Ealing Business Expo 2023 Information for Exhibitors

‘Top 10’ questions about Ealing Business Expo 2023

• Date: Wed 8 March 2023

• Venue: Weston Hall, University of West London, Ealing W5 5RF

• Opening times: 10am - 4pm

• Admission: Free to attend; book tickets via Eventbrite

• More questions? Send email to Expo director Carlene Bender: info@contactusealing.co.uk

• Social media: @EalingBizExpo on Twitter, Facebook and Instagram

• Website: ealingbizexpo.co.uk

What is the Ealing Business Expo? The Expo is the “biggest business event in the London borough of Ealing”, and it (i) brings Ealing people together to build the local business community (ii) creates opportunities to meet, connect and network, which will lead to sales, referrals and future business (iii) showcases Ealing businesses of all kinds, and boosts pride in our borough

Who will be attending Expo 2023? We’re expecting several hundred business-owners to join us, not only

those based in Ealing, but entrepreneurs from across London, the UK, and beyond

What is the price of a stand?

Online stands cost £100 - see what they look like: ealingbizexpo.co.uk/expo2022 In-person stands start from £190. There are plenty of other ways to promote your business, starting from £50

How do I book an Expo stand? Send us an email, or fill in the form at: https://ealingbizexpo.co.uk/exhibit

What can attendees expect to see at the Ealing Business Expo? (i) lively exhibition of business stands; (ii) inspiring panel discussions; and (iii) exciting opportunities to connect with others and to show off your business

How can I use the Ealing Business Expo to promote my business? Maximise the promotional opportunities listed at ealingbizexpo.co.uk/exhibit: (i) join us as an exhibitor, headline sponsor or support-sponsor;

(ii) interact with the #EalingBizExpo hashtag on social media; (iii) participate in Expo-related events to increase the number of new connections Pre-register via Eventbrite, and then be sure to read our email updates

How is the event being advertised? Online, in print and in person – as usual!

Why the change of venue to UWL? We are grateful to University of West London for offering their Weston Hall event space for the Expo, which means we were able offer a lower early-bird rate (£190) for exhibition stands

Where can we park around UWL? The closest car park is Ealing Broadway Shopping Centre, and you can catch the UWL Shuttle Bus from Ealing High Street (outside Wagamama) – just show your Eventbrite ticket to the driver

Is there an online element? On Tue 7 March, 10am to 12noon, we’ll be meeting up on Zoom for a pre-Expo session. Book your place via Eventbrite.

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

Business people considering whether or not to exhibit at Ealing Business Expo usually have one main question: “Why should we spend our hard-earned marketing budget on an exhibition stand at your Expo?”

So, after organising several of my own shows, and attending other shows as an exhibitor or as a visitor, I have narrowed it down to what I believe are the top three benefits of taking part in a business show as an exhibitor, particularly at Ealing Business Expo.

1

Increased visibility

“If people don’t know that your business exists, how can they buy from you?” –we’ve heard that said enough times. As an exhibitor at a business show, you will have a higher profile than other businesses.

Your exhibition fee is what will be paying the costs of the Expo, so the organisers will want to make sure you are happy and that you get a lot of visibility and exposure.

At the Contactus 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 #ExpoRetweetSaturday.

Your business will be seen and shown repeatedly in a positive light in the build-up to the Expo – in photo/video/ text coverage before, during and after the event.

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

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 organisers are 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.

Legitimate email list-building

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. Your opt-in form is the gateway to increased potential business –some people exhibit purely for the interpersonal 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

Our 9th local business show

Ealing Business Expo 2023, taking place on Wednesday 8 March at the University of West London’s Ealing campus, is the ninth business show we’ve organised and delivered in the borough of Ealing since 2015, including Acton Business Expo in 2016 and Southall Business Expo in 2022

The event is designed to bring business-people together in Ealing, West London, face-to-face & online, to do real business in real time.

