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If you’re building a CPG brand, you’ve faced this dilemma: Should we spend five figures to stand in a booth for three days and hope the right buyers walk by?

Welcome to the age-old trade show question. One that we’ve juggled at Product Launchers since we…well…launched!

Some brands swear by them. Others swear AT them. So, are trade shows actually necessary? The answer is… It Depends. Let’s break it down.

The Pros: Why Trade Shows Can Be Worth It

1. Brand Visibility:

In just a few days, you can get your brand in front of everyone from buyers and distributors to brokers—and even some people who leave you wondering how they got an event badge in the first place. But that’s a blog for another day!

2. Big Retailers, Lots of Small Talk:

If the show attracts buyers from Costco, Target, Walmart, or other dream accounts, it might be your shot to get noticed. At the very least, you can help buyers put a face to your brand, which can be much more memorable than an email halfway down their inbox.

3. Great for Demo-Driven Products:

Some products just need to be seen (or smelled, touched, tasted, or sprayed) to be believed. If yours falls into the “you have to try it”  or “where has this been all my life” category, a trade show is a great place to make that first impression.

The Cons: What They Don’t Mention in the Brochure:

1. It’s Expensive. Like, Really Expensive:

Between flights, hotels, booth fees, and shipping your product and marketing materials across the country… you might start wondering if that money would’ve been better spent on literally anything else. Like rent. Or therapy.

2. Foot Traffic Roulette


In the post-COVID world, show attendance can be a wild card. Even events that were once industry staples have underperformed in recent years. Pro tip: Try reaching out to key buyers ahead of time to see if they plan to attend. If they are, try to lock in a time to connect on-site. It’s a smart way to gauge whether your target audience will actually be in the room when you’re ready to showcase your brand.

3. The Buyer Mirage:


You’ve prepped your pitch, rehearsed your talking points… have your rebuttals ready, and…. your dream buyer doesn’t show. Or worse—they do, but they power-walk past your booth while you awkwardly squint at their hidden lanyard, trying to confirm it’s them. If it sounds like I’m speaking from experience…it’s because I am.

4. Post-Show Ghosting


Everyone seems very interested at your booth. You leave thinking you’re about to land 15 new accounts. Then… crickets. Trade shows have a way of inflating optimism and deflating inboxes.

So What’s the Alternative?

If you (or your rep group) are scrappy, persistent, and not afraid of a few dozen ignored emails, you can break through without a booth.

What works:

• Clear, personalized outreach
• A tight value prop (Why you? Why now?)
• Proof of concept (sales velocity, DTC traction, social buzz, etc.)
• A well-timed follow-up that doesn’t start with “Just circling back…” Follow up with something they should be excited about (Viral Media Hit, New Retail Placement, Huge Online sales, etc. )

• We’ve seen brands achieve greater success with a smart email campaign than with a $ 15,000 trade show spend and a week spent living out of a suitcase in a Holiday Inn. Again… if it sounds like I’ve been down this road…yep!

Final Thoughts (and a Little Perspective)

In all seriousness, Trade shows can be energizing, especially for emerging brands. But they can also be exhausting. Sometimes they’re game changers, other times they’re glorified networking mixers with badge scanners.

Ask yourself:

Is your product highly demonstrable?

Are the right buyers actually attending?

Do you have the budget to swing it without counting on an immediate return?


If yes, go for it — and bring comfy shoes.

If not, don’t sweat it. There are plenty of ways to get in front of the right buyers without ever setting foot in a convention center. Just don’t let FOMO force your hand (or your bank account). And if you want tips on how to break through without the booth, let’s talk.

Since COVID rocked our world and changed everything about how we do operate, the business world has largely embraced the efficiency of Zoom, Teams, and Google Meet.

And let’s be honest…closing multi-million-dollar deals in a half-suit and pajama pants wasn’t exactly the worst byproduct of the pandemic. Especially for someone like me, who’s logged thousands of miles by car, thousands more by air, and seemingly double that in time spent staring at departure boards during airport delays across the U.S.

But lately, there’s been a shift. It’s subtle, not universal, but it’s there: In-person meetings are making a comeback.

As someone who used to be on a first-name basis with security guards at Walmart and Target HQs—and who recently found himself back on the road visiting CVS, BJ’s, and the ever-familiar Costco offices—it’s starting to feel like 2019 all over again. I even had the nostalgic pleasure of sitting on the runway at LaGuardia Airport for four hours… just like old times!

