# Pure Gold Series: How to Prep for a Successful Expo West with Seth Goldman (2022)

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2023-02-09
- Length: 32m
- Page: 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
- Listen: https://share.transistor.fm/s/d8c1bc71

## Summary

Seth Goldman, co-founder of Honest Tea and CEO of Eat the Change, shares strategies for succeeding at Expo West, emphasizing that teams must prioritize live product sampling and craft a concise 10-second pitch to stand out among thousands of brands. He advises exhibitors to treat every attendee as a high-value buyer or consumer, maintain high energy without using phones, and implement a rigorous real-time lead tracking system using badge scanners and pre-packaged follow-up materials. Additionally, he highlights the importance of strategic time management, including walking the floor for innovation, engaging with suppliers, and leveraging guerrilla marketing tactics like taxi cab stickers to maximize brand visibility.

## Chapters

- [0:00](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#t=0) Introduction: Seth Goldman and the Pure Gold Series
- [2:05](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#t=125) Seth Goldman's Background: Honest Tea, Beyond Meat, and Eat the Change
- [4:24](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#t=264) Standing Out at Expo West: The Necessity of Live Sampling
- [7:13](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#t=433) Crafting the 10-Second Elevator Pitch and Booth Energy
- [10:26](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#t=626) Treating Every Attendee as the Most Important Customer
- [14:36](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#t=876) Strategies for Non-Exhibitors: Walking the Floor and Networking
- [17:22](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#t=1042) Prioritizing Time: Booth Duties vs. External Networking
- [21:13](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#t=1273) Lead Tracking: Badge Scanning and Pre-Planned Follow-Up Packages
- [23:26](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#t=1406) Virtual Expo Options and Sales Materials Strategy
- [28:09](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#t=1689) Success Stories and Guerrilla Marketing: The Honest Tea Taxi Campaign

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- Honest Tea (product)
- Eat the Change (company)
- Beyond Meat (company)
- PLNT Burger (company)
- Happy Baby (company)
- Expo West (other)
- Startup CPG (company)
- Mission in a Bottle (product)
- How I Built This (other)
- Liv Bar (product)
- Big Guys (company)
- Fancy Food Show (other)

## Related episodes from other shows

- [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)
- [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)
- [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)
- [274 - How can you maximize packaging trade shows? Packaging Today Show LIVE](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-07-29-274-how-can-you-maximize-packaging-trade-shows-packaging-today-show-live) (People of Packaging)
- [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)

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