Event director: Carlene Bender (Contactus Ltd)

Contact: info@contactusealing.co.uk Website: ealingbizexpo.co.uk

Social media: @EalingBizExpo

Expo prices

To book a stand, fill in the form at: https://ealingbizexpo.co.uk/exhibit

What

you get as an exhibitor

• Online exhibitors: website video listing with links

• In-person exhibitors: 6ftx4ft space, 3ftx6ft vertical display velcro board, 4ftx2ft table, tablecloth, 1-2 chairs, and space for 2 pull-up banners (see p3). Lunch voucher also provided

• Early-bird exhibitors invited to VIP Business Breakfast hosted by UWL

All exhibitors:

• Expo website live-linked listing

• ‘Expo Guide’ magazine listing

• exhibitor training workshop: how to make the most of Ealing Business Expo

• exclusive exhibitor networking

• 1:1 marketing advice

• online reach of over 10,000 people before, during and after the event

Read

more of our Expo articles

Click/tap through this URL: linkedin.com/in/carlene-de-bourg-bender /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.

• “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: marketingbyminal.com/minal-meetscarlene-bender-ealing-business-expo/

At left:

Example of an online stand (Minute Business Videos) at Expo 2022: -video -live links -logo and contact info -meeting details

At right: Weston Hall, UWL during another event

Next steps Expo 2022 highlights

Submit form along with BACS payment so we can start promoting your business right away

1 2

Pick your desired position on the Exhibition Plan above Fill in the Exhibitors Application form at ealingbizexpo.co.uk/exhibit

3 4

Stand by for further information. Be sure to check your spam folder for exhibitor emails, and share about the Expo on your social media etc.

Pics from our in-person day at Ealing Business Expo in 2022 (photos by Andrea Tufescu Photography)

More 2022 highlights at: ealingbizexpo.co.uk/Expo2022

‘Top 10’ questions about Ealing Business Expo 2023

• Date: Wed 8 March 2023

• Venue: Weston Hall, University of West London, Ealing W5 5RF

• Opening times: 10am - 4pm

• Admission: Free to attend; book tickets via Eventbrite

• More questions? Send email to Expo director Carlene Bender: info@contactusealing.co.uk

• Social media: @EalingBizExpo on Twitter, Facebook and Instagram

• Website: ealingbizexpo.co.uk

What is the Ealing Business Expo?

The Expo is the “biggest business event in the London borough of Ealing”, and it (i) brings Ealing people together to build the local business community (ii) creates opportunities to meet, connect and network, which will lead to sales, referrals and future business (iii) showcases Ealing businesses of all kinds, and boosts pride in our borough

Who will be attending Expo 2023? We’re expecting several hundred business-owners to join us, not only

those based in Ealing, but entrepreneurs from across London, the UK, and beyond

What is the price of a stand?

Online stands cost £100 - see what they look like: ealingbizexpo.co.uk/expo2022 In-person stands start from £190. There are plenty of other ways to promote your business, starting from £50

How do I book an Expo stand? Send us an email, or fill in the form at: https://ealingbizexpo.co.uk/exhibit

What can attendees expect to see at the Ealing Business Expo?

(i) lively exhibition of business stands; (ii) inspiring panel discussions; and (iii) exciting opportunities to connect with others and to show off your business

How can I use the Ealing Business Expo to promote my business? Maximise the promotional opportunities listed at ealingbizexpo.co.uk/exhibit: (i) join us as an exhibitor, headline sponsor or support-sponsor;

(ii) interact with the #EalingBizExpo hashtag on social media; (iii) participate in Expo-related events to increase the number of new connections Pre-register via Eventbrite, and then be sure to read our email updates

How is the event being advertised? Online, in print and in person – as usual!

Why the change of venue to UWL? We are grateful to University of West London for offering their Weston Hall event space for the Expo, which means we were able offer a lower early-bird rate (£190) for exhibition stands

Where can we park around UWL? The closest car park is Ealing Broadway Shopping Centre, and you can catch the UWL Shuttle Bus from Ealing High Street (outside Wagamama) – just show your Eventbrite ticket to the driver

Is there an online element?

On Tue 7 March, 10am to 12noon, we’ll be meeting up on Zoom for a pre-Expo session. Book your place via Eventbrite.

All the benefits of being an Expo sponsor

Ealing Business Expo 2023 is made for showing off local businesses – make the most of that for your business

Sponsorship is the number one way of using the Contactus 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 (or higher) 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. There is the added benefit of reaching closer to your corporate social responsibility targets.