Why the Shift?

Screens are efficient. But they’re also flat…literally and figuratively. Retail buyers are starting to crave real interactions again, especially for new products. It’s one thing to talk about an innovation or food product over video. It’s another to hand someone the product and watch their reaction in real time.

In-person meetings deliver:

• Fewer distractions (No one’s distracted, toggling through email or kicking their dog out of their office)
• Stronger reads on interest (You can’t fake enthusiasm as easily in person.)
• Better storytelling (Founders shine face-to-face.)
• Physical samples (Demoing together and showing the right way to use a product!)

That Said, Zoom Isn’t Dead

Virtual is still the standard for updates, line reviews, and anything that doesn’t require a handshake or physical product. It saves time and money, and doesn’t require you to spend a day or more on one project or opportunity in a given location.

Tips If You’re Hitting the Road Again:

• Fly in the day before: Yes, even if “you’ve never had issues with that connection before.”
• Bring samples you don’t mind getting manhandled. Buyers don’t always treat them like collectibles.
• Printed materials still matter. Leave-behinds are underrated.
• Follow up quickly. The window of momentum closes fast after the handshake.

In-person isn’t back everywhere. But where it is, it’s hitting a little different, and in the best way possible. Be prepared and make the most of the one-on-one connection. Those personal interactions can go a long way in growing your brand.

If you’re a growing CPG brand, landing a spot on Costco’s shelves can be a true business-changer. With a loyal membership base, enormous buying power, and national scale, Costco has the ability to catapult your brand into a new tier of growth.

But getting in isn’t as easy as sending samples and a fun presentation. It requires a strategic approach, retail readiness, and a deep understanding of what Costco buyers are really looking for.

At Product Launchers, we’ve helped multiple brands navigate this process, most recently Bob Snail, a better-for-you fruit snack line that successfully launched in several Costco regions. Here’s how we did it, and how you can, too.

1. Understand Costco’s Business Model

Costco isn’t your typical grocery retailer. It’s a high-volume, low-SKU, treasure-hunt environment built around a unique value proposition.

What does that mean:

• Fewer SKUs, but sold in larger pack sizes
• Rotational item programming (especially in the food category)

• Regional rollouts before national ones.

Costco buyers look for:

• Strong value per unit or ounce

• Clear differentiation (health, flavor, or format)

• Sampling and demo potential

2. Design Packaging for the Club Channel:

Standard retail packaging won’t work. You’ll need a club pack, meaning larger formats, display-ready boxes, or shrink-wrapped value bundles.

For Bob Snail, we developed:

• A 42-pack Costco-exclusive bundle with family-friendly, shelf-ready design

• Clean callouts like “No Added Sugar”, “100% Fruit”, and dietary icons

• Packaging that instantly communicates the brand’s health benefits and value.

3. Provide Data and Proof of Concept:

Costco wants to see momentum before it takes a chance on your product. With Bob Snail, we highlighted:

• Strong velocities at other retailers
• Repeat purchase rates and solid sell-through on Amazon

• A compelling clean-label story aligned with Costco’s better-for-you focus


If you’re not in major retail yet, leverage:

• Regional retail wins

• E-commerce analytics

• Social media engagement and user-generated content


4. Customize Your Pitch by Region

Costco is split into eight geographic regions, and each buyer may have different preferences. A top seller in Texas might not perform as well in NorCal. We recommend to start regionally.

For Bob Snail, we focused first on:

• NorCal and Texas where natural snacks thrive

• Then into the Northeast, tailoring packaging and pricing to each market’s needs


5. Invest in Sampling and Demo Support

Costco members love to try before they buy, and in-store demo programs often drive sales velocity significantly.

For Bob Snail, we:

• Worked with buyers to secure demo budgets.
• Coordinated digital promotions.

• Provided support materials for effective shopper education.


6. Work With a Retail Partner or Rep Group

Costco is relationship-driven. Having someone who knows the vendor, new item setup, and day-to-day program management process inside and out can make a huge difference.

Here’s what we supported for Bob Snail:

• Vendor and Item submission and onboarding

• Packaging compliance and display requirements

• Buyer meetings and follow-ups

• Demo coordination and supply chain assistance.
• Facility audits and item setup troubleshooting


If you’re trying to do this solo, you’re likely missing key steps.

