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TWO DAYS IN 2020! ealingbizexpo.co.uk

EALING

BUSINESS EXPO 2020 Information for exhibitors

1

Part 1: Thinking about exhibiting? Part 2: The benefits of sponsorship Part 3: Exhibitors/Sponsors welcome pack Part 4: Instructions for Expo Days Part 5: Visitor tips Read each section of the Exhibitors Guide:

Exhibitors Guide Last updated February 2020 Ealing Business Expo, the biggest business event in Ealing, West London, is brought to you by:

Contact us NETWORK The

For more information, email: info@contactusealing.co.uk

Scan this QR code with your phone camera to tap through to ealingbizexpo.co.uk/ exhibit, then follow the link to each PDF The full guide is available at: issuu.com/ contactusealing

23 - 24 March 2020


7 useful bits of info about Ealing Business Expo 2020 • Dates: Mon 23 - Tue 24 March 2020 • Venue: DoubleTree by Hilton London Ealing Hotel, Ealing Common W5 3HN • Opening times: 11am to 5pm on both days • Admission: Free • Contact: More questions? Email Expo director Carlene Bender at: info@contactusealing.co.uk • Social media: @EalingBizExpo on Twitter, Facebook and Instagram • Website: ealingbizexpo.co.uk

EALING

BUSINESS EXPO 2020

2 Can someone attend even if they don’t have a business? Of course! Although the Expo’s main target audience is B2B, we love to welcome ‘business dreamers’, pre-startups, or even those just curious about doing business in Ealing.

FAQs

(i) the exhibition of business stands; (ii) an inspiring lineup of speakers; and (iii) a lot of face-to-face connecting.

6 How is the event being advertised? Online, in print and in person: i.e. via 3 What is the price of a stand? social media, email marketing, printed The price for a regular stand is £395 flyers and posters, the Expo Guide in per day (20% discount for two days), but print and online, at networking events, send an email to info@contactusealing. local adverts, and via word of mouth. co.uk in case any special offers remain. 7 How can I use the Ealing Business 4 How to book an exhibition stand? 1 Who will be attending Expo to promote my business? Email me, or fill in the form at: Ealing Business Expo 2020? Maximise the promotional opportunities: ealingbizexpo.co.uk/exhibit We’re expecting up to 700 (i) join us as an exhibitor or sponsor; business-owners to show up across both 5 What can attendees expect (ii) interact with the #EalingBizExpo days, not only Ealing-based businesses, to see at the Expo? hashtag on social media; but entrepreneurs from across London, There are three main aspects to the (iii) participate in Expo events to increase Greater London, and beyond. Ealing Business Expo: the number of new connections.

So you’re thinking about taking a stand Here’s how exhibiting at the Ealing Business Expo can help your business to grow and develop

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1 Increased visibility usiness people considering whether or not to exhibit at Ealing Business Expo usually “If people don’t know that your have one main question: “Why should business exists, how can they buy we spend our hard-earned marketing from you?” – we’ve heard that said budget on an exhibition stand at enough times. As an exhibitor at a your Expo?” business show, you will have a very high profile. So, after organising several of my own shows, and attending other shows as Your exhibition fee is what will be an exhibitor or as a visitor, I narrowed paying the costs of the Expo, so the it down to what I believe are the top organisers will want to make sure three benefits of taking part in a you are happy and that you get a lot business show as an exhibitor. of visibility and exposure.

At Ealing Business Expo for example, we make sure to promote our exhibitors in multiple ways – for example using social media to @-mention our exhibitors alongside headline hashtags such as #MeettheExhibitor, #ExpoPoll, #ExpoHour and #RetweetSaturday. Your business will be seen repeatedly and positively in the six-month run-up to the expo, and in photo/video/text coverage during and after the event. Continues...


Exhibitor feedback “Last week I went to another expo, and it was not even half as busy as here, so thank you – thank you so much!” – Agnes Gradzewicz, Smarty Software

“It was fabulous – it surpassed my expectations, the whole experience... I just had so much fun, and on the day I was so excited, I had some great conversations, and some great leads” – Frances Nwanodi, Smart PA

Other ways to increased visibility: • your logo and company details in the printed/online Expo Guide • live weblinks to your business website and social media profiles • interacting with other exhibitors • wearing your company colours at the event and decorating your stand to be eye-catching • step up to sponsorship

2 Build credibility Regardless of the size of the event – big or small, local or national – it will have an influence on the community built up around it, and this can reflect positively on your business. If the organiser is happy to promote you as part of their Expo, it helps potential clients or investors to be willing to open up to you too. Particularly at the local level, there is a lot of good feeling towards companies who take part in community events, and “give back” in some way. As an exhibitor, you can build on that customer loyalty.

Our 5th local business show Ealing Business Expo 2020, being held over two days: Monday 23rd and Tuesday 24th March, is the fifth business show we’ve organised and delivered in the borough of Ealing, including Acton Business Expo in 2016. The event is designed to bring business-people together in Ealing, West London, face-to-face, to do real business in real time. Event director: Carlene Bender (Contactus Ltd) Contact: info@contactusealing.co.uk

See the Expo 2019 video highlights at:

youtu.be/_7TbjYlY6DA

3 Legitimate email list-building

Website: ealingbizexpo.co.uk Social media: @EalingBizExpo

What’s in a stand?

