How To Measure Trade Advocacy And What Actually Builds Brands In The On-Trade | Claire Warner | EP 130

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Chris Maffeo is welcoming Claire Warner, the founder of the Good Measure Guild and former Global Head of Advocacy at Diageo.

Why does the on-trade keep getting deprioritised despite being where brands are actually built?
Why is advocacy impossible to measure and what happens to brands when they stop investing in it?
Are cocktail competitions a genuine learning tool or a shortcut that breaks the ecosystem?
And why is the middle tier of bars the most overlooked commercial opportunity in the industry?

Find all episodes featuring Claire Warner at themaffeodrinkspodcast.com.

Timestamps:

• 00:00 Welcome and introductions
• 00:33 The Good Measure Guild, measuring what matters in hospitality
• 05:21 The measurement problem, why the on-trade gets deprioritised
• 07:10 Advocacy and brand cycles, why the bartender is the first customer
• 13:50 The overlooked middle tier and secondary cities
• 18:30 Competitions as a learning tool
• 27:14 Beyond competitions, building brand relevance
• 32:27 Training and minimum standards
• 37:19 Consumer education, no and low
• 47:11 The social score vision
• 49:28 Closing thoughts

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MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar and what it means for the boardroom.

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