#270 Insights from 34,000 in-store demos with Grassroots Marketing
In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with David Heiser, Co-Founder of Grassroots Marketing, to walk through a new, free report analyzing 34,000 in-store demos at Whole Foods, Sprouts, Central Market, and Erewhon, and what it means for where, when, and how brands should spend their demo dollars.
Grassroots runs demos and in-store sampling events across the country at major natural retailers and independents alike. Daniel first met David’s team while launching his own beverage brand at Erewhon, where Grassroots is the retailer’s official demo partner, and the two teamed up to turn years of Grassroots’ data into a first-of-its-kind resource. The analysis covers demos from 2021 onward, more than 500 brands, over 1,000 stores, and 19 states.
Daniel and David break down the best days and times to demo, the strongest regions and states, and the top-performing individual stores at each chain, including a few surprises. They also share practical advice on demo kits, paper coupons, five-second pitches, handling skeptical shoppers, and why winning over store employees can change a brand’s trajectory at a store.
Listen in as they discuss:
- Why Saturday leads the pack for demos, and why Monday midday was one of the biggest surprises in the data
- Why every top time slot falls between Friday and Monday, and when midweek demos still make sense
- Which regions perform best for in-person sampling, and why dense metros win
- Where to focus Sprouts demos, from Arizona and the Southwest to a standout San Diego-area cluster
- Why Arizona and Florida stand out for Whole Foods, and why Orlando tops the store rankings
- How Erewhon’s top stores, led by Calabasas, differ from the iconic locations most brands expect
- Why Central Market’s Austin stores are among the best places in the country to sample
- How dollars sold per demo compare across chains, and why Erewhon trades revenue for engagement
- Why paper coupons, table runners, and simple demo kits convert better than most brands expect
- How to craft a five-second pitch, handle skeptical shoppers, and turn store employees into advocates
Grassroots x Startup CPG full demo report will be released soon - sing up to our newsletter to get the full report when it is released (sorry for the delay! Finishing touches!)
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Episode Links:
- Book a call with Grassroots Marketing (special Startup CPG community rate): https://bit.ly/3FOybIP
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Show Links:
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- Episode music by Super Fantastics
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