# 096: How To Launch a Consumer Product at Trade Shows

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2021-10-06
- Length: 38m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2021-10-06-096-how-to-launch-a-consumer-product-at-trade-shows
- Listen: https://productstartup.com/

## Summary

Jim Cermak, founder of Trade Show University, advises hardware startups on selecting and executing trade shows like CES and the National Hardware Show to secure buyer interest. He emphasizes the importance of defining specific metrics, such as qualified leads or scheduled demos, rather than just collecting business cards, and stresses the need for proactive staff engagement to capture attention in crowded exhibit halls. Cermak also highlights the value of competitive research by observing rival booths and tailoring messaging to focus on customer benefits, such as cost savings, rather than technical specifications.

## Chapters

- [0:46](https://hardwarepodcasts.com/podcast/product-startup/2021-10-06-096-how-to-launch-a-consumer-product-at-trade-shows#t=46) Introduction: Jim Cermak and Trade Show University
- [2:01](https://hardwarepodcasts.com/podcast/product-startup/2021-10-06-096-how-to-launch-a-consumer-product-at-trade-shows#t=121) Cermak's Background and the Power of Trade Shows
- [5:33](https://hardwarepodcasts.com/podcast/product-startup/2021-10-06-096-how-to-launch-a-consumer-product-at-trade-shows#t=333) Defining Trade Shows and Exhibit Hall Dynamics
- [8:05](https://hardwarepodcasts.com/podcast/product-startup/2021-10-06-096-how-to-launch-a-consumer-product-at-trade-shows#t=485) Selecting the Right Show and Setting Metrics
- [14:11](https://hardwarepodcasts.com/podcast/product-startup/2021-10-06-096-how-to-launch-a-consumer-product-at-trade-shows#t=851) Staffing, Engagement, and Competitive Research
- [19:45](https://hardwarepodcasts.com/podcast/product-startup/2021-10-06-096-how-to-launch-a-consumer-product-at-trade-shows#t=1185) Booth Location, Size, and Startup Options
- [24:25](https://hardwarepodcasts.com/podcast/product-startup/2021-10-06-096-how-to-launch-a-consumer-product-at-trade-shows#t=1465) Qualifying Leads and Orchestrating the Customer Journey
- [29:16](https://hardwarepodcasts.com/podcast/product-startup/2021-10-06-096-how-to-launch-a-consumer-product-at-trade-shows#t=1756) Communicating Benefits Over Features
- [33:05](https://hardwarepodcasts.com/podcast/product-startup/2021-10-06-096-how-to-launch-a-consumer-product-at-trade-shows#t=1985) Learning from Feedback and Product Iteration
- [34:18](https://hardwarepodcasts.com/podcast/product-startup/2021-10-06-096-how-to-launch-a-consumer-product-at-trade-shows#t=2058) Resources: Trade Show University Podcast and Roadmap

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

early-stage companies

## Mentioned

- Trade Show University (company)
- Fannie Farmer Candy (company)
- CES (other)
- National Hardware Show (other)
- Stanley (company)
- Milwaukee Tools (company)
- PetBot (product)
- PetCube (company)
- Lithium Works (company)
- Mako Design + Invent (company)

## Related episodes from other shows

- [Ep. 31 - Going to Events](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2024-10-24-ep-31-going-to-events) (Open Hardware Manufacturing Podcast)
- [BONUS: 5 Tips for Getting the Most Out of a Trade Show](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2021-09-14-bonus-5-tips-for-getting-the-most-out-of-a-trade-show) (Manufacturing Happy Hour)
- [Rethinking Trade Shows and Dialing in Your Value Prop with Jose Palomino](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2022-03-08-rethinking-trade-shows-and-dialing-in-your-value-prop-with-jose-palomino) (Manufacturing Happy Hour)
- [Pure Gold Series: How to Prep for a Successful Expo West with Seth Goldman (2022)](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-02-09-pure-gold-series-how-to-prep-for-a-successful-expo-west-with-seth-goldman-2022) (The Startup CPG Podcast)
- [#236 - Expo West Tips for New Exhibitors](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-02-17-236-expo-west-tips-for-new-exhibitors) (The Startup CPG Podcast)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/product-startup/2021-10-06-096-how-to-launch-a-consumer-product-at-trade-shows. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to Product Startup.