Costco roadshows. Guide to planning sampling at scale.

Quick answer: A strong Costco roadshow plan starts with one clear goal, a staffing map that fits traffic, a simple food safety routine, and daily reporting that shows reach, trials, and store notes. Lock sites, shifts, and sample flow before day one. Read the data each day and adjust fast.

What a Costco roadshow is and when it fits

A Costco roadshow puts your brand in front of high intent shoppers in a club store setting. People push carts, compare value, and buy in volume. This format is great for snacks, beverages, frozen meals, and many packaged goods. It can also launch new flavors or seasonal items. The key is a smooth setup, fast tasting, and a talk track any trained staffer can use without guesswork.

Key points to align before you book dates

• Pick one main outcome. Trial to sales lift, new item awareness, or repeat purchase setup.
• Decide the metric you will judge. Samples to unit lift, reach and interactions, or signups tied to the SKU.
• Choose a small set of stores for the first loop. Learn, then scale.
• Confirm gear, power, storage, and any site rules with the store contact.
• Write a one page plan that anyone on your team can read in a minute.

Goals and the metrics that prove progress

Set a goal that matches why people should try your product. Then track it in simple terms.

• Trial to sales lift: Count samples per day and compare to unit lift. Add short notes on what helped lift, such as end cap location or peak hours.
• New item awareness: Track reach, meaningful interactions, and a short shopper quote. Save one clear photo per store.
• Repeat purchase setup: Track email or loyalty opt ins that link to the SKU. Use a small QR code that loads fast on mobile.

Timeline from kickoff to first demo

Four to six weeks gives room to do it right. If you must move faster, trim scope and keep the plan tight.

• Week 1. Brief, goal, and guardrails. Share claims, allergens, and any must have stores.
• Week 2. Store list and target dates. Confirm load in rules, space, and power needs. Sketch a simple route if you have a loop.
• Week 3. Staffing and training. Write the talk track. Order branded wraps and signs. Prep food safety notes.
• Week 4. Final checks. Stock planning, sample flow math, daily report format, and a short backup plan.

Staffing plan and clear roles

Great people make a great demo. Keep roles simple so the line moves and the space stays clean.

• Site lead. Owns setup, timing, and the store contact. Guides the crew. Fixes hiccups fast.
• Demo specialist. Runs the tasting or demo. Uses a short script with three key points and one next step.
• Support. Refills samples, wipes tools, and resets between waves. This role saves the day when a rush hits.

Start with a lead and one demo specialist. Add support for peak times or hot items. For long shifts, plan a second specialist. Rotate breaks so energy stays high.

Samples per hour and flow math

Work backward from store hours and expected traffic. Then keep the cap steady so the team never runs dry.

1. Set a safe cap per hour based on store size and time of day.
2. Pre portion when it makes sense. Keep portions small and consistent.
3. Use clean trays and simple tools. Cut reset time between waves.
4. Invite a quick taste, share one tip, then welcome the next person.
5. Restock on a schedule. Do not wait for the tray to be empty.

Tools, signage, and setup that signal trust

Shoppers read the space in seconds. Your area should look clean and ready.

• Branded table wrap that fits tight with no sag.
• Tall sign that a shopper can spot from an aisle away.
• Clean cups, napkins, and tools. Keep waste out of direct view.
• Power cables covered and safe. Wipes and towels close by.
• Front facing packaging and a small recipe card if it helps use at home.

Food safety and claim control

Safety is part of the brand story. A few habits keep trust high.

• Use gloves when needed and clean tools. Reset after each wave.
• Keep hot items hot and cold items cold. Track times for any item that needs it.
• Label top allergens in plain words. Do not hide this in small text.
• Train staff on approved claims and words to avoid. Keep a one page sheet at the station.

Daily reporting that helps you decide fast

Do not wait for a weekly recap. A short daily view is enough to steer the plan.

• Reach, samples, and simple conversion notes each day.
• One reason a store did well or poorly. End cap, flow, or time of day.
• One photo per store. Wide scene that shows the setup and line.
• A yes or no on stockouts and a note on fix speed.

Leaders should scan this in a minute and call the next move the same day.

Budget model without guesswork

Ask for line items. Staff, travel, gear, storage, and creative. Ask how costs change if you add a day or add stores. Keep a small reserve for rush shipping or last minute store changes. For a first run, link a second block of dates to a result, such as a lift target or a feedback score. This keeps scale tied to facts, not hope.

Content capture that feels real

A roadshow can feed your content plan. Bring a short shot list and keep it simple.

• One wide scene with the setup and a small line.
• One close product shot with a clear label.
• One happy taster with consent if needed.
• One five second clip that works as a story or reel.

Case study patterns to copy

Match your item and your goal to proof that looks the same. For snacks, fast trial with clear talk tracks works. For prepared meals, a warm script and a quick recipe cue helps. For beverages, chilled samples and clean cups are key. Review outcomes in our case studies and shape your plan around the pattern that wins in your category.

One page plan that stops confusion

Put the whole run on one sheet. Keep it short so anyone can read it in a minute.

• Store list with address and load in notes.
• Daily schedule with roles and breaks.
• Sample cap per hour and total per day.
• Talk track with three key points and one next step.
• Food safety steps and a quick reset routine.
• Backup store or time slot in case of a surprise change.

FAQ

How far in advance should I plan a roadshow

Four to six weeks is a good window. You can move faster with a tight scope. Book early if you want peak dates.

How many samples per hour should I plan

Set a steady cap that your team can hold. Light traffic may run under one hundred. Busy stores can run higher. Set the cap by store and time of day, then stock for the full shift plus a buffer.

What training should staff have

They need the talk track, safety steps, and a short drill for setup and reset. They should know the top three product points and the one call to action.

How do I handle allergens and claims

List top allergens near the table in clear text. Train staff on approved claims. Update the sheet at once if a flavor or recipe changes.

Should I add a coupon or QR code

It helps when the item is new or has a recipe use. Keep the QR short and fast. A simple landing page works best.

Next steps

Ready to build a club store plan. See Costco roadshows or Retail demonstrations. To set dates, request a proposal or contact us. For a full view of what we run, visit Services and Industries.

‍