7. Be Financially and Operationally Ready

Costco means high volume, but also tighter margins and demanding logistics.

Make sure you can:

• Support promo budgets
• Withstand longer payment terms than D2C (Net 30–60)

• Handle operational needs like palletized shipments and regional warehousing


Costco’s scale is real, but so are the operational expectations.

Final Thoughts

Getting into Costco isn’t about being the flashiest brand; it’s about offering real value, telling a clear story, and being ready to deliver at scale.

At Product Launchers, we don’t just pitch your product; we guide you through every phase of the journey. If you’re ready…

Let’s talk. Whether you’re launching into retail for the first time or scaling your business, we’re here to help you get on the shelf, and stay there.

Take it from someone who lives and breathes this world every day. Breaking into retail is exciting! But staying on the shelf is where the real challenge begins.

Over the years, we’ve worked with brands at every stage, from DTC startups to established products making the leap to Costco, Target, Walmart, and other major retailers.

I thought it would be helpful to take a practical look at what actually works when launching into retail. This is based on firsthand experience across dozens of categories.

1. Understand the Retailer Before You Pitch:

Every retailer evaluates brands through a different lens — what earns you shelf space at one chain might not even get you a meeting at another. They each have their own priorities for why a brand deserves placement — and how it needs to perform once it’s there

• Costco wants value, demo potential, and clean packaging with a significant sales velocity. Think $1K per warehouse in sales per week, or more.
• Target pays close attention to branding, trend appeal, and curated assortments.

• Walmart looks for EDLP pricing and national scalability.

• Dollar stores need price-point logic and small-footprint pack sizes.


One of the biggest missteps I see is using the same pitch deck for everyone. Customization isn’t optional — it’s crucial. You need to help the buyer visualize how your product fills a need AKA, a white space.

2. Don’t Pitch Until You’re Truly Retail-Ready

Buyers don’t want hypotheticals. If you get a “yes,” can you deliver?

That means:

• Finalized pricing and packaging

• Operational readiness (including 3PL, pallet specs, etc.)

• Barcodes, certifications, and any required testing

• Realistic inventory and promo plans


We’ve walked brands through this dozens of times. It’s not about perfection — it’s about showing you’re prepared. The buyers will always have their own ideas, and plans will be tweaked, but showing them that you understand their space and have a true gameplan in mind, is a game changer and will help you break through.

3. Back It Up with Data — Even If It’s Not Retail Data

You don’t necessarily need previous retail success to land a big retail fish, but you do need to show proof that people want your product — and that it’s already working somewhere.

ThaThat could mean:

• DTC velocity
• Amazon reviews
• TikTok traction or influencer buzz
• Regional retail and big box wins
• Press hits, awards, and certifications


Buyers aren’t gamblers. They make decisions based on numbers. Show them momentum, even if it’s outside of traditional retail, and it’ll give you a much better chance at shelf space.

4. Plan for Sell-Through, Not Just Sell-In:

This is where a lot of brands get tripped up. Getting the PO is exciting, but that’s just the beginning.

You need a plan to move product:

• In-store demos 
• Social Media Campaigns (TikTok, IG, Instagram.) You don’t have to go viral per se, but you can still generate interest and drive customers to retail doors.
• In-Store Promos (Participating in Store Promos) – Be sure to set aside 8-10% of your revenue for this with certain retailers like Target.
• Email blasts:
• Review generation: Your customers love your product! Have them spread the news!

Every buyer wants to know: what are you doing to drive velocity?

5. Be Patient, Be Persistent — But Always Add Value

Retail timelines are long. Buyers switch roles, resets get pushed, and silence can drag on. That doesn’t mean “no” — it just means you need to follow up the right way. We don’t just want to “check in” or “bring this email to the top of your inbox.” Follow up with something exciting.

What works:

• New sales wins: “We were just featured in this blog or on this social media channel!”
• Updated pitch decks with better data

• Seasonal opportunities

• Product line extensions or innovations


It’s a rhythm. I coach brands on how to stay on radar without being a pest.

Final Thought:

Getting into retail isn’t about hype. It’s about showing up prepared, delivering value, and building trust over time.

If you’re working on that leap into retail — whether it’s Costco, Walmart, or a regional test — I’ve likely helped someone do it. And if you want guidance on what to expect or how to approach it

Reach out. Happy to help.