# #145 Distributor Trade Shows with Samuel Jacobson, HOP WTR

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-06-04
- Length: 1h 12m
- Episode: 44
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-06-04-145-distributor-trade-shows-with-samuel-jacobson-hop-wtr
- Listen: https://share.transistor.fm/s/61e4d91c

## Summary

Samuel Jacobson, Senior Director of Key Accounts and Alternate Channels at HOP WTR, explains how to navigate distributor trade shows like UNFI and KeHE, contrasting them with larger discovery events like Expo West. He details the operational differences between the two distributors, including how to load deals, negotiate on iPads, and manage trade spend guidelines to avoid double-dipping. Jacobson emphasizes the importance of booth strategy, from scrappy setups to handling buyer interactions, and shares specific tactics for securing orders and managing post-show follow-up and inventory planning.

## Outline

1. Introduction: Samuel Jacobson and HOP WTR
2. Distributor Shows vs. Expo West: Selling vs. Discovery
3. Booth Strategy, Costs, and Logistics
4. Buyer Behavior and Floor Presence
5. Deal Structures: UNFI vs. KeHE and iPad Negotiation
6. Marketing Spend and Dealer Loaders
7. Negotiation Tactics and Handling Aggressive Buyers
8. Post-Show Follow-up and Inventory Planning

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Logistics & fulfilment](https://hardwarepodcasts.com/topic/logistics-and-fulfillment)

## Most relevant to

companies scaling up

## Mentioned

- HOP WTR (product)
- UNFI (company)
- KeHE (company)
- Expo West (other)
- Seed Lip (product)
- Diageo (company)
- Harris Teeter (company)
- Big Y (company)
- Ralphs (company)
- Vitacost (company)

## Related episodes from other shows

- [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)
- [12: The Conference Racket](https://hardwarepodcasts.com/podcast/thoroughly-considered/2016-04-21-12-the-conference-racket) (Thoroughly Considered)
- [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)
- [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)
- [Introducing The Manufacturing Marketer](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2023-01-24-introducing-the-manufacturing-marketer) (The Manufacturing Executive)

## Citing this page

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