In-Store Demo Advanced Analytics: Where, When & How to Sample | Startup CPG Webinar

In this Startup CPG webinar, Quinn Sullivan is joined by Bridget Aragon and David Heiser, co-founders of Grassroots Marketing, to break down everything emerging CPG brands need to know about running in-store demos that actually move product — backed by six years of real data across more than 33,000 events. Bridget and David pull from the most comprehensive in-store demo data set most brands will ever have access to — 500+ brands, 1,000+ unique stores, 19 states — to give founders a rare, data-driven look at where demos perform best, when to schedule them, and how to build a long-term sampling strategy that actually builds brand equity rather than burning budget. Together, they bust the myths around weekend-only sampling, reveal the surprising performance of Monday midday slots, break down which retail chains convert best and why, and share what the most successful brands in their network do differently from everyone else. Takeaways: Saturday midday is the single highest-converting demo window — but Monday, Friday, and Sunday all hold their own, and the discrepancy is smaller than most brands think July, August, and September are the top three demo months of the year — September is number one Whole Foods is the highest-converting chain for average dollar sales, but Sprouts and Central Market punch well above their weight Don't write off C-rated Sprouts stores — many are newer and haven't been reclassified yet, but are performing at B and A levels When launching into a new retailer, go wide first — demo at every store at least once before consolidating to your top performers Demos are a long-term brand-building program, not a fire alarm to pull when velocity is slipping Paper coupons still outperform QR code redemptions at the demo table — if you have them, use them The first four to six weeks in the Sprouts Innovation Set are the most critical — front-load your demo support there Sampling works for high-ticket items too: once someone stops at your table, your conversion rate is roughly the same regardless of price point The real goal of a demo isn't to sell one unit — it's to create a customer who buys again and again Key Topics: 00:00 Introduction and Overview 03:43 Data Insights from Demos 06:28 Understanding the Market Landscape 12:59 Analyzing Retail Chains and Their Performance 16:20 Timing and Strategy for Demos 26:16 Long-term Planning for Success 27:08 Rethinking Demo Scheduling 30:31 Optimal Timing for Demos 35:29 Understanding Seasonal Trends 37:28 Category Insights and Performance 39:25 Engaging with Retailers and Customers 44:32 Cost and Value of Demos Connect with Guests: Bridget Aragon — Co-Founder, Grassroots Marketing 🔗 LinkedIn:   / bridget-aragon-24979810b   David Heiser — Co-Founder, Grassroots Marketing 🔗 LinkedIn:   / david-heiser-756462248   🌐 Website: https://www.grassrootsdemos.com/ Quinn Sullivan — Partnerships, Startup CPG 🔗 LinkedIn:   / quinn-sullivan-261067158   About Startup CPG: Startup CPG is the largest community for emerging brands: 35,000+ Slack members, the #1 podcast in CPG, 100+ events per year, and award-winning resources to help brands grow. Join free today: https://startupcpg.com/sign-up Stay connected: 📸 Instagram:   / startupcpg   🔗 LinkedIn:   / startupcpg   If you enjoyed this webinar, like, subscribe, and leave a 5-star review on Apple Podcasts or Spotify! #StartupCPG #InStoreDemo #CPGFounders #GrassrootsMarketing #RetailStrategy #DemoMarketing #NaturalProducts #EmergingBrands #CPGCommunity #BrandBuilding #FoodAndBeverage #GroceryInnovation #CPGPodcast #SamplingStrategy #WholeFoods #Sprouts #RetailGrowth #ProductDemos