212. Trade Show Secrets: How A New Brand Sold $200K In One Weekend With No Products

Cubicle to CEO

Ellen Yin

Business, Marketing, Entrepreneurship

5.0 • 580 Ratings

🗓️ 18 September 2023

⏱️ 61 minutes

🔗️ Recording | iTunes | RSS

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Summary

This sister duo turned a dream and a shoestring budget into a trade show triumph! Picture this: Becca Stern and her sister Jess invested $25,000 AUD of their savings to start their business, Mustard Made - a line of colorful vintage inspired lockers with a cult following and celebrity fans. They took a big risk right off the bat, deciding to test the viability of their new business at a trade show with only a few product samples on hand. If they received a few orders to validate their proof of concept, they’d keep building. If the trade show proved a lack of product market fit, they would cut their losses early. What happened next was beyond their wildest expectations - over $200,000 AUD in orders poured in, smashing their two-year projections in one weekend! Today, Becca is taking us behind the scenes of their trade show success, including exactly what they spent their bootstrapped budget of $25K on for maximum returns, how they designed a standout booth experience to attract buyers, and the creative teaser they used to put their then-unknown brand on people’s radar pre-event. If you’re building a consumer brand and selling through in-person activations at trade shows, markets, or events, this episode is a blueprint for you. Even if you solely sell digital products, this is a master case study in grassroots marketing and brand building you’ll find new ideas from. View the transcript for this episode at: https://otter.ai/u/mDmZ_WFbZxHJ_IP1UQLKqP2C_ts?utm_source=copy_url Connect with Becca: https://mustardmade.co https://tiktok.com/@mustardmadelockers https://instagram.com/mustardmade Iconic business leaders all have their own unique genius. Take this quick 10 question quiz to uncover your specific CEO style advantage: https://ellenyin.com/quiz If you enjoyed today's episode, please: Leave a positive review or rating at www.ratethispodcast.com/cubicletoceo Sign up for our text notifications at ellenyin.com/superfan so you can be the first to know when a new case study has dropped! Post a screenshot & key takeaway on your IG story and tag us @missellenyin & @cubicletoceo Learn more about your ad choices. Visit megaphone.fm/adchoices

Transcript

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0:00.0	You're listening to Kivocal to CEO, episode 212. This sister duo turned a dream and a shoestring
0:05.6	budget into a trade show triumph. Picture this. Becca Stern and her sister Jess invested 25,000
0:12.3	Australian dollars of their savings to start their business, mustard made, a line of colorful
0:18.0	vintage-inspired lockers with a cult following and celebrity fans.
0:21.6	They took a big risk right off the bat, deciding to test the viability of their new business at a trade show with only a few product samples on hand.
0:30.6	If they received a few orders to validate their proof of concept, they'd keep building.
0:35.4	If the trade show proved a lack of product market fit,
0:38.3	however, they would cut their losses early. What happened next was beyond their wildest
0:43.2	expectations. Over 200,000 AUD in orders poured in smashing their two-year projections in one
0:51.4	weekend. Today, Becca is taking us behind the scenes of their trade show success,
0:56.4	including exactly what they spent their bootstrapped budget of $25,000 on for maximum returns,
1:02.4	how they designed a standout booth experience to attract buyers, and the creative teaser they
1:07.5	used to put their then unknown brand on people's radar pre-event.
1:11.9	If you're building a consumer brand and selling through in-person activations at trade shows,
1:16.6	markets, or events, this episode is a blueprint for you.
1:21.2	Even if you solely sell digital products, this is a master case study in grassroots marketing
1:26.0	and brand building, you'll find new ideas from.
1:32.4	Welcome to Cubicle to CEO, the podcast. I'm your host, Ellen Yin. I quit my job without a
1:38.6	backup plan and bootstrapped my first $300 freelance project into $2 million in revenue by age 28. On this show, you'll hear
1:46.7	weekly case study interviews with leading entrepreneurs and CEOs who share one specific
1:51.9	strategy that successfully grew their business revenue. Skip the expensive and time-consuming
1:57.2	learning curve of testing everything yourself by borrowing what actually works
	...

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