{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The MAFFEO DRINKS Podcast","title":"How To Measure Trade Advocacy And What Actually Builds Brands In The On-Trade | Claire Warner | EP 130","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:00:00 Welcome and introductions00:33 The Good Measure Guild, measuring what matters in hospitality05:21 The measurement problem, why the on-trade gets deprioritised07:10 Advocacy and brand cycles, why the bartender is the first customer13:50 The overlooked middle tier and secondary cities18:30 Competitions as a learning tool27:14 Beyond competitions, building brand relevance32:27 Training and minimum standards37:19 Consumer education, no and low47:11 The social score vision49:28 Closing thoughts","thumbnail_url":"https://img.transistorcdn.com/EEVeqPnCSO50vcTEwCGi8EsKVAfckKW1Ma9V9k_f5cM/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9mNjQy/ZWFiZWJiOTRmMTBm/YmUxYWFmNTA2MjI4/M2ViNC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}