Your email list is pure business gold, and in these days of GDPR legislation, you want to collect any new email addresses safely and correctly. That opt-in form on your exhibition table is the gateway to increased potential business – some people exhibit purely for the face-to-face exchange (building on your credibility, see part 2 above) that results in a new possible client signing up for their newsletter. Running an exhibition stand at a business show offers multiple ways of encouraging interested visitors to submit their email addresses, such as via a business card drop to take part in a competition with prizes, or for a guaranteed freebie, or to access exclusive content on a website. These strategies can eventually be followed up with a marketing message. Read the full version of this article, and more, at: https://tinyurl.com/CarleneLinkedIn

PRICES – see floor plan on p4

(20% discount if exhibiting both days)

• Premium position stand £450 • Full stand £395 • Half stand £250 (no display boards) • Sponsorship £1,500 (includes Premium position stand - 2 days) • Expo supporter £200


Exhibitor package • three-sided exhibition booth (see p3): 5ft x 2ft table, white tablecloth, two chairs and space for pull-up banners • Expo website live-linked listing • Expo Guide magazine listing • one year’s subscription to the Ealing Business Diary monthly listings of local business events • exhibitor training workshop explaining how to make the most of Ealing Business Expo • exclusive exhibitor networking • 1:1 marketing advice session • online reach of over 10,000 people Regular monthly updates will be via our exhibitor-only email newsletter

Read more of our Expo articles Copy and paste this URL: https://www. linkedin.com/in/carlene-de-bourgbender/detail/recent-activity/posts/

• How to “pre-Expo” Using the period before the actual event to build up your connections • “Top three reasons for exhibiting at a business show” Why you should spend your hard-earned marketing budget on a display stand • “Your local business expo: an opportunity too good to miss” The business show, or “expo”, is increasingly seen as a not-to-be-missed marketing opportunity for SMEs. • “Why Monday is a great day for Ealing Business Expo” Monday is the new Thursday, with Ealing Business Expo leading the way with this trend, of course...

Next steps 1 Pick your desired position on the floor plan above. 2 Fill in the Exhibitors Application form at ealingbizexpo.co.uk/exhibit

3 Submit form, and once you receive the invoice, pay by the deadline date so we can start promoting your business. 4 Stand by for further information, including the “New Exhibitor Welcome Pack”. Be sure to check your spam folder for Expo emails.

Expo 2019 highlights

• “Use your local business expo as training for the big events” Here are some ideas about how you can start small and eventually move on up to the big events • “Minal Meets” Expo director Carlene Bender interviewed by Minal Patel of Marketing by Minal: https://www.marketingbyminal.com/ minal-meets-carlene-bender-ealingbusiness-expo/

See the full photo album at: flic.kr/s/aHsmzF8zze


TWO DAYS IN 2020! ealingbizexpo.co.uk

EALING

BUSINESS EXPO 2020 Information for our sponsors

2

Part 1: Thinking about exhibiting? Part 2: The benefits of sponsorship Part 3: Exhibitors/Sponsors welcome pack Part 4: Instructions for Expo Days Read each section of the Exhibitors Guide:

Exhibitors Guide Last updated February 2020 Ealing Business Expo, the biggest business event in Ealing, West London, is brought to you by:

Contact us NETWORK The

For more information, email: info@contactusealing.co.uk

Scan this QR code with your phone camera to tap through to ealingbizexpo.co.uk/ exhibit, then follow the link to each PDF The full guide is available at: issuu.com/ contactusealing

23 - 24 March 2020


7 useful bits of info about Ealing Business Expo 2020 • Dates: Mon 23 - Tue 24 March 2020 • Venue: DoubleTree by Hilton London Ealing Hotel, Ealing Common W5 3HN • Opening times: 11am to 5pm on both days • Admission: Free • Contact: More questions? Email Expo director Carlene Bender at: info@contactusealing.co.uk • Social media: @EalingBizExpo on Twitter, Facebook and Instagram • Website: ealingbizexpo.co.uk

EALING

BUSINESS EXPO 2020

2 Can someone attend even if they don’t have a business? Of course! Although the Expo’s main target audience is B2B, we love to welcome ‘business dreamers’, pre-startups, or even those just curious about doing business in Ealing.

FAQs

(i) the exhibition of business stands; (ii) an inspiring lineup of speakers; and (iii) a lot of face-to-face connecting.

6 How is the event being advertised? Online, in print and in person: i.e. via 3 What is the price of a stand? social media, email marketing, printed The price for a regular stand is £395 flyers and posters, the Expo Guide in per day (20% discount for two days), but print and online, at networking events, send an email to info@contactusealing. local adverts, and via word of mouth. co.uk in case any special offers remain. 7 How can I use the Ealing Business 4 How to book an exhibition stand? 1 Who will be attending Expo to promote my business? Email me, or fill in the form at: Ealing Business Expo 2020? Maximise the promotional opportunities: ealingbizexpo.co.uk/exhibit We’re expecting up to 700 (i) join us as an exhibitor or sponsor; business-owners to show up across both 5 What can attendees expect (ii) interact with the #EalingBizExpo days, not only Ealing-based businesses, to see at the Expo? hashtag on social media; but entrepreneurs from across London, There are three main aspects to the (iii) participate in Expo events to increase Greater London, and beyond. Ealing Business Expo: the number of new connections.

