March 17, 2022

Natural Products Expo West 2022 Re-Cap

The thing I was most curious about while walking the floors and halls of Natural Products Expo West 2022 earlier this month in March was this: how many exhibitors and attendees showed up?

It was a question that kept coming up as I would turn the corner at the rear of one of the halls and instead of seeing rows and rows of small exhibits against the wall, I saw lots of empty space. Throughout the hall, instead of large island exhibits everywhere, you’d occasionally see a gathering spot with tables and chairs instead of a large island.

Which got me thinking about the final totals. On day one, I figured attendance for both exhibitors and attendees would be around 85%. On day two, after seeing more empty space, I revised that downward to about 80%.

On Monday, New Hope Network released numbers: over 57,000 registered attendees and over 2,700 exhibitors. Based on numbers in 2019 (which I’m dredging up from memory, but still, they’re close), which showed attendees at about 80,000 and exhibitors at about 3,400, the numbers this year showed a significant decline. Attendees were about 71% of 2019, and exhibitors came in at about the 79% level.

So, yeah, respectable. And people I spoke with, both exhibitors and attendees, found it a worthwhile show. Days One and Two were the best (no surprise), with all of the exhibitors I spoke with saying they’d had good conversations with a LOT of people. Day Three, of course, is more of a rush not only through the shortened day, but once two or three o’clock rolls around, a rush to the door.

A few observations:

There was a masking requirement in effect. Almost no one observed it. Maybe one in twenty. Given the pre-show health check confirming vaccinations or proof of negative tests, and the declining cases throughout the country, and of course, COVID fatigue, it didn’t surprise me that masks were mostly a no-show. Besides, with nearly 60,000 attendees, how do you actually enforce something like that?

But: QR Codes are back! If you search this blog for QR Codes, you’ll find an assortment of posts, ranging from how to use QR Codes at tradeshows, to posts questioning their validity anymore. But this year, QR Codes were back in full force. By the hundreds. I spoke with a number of people about it, and most either suggested, or agreed with the notion that one reason they’re so prevalent is that phones no longer need code-scanning apps. The ability to scan codes is built-in to the camera software. I lost count at over a hundred QR Codes.

Big Names Missing. Again, no real surprise that some brands chose to skip this year’s show. I tweeted about a handful of them that were missing: Kashi, Kettle Foods, Enjoy Life, Clif Bar, and Silk, all of which have previously appeared numerous times with large island booths. Not this year. I’m sure a few slipped my mind.

TradeshowGuy Exhibits’ client list also was reduced, but it was the busiest year I’ve ever had at the show. I spent a total of 9+ days at the show, supervising the installation and dismantling of two long-time clients, Bob’s Red Mill (30×40) and Mountain Rose Herbs (20×30). The Bob’s Red Mill exhibit is the iconic mill-like structure that captures their brand to a T. It’s been around since 2013. Mountain Rose Herbs, which hasn’t been at the show for nearly a decade, returned with a 20×30 new design focused on promoting new lines of essential oils and teas, and much more. The two main pieces of the exhibit are a 13’ tower/conference room and a 10’ tall display unit that was filled with herbs in a stratified style onsite prior to the show. It wowed. Great to work with both clients. We also had other clients at the show, including Greater Knead and Wildbrine, but like many exhibitors, some of our clients chose to sit this one out.

A few final words. I always approach Natural Products Expo West with both anticipation and a little dread. It’s a big show and can be stressful. But it’s always worth it. It was great to get back to seeing people in person, saying hello to people I’ve met over the years, and meeting new people.

And hey, there was even that celebrity siting! Jason Momoa popped in the North Halls for a short time and I managed to get his picture. He’s tall.

March 9, 2020

TradeshowGuy Monday Morning Coffee, March 9, 2020: Expo West and a Week in LA

Natural Products Expo West was postponed and/or cancelled a couple of days before floor doors were to open. I happened to be sitting on the airplane headed to LA for the show when I got the news.

This week’s TradeshowGuy Monday Morning Coffee podcast/vlog is more or less a travelogue of the 6 days I spent in LA and surrounding area, along with a few comments about Natural Products Expo West. I worked with clients to make sure they had return shipping handled and connected with several old friends and relatives.

