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Nailing your Drink Strategy: 3 Reasons Why 99% of Brands Get It Wrong and How to Focus on a Simple Target Cocktail That Bartenders Wanna Use
Instead of copying trendy cocktails or creating a fancy one nobody wanna make
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Chris Maffeo
The Sell-in Ring Road Checklist: How to Adapt Your Messaging to "Traffic Conditions" (i.e. Competitors on Your Route) While Staying…
Avoid focusing on what customers don't care about or telling a similar story your competitors used half an hour before you
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Chris Maffeo
The First-Order Accelerator: The Simple 5 Steps to Get More Bars to Place the First Order (and Stop Sitting Hopeless in Front of People Who…
They wanna buy brands they researched and trust, not those they've never heard
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Chris Maffeo
The Hunting Checklist: The 5 Things To Guide You to Avoid Chasing The Cool Venues That Don't Want You (Unless You Wanna Waste Time Having…
Once I know where to go, how do I prioritize which ones to focus on?
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Chris Maffeo
The Event Partnership Framework: What 99% of Drinks Brands Get Wrong, (Leading to Events with Hidden Costs After Which Trialists Never Find…
It's not about Immediate Positive ROI. It's about being Worth Long Term
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Chris Maffeo
Fixing the Sell-in Pitch: The 4 Biggest Mistakes Salespeople Make Talking to Bar Owners (and How to Rescue Them From a "Thanks but no…
Homework, listening, and adapting your sell-in story to customers' needs.
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Chris Maffeo
The Bar Mapping Blueprint: The 5 Steps To Find The Right Venues for Your Brand In a City (Instead of a Useless List All Your Competitors…
It's not about the best bars in the city. It's about the best bars for your brand.
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Chris Maffeo
The Trade Advocacy Blueprint: 5 reasons to stop focusing only on Bar Owners and Managers (that don't spread their brand love downward to the…
Love spreads Bottom-up from the square and not from the tower. Why involving bar and shop staff bottom-up drives more results
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Chris Maffeo
The Industry Network Mirage: 4 Things to Consider to Avoid Relying on Contacts to Build Your Brand (Lasting Only Until Another Friend Gets…
Why you need a bottom-up system to complement your network
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Chris Maffeo
The Distribution Expansion Cheat-Sheet: 4 Rules to Avoid Collecting Dust on The Shelf (and Why 1 Case in 1 Bar is Better Than 6 Bottles in 6…
Why it's important to drive rotation (velocity) before expansing distribution
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Chris Maffeo
Demystifying Gen-Z: The Biggest Mistakes Brands Make When Appealing to Only One Generation (Ending Up Alienating Existing Brand Users) and…
Presentation for Park Street University from Bar Convent Berlin 2023
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Chris Maffeo
The Brand's Storytelling Big Bang Cheat-Sheet: The 6 Bottom-Up Steps Top Drinks Brands Get Right, Evolving their Storytelling (That Will…
A Daily Reminder to Stick on The Office Fridge
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Chris Maffeo
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