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 of the Expo Guide published in print and online; on banners and posters, flyers and advert artwork; on our email headers; during Zoom calls; @-mentioned on social media; and thanked during interviews and networking meetups.

And while increased visibility is also a

About the venue: UWL in Ealing

The 2023 edition of Ealing Business Expo takes place in Weston Hall at the University of West London’s campus on St Mary’s Road, Ealing, London W5 5RF

How to get there:

- be “green”: walk, cycle, or take the no.65 bus and get off at Warwick Road stop - if you’re coming from Ealing Broadway, you can take the complimentary UWL Shuttle Bus from Haven Green (outside the Shanakee pub) or catch it on the High Street outside Wagamama; for entry, show your Eventbrite ticket or anything printed on on your phone showing the Ealing Business Expo logo

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

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/sponsors.

With hundreds of participants expected as visitors, and more than 40 exhibitors seeking their attention, you may like to take the opportunity of sponsorship, to make your business stand out in a special 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.

Customise your benefits

Perhaps you are not interested in increased promotion or visibility for your business, or the standard offer to sponsors; perhaps you would like your investment to be used differently.

Here are some examples: - to fund a specific aspect of the Expo, such as the lunch, the exhibitors lanyards, or the painting table - to co-brand or split the sponsorship with another company that matches your values - 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

Join us as a Headline Sponsor

Ealing Business Expo 2023 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 in a high footfall/clickability area

• the option of doing away with the stand furniture (4ft x 2ft table with tablecloth, chair, and display board) to design your own setup

• invitation to address the audience at the Expo welcome ceremony

• 20-minute live-broadcast speaking slot option at the Expo (choose a seminar topic related to your business; you’re then welcome to promote your business during the last five minutes of the presentation)

Supporter options available

If you’d prefer to support the Expo rather than get involved in exhibiting or direct sponsoring, consider any of these Supporter promotional options, which cost £200 each:

• banner support (your logo on our printed banners as well as on the website and in the Expo Guide)

• Expo Guide magazine advert (artwork included) – full page A5-size published online and in print

• pick a specific aspect of the Expo that you would like to contribute to, for example the Expo Hour session on Twitter, live broadcasts on Instagram, lunch or snacks for visitors, speed networking sessions, freebies, etc – and your business name would be associated with that part of the Expo

Refer to the Expo event schedule, updated at: ealingbizexpo.co.uk/expo2023

EalingBizExpo: some background

Click/tap through this URL: linkedin.com/in/carlene-de-bourg-bender /detail/recent-activity/posts/

• “7 EalingBizExpo Myths Busted” No, it’s not an Ealing Council event, nor is it funded by the (now defunct) Ealing Chamber of Commerce, etc

• 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.

• “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: marketingbyminal.com/minal-meetscarlene-bender-ealing-business-expo/

At left:

Example of an online stand (Minute Business Videos) at Expo 2022: -video -live links -logo and contact info -meeting details

At right: Weston Hall, UWL during a previous event

Submit form along with BACS payment so we can start promoting your business right away

Stand by for further information. Be sure to check your spam folder for exhibitor emails, and share about the Expo on your social media etc.

Expo audience (with Carol Sam, in red, from regular sponsors Ealing Council)

UWL

Stephen Fry, executive director, Westmont Enterprise Hub,

(2019 sponsors)

Great to have you join us as a sponsor

As 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 will be in a premium position; you’ll get to address the opening ceremony; and you have your role as a panel host 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 Wednesday 8 March, 2023.

Check your listing

Make sure that you are satisfied with all the information in your company listing on the Expo website at: ealingbizexpo.co.uk/exhibitors

Your online stand and 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.

Look out for Expo emails

As an exhibitor/sponsor/key participant, you will receive two sets of regular 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 Days”; and

– second, the exhibitor-only ‘News For Exhibitors Only’ email, will carry practical details, such as the venue layout, parking arrangements, 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.

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 ‘safe 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

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

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”.

Keep in touch for upcoming dates.

Get to know other exhibitors

Year after year, one of the main bits of positive feedback from exhibitors is about 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. We also have an exhibitors-only group on WhatsApp, to keep in touch with other exhibitors and to share ideas and information.