Take a look/listen:

Show Notes: I mentioned a handful of folks that I encountered during the week.

Jay Gilbert interview

Paul Jackson interview

Drew at Radio.com – Entercom Radio, including JACK-FM.

Roger Steffens, author, speaker, Bob Marley historian, reggae collector (Wikipedia page)

Roger’s Instagram page: The Family Acid.

This week’s ONE GOOD THING: having a little free time on the road.

March 11, 2019

Expo West ’19 Diary: Last Full Day of Exhibiting and Re-Cap

The exhibit halls at the Natural Products Expo West closed Saturday at 4 pm. By then, exhibitors were handing our their remaining samples, packing up things they could and getting ready to grab flights home. The last day of a big show like this one is always a bit different. Not as many attendees as the first couple of days (although still very busy), which left staffers with a little more time to chat in a relaxed mode.

Which is a great opportunity to meet people. Which I did. Even though I was pretty much dead on my feet by mid-day, I kept pushing through, knowing the end was in sight. I spent some of the day checking in with all of our clients that we had scheduled for dismantle the next day to make sure paperwork was all in place. Things don’t move in a tradeshow without the right paperwork!

Saturday started early by assisting in the dismantling of a new exhibit for a new client, Hop Tea, from Boulder, Colorado. They were set up in the hot new products section of the Hilton Ballroom, which meant that their exhibiting schedule ended a day earlier than the main halls in the convention center. I’m told they won a Nexty Award for new products, and their business – less than a year old – is off to a quick start. Glad to be able to be a part!

By the end of the day, I was done. Beat. Exhausted. So it was back to the Airbnb for a relaxing night, the only one of my 6-day trip. Friday night it was fun to spend nearly two hours at the Oregon Business gathering at McCormick and Schmick’s near the convention center. It’s a gathering that has happened for several years, and is designed to show off Oregon products from companies that may not necessarily be exhibiting at the show. Food and libations and good conversations flowed.

Hop Tea custom reclaimed barn wood exhibit, built by TimbrandMoss

Sunday morning it was the dismantling. I was overseeing the takedowns of five booths by Eagle Management, which has proven to be a good partner: resourceful, efficient and generally quick to get things done. My job was mainly to make sure things were happening in a timely manner, and taking care of the paperwork: shipping BOL’s, printing shipping labels, etc. I admit I find it fascinating to see the before and after (and the during) of big shows. Once the show is over, hundreds of union workers come in and dismantle things quickly. It’s a helluva sight, really. Even though our truck was in line to pick up crates by the check-in time of 8 am, they weren’t able to load freight and leave until after midnight. Crazy, I know. Yes, it’s a busy show and hundreds if not thousands of trucks are all in a queue awaiting their call.

Overall impressions this year? It seemed busier than last year, if that is possible. New Hope usually posts their press release with exhibitor and attendee numbers within a few days of show close, so it’ll be interesting to review this this week.

From the list of exhibitors I visited last year, 25-30% of them were not at this year’s show. Big shows like this are expensive, and not all companies are ready to hit the big time and try to connect with thousands of buyers, brokers and retailers. That doesn’t keep younger, smaller companies from trying, though. Often the difference between success and failure at this level is having and executing a good plan, no matter what type of exhibit you have.

Later in the week, I’ll post photos of our clients at this show. Meantime, here are a few more clicks from the last day or so of Expo West:

March 8, 2019

Expo West ’19 Diary: First Full Exhibiting Day

I shouldn’t be surprised, but every year when the full exhibit floors are open, I am still a bit astonished at how many people are walking the floors. With over 80,000 attendees, Natural Products Expo West is a huge show. Not as big as the Consumer Electronics Show, but still mighty big.

So I spent the day walking, walking, walking and then walking some more. 19,221 steps according to my Fitbit! One major goal of the day was to make sure all of our clients were taken care of, so that meant making a stop at Target for requested supplies from a couple of them. Later in the day another client asked if I could track down a stapler, so after a few back-and-forth texts, another client was willing to lend their. I love when everybody helps out!

