Industry Trends, Marketing

11/16/23 Quick Bites: Engineering Trade Show Success for All Budgets




First-time exhibitor? Ready to level up your booth? Naturally Bay Area​ and Naturally North Bay​ came together for a special education event to help you plan ahead for a successful Expo West and beyond.

Trade shows are important for emerging CPG brands to gain retail and industry exposure, but can be expensive and time-consuming. This Quick Bites session will help you put your best foot forward to maximize benefits and minimize stress.

This discussion touches on the nuts and bolts of booth design — how to align with your business objectives, memorably communicate your unique brand positioning, and get ahead of any potential issues before they arise. We’ll share best practice examples and hear from two CPG leaders on how they’ve approached exhibiting on different budgets — from savvy scrappiness to a modern kitchen re-creation.



Susie Picken, Sales & Marketing Advisor at Traditional Medicinals, led the discussion about the best ways to be seen at Trade Shows with three experienced panelists:



A few highlights from the discussion:

  • 06:02Lisa Curtis, Founder & CEO of Kuli Kuli discusses how they used the feedback from customers to identify what product qualities they’d highlight at trade show events. She also notes that for Kuli Kuli, Expo is fundamentally about visiting with buyers that they already know and continuing to build on that relationship.
  • 12:59Craig Tokusato, CMO at Diamond Foods, touches on their specific approach to last year’s Expo — to create an environment at Expo that was similar to where you’d use the product at home. Since telling their story needed to include the kitchen, they utilized a walnut countertop statement piece that was a great eye catcher and conversation starter for their product.
  • 17:47Jason Unger, Principal, Creative Lead at Parabolic, provides a guide on what to consider when designing your booth — everything from what your objectives are to what you’ll be sampling. He identifies techniques for all types of booths and budgets that help you stand out and deliver your message.