Dino Cortopassi’s presence at the annual Pizza Expo became legendary—not because of a flashy sales pitch but due to his authentic, relationship-driven approach to marketing. With his clever use of Richard Viguerie’s “Four Horsemen of Marketing”—positioning, differentiation, benefit, and brand—Dino transformed his customers into devoted fans who looked forward to seeing him year after year.
Authenticity, Trust, and Brand Loyalty
The success of Dino’s booth at the Pizza Expo wasn’t by accident. He leaned into his authenticity, positioning Stanislaus Food Products as “The Real Italian Tomato Company with the Polish Name.”
Instead of using his booth as a sales pitch, Dino focused on hospitality, mimicking the experience of being welcomed into an Italian home. Visitors were greeted with real tablecloths, delicious pasta, Italian wines, and friendly faces—just like in La Trattoria, his popular newsletter. There was no pressure to buy, only a genuine “thank you” for being a customer.
Learning Lessons from Dino’s Success
Over the years, Dino’s booth became the most popular at the Pizza Expo. It wasn’t just about the food and drink—it was the personal connection. People wanted to meet Dino, take photos with him, and experience his hospitality firsthand. His authenticity built trust, and that trust turned into brand loyalty.
By focusing on genuine relationships rather than hard selling, Dino created a brand that his customers loved. This approach didn’t just create customers—it created raving fans.