The second major goal was to drop by and say hello to exhibitors that I’ve met previously. As you may know, I’ve published two books on tradeshow marketing (here and here), and they are great calling introductory cards to start a brief conversation. Having been attending the show for almost two decades, lots of them recall me from previous years, so it’s good to reconnect, if only briefly. My main question to them is “how is the show going this year for you?” and 95% are very positive. One person said they weren’t coming back next year – they are just not getting the audience they want. The complaint is that the attendees in their booth were either other exhibitors or brokers and not retailers, which is what they want. I understand that not everyone has a great experience. I checked my list from last year and found that about a third of them are not here this year. From my perspective (anecdotal, not backed up by any data), there is a lot of turnover. But companies are still chomping at the bit to get into the show.

Since I’m Oregon-based, I lean towards finding Oregon or Northwest exhibitors. Many of them see me year after year, so even though we may never do business, it’s always good to make a brief reconnection. No selling, no pitching, not even a hint. Conversations usually revolve around (again) how the show is for them, and how their business is doing. So many businesses that I speak with are growing quickly, expanding product lines, and occasionally expanding their exhibit space. So I know that the industry as a whole is doing very well.

Trends:

Over the years it’s been interesting to see some of the things that pop out and get your attention. A couple of years ago I couldn’t turn more than 90 degrees without seeing another bone broth product! This year, I see a lot of CBD-related products. I also see a lot of oat milk and keto-related products as well.

I’ve probably made this observation before, but it’s hard to walk the show floor without eating a fair amount of food. Most exhibitors offer samples, and many are literally pushing them on you. A bite here and a bit there, and after a couple of hours, you’ve had the equivalent of a meal. And it’s all (well, almost all) really good!

Let’s close out today’s diary with a few photos of some of the exhibits at the show. Backlit fabric graphics are still popular, as are eye-catching one-of-a-kind items in booths. Exhibit designers never cease to impress me with ways to capture eyeballs, communication messages in a 3D format and attention to detail.

March 4, 2019

TradeshowGuy Monday Morning Coffee, March 4, 2019: Expo West 2019 Preview

Natural Products Expo West kicks off this week in Anaheim, California. I’ve had the opportunity to experience this show for the past 16 years, so I think I can safely say I have a pretty good perspective on the show. What will the 17th consecutive year bring?

We have a total of nine clients that we’re active with at this show (with other older clients standing pat on their current exhibits), including 4 new custom-design builds.

Stay tuned to my Instagram and Twitter accounts this week to follow, and see photos of our new projects!

This week’s ONE GOOD THING: Air Travel. What would we do without it?

February 23, 2018

Who’s Got the Natural Products Expo West Pre-Game Jitters?

Natural Products Expo West has got to be the biggest natural products show in the world, amiright? Seventy-thousand or more attendees. Thirty-five hundred odd exhibitors. Thousands of new products that will appear on grocery shelves in the near future. It’s a smorgasbord of food, organics, body care products, supporting businesses and more. Frankly, it can be overwhelming.

This year – 2018 – will be my 16^th straight time attending the show, assisting and attending to exhibiting clients such as Bob’s Red Mill, Schmidt’s Naturals, Wedderspoon, Dave’s Killer Bread, Hyland’s and more. In a decade and a half, I’ve seen the show continue to grow to supersize, although it was already very large when I first attended in 2003. I missed the days of the ‘mom and pop’ approach, but I do know people that were there for some of the early days.

How does one prepare for such a large show spread out over acres of exhibit space?

In my pre-game planning, I know for certain that I’ll be walking a LOT, so need comfortable shoes without a doubt. I know that I’ll probably be invited to a function or two. I’ll take a little time to visit a friend or two in the LA area. I also know that I’ll graze a lot while walking the show floor. So many exhibitors offer samples of excellent products – you can’t say no to everything! I do make a point every morning of tracking down the really good coffee (and there’s a lot!).

I’m not selling anything at the show. I meet people. Lots of people. I offer a copy of my book to some folks (my new one is still a month or so away, so it’ll go out sometime in April). I make notes on the style and size of the thousands of exhibits. I see what companies are expanding, which ones are downsizing. With over a decade and a half of seeing the show, it’s not hard to spot those types of exhibiting trends.

