07 Milan HOST... stories like a WBC Champion being reprimanded for DARING to attempt to adjust the grind collar on the grinder he was working on ("Stop! We will call the technician!")... I suppose some sort of shake-up on Italian soil is due.

This, to me, is part of the larger topic of espresso in Italy, and the Italian industry's response to the global specialty coffee movement. In many ways (and very generally speaking), the Italian market has stubbornly refused to recognize what's been taking hold in the rest of the world. Clearly, La Marzocco, as one of the recognized industry leaders is drawing a line in the sand on this.

What's also clear is that La Marzocco isn't alone. Nuova Simonelli has, although coming from a markedly different espresso machine design paradigm, recognized the new specialty movement in numerous ways and has stepped up in a multitude of ways that surprised more than a few people. The response from other companies (La Cimbali, Brasilia, and Dalla Corte, just to name a few) during the WBC machine testing in Vancouver early last year clearly points to an acceptance that the WBC-type standards are meaningful, if only to qualify for the sponsorship... but hopefully not just for that. Either way, it's more engagement from those folks than in years past.

Time will tell if Marzocco's experiment will gain allies in Italy, or serve to isolate them. It would be fascinating if some Italian coffee companies banded together to create some sort of new association in Italy, or take leadership of their SCAE chapter, to unite to fight the good fight.

Interesting news for sure!
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Re: La Marzocco Out of the Box

Postby Marshall on Thu Jun 25, 2009 8:13 am

LM now has a great graphic presentation of its "Out of the Box" events. Many are open to the public: http://www.lamarzocco.com/outofthebox/.
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