All the benefits of being an Expo sponsor Ealing Business Expo 2020 is made for showing off businesses – make the most of that for your business

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ponsorship is the number one way of using the Ealing Business Expo to bring attention to your brand or message. The amount of money you’re investing shows that you are serious about your business, while choosing to support the biggest business event in the borough shows how committed you are to building links locally. These links will pay off not only because the event will be better

because of your contribution, but because other businesses will remember you, hold you in high esteem, and choose your product or service rather than your competitor’s. Your decision to invest in sponsorship will attract the attention and respect of investors and news media, and this will increase your standing in the business community. Here is a summary of our top three benefits to sponsorship.

1 Highest impact visibility As the event sponsor, your business logo, link, and contact details show up everywhere that the event is promoted across the borough and West London: i.e. on the Expo website; on the cover and the inside pages of the Expo Guide magazine which is published in print as well as online; on banners and posters, flyers and advert artwork; @-mentioned in social media posts; and thanked during interviews and networking meetups. Continues...


Join us as a Headline Sponsor Ealing Business Expo 2020 headline sponsorship costs £1,500. In exchange for this, you get all that the regular exhibitors get (see p4, Part 1), plus several exclusive extras: • full-on promotion as the event sponsor, from the moment that the invoice sum is paid, continuing until at least one month after the event across all Expo outlets online, in person and in print • premium position stand across two days in an area of high footfall

About the venue The Ealing Business Expo takes place at the DoubleTree by Hilton London Ealing hotel, 2 Hanger Lane, Ealing, London W5 2HN. Top reasons why our attendees like coming here: all-day on-site parking (car park space for up to 150 cars; plus some free on-street parking); ease of access by public transport (buses along Uxbridge Road and the North Circular, and Ealing Common tube station five minutes’ walk away on the District Line and the Piccadilly Line); and the hotel’s W5 Bar and Grill restaurant (including Starbucks coffee).

And while increased visibility is also a special benefit for businesses who take an exhibition stand, as a sponsor this effect is multiplied by at least 10 times.

2 Stand out from the crowd The Ealing Business Expo’s mission is to promote our exhibitors/ sponsors as well as provide an environment for fruitful interaction between visitors and exhibitors. With over 700 visitors expected across the two-day Expo, and more than 70 exhibitors being promoted in the run-up to the event, you may want your business to stand out in a different way. This is why there are exclusive features saved for sponsors only, and is the reason we keep the number of headline sponsors to fewer than 10. As a sponsor you can also gain attention by standing out from your competitors, so that the

majority of enquiries related to your specialty product or service will come to you.

3 Customise your benefits Perhaps you are not interested in increased promotion or visibility, or the standard offer to sponsors; perhaps you would like your investment to be used differently. For example: - to fund a specific aspect of the Expo, e.g. the lunch, or the app - to co-brand or split the sponsorship with another company - to promote your chosen charity - to gain the image boost that comes with sponsorship, but not get any further involved - to create a ‘sponsored village’ We are open to discussing different ways of promoting your brand, so please get in touch. Read the full version of this article, posted at: https://tinyurl.com/CarleneLinkedIn

• the option of doing away with the Expo stand furniture (5ft x 2ft table with white tablecloth, two chairs, and three-sided display booth) to have your own setup • invitation to address the audience at the Expo welcome ceremony • 20-minute speaking slot at the Expo (seminar topic to be related to your business; you’re welcome to promote your business during the last five minutes of the presentation)

‘Support-sponsor’ options available If you’d prefer to support the Expo rather than get involved in exhibiting or direct sponsoring, consider these promotional options at £200 each: • banner support (your logo on our printed banners as well as on the website and in the event guide) • name stickers (your logo and website url printed on every single ‘Hello’ event badge sticker) • speed networking wristbands (your business name and url printed on the wristbands; an exclusive marketing room; and five minutes talk before the start of the session) • 20-minute speaking slot (promote your business in the last five minutes) • Expo Guide adverts (artwork included) – full page A5-size £200; half-page £100 – online and in print • pick an aspect of the Expo to support, e.g. Expo Guide, venue hire, event app, freebies, and let us know


Read more of our Expo articles Copy and paste this URL: https://www. linkedin.com/in/carlene-de-bourgbender/detail/recent-activity/posts/

• How to “pre-Expo” Using the period before the actual event to build up your connections • “Top three reasons for exhibiting at a business show” Why you should spend your hard-earned marketing budget on a display stand • “Your local business expo: an opportunity too good to miss” The business show, or “expo”, is increasingly seen as a not-to-be-missed marketing opportunity for SMEs. • “Why Monday is a great day for Ealing Business Expo” Monday is the new Thursday, with Ealing Business Expo leading the way with this trend, of course... • “Use your local business expo as training for the big events” Here are some ideas about how you can start small and eventually move on up to the big events • “Minal Meets” Expo director Carlene Bender interviewed by Minal Patel of Marketing by Minal: https://www.marketingbyminal.com/ minal-meets-carlene-bender-ealingbusiness-expo/

