By Magdalena Nygard and Delaney Sylvester
Becoming The Lighthouse in the Storm
Natural Products Expo West is a force of nature, drawing thousands of brands, retailers, and media to Anaheim, California, each year. It’s a premier event for discovering new trends and getting a real-time pulse check on consumer sentiment. But, with such a busy show floor, standing out requires strategy. This year, the most successful brands didn’t just show up they demanded attention.
Like lighthouses in the overstimulating storm of flowing samples, demanding demos, and crazy crowds, the brands that shone above others and drew people to bay did so through visually striking displays, innovative marketing, and one-of-a-kind experiences.
From Booths to Buzz-worthy Backdrops
Say goodbye to subtlety, because at Expo West, spectacle is the name of the game. The brands that made lasting impressions created full-blown experiences meant to entertain.
Take O Positiv’s PMS gummies as an example. They covered their entire booth with shades of pink so loud it could be heard from across the hall, dangling oversized gummy canisters from the ceiling that screamed, “Try me!”
Similarly, Dude Wipes embraced the humor of their product going BIG (literally and figuratively), turning an oversized wipe-pack and a cheeky derrière sculpture into physical representations of their brand personality.
In a sea of sameness, authenticity, even the exaggerated kind, is the ultimate differentiator, and the brands that understood that made the most impact.
A Taste of Tomorrow
Expo West is a glimpse into the future of the natural product world, we saw innovations like chips made from puffed pasta, mushroom “coffee” that wasn’t coffee at all and, of course, our innovative client, air up®.
air up®’s Scentaste™ technology shows just how much innovation can redefine not just products, but how we experience them. With the help of our team, air up left attendees wondering, “How did they do that?” the kind of reaction that fuels long-term brand engagement.
Storytelling Superstars
Beyond innovative products, the most memorable brands at Expo West were those that wove storytelling into their presentation.
La Croix didn’t just hand out samples of their new “Sunshine” flavor they transported customers into a sunlit meadow, complete with a chorus of chirping bird noises and matching poodle skirt outfits – it was truly like a day in a sunny park.
Similarly, ClusterBucks made snacking fun with their playful branding of buckwheat clusters, creating a lighthearted space that invites consumers into their witty world of wheat.
These experiences helped to transform products from “things” into stories, fostering deeper consumer connections and attachments.
Getting Lost in the Sea of Sameness
While Expo West is certainly a hotspot for creativity and uniqueness, its vast popularity also presents challenges. With an abundance of overcrowded areas, many brands struggled to differentiate themselves. We noticed, in particular, that the “better-for-you” sodas struggled to distinguish themselves from their competitors and other near-identical offerings. We found ourselves opting out of any of them because there were too many to choose from–an ultimate misstep and loss for all of the soda brands.
A stark reminder for all of us: simply showing up isn’t enough. Success requires a strategic approach, one that cuts through the noise with distinct branding and storytelling that resonates.
Beyond the Booth: Turning Expo Buzz into Lasting Impact
Expo provides great brand exposure, but your success depends on how you use the momentum afterward. A strategic public relations approach post-event ensures that the momentum gained continues.
Network Like a Pro: At events like Expo West, it’s not about what you know; it’s about who you know. Chance meetings can happen anywhere and may lead you to a Forbes contributor, a key influencer, or a potential collaborator for future initiatives. A savvy PR team recognizes the value of these moments and embraces the “always on” mentality, ensuring that connections turn into relationships and, ultimately, results. Suddenly, chance encounters turn into strategic advantages that extend their client’s reach far beyond the confines of the Expo floor.
Location, Location, Location!
Real estate matters. Strategic booth placement isn’t just about location – it’s about engagement. Brands that position their products within easy reach and sight gain a significant edge over their competitors. Case in point: air up’s clever and strategic–positioning near Topo Chico, allowed them to introduce their straw straight into Topo Chico bottles for a brand new experience (and brand connection).
The Crowd’s Chorus: Turning Expo Chatter into PR Gold: Expo West is more than a trade show; It’s a chance for brands to test out a live focus group! Smart brands weren’t just spouting their spiels and pushing products, they were listening to and learning from the real-time feedback on their messaging and positioning. air up, for example, discovered that attendees were utterly fascinated by the science and how of their Scentaste™ technology works, reinforcing a key PR message. Similarly, Pure Culture recognized that the lactose-free element of their kefir really stood out to people, highlighting an essential differentiator to emphasize in future campaigns (shoutout to our Worldcom partner and real-time Worldcom application!).
From Expo Buzz to Brand Bloom: The Power of the Follow-Up: The booths may now be dismantled, but the real work is just beginning. PR professionals know that the Expo “afterparty” is where relationships solidify, and impact begins. A well-executed follow-up strategy whether through personalized emails, LinkedIn connections, or coffee meetups can solidify the groundwork laid at the expo.
By strategically leveraging PR efforts, brands can extend the life of their Expo West success, ensuring that the momentum continues long after the event concludes.
