# #270 Insights from 34,000 in-store demos with Grassroots Marketing

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2026-10-13
- Length: 45m
- Episode: 384
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-10-13-270-insights-from-34-000-in-store-demos-with-grassroots-marketing
- Listen: https://share.transistor.fm/s/b99ad375

## Summary

David Heiser, Co-Founder of Grassroots Marketing, explains how his company analyzed 34,000 in-store demos across Whole Foods, Sprouts, Central Market, and Erewhon to create a data-driven report for CPG brands. Heiser details key findings, such as Saturday being the highest-performing day and specific high-velocity regions like Southern California for Sprouts and Arizona/Florida for Whole Foods. The discussion covers practical strategies for maximizing demo ROI, including the importance of physical marketing materials like paper coupons and crafting concise five-second pitches to handle skeptical shoppers.

## Outline

1. Introduction: David Heiser and Grassroots Marketing's 34,000 Demo Report
2. Best Days and Times: Saturday Dominance and Monday Surprises
3. Regional Performance: Southern California, Florida, and Texas
4. Store-Specific Insights: Sprouts, Whole Foods, Erewhon, and Central Market
5. Demo Kit Essentials: Table Runners, Coupons, and Engagement
6. Crafting the Pitch and Handling Skeptical Shoppers
7. Winning Store Employees and Grassroots Service Scope

## 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

- Grassroots Marketing (company)
- Whole Foods (company)
- Sprouts (company)
- Erewhon (company)
- Central Market (company)
- Bristol Farms (company)

## Related episodes from other shows

- [137: Customer Feedback at Physical Product Launches](https://hardwarepodcasts.com/podcast/product-startup/2022-08-17-137-customer-feedback-at-physical-product-launches) (Product Startup)
- [#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 Pete Maldonado of Chomps](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-02-advice-line-with-pete-maldonado-of-chomps) (How I Built This)
- [058: How to Pitch Your Product to Retail Stores](https://hardwarepodcasts.com/podcast/product-startup/2020-12-21-058-how-to-pitch-your-product-to-retail-stores) (Product Startup)
- [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)

## Citing this page

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