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 “Information for Exhibitors” series, including set-up instructions and any last-minute changes

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 again – let the world know that you are proud to support your local business show

• host an online exhibitors meetup

• create photo opportunities

• don’t be shy to add a supporter option

• make your sponsorship something to remember, such as with branded gifts

• use that premium stand position to make a real statement

• remember to prepare a five-minute speech for the welcome ceremomy

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 months before the event. Make the most of these opportunities to create an Expo ‘buzz’ before the day:

• join in the conversations in our exclusive Expo exhibitors group on WhatsApp – create special offers for other exhibitors and sponsors, and share any useful tips or deals

• 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 the Expo to ensure that you have a steady and productive flow of visitors to your stand and/or social media. 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 or look at your stand on the day

• create a special offer just for the event (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 or LinkedIn event for the Expo, e.g. “Come Meet Me at the Ealing Business Expo”, to expand its reach into your social media network

• set up a schedule of meeting slots, offering free 1:1 advice or product demos, and work to get them filled up

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:

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

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

• 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.

Promoting your business at Ealing Business Expo 2023

Note: Visitors can attend the Expo for free

Cost

Promotions: logo placement, website url links, social media @-tagging Invitation to pre-Expo events, including exhibitor training?

Exhibition stand included in price? Type of stand

Supporter | Exhibitor | Sponsor

Speaker option included in price?

Expected goals

£200 Yes Yes No (options include: Zoom promo; lunch; giveaways; etc) N/A No (unless that is your chosen support option) Expected exposure to Expo audience

£100 – £250 Yes Yes Yes (online or in person)

£1,500 Yes (unless you’ve opted out, as a ‘quiet sponsor’) Yes Yes (both online and in person)

Online (£100) Half-stand (£125) Full stand (£250) Extra boosts: (i) Display your banner for £50 (ii) Exhibit both online & in person and get a 20% discount

No High level of exposure; Expo community connections; hot leads for follow-up

Premium position stand

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

Happy to have you join us as an

So you’ve chosen your stand location, settled your payment 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 Day: Wednesday 8 March, 2023.

Check your listing

Make sure that you are satisfied with all the information in your live-linked company listing on the Expo website at: 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.

Look out for Expo emails

As an exhibitor, you will receive two sets of regular (usually monthly) emails:

– first, the general Expo 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”;

– second, the exhibitor-only ‘Exhibitors News’ email will carry practical details, such as the venue layout, parking arrangements, 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 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.

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 ‘safe 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

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.

Save the date for training

Note these words of a past exhibitor:

“Walking through the exhibition hall, you could see right away the ones who attended the Ealing Business Expo Exhibitor Training sessions – they were the ones standing up, chatting happily to a crowd of visitors; the ones who didn’t attend the training were the ones sitting down, looking at their phones, bored behind an empty stand”.

Don’t miss for our Exhibitors Training Workshop – look out for upcoming dates to be announced.

Get to know other exhibitors

Year after year, one of the main bits of positive feedback from exhibitors is about 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. We also have an exhibitors-only group on WhatsApp, to keep in touch with other exhibitors and to share ideas and information.

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 for Part 4 of this “Information for Exhibitors” series, including set-up instructions and any last-minute changes

PRE-EXPO EVENTS

Look out for emails confirming the dates for these events coming up before Expo Day on Wednesday 8 March:

• Exhibitor Training Workshop (Tue 21 Feb - 2-3pm tbc)

• Ealing Business Network meetups (Wed 25 Jan)

• FSB West London Virtual Networking (Thu 19 Jan)

• Pre-Expo Netwalking Event (St Mary’s Road area)

• ‘Exhibitor Day Out’ visits to neighbouring business expos e.g. Hounslow, Hillingdon, Kingston

• Instagram ‘Live’ Expo Q&A (11-11:30am, Wed 15 Feb)

• #EalingHour tweetchat on the first Tuesday of every month

• Pre-Expo “Zoom-up” (Tue 7 March, 10am-12noon)

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 months before the event. Make the most of these opportunities to create an Expo ‘buzz’ before the day:

