# #236 - Expo West Tips for New Exhibitors

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2026-02-17
- Length: 24m
- Episode: 260
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-02-17-236-expo-west-tips-for-new-exhibitors
- Listen: https://share.transistor.fm/s/4ade33c0

## Summary

Daniel Scharff, Founder & CEO of Startup CPG, provides a tactical playbook for early-stage CPG brands exhibiting at Expo West, emphasizing that product quality and temperature are the primary drivers of buyer engagement. He advises founders to build targeted buyer lists, use scrappy pre-show outreach to create FOMO, and design cost-effective booths where the product itself serves as the main visual element. Scharff highlights specific operational details, such as using collapsible coolers for cold beverages, leveraging volunteers to conserve founder energy, and executing a strategic, non-pushy follow-up cadence to avoid 'stripping the screw' with retail buyers.

## Outline

1. Pre-Show Strategy and Buyer Targeting
2. Pre-Show Marketing and Booth Design
3. Booth Execution: Sampling and Temperature Control
4. On-Floor Tactics: Volunteers and Buyer Identification
5. Lead Capture and Follow-Up Strategy
6. Booth Logistics and Show Floor Opportunities

## Topics

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

## Most relevant to

early-stage companies

## Mentioned

- Expo West (other)
- Expo East (other)
- Startup CPG (company)
- Kroger (company)
- Whole Foods (company)
- Kahi Trend Finder Awards (other)
- Amazon (other)
- LinkedIn (other)
- Eventbrite (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)
- [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)
- [Advice Line with Andy Dunn of Bonobos](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-04-17-advice-line-with-andy-dunn-of-bonobos) (How I Built This)
- [148: Grow Your Hardware Product Sales Via Trade Shows](https://hardwarepodcasts.com/podcast/product-startup/2022-11-02-148-grow-your-hardware-product-sales-via-trade-shows) (Product Startup)
- [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)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-02-17-236-expo-west-tips-for-new-exhibitors. 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 The Startup CPG Podcast.