Pre-show marketing to build FOMO

In this solo episode of the Startup CPG Podcast, Daniel Scharff—Founder & CEO of Startup CPG—shares his complete playbook for winning at Expo West.

After exhibiting at Expo West (and Expo East) more times than he can count, Daniel breaks down exactly how emerging brands can maximize ROI at one of the most overwhelming trade shows in the world: 70,000 attendees, 3,000 booths, and buyers with limited time.

From pre-show strategy and proactive buyer outreach to booth setup hacks, follow-up timing, scrappy sampling tricks, and how to avoid “stripping the screw” with buyers—this episode is a tactical, no-fluff guide for founders who want to turn booth investment into real retail traction.

Whether it’s your first Expo or your tenth, this episode will help you walk in with intention—and walk out with momentum.

Listen in as Daniel covers:

• Why you must build a real buyer target list before the show
• How to identify which buyers and distributors are attending
• Smart, proactive outreach strategies that actually get responses
• Pre-show marketing tactics to build buyer FOMO
• Booth design advice for early brands (don’t overspend!)
• Why product is always the hero—not your backdrop
• The #1 sampling mistake brands make (temperature matters)
• How to serve ice-cold beverages without buying booth electricity
• Using volunteers strategically so you don’t burn out
• How to spot and approach buyers—even if you don’t know their name
• The exact way to ask for buyer contact info without being pushy
• Lead scanners vs. scrappy note-taking: what Daniel recommends
• How and when to follow up after the show
• Playing the long game with retail relationships
• Booth logistics checklist: test your setup before you go
• The one thing you don’t want to be hunting for at Home Depot at 9pm
• Why you should bring two pairs of shoes (seriously)
• Applying to pitch competitions and retailer programs
• Leveraging LinkedIn in real-time during the show
• Why you should always carry product—even off the show floor
• Creative (and slightly sneaky) aisle strategies to intercept buyers

Expo is a massive investment. Daniel’s goal with this episode: help you make sure the magic moment happens when the right buyer walks into your booth.

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (35K+ members and growing!)
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• Visit host Daniel's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics