# #73 In-Store Demos 101: Building a Successful Demo Program (+ Funky Mello)

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2022-12-13
- Length: 1h 14m
- Episode: 50
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-13-73-in-store-demos-101-building-a-successful-demo-program-funky-mello
- Listen: https://share.transistor.fm/s/1fab9700

## Summary

Bridget Aragon and David Heiser, co-founders of Grassroots Demos, explain how CPG brands can build successful in-store demo programs by focusing on hiring passionate brand ambassadors, rigorous training, and clear success metrics like engagement counts and sales. They discuss the operational complexities of managing demos, including retailer communication, sample sourcing logistics, and the decision to use a vendor versus an in-house team. The episode also features Delisa Harper, founder of Funky Mello, who shares her journey from farmers market Rice Krispy Treats to launching the world's first refrigerated plant-based marshmallow cream and scaling into major retailers like Sprouts and Whole Foods.

## Chapters

- [0:03](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-13-73-in-store-demos-101-building-a-successful-demo-program-funky-mello#t=3) Introduction: Bridget Aragon and David Heiser of Grassroots Demos
- [3:05](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-13-73-in-store-demos-101-building-a-successful-demo-program-funky-mello#t=185) Defining Field Marketing, In-Store Demos, and Merchandising
- [6:22](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-13-73-in-store-demos-101-building-a-successful-demo-program-funky-mello#t=382) Critical Components for Demo Success: Training and Retailer Coordination
- [9:20](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-13-73-in-store-demos-101-building-a-successful-demo-program-funky-mello#t=560) Tracking Demo Metrics: Engagements, Feedback, and Sales
- [14:06](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-13-73-in-store-demos-101-building-a-successful-demo-program-funky-mello#t=846) Sample Sourcing Logistics and Supply Chain Preparation
- [16:31](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-13-73-in-store-demos-101-building-a-successful-demo-program-funky-mello#t=991) Building Retailer Relationships and Employee Advocacy
- [24:42](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-13-73-in-store-demos-101-building-a-successful-demo-program-funky-mello#t=1482) Hiring and Training Brand Ambassadors: Finding the Right Fit
- [41:49](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-13-73-in-store-demos-101-building-a-successful-demo-program-funky-mello#t=2509) Managing In-House vs. Using a Demo Vendor Agency
- [56:11](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-13-73-in-store-demos-101-building-a-successful-demo-program-funky-mello#t=3371) Funky Mello: Delisa Harper's Journey from Farmers Markets to Retail
- [1:02:16](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-13-73-in-store-demos-101-building-a-successful-demo-program-funky-mello#t=3736) Funky Mello's Kickstarter, Scaling, and Fundraising Strategy

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)
- [Hiring & workforce](https://hardwarepodcasts.com/topic/hiring-and-workforce)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- Grassroots Demos (company)
- Funky Mello (product)
- Sprouts (company)
- Whole Foods (company)
- Costco (company)
- Erewhon (company)
- Mothers (company)
- Jimbos (company)
- Central Market (company)
- Kickstarter (other)

## Related episodes from other shows

- [#034 - How next-generation retail looks like, with Vibhu Norby of b8ta, USA](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-08-02-034-how-next-generation-retail-looks-like-with-vibhu-norby-of-b8ta-usa) (The Hardware Entrepreneur)
- [Advice Line with Jeni Britton of Jeni's Splendid Ice Creams](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-03-27-advice-line-with-jeni-britton-of-jenis-splendid-ice-creams) (How I Built This)
- [Advice Line with Andrew Abraham of Orgain](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-16-advice-line-with-andrew-abraham-of-orgain) (How I Built This)
- [Advice Line with Lara Merriken of LÄRABAR](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-17-advice-line-with-lara-merriken-of-larabar) (How I Built This)
- [Advice Line with Sarah Kauss of S'well](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-20-advice-line-with-sarah-kauss-of-swell) (How I Built This)

## Citing this page

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