Pure Gold Series: How to Build a Field Marketing Event & Demo Program with Seth Goldman

The Startup CPG Podcast

Startup CPG

Startup, Food, Business, Beverage, Cpg, Entrepreneurship

4.9 • 642 Ratings

🗓️ 10 May 2022

⏱️ 36 minutes

🔗️ Recording | iTunes | RSS

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Summary

Part 4 our podcast series with Seth Goldman, Startup CPG's Entrepreneur-in-Residence, who has been joining us once a month to talk hot topics in CPG. Just in time for summer, this episode is all about field marketing - interns, in-store demos, events, guerrilla marketing, grassroots marketing, and more. You may know Seth as the co-founder of Honest Tea and author of Mission in a Bottle, and Seth is now the Co-Founder and CEO of Eat the Change, Co-Founder of PLNT Burger, and Chair of the Board for Beyond Meat. Listen in as Seth covers how you can build your own field marketing program including hiring, training, and managing team members, how to take field marketing and demos beyond just sampling with merchandising, displays, customer feedback, and market research, why sampling is so important to innovation adoption, and some really great stories from the road, field, and even airplane. Episode Links: Link to Eat the Change's Field Marketing Internship application Eat the Change’s website Seth’s book - Mission in a Bottle How I Built This episode with Seth about Honest Tea Seth’s TEDx talk: How Entrepreneurs Can Change Society Show Links: Join the Startup CPG Slack community (7K+ members and growing!) Follow @startupcpg Visit host Jessi's Linkedin or website Questions or comments about the episode? Email Jessi at jessi@startupcpg.com

Transcript

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0:00.0	You cannot launch innovation without finding a way for people to taste it.
0:08.0	You're not going to be able to demo enough to justify the cost.
0:13.0	What you've got to be able to do is get enough demos going to encourage repeat purchase,
0:18.0	and that will eventually pay for itself.
0:20.0	Welcome to the Startup CPG podcast. I'm your host, Jesse Freytag.
0:24.3	Today is part four of our podcast series with Seth Goldman, Startup CPG's entrepreneur in
0:29.7	residence who has been joining us once a month to talk hot topics in CPG. Just in time for
0:34.8	summer, this episode is all about field marketing, interns, in-store
0:38.7	demos, events, guerrilla marketing, grassroots marketing, and more. You may know Seth is the co-founder
0:44.3	of Honest Tea and author of Mission in a Bottle, and Seth is now the co-founder and CEO of
0:49.6	Eat the Change, co-founder of Plant Burger, and chair of the board for Beyond Me.
0:54.6	Listen in as Seth covers how you can build your own field marketing program, including hiring,
0:59.3	training, and managing team members, how to take field marketing and demos beyond just sampling
1:04.3	with merchandising, displays, customer feedback, and market research, why sampling is so important
1:09.9	to innovation adoption, and some really great stories from the road, field, and market research, why sampling is so important to innovation adoption and some really
1:12.2	great stories from the road, field, and even airplane.
1:17.4	Hi, Seth.
1:18.3	Welcome back to the show today.
1:19.7	Glad to have you here.
1:20.8	How are you doing?
1:22.2	I'm doing great, Jesse.
1:23.6	Good to be with you.
	...

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