Matthew Kubick On Why Demos Matter
It’s easy to think that great products sell themselves, but how do you make sure the right people actually try them? In retail, building a presence isn’t just about putting your product on a shelf — it’s about getting it into the hands of repeat customers. So, how do you create those lasting connections?
For Matthew Kubick, the answer is simple: demos. As someone deeply embedded in the world of natural products and retail, he believes that the key to brand success lies in making those face-to-face connections that turn first-time buyers into lifelong fans. He points out that demos provide the personal touch, allowing brands to introduce their story and values in a way that online or in-store advertising can’t replicate. It’s a long-term investment, where the goal is not just to drive immediate sales but to cultivate a community of dedicated consumers who will continue to come back.
On this episode of the Firebelly Social Show, Duncan Alney talks with Matthew Kubick, Founder and President of Local Demo Service, about the importance of product demos for building brand loyalty. Matthew explains how demos help brands move from innovation sets to regular shelf placements in major retailers like Sprouts. He also shares his thoughts on how understanding trends is critical for brand success and why natural retailers are the future.
Here’s a glimpse of what you’ll learn:
- [9:18] Matthew Kubick discusses how niche training creates world-class natural product ambassadors
- [11:19] Strategies for staying ahead of fast-moving CPG trends
- [12:54] The toughest challenges new brands face entering retail
- [20:20] Why live demos are a long-term investment for brands
- [23:30] Real-life success stories of brands winning with demos
About Matthew Kubick:
Matthew Kubick is the Founder and President of Local Demo Service (Natural Brokerage), a company focused on helping mission-driven brands thrive in retail through in-store demos and strategic brand representation. With over 20 years of experience in the natural products industry, he has established a reputation as a trusted partner for emerging brands, leveraging his expertise as an athletic coach, brand ambassador, salesman, and entrepreneur. Matthew has also launched a YouTube channel called Sovereign Sustainability to educate people on sustainable living and wild foraging. His mission is to convert everyday shoppers into sustainable eaters to foster a healthier population, environment, and world.
Resources Mentioned in this episode
- Duncan Alney on LinkedIn
- Firebelly Marketing
- Matthew Kubick on LinkedIn
- Sovereign Sustainability
- Local Demo Service
- “Matthew Kubick: Sustainable Brands Can Change The World” on the Firebelly Social Show
- Laird Superfood
- Sprouts Farmers Market
- Alice Mushrooms
- Dumpling Daughter
- WonderPop
- Flavoralchemy
- poppi
- Manitoba Harvest
- Crooked Spoon Ice Cream
- Mocktail Club
- Withco Cocktails
- Neutonic
- Modern Wisdom Podcast
Quotable Moments:
- “We believe sustainable superfood brands can change the world.”
- “You first; you got to be able to sell. That’s number one.”
- “Demos are a long-term investment. We’re trying to build lifetime buyers of your product demo by demo.”
- “If you’re not ready to commit ten years to the game, I don’t think you’re going to survive very well in CPG.”
- “It’s very rough at the beginning. It’s a flat line, and even employees are going up.”
Action Steps:
- Focus on building strong relationships with retailers: Strong partnerships with retailers like Sprouts help brands gain prime shelf space and grow visibility.
- Invest in in-store demos: Demos are a long-term investment that builds a loyal customer base, turning first-time buyers into repeat purchasers.
- Track emerging trends in the natural product space: Staying ahead of trends ensures that your brand can capitalize on the latest consumer preferences.
- Commit to the retail game for the long haul: Retail success requires a 10-year commitment, ensuring your brand builds sustainable growth and strong retailer relationships.
- Prioritize training your demo team: A knowledgeable, well-trained demo team can dramatically improve product sales and brand awareness by connecting with customers effectively.
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