{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The MAFFEO DRINKS Podcast","title":"130 | Claire Warner | How To Measure Trade Advocacy And What Actually Builds Brands In The On-Trade","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/dc9905cb\"></iframe>","width":"100%","height":180,"duration":3001,"description":"Chris Maffeo is welcoming Claire Warner, the founder of the Good Measure Guild and former Global Head of Advocacy at Diageo.\nWhy does the on-trade keep getting deprioritised despite being where brands are actually built?\nWhy is advocacy impossible to measure and what happens to brands when they stop investing in it?\nAre cocktail competitions a genuine learning tool or a shortcut that breaks the ecosystem?\nAnd why is the middle tier of bars the most overlooked commercial opportunity in the industry?\nFind all episodes featuring Claire Warner at themaffeodrinkspodcast.com.\nTimestamps:\n00:00 Welcome and introductions\n00:33 The Good Measure Guild, measuring what matters in hospitality\n05:21 The measurement problem, why the on-trade gets deprioritised\n07:10 Advocacy and brand cycles, why the bartender is the first customer\n13:50 The overlooked middle tier and secondary cities\n18:30 Competitions as a learning tool\n27:14 Beyond competitions, building brand relevance\n32:27 Training and minimum standards\n37:19 Consumer education, no and low\n47:11 The social score vision\n49:28 Closing thoughts","thumbnail_url":"https://img.transistorcdn.com/i7j8B5ckGqUyyqz3Ac4HDpckC-UkvmoYYTtC0YKBRRM/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9kZjgx/ZTQyYjgyMjc4OGI2/YmJiYzFhYWE1NGJj/NTI4Zi5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}