# Pure Gold Series: How to Prep for a Successful Expo West with Seth Goldman

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2022-02-14
- Length: 32m
- Episode: 12
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-02-14-pure-gold-series-how-to-prep-for-a-successful-expo-west-with-seth-goldman
- Listen: https://share.transistor.fm/s/a42a6028

## Summary

Seth Goldman, co-founder of Honest Tea and CEO of Eat the Change, shares strategies for succeeding at Expo West, emphasizing that brands must prioritize product sampling and clear, concise pitches to stand out among thousands of exhibitors. He advises treating every attendee as a potential buyer or consumer, using real-time scanning and note-taking to manage lead tracking, and avoiding expensive booth setups in favor of engaging team energy. Goldman also highlights the importance of preparing follow-up packages in advance and leveraging the show floor for networking, supplier meetings, and even guerrilla marketing tactics like taxi cab stickers.

## Chapters

- [0:03](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-02-14-pure-gold-series-how-to-prep-for-a-successful-expo-west-with-seth-goldman#t=3) Introduction: Seth Goldman and Expo West Overview
- [3:54](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-02-14-pure-gold-series-how-to-prep-for-a-successful-expo-west-with-seth-goldman#t=234) Standing Out: Sampling and Unique Product Positioning
- [6:43](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-02-14-pure-gold-series-how-to-prep-for-a-successful-expo-west-with-seth-goldman#t=403) Crafting the 10-Second Elevator Pitch
- [9:32](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-02-14-pure-gold-series-how-to-prep-for-a-successful-expo-west-with-seth-goldman#t=572) Booth Energy, Team Management, and Comfort
- [12:01](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-02-14-pure-gold-series-how-to-prep-for-a-successful-expo-west-with-seth-goldman#t=721) Treating Everyone as the Most Important Customer
- [14:05](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-02-14-pure-gold-series-how-to-prep-for-a-successful-expo-west-with-seth-goldman#t=845) Maximizing Value Without a Booth
- [16:52](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-02-14-pure-gold-series-how-to-prep-for-a-successful-expo-west-with-seth-goldman#t=1012) Prioritizing Time: Selling vs. Networking
- [20:43](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-02-14-pure-gold-series-how-to-prep-for-a-successful-expo-west-with-seth-goldman#t=1243) Lead Tracking, Scanning, and Follow-Up Strategy
- [22:56](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-02-14-pure-gold-series-how-to-prep-for-a-successful-expo-west-with-seth-goldman#t=1376) Virtual Options and Sales Materials
- [27:39](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-02-14-pure-gold-series-how-to-prep-for-a-successful-expo-west-with-seth-goldman#t=1659) Success Stories and Guerrilla Marketing

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- Honest Tea (product)
- Eat the Change (company)
- PLNT Burger (company)
- Beyond Meat (company)
- Happy Baby (company)
- Big Geyser (company)

## Related episodes from other shows

- [Honest Tea: Seth Goldman (2017)](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-06-11-honest-tea-seth-goldman-2017) (How I Built This)
- [096: How To Launch a Consumer Product at Trade Shows](https://hardwarepodcasts.com/podcast/product-startup/2021-10-06-096-how-to-launch-a-consumer-product-at-trade-shows) (Product Startup)
- [12: The Conference Racket](https://hardwarepodcasts.com/podcast/thoroughly-considered/2016-04-21-12-the-conference-racket) (Thoroughly Considered)
- [Your Guide to Trade Show Booth Success w/ Jon Franko & Matthew Sciannella](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-11-02-your-guide-to-trade-show-booth-success-w-jon-franko-matthew-sciannella) (The Manufacturing Executive)
- [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)

## Citing this page

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