I take plenty of business cards, a few branded shirts, my trademark TradeshowGuy hat, and a list of exhibitors I plan to say hello to. I’m always with my trusty 2011 Macbook Pro, an iPhone, a mini iPad 2, and a couple of books, a yellow legal pad (although I rarely use it).

I used to regard being on the road as a time to eat out at restaurants frequently – which I enjoy since it’s a rare event – but have found over time that’s a good way to add a few pounds over just a few days. So, it’s the occasional meal out and lots of snacks. Heck, with all of the samples on the floor at Expo, one meal a day is plenty.

In spite of all of the prep I do – and the ongoing work to help clients refurbish exhibits – it still feels like I’m caught unprepared in some sense, like there’s something left undone.

A few months prior to the show, say around December, I start to feel the show coming. It’s like hearing the echo of a faraway freight train that’s still ten miles away. As the weeks tick by, the whistle gets louder, and the train gets closer. You can’t stop it, you can’t ignore it, you have to welcome it. And I do.

Thanks to my trusty Fitbit, I know from past experience that I’ll walk six to eight miles each day, and I’ll get back to my Airbnb room with aching muscles, ready to chillax as much as I can.

One of the observations I’ve made over the years: people my age, while not rare at the show, are dwindling. It seems that a majority of the attendees and exhibit staff are in the 20 – 40 age bracket. It’s always interesting to chat with people who were born a generation later than me. I have kids about that age, so I understand they’re at a very different part in their lives. But it’s not hard to make connections. People are quite friendly at the show and are eager and willing to talk about their company and products.

Methinks my plan is sound: I’ll meet lots of exhibitors, snap photos and post on Instagram and Twitter (maybe the occasional video), check in on clients, say hello to previous clients and connections. It’s all a crazy wonderful wacky tasty sprint from start to finish that leaves me exhausted.

So, no, I wouldn’t say I have Natural Products Expo West Pre-Game Jitters. All in all, I love the show and look forward to going again. But I admit I let out a small sigh of relief when it’s in the rearview mirror.

March 13, 2017

TradeshowGuy Monday Morning Coffee, March 13, 2017: Natural Products Expo West 2017

Long days on your feet. Snacking on tasty samples from one side of Anaheim Convention Center to the other. Setting up tradeshow exhibits. Tens of thousands of industry people checking out products, thousands of exhibitors vying for attention in crowded halls.

“There’s nothing quite like it!” I’m sure you’d say the same thing about CES, Burning Man and SXSW. Big shows, chaos and overloaded senses.

The morning after I returned from Anaheim (delayed flight got me home just after midnight, thankyouverymuch!), so I’m a little weary, but figured that I’d give the TradeshowGuy Monday Morning Coffee Vlog a shot anyway. Enjoy:

ONE GOOD THING: Natural Products Expo West.

Audio Podcast Version

March 13, 2017

TradshowGuy Exhibits Shows Off Three New Client Booths at Expo West

it was a good Natural Products Expo West 2017 for all of us here at TradeshowGuy Exhibits! We welcomed three new clients at the show: Dave’s Killer Bread/Alpine Valley Bread, Schmidt’s Natural Deodorant and Wedderspoon Manuka and Organic Gourmet Honey.

Dave’s Killer Bread/Alpine Valley Bread got it started with a 10×30 booth; 10′ is dedicated to the Alpine Valley brand, 20′ to the Dave’s Killer Bread brand. The booth featured three fabric graphics, two of which were backlit by LED lights, creating a bright and attractive light box. Both brands showed off their logos with stand-off direct print sintra with LED highlights. A small storage closet gave them plenty of room for product, along with two custom curved counters equipped with USB chargers and LED trim. One had a tablet kiosk affixed to the top.

Schmidt’s Natural Deodorant is a relatively young company that has seen its products make a big impression in the marketplace. This year they introduced a new soap product to go with the deodorant, and showed it all of with a custom 20′ inline booth featuring two large fabric light boxes.

