Surviving (And Thriving) at Expo West: An Investor’s Perspective

Monica Watrous Mar. 4, 2024 at 9:20 AM

How can a brand stand out among thousands of others exhibiting at the show? For starters, ditch the pricey gimmicks in favor of some good old-fashioned gumption, according to Adam Spriggs, founding member of The Angel Group.

“The most important thing is the energy of folks at the booth,” he said. “People feed off your energy at the show.”

The Angel Group, a private community of investors, thought leaders and industry experts, backs early-stage food and beverage brands including Poppi, Chubby Snacks, Mmmly and Siete. Exhibitors seeking capital should learn how to capture the attention of the check writers in attendance.

As Spriggs prepares for his fifteenth Expo West, he shed light on what catches his eye at the event. Spoiler: It’s not another branded tote bag or t-shirt.

What are your key objectives when you attend Expo West? How do you typically attack a show like this?

About two months before the show, I start compiling a list of people who have told me they’re attending. I jot down who I want to meet with on the show floor, who I want to party with, and those who I want to get real, substantive quality time with. I scratch down brands/products I want to learn more about. I toss in screen grabs of the different parties and invites that get sent my way. And about 10-14 days before the show I start to organize and confirm plans.

It’s an annual tradition of mine to use my four-hour flight to Anaheim to work through the exhibitor list on New Hope’s website and do a bit of research on brands that sound interesting – and I finalize my destinations based on Hall and Booth No.

Key objectives at the show are to build relationships with other active investors, to come away from Expo with three or four products and companies that I’m really bullish on. Other than that, I’m looking for opportunities to serve and lend any perspective and encouragement that would be helpful to founders that I meet in and outside of the show floor.

What are the best ways for an exhibiting brand to capture an investor’s attention on the show floor?

Obviously you want to see positive energy and smiling faces behind the booths. Ideally the backdrop banner offers a clear idea of what you make; a clever design, experience or headline is always fun. I can’t remember who, but someone did a ‘90s time machine a few years ago. Cappello’s always has cool tricks and fun interactive experiences up their sleeve.

Do flashy booth decor or cool swag matter to you?

Swag not so much; I try to walk around with only a pen and a small notebook and not get bogged down with totes and stickers and magnets, etc.

I would encourage a flashy booth over a sleepy, poorly designed booth any day. I say go for it.

You’ve stopped by a booth to chat with a new-to-you brand. What is the best way they can prepare for that conversation?

I can’t imagine preparing for all the conversations that come their way. Decide the most important attendees that you want to talk with and prepare accordingly. If it’s a retailer, you need to be able to anticipate the questions they’re going to want to talk through.

For investors, you want as many people at the booth as possible to know the story of the brand, the stores and regions you’re sold in, run rate, gross margin, velocity.

Most importantly, you want to be able to focus on each conversation (assuming you have a disorienting amount of traffic). Don’t judge a book by its cover; there can be a lot of serendipity and unexpected value that comes out of befriending people that you weren’t expecting to meet or spend time with. But know when it’s time to close out a conversation and pre-plan a couple of excuses in advance (“Oh, shit, I just remembered, I have to check In on my kids.”).

What are turnoffs or dealbreakers when chatting with an exhibitor?

Badge glancing, looking over my shoulder at other people’s badges, just general disinterest or giving people the cold shoulder. No one deserves to feel like you have better things to do than to take a minute to say hello. Give people grace; people are just trying to figure out how to make their way.

I can’t really recall having any poor interactions with exhibitors, but it’s more likely to come from the larger, established brands whose booth staff aren’t always as enthusiastic to be there as the smaller, entrepreneurial brands.

What is your most important advice for brands at Expo West?

Practice emotional and mental resilience. It’s crazy. When I went to Expo with almost no connections in the industry, it took a lot of willpower, internal “pep talks” and calls home to put myself back out there each day at the show. Even today, with a well-established network of friends and tons of plans and parties to look forward to, it can still be a lonely experience when I get back to my hotel and I’m just sitting there alone, missing my family.

When you eat, sleep and breathe your business for five days straight, and with all the time, money and emotional energy that goes into attending, it can create a real void in your life. The entrepreneur’s spirit and dreams can be uplifted, or crushed, at these types of events.

So, you need to go into it ready to proactively engage and put yourself out there. You need to practice saying yes as much as you say no to opportunities that come your way. You need to have zero fear of rejection. I’d suggest you think of something or someone or an uplifting memory or achievement that you can call on or conjure up if you’re feeling down and out.

Thump your chest… believe in yourself, make a friend off the show floor. Talk to strangers, build your network, and come back stronger each and every year.

Read more: Nosh’s Unofficial Guide to Expo West

Thanks for reading! Our five-part guide hopefully helps you survive Expo West, with strategies for making the most of the event, tips for maintaining your health, and enough chuckles to keep you sane. Click the links below to read more.