Most brands that participate in their first Costco Roadshow think of the event in purely transactional terms — a fixed number of days, a booth, a product, a sales team, and a revenue target. What they do not fully appreciate until they are well into their Costco relationship — or until an experienced fractional brand management partner makes it unmistakably clear — is that every single roadshow they execute is simultaneously a performance audit. Understanding the Costco buyer

Most brands that participate in their first Costco Roadshow think of the event in purely transactional terms — a fixed number of days, a booth, a product, a sales team, and a revenue target. What they do not fully appreciate until they are well into their Costco relationship — or until an experienced consulting partner makes it unmistakably clear — is that every single roadshow they execute is simultaneously a performance audit. Costco buyers are not passive observers waiting