Next steps 1 Pick your desired position (red tables) on the floor plan above. 2 Fill in the Application form at www.ealingbizexpo.co.uk/exhibit

Photo highlights See the full 2019 photo album at: flic.kr/s/aHsmzF8zze And some video highlights: youtu.be/_7TbjYlY6DA

The ever-popular speed networking

Stephen Fry, executive director, Westmont Enterprise Hub (2019 sponsors)

3 Submit form. Once you receive the invoice, pay by the deadline date then we can start promoting you as a sponsor. 4 Stand by for further information, including our “Welcome Pack” (Part 3). Refer to Part 1 if you decide against sponsorship but would still like to exhibit. Expo audience (with Carol Sam, in red, from sponsors Ealing Council)


TWO DAYS IN 2020!

Mon 23 - Tue 24 March

EALING

BUSINESS EXPO 2020 Welcome to our new sponsors

3

Part 1: Thinking about exhibiting? Part 2: The benefits of sponsorship Part 3: Sponsors welcome pack Part 4: Instructions for Expo Days Read each section of the Exhibitors Guide:

Exhibitors Guide Last updated February 2020 Ealing Business Expo, the biggest business event in Ealing, West London, is brought to you by:

Contact us NETWORK The

For more information, email: info@contactusealing.co.uk

Scan this QR code with your phone camera to tap through to ealingbizexpo.co.uk/ exhibit, then follow the link to each PDF The full guide is available at: issuu.com/ contactusealing


Great to have you join us as a sponsor This is your list of what to do next to prepare for your role at Ealing Business Expo 2020

A

s a headline sponsor of the Ealing Business Expo, you have the opportunity to get more involved than other exhibitors or participants. Not only will you have a higher profile in the build-up to the event, you also have the greatest visibility over both Expo Days: your stand in a premium position; you’ll get to address the opening ceremony; and you have your 20-minute speaking slot to reach out to customers. Having chosen your stand location and arranged the payment for your sponsorship, you’re ready to put some actual plans into place. Work your way through these five steps and you’ll be on your way to having everything ready for Monday 23 and Tuesday 24 March, 2020.

(monthly) emails: – first, the general ‘Expo Updates’ newsletter that goes out to everyone signed up to the Expo mailing list, with information such as “Visitor Rules”, or “How to Make the Most of Your Expo Day”; and – second, the exhibitor-only ‘News For Exhibitors Only’ email, will carry practical details, such as the venue layout, parking rules, special offers, etc, as well as tips like “20 Display Ideas That Will Make Passers-by Stop At Your Stand” or “What to Add To Your Expo Marketing Plan”. If these emails get lost or go to your spam, you may miss out on vital information that can make the difference between a successful Expo and one where you’re running around trying to figure things out at the last minute.

2 Look out for Expo emails

To help ensure that our essential emails get to you safely, here are a couple of suggestions: – add our email address info@contactusealing.co.uk to your email ‘white list’ – follow @EalingBizExpo on social media (Twitter, Instagram and/or Facebook) and turn on notifications so you see our post announcing when the latest email update has been sent out – check your spam folder at least once a week for any emails from us that might be lost in there

As an exhibitor/sponsor, you will receive two sets of regular

Once the emails arrive intact into your inbox, be sure to read them!

1 Check your listing Make sure that you are satisfied with all the information in your back-linked company listing on the Expo website at: www.ealingbizexpo.co.uk/exhibitors Your listing in the Expo Guide magazine will be based on the info in the website listing, so if there are any inaccuracies there, let us know.

3 Save the date for training Note these words from a past Expo exhibitor: “Walking through the exhibition hall, you could see right away the ones who attended Expo Exhibitor Training – they were the ones standing up, chatting happily to a crowd of visitors; the ones who didn’t attend training were the ones sitting down, looking at their phones, bored behind an empty stand”. Be there on Monday 20 January.

4 Get to know other exhibitors Year after year, one of the main bits of positive feedback from exhibitors is the close relationship that builds up between exhibitors. To get this rolling, we have a few exclusive pre-Expo meetups planned, such as a speed networking session just for exhibitors, so stay tuned for that.

5 Work on your marketing plan Spend some time putting together your marketing plan, including: – why exactly are you sponsoring? – what are your goals: to build your email list; to share samples; to create fresh content for social media; to launch a new product; to collect feedback; to support local? – what is the primary message that must reach visitors? Look out for Part 4 of this prep series, including set-up instructions and any last-minute changes.


