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MAKING THE MOST OF Expo West
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or five days in the middle of March, CPG brands of every size come together under the same roof on the same mission: to share their newest innovations with the industry. With so many brands occupying the same space, each must learn to stand out amongst the noise. We spoke to Expo regulars Seth Goldman (Co-Founder and Chief Change Officer of Eat the Change) Pierre Jamet (Chief Sales Officer of Petit Pot) and Kim Biddle (Senior Manager of Digital Sales at Sow Good), as well as our partners at NielsenIQ Byzzer, to gather their best tips for making the most of Expo West:
UTILIZE THE ONLINE PORTAL Last year, we talked a lot about the NPEV, or Natural Products Expo Virtual, the online experience from New Hope that replaced the 2021 show. This year, brands who physically exhibit will again have access to it, and Jamet encourages leveraging it.
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Because the online portal opens earlier than the show, Jamet suggetss that you use it to set your game plan. If your buyer confirms attendance on the portal, you can reach out to them in advance to confirm a meeting with them. You also should be able to see a press list – use this as an opportunity to get on reporters’ radar or invite them to meet your team. This gives you a great touchpoint with important contacts, and helps you fill your schedule. Be a lot more diligent in doing it in advance – you will be busy at the show, so come with your pre-work done.
PREP YOUR PITCH This one may sound like a no-brainer, but often falls to the wayside as you focus on other elements of your Expo preparation. When you spend so much time in the weeds of day-to-day business, it can be easy to lose sight of your communicable value. Prior to attending the conference, take the time to sit down with