Both of these booths had custom flooring, which we’re seeing a lot more of these days.

Last, but not least, we worked with Wedderspoon from Philadelphia to create a wood-shelf oriented booth to show off their line of New Zealand honeys. This was a simple, elegant wooden booth that gave them a large hanging graphic in the middle, several display shelves and ample storage space.

All of the companies reported glowing comments from visitors on their new exhibits. But more importantly, the great folks from Dave’s Killer Bread, Schmidt’s Naturals and Wedderspoon loved the exhibits and were a joy to work with. It’s another good reminder of why we’re in this industry: to make you look good!

March 15, 2016

Expo West 2016: Notes from the Swirl

Natural Products Expo West 2016 is in the books. I’m sure they’re still counting the numbers, but I have no doubt the final tally of visitors and exhibitors will top last year’s 71,000 (update: final numbers: 77,000+ attendees, over 3,000 exhibits, 600+ of which were new this year). It’s my 13th time I’ve walked the floor and worked with client exhibitors, and have always enjoyed it. It’s a grueling and weary four days, but well worth the time.

Some notes and thoughts…

At first blush, it appears that hundreds of exhibitors really stepped up their game. New booths, refreshed and repurposed older booths and new looks were the common themes that run throughout. Having said that, there were still a lot of exhibitors that seriously looked like they didn’t really know what to expect. I did talk to dozens of exhibits (maybe a hundred or more), and many are looking to upgrade for next year’s go-round, simply to compete with their neighbors down the aisle.

Last year I lost count of the time I saw the word ‘natural’ used in graphics. This year, not so much. I did however, see the term ‘superfoods’ used extensively.

Things are always in flux. I talked to several company reps who are facing personal changes because the company they work for has been or is being acquired by a larger entity. This means that while doors close, others open; new opportunities abound because there are always changes afoot in the industry. And even with 70,000+ visitors and exhibitors, it seems like a small industry (which I’m not even a part of, except peripherally!). Many people change companies but still land at this industry show each year.

Big is in – always. While there are hundreds of smaller exhibitors that are in the aisles with 10×10 or 10×20 in-line booths, the convention center is packed with large island booths, 20×20, 30×30, 40×40, 40×70 and more. I know the space is not cheap, so the investments made in marketing at this show are substantial. I spoke briefly with Bob Moore, the iconic “Bob” of Bob’s Red Mill, and he reiterated what he’s said many times before: exhibiting at Expo West year after year has helped the company expand and grow and reach new markets they couldn’t have otherwise reached. Without a doubt, many companies increase the size of their booth simply to show competitors that they’re in charge.

Exhibit construction: while I saw numerous fabric graphics and hanging pillowcase signs, there were hundreds of exhibits that featured solid wooden panels in their construction. At least six companies brought in vehicles (trailers, cars) as part of their exhibit. I saw one table made from a surfboard, a photobooth, one stuffed bear sitting on a toilet, and one iconic dread-deaded lion drinking coffee. There were loads of large graphics that caught your attention from several aisle away.

Social media: always lots of action on Twitter and Instagram. A handful of exhibitors pushed contests from their booth to tag them or tweet or ‘gram them from the show floor for a chance to win. A few years ago, that was a big deal, now it’s just part of the game – some are involved and some are not. Nobody seems to make a big deal about it, but social media engagement and contests are there, just not ubiquitous.

As always, Natural Products Expo West is a big deal – the biggest show of the year for the industry. Always great to be a part!

Check out the photo gallery!

Click Here to Get Your Digital Copy of My New Book

January 28, 2016

Meet Me at Expo West for a TradeshowGuy Button

Nothing like a shameless promotional plug, eh?

Given my recent propensity to do more promotion that usual (see TradeshowGuyWebinars.com), I had one of those middle-on-the-night flashes: GET SOME TRADESHOWGUY BUTTONS! And GIVE THEM AWAY!

Of course. Why not?

So if you see me at a show, ask. I should have a handful in my pocket. And in March, I’ll have a hundred or two at Expo West in Anaheim, handing them out to exhibitors and attendees.

Just for fun, you know. Want some? Tweet me for a free button at Expo West!

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