Make the most of the pre-Expo Ealing Business Expo is not just about two days of networking, exhibiting and learning – it’s also about the full online and offline build-up in the six months or so before the event. Make the most of these opportunities to create an Expo ‘buzz’ before the day: Headline sponsors from our 2019 event: (above) Ealing Council; (below) A2 Dominion; (bottom) Westmont Enterprise Hub

Sponsors checklist With all eyes on your business and its branding thanks to the extra visibility of being a sponsor at the Ealing Business Expo, here are a few ideas to help you shine brightly in that spotlight: • share, share, and share – let the world know that you are proud to support your local business show

• host an exhibitors meetup • create photo opportunities • don’t be shy to add a supporter option • make your 20-minute talk something to remember • use that premium stand position to make a real statement • remember to prepare a five-minute speech for the welcome ceremomy

• join our exhibitors-only WhatsApp group – access special offers from other exhibitors and sponsors, and share your own offers • post your special offers to a wider audience in our Expo group on Facebook: “Ealing Business Expo – Online Networking Group” • share and comment on our posts on Facebook, Twitter and Instagram to make yourself more recognisable • attend any pre-Expo meetups

Invite visitors to see you There’s a lot you can do long before Expo Day to ensure that you have a steady and productive flow of visitors to your stand. Here are a few ideas: • email your regular clients, and any hot leads you’ve been following up, and invite them to stop by to see you at your stand on the day • create a special offer just for the day (e.g. discount, free gift, or new product/service), and promote the offer on your social media • include the “I’m exhibiting” graphic in your email sign-off, on your website, or in your email newsletter; and wear the printed badge to meetings to alert your network of your participation in the event • create your own Facebook event for the Expo, to expand its reach into your social media network • set up a schedule of meeting slots at your stand, offering free 1:1 advice or product demos, and make sure that they’re filled beforehand


The option of ‘quiet sponsorship’ It’s true that most companies who join our events as sponsors are usually looking for a return on their investment in the form of higher visibility and an increased audience in Ealing. But this may not suit all companies, for example:

Promoting your business at Ealing Business Expo 2020 Note: Visitors attend the Expo for free

Supporter | Exhibitor | Sponsor

Cost

£200

£250 - £395

£1,500

Promotions: logo placement, website url links, social media @-tagging

Yes

Yes

Yes (unless you’ve opted out, as a ‘quiet sponsor’)

• companies who already have a solid presence in Ealing, and are happy with their other marketing measures

Invitation to pre-Expo Yes events, including exhibitor training?

Yes

Yes

• those who may not want to attract further attention, including other requests for sponsorship

Exhibition stand included in price?

No (options include: name badges; lunch; after-Expo social; app; etc)

Yes (one day)

Yes (both days)

Type of stand

N/A

Half-stand (£250) Full stand (£395) Notes: (i) a few Premium position stands are available at £450 (ii) Exhibit on both days and get a 20% discount

Premium position stand

Speaking slot included in price?

No (unless that is your chosen support option)

No

Yes

Expected goals

Exposure to Expo audience

High level of exposure; Expo community connections; hot leads for follow-up

Ultra high level exposure; exclusive benefits; community boost; ongoing promo

• or perhaps a company is happy to sponsor, but doesn’t want to get involved with exhibiting or presenting Companies like these may opt for “quiet sponsorship”, where they can choose to customise their involvement in the Expo. Here are some customisation ideas: • be promoted separately from the Expo, via the Events Booster arm of the Contactus Network (see tinyurl.com/EventsBooster) • sponsor on behalf of a charity or social enterprise, who will then fulfil the exhibition and presentation roles • exchange your sponsorship for multiple exhibition stands If you have any ideas for quiet sponsorship, do let us know.

How you’ve helped business in Ealing Sponsoring the Ealing Business Expo is primarily a good business decision for your company. But here are some of the ways it benefits the wider business community in Ealing as well: • you’re helping to keep the price of stands affordable so smaller businesses can exhibit too • the increased credibility of our event encourages others to believe in us and trust us • your sponsorship makes sure we meet our costs so that the Expo is sustainable, and we can plan another one next year, get bigger and better, and bring more business to Ealing. So, thank you.

PRE-EXPO DATES TO NOTE Exhibitors Training Workshop & Speed Networking session • Monday 20 January 2020 • 2:00-3:30pm (free for exhibitors) • DoubleTree by Hilton, W5 3HN Exhibitor newsletter out by email • 1st day of every month until April 2020 General ‘Expo Updates’ email • 23rd of every month until April 2020 Ealing Business Breakfast • Fourth Wednesday of the month #ExpoHour tweetchat • Monday 16 March 2020, 8-9pm


TWO DAYS IN 2020!

Mon 23 - Tue 24 March

EALING

BUSINESS EXPO 2020 Welcome to our new exhibitors

3

Part 1: Thinking about exhibiting? Part 2: The benefits of sponsorship Part 3: Exhibitors welcome pack Part 4: Instructions for Expo Days Read each section of the Exhibitors Guide:

Exhibitors Guide Last updated February 2020 Ealing Business Expo, the biggest business event in Ealing, West London, is brought to you by:

Contact us NETWORK The

For more information, email: info@contactusealing.co.uk

Scan this QR code with your phone camera to tap through to ealingbizexpo.co.uk/ exhibit, then follow the link to each PDF The full guide is available at: issuu.com/ contactusealing


Great to have you join us as an exhibitor This is your list of what to do next to prepare for exhibiting at Ealing Business Expo 2020

S

o you’ve chosen your stand location, settled the invoice for exhibiting at Ealing Business Expo, and you’re ready to put some plans into place. Work your way through these next five steps and you’ll be on your way to having everything ready for Expo Days: Monday 23 and Tuesday 24 March, 2020.

1 Check your listing Make sure that you are satisfied with all the information in your back-linked company listing on the Expo website at: www.ealingbizexpo.co.uk/exhibitors Your listing in the Expo Guide magazine will be based on the info presented in the website listing, so if there are any inaccuracies there, let us know.

2 Look out for Expo emails As an exhibitor, you will receive two sets of regular (monthly, and then weekly) emails: – first, the general ‘Expo Updates’ newsletter that goes out to everyone signed up to the Expo mailing list, with information such as “Visitor Rules”, or “How to Make the Most of Your Expo Day”; and – second, the exhibitor-only ‘News For Exhibitors Only’ email, will carry practical details, such as the venue layout, parking rules, special offers, etc, as well as tips like “20 Display

Ideas That Will Make Passers-by Stop At Your Stand” or “What to Add To Your Expo Marketing Plan”.

didn’t attend training were the ones sitting down, looking at their phones, bored behind an empty stand”.

If these emails get lost or go to your spam, you will miss out on vital information that can make the difference between a successful Expo and one where you’re running around trying to figure things out at the last minute.

Don’t miss for our Exhibitors Training Workshop: Monday 20 January 2020, 2:30pm-4:00pm at the DoubleTree by Hilton hotel in Ealing (our Expo venue of course).

To help ensure that our essential emails get to you safely, here are a couple of suggestions: – add our email address info@contactusealing.co.uk to your email ‘white list’ – follow @EalingBizExpo on social media (Twitter, Instagram and/or Facebook) and turn on notifications so you see our post announcing when the latest email update has been sent out – check your spam folder at least once a week for any emails from us that might be lost in there

Year after year, one of the main bits of positive feedback from exhibitors is the close relationship that builds up between exhibitors.

Once the emails do arrive intact into your inbox, be sure also to read them, as this is our main method of passing on information.

3 Save the date for training Note these words of a past Expo exhibitor: “Walking through the exhibition hall, you could see right away the ones who attended Expo Exhibitor Training – they were the ones standing up, chatting happily to a crowd of visitors; the ones who

4 Get to know other exhibitors

To get this rolling, we have a few exclusive pre-Expo meetups planned, such as speed networking for exhibitors, so stay tuned for that.

5 Work on your marketing plan And last but not least, spend some time putting together aspects of a marketing plan, answering at least these following questions: – what are the reasons for exhibiting? – what are the goals: to build your email list; to share samples; to create fresh content for social media; to launch a new product; to collect feedback for a new logo? – what is the primary message that must reach visitors? Look out shortly before Expo Day for Part 4 of this series, including emails with set-up instructions, maps, and any last-minute changes.


Make the most of the build-up Ealing Business Expo is not just about two days of networking, exhibiting and learning – it’s also about the full online and offline build-up in the six months or so before the event. Make the most of these opportunities to create your Expo ‘buzz’ before the day:

Exhibitor events Meeting up at local networking events such as the Ealing Business Breakfast, and attending the Exhibitor Training Workshop are essential actions to take for building links between exhibitors.

• join our WhatsApp group for exhibitors only – access special offers from other exhibitors and share your own offers • post your special offers to a wider audience in our Expo group on Facebook: “Ealing Business Expo – Online Networking Group” • share and comment on our posts on Facebook, Twitter and Instagram to make yourself more recognisable • attend any pre-Expo meetups

Invite visitors to your stand There’s a lot you can do long before Expo Day to ensure that you have a steady and productive flow of visitors to your stand. Here are a few ideas: • email your regular clients, and any hot leads you’ve been following up, and invite them to stop by to see you at your stand on the day

PRE-EXPO DATES TO NOTE Exhibitors Training Workshop & Speed Networking session • Monday 20 January 2020 • 2:00-3:30pm (free for exhibitors) • DoubleTree by Hilton, W5 3HN Exhibitor newsletter out by email • 1st day of every month until April General ‘Expo Updates’ email • 23rd of every month until April 2020 Ealing Business Breakfast • Fourth Wednesday of the month #ExpoHour tweetchat • Monday 16 March 2020, 8-9pm

• create a special offer just for the day (e.g. discount, free gift, or new product/service trial period), and promote the offer on your social media • include the “I’m exhibiting” graphic in your email sign-off, on your website, or in your email newsletter; and wear the printed badge to meetings to alert your network of your participation in the event • create your own Facebook event for the Expo, to expand its reach into your social media network • set up a schedule of meeting slots at your stand, offering free 1:1 advice, product demos, etc, and get those slots filled beforehand


15 practical preparation tips Have a read-through of these tips, gathered lovingly from several years of watching, attending and organising various kinds of business shows. • know your stand: full stand, half-stand, or premium-position – so you can work out the best use of space • brainstorm, write out and even sketch out your ideas for how to use the space • study the event schedule beforehand, so you know what’s happening when, and prepare an hour-by-hour plan for the day well in advance • work out your budget and don’t wait until the last minute to get marketing materials ready • take advantage of add-on promotions as an Expo Supporter e.g. advert in the Expo Guide or a paid-for speaking slot • pre-arrange what you need, e.g. if you need to hire or borrow display items, or train a helper or staff member to set up, or to stay on the stand • attend other expos before the day, to see how other exhibitors lay out their stands

No product to display? No problem – see if you can get any ideas from these displays promoting last year’s Ealing Business Expo: on the left, a pop-up stand in the lobby at HSBC bank branch in Ealing Broadway, and on the right our stand at the Hounslow Festival of Business. Take advantage of the opportunity to visit other business shows (especially when we plan an Expo Day Out with other Expo exhibitors!) to see how they’re run, and to practise your business show networking skills.

Examples of well-presented exhibition stands At left: Sahil at Colormax used the Expo to showcase the products available from his printing shop: large-format banners, logos on shirts, printed tablecloths as well as flyers, business cards and giveaway items; he also booked a good stand position near the entrance to the hall

• come along to Expo pre-events such as the Ealing Business Breakfast, where you’d likely meet other exhibitors and start building a rapport • join in on social media: follow other exhibitors, post during #ExpoHour on Twitter (16 March, 8-9pm), and post your news/offers in the Facebook group • share info about the Expo in order to increase the number of attendees so we have a successful event • mention the event at your networking meetings, and tell your friends about it • put a flyer in your car, on your desk, on your counter-top, on noticeboards, etc. • attend the Exhibitor Training session (scheduled for Monday 20 January) • try to visit the exhibition hall beforehand (if you missed Expo 2019) • study photos, videos and feedback from previous Ealing Business Expo events to see what it was like The full version of this article will be posted here: https://www.linkedin. com/in/carlene-de-bourg-bender/ detail/recent-activity/posts/

Above: Lance from HR Dept Ealing designed a very inviting and engaging stand, using a variety of props including a couple of cake prizes!

Above: Elizabeth from Parent-Help put a lot of the tips she learned from exhibitor training to good use: balloons, flowers, freebies, and the importance of staying standing up to greet visitors to her stand


TWO DAYS IN 2020!

Mon 23 - Tue 24 March

EALING

BUSINESS EXPO 2020

Setting up your stand: step by step

4

Part 1: Thinking about exhibiting? Part 2: The benefits of sponsorship Part 3: Exhibitors/Sponsors welcome pack Part 4: Instructions for Expo Days Read each section of the Exhibitors Guide:

Exhibitors Guide Last update February 2020 Ealing Business Expo, the biggest business event in Ealing, West London, is brought to you by:

Contact us NETWORK The

For more information, email: info@contactusealing.co.uk

Scan this QR code with your phone camera to tap through to ealingbizexpo.co.uk/ exhibit, then follow the link to each PDF The full guide is available at: issuu.com/ contactusealing


What to expect when you’re exhibiting Suggestions for setting up on Expo Day/s to make sure you’re as prepared as you need to be

I

f this is your first time exhibiting at Ealing Business Expo, you may be unsure of what the venue set-up will be like, or even what time to get there.

familiar with it. Printed copies will be distributed on the day, and most of the information will also be in our event app, and on our website as well.

Hopefully you will have been able to attend our Exhibitors Training Workshop, where we go into a lot of practical details about the stand space and how the event will run.

3 Leave enough time to set up

If you didn’t make it to the Workshop, be sure to get your hands on the presentation notes, and also to read through the following tips.

1 Know your stand, and your day What size stand are you coming to set up: a half-stand or full stand? Study the illustration opposite so you see how much space you have to play with. Note that it is not a shell scheme. Which day are you exhibiting: Monday or Tuesday, or both? If you show up on Tuesday for a Monday stand, you will not be able to exhibit. If in doubt, check your invoice. All the details are on there.

2 Study the Expo Guide The event guide magazine will be published online about a week before the Expo starts, so look out for the issuu.com link to it, which will be sent via email and on social media. The Expo Guide will show your stand position on the floor plan and have timings of the day’s schedule, i.e. who, what, when and where the speakers and presentations are, and the times of the speed networking sessions. Not only are you likely to need this information yourself, but there will always be someone asking you “where is so-and-so”, so it’s useful to become

The exhibition opens at 11am, so you’re advised to get to the venue latest 9am.

4:30pm - Exhibition closes 4:45pm - Final packing up. All Expo materials must be cleared away. Note: If you are exhibiting both days, the main parts of your display can be left in place overnight on Monday.

5 Parking information

There are no trolleys, so take care packing your exhibition materials so you can carry them yourself from the car park. Come into the venue, park (if you have come with a vehicle), register your vehicle at the hotel reception desk, enter the Exhibition hall, which is the Ealing Suite, and look for the sign showing where your stand is located.

Exhibitors have been promised free parking on condition that each vehicle registration number is typed into the parking machine at the hotel reception desk, and you alert the staff that you are an Ealing Business Expo exhibitor. Otherwise you will be fined.

Decorate your stand with a multi-level display: flyers can lie flat on the table; leaflets and cards can be in stands on the table; and you can have a banner or poster stretched out across the display board behind you. Try to have something “3D” on the stand, such as samples, or a piece of equipment. Failing that, balloons can make a big difference.

See map on p4. Our video from last year still shows the various transport options: youtu.be/zz84fUSL5Sg

4 Hour-by-hour breakdown 11:00am - Ealing Business Expo opens to the public. 1:00pm - Takeaway lunch only for exhibitors, in the Townshend Suite. It is a simple lunch, but if you would like something heavier, visit the W5 Bar and Grill restaurant on site. The hotel’s Ealing Bar in the Foyer area will also be open all day, offering Starbucks coffee and a selection of snacks. Outside the hotel, the next closest eating places are five minutes’ walk away, near to Ealing Common station, and include Mugi Cafe, Nando’s and Costa Coffee.

6 Getting to the venue

Also consider using the Slide Ealing service.

7 Other handy bits of advice Be careful not to leave your belongings unattended during the Expo – the organisers can take no responsibility for loss or damage. Check that you have the right insurance in case of any sudden mishaps. If you are planning to sell products at your stand, bear in mind it is an Expo and not a market, and conduct the transactions appropriately. If you or anyone close by during the Expo ends up needing first aid, seek help directly from the hotel staff at the Reception desk. Keep in touch: download and get familiar with our Expo app (via Ugenie) and/ or join our exhibitors-only WhatsApp group for feedback and support.


Connect via the hashtags Social media is a big part of the promotion around the Ealing Business Expo. Feel free to follow and join in with our hashtags across Twitter, Instagram, Facebook, LinkedIn and YouTube: • #EalingBizExpo is in nearly all our posts, sometimes we get specific with #EalingBizExpo2020 • #MeettheExhibitors is a thread on Twitter that introduces information about the Expo exhibitors • #RetweetSaturday happens on Saturdays – that’s when we share posts from exhibitors and sponsors • #ExpoPoll takes place during #EalingHour on a Tuesday 8-9pm, and asks a ‘question of the week’ • #ExpoHour is a Q&A one week before Expo Day: 16 March, 8-9pm

Ideas for props Still no idea how to decorate your stand? Try a couple of these: • get materials printed in advance: posters, leaflets, pens, notepads • go vertical: a roll-up banner is like your stand identification, and there’s room for two in your booth FULL STAND

HALF STAND

HALF STAND

Stand checklist Full stands come set up like this: 6ft x 4ft floor space with 5ft x 2ft table, white tablecloth, 2 chairs, 3 sides of full height velcro-friendly display boards/booth dividers, and space for up to two pull-up banners (banners not supplied!). Premium stands (sponsors) are set up like Full stands, but the furniture can be removed if desired. A half-stand shares a table with one other business, and has one

chair and space for one pull-up banner, but no display boards. Each table can be connected to the electricity supply, either directly or via extension cords. Lunch and refreshments will be provided. Details of this to be confirmed. Very important: register your car number details at the hotel reception desk, or you may be fined.

• combine different sized banners: table-top (A4 or A5), and 6ft high • attract attention with bold colours, lights, bunting • include something with movement e.g. an iPad screen with your video (with subtitles) on loop, or a visual electronic game; or a fan blowing on glittery streamers • does your business have a physical aspect, e.g. if you’re a computer repair shop, take apart a computer to show what it looks like inside • most people will respond to the fun element: a juggling game, puzzle, cards, lucky dip, or quiz, to attract visitors to your stand, and help them remember you • do a prize draw from your stand


Could anything go wrong? Everything is not always going to be perfect all the time. Bear these notes in mind in case something happens to go wrong: • event cancellation: in case you need to pull out from the event, or we need to cancel or postpone; see our Cancellation Policy at www.ealingbizexpo.co.uk/exhibit • trouble on the day: we strongly advise you to take out suitable insurance coverage before the event • low footfall: bad (or too good!) weather, transport strikes, snap elections – these can all affect how many people turn up, and how long they stay, and it’s not necessarily a bad thing if too few people attend; in that scenario, be aware that you can make a much more lasting impression if you can devote more time to each visitor • low perceived ROI: your return on investment may not present itself immediately; give it time

Practical, on-the-day tips 1. Wear comfortable shoes. But not casual footwear like trainers and slippers. 2. No phones at the stand. And no sitting either – it makes it look as though you don’t really want to be there and don’t want to talk to anyone. 3. Arrive early on your Expo Day/s. More minute-by-minute details about the day will come in a newsletter closer to the date. 4. Bring your own water and a snack. Depending on how busy the day is, you may not get a chance to leave your stand in order to get some vital supplies. 5. Smile when people come by. But wait for them, don’t grab them. 6. Wear a name tag. Make sure your name is written in nice big letters. 7. Participate in the event to make the most of being there in person. Move around and see what else is going on; talk to other exhibitors; join in any or all of the five (5!) speed networking sessions; attend seminars. 8. Post something positive on social media: Include the hashtag #EalingBizExpo, and if you can, tag us at @EalingBizExpo on Twitter, Instagram and Facebook.

The money’s in the follow-up Following-up is the process of turning a hot new business lead into a potential client. Here are a few ways of doing that: - Connect with your new lead on social media. Start with LinkedIn, as your

photo will help jog their memory; follow them on Twitter, Instagram, and Facebook, and engage with their posts - Send email and make a phone call if the connection feeling is mutual - No need to follow-up with everyone you meet, just focus on the hot leads - Take up their free offer if there is one, and maybe offer something in return - Send us feedback about Ealing Business Expo 2020: fill in the online survey when you receive the link

Profile for Contactus magazines

Ealing Business Expo 2020 - Information Guide for Exhibitors and Sponsors  

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