• join in the conversations in our exclusive Expo exhibitors group on WhatsApp – create special offers for other exhibitors and sponsors, and share any useful tips or deals

• 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 the Expo to ensure that you have a steady and productive flow of visitors to your stand and/or social media. 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 or look at your stand on the day

• create a special offer just for the event (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 or LinkedIn event for the Expo, e.g. “Come Meet Me at the Ealing Business Expo”, to expand its reach into your social media network

• set up a schedule of meeting slots, offering free 1:1 advice or product demos, and work to get them filled up

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, premium-position or online – so you can work out the best use of space/content

• 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 as a meetup sponsor

• 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 or what they show online

• come along to Expo pre-events such as the FSB Virtual Networking, where you’d be likely to meet other exhibitors and start building a rapport

• join in on social media: e.g. follow other exhibitors, post during our Instagram Live, and post your news/offers in the Expo 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 meetups, 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 (look out for any newly added dates)

• ask previous exhibitors how they benefited from taking part in the event

• study photos, videos and feedback from previous Ealing Business Expo events to see what it was like

The full version of this article has been posted here: linkedin.com/in/carlene-de-bourg-bender/ detail/recent-activity/posts/

No product to display? No problem – see if you can get any ideas from these displays promoting a previous Ealing Business Expo: on the left, a pop-up stand in the lobby of a bank in Ealing Broadway, and on the right our stand at another West London business show.

Take advantage of the opportunity to visit other business shows to see how they’re run, and to practise your business show networking skills.

If yours is an online stand, one idea for your 30-second video is to make the effort to set up a stand like this at home, and film your pitch in front of it.

Examples of exhibition stands

At left: Sahil at Colormax in West Ealing 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

Below: View all the Expo 2022 online stands at ealingbizexpo.co.uk/expo2022

What to expect when you’re exhibiting

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.

Hopefully you were able to attend our Exhibitors Training Workshop, where we got into a lot of practical details about how the event will run.

If you don’t make it to the Workshop, be sure to look through the presentation notes that were sent afterwards, and also to read through the following tips.

Know your stand

What kind of stand do you need to set up: a shared stand, or a full stand, or an online stand? Refer to the “What’s in a stand” image on p19 to see how much space you have with an in-person stand. Note that it is not a shell scheme.

If in doubt, check your emails.

Online exhibitors: your online stands will be set up for you once all the information has been received.

Study the ‘Expo Guide’

The event guide magazine will be published online a few days before the Expo starts, so look out for the issuu.com/contactusealing link, which will be sent via email and social media.

The Expo Guide will show your confirmed stand position on the floor plan and have details of the event schedule, i.e. panels and presentations, and the two 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 familiar with it.

Printed copies will be available on the day, and most of the information will also be on our Expo website as well.

Leave enough time to set up

At time of writing this “Information for Exhibitors Guide” (December 2022), details and timings of the 8 March event schedule are still being decided.

The agenda starts at 10am, so you are advised to get to Weston Hall by about 8am to set up your stand, especially if you will be attending the VIP breakfast at Pillars Restaurant.

Take care packing your exhibition materials so you can carry them yourself from the parking area.

Parking information

There will be designated parking for exhibitors, but this will be for a small number of vehicles for a limited amount of time. The venue will be open the evening before (Tue 7 March) for us to go in and set up our stands.

If you are travelling light and can carry all your display materials in a small pull-along suitcase, it may be easiest to arrive at the venue using public transport – the no.65 bus stops just outside the campus building (Warwick Road stop).

Or, take advantage of the complimentary UWL Shuttle bus offer, which picks up on Haven Green and on Ealing High Street. To gain entry, show the driver anything (a printout, or a picture on your phone) displaying the Ealing Business Expo logo.

More details about parking and setting up to come via email, and during the pre-Expo meetup at the venue.

How to decorate your stand

Make your stand attractive to visitors with a multi-level display: flyers can lie flat on the table; cards can be in stands on the table; plus a pull-up banner or two. Posters and and flyers can be stuck to the display board behind you with the adhesive velcro provided.

Try to have something “3D” on the stand, such as samples, or a piece of equipment. Or something with movement or light. Failing that, balloons and flowers can make a big difference.

Where to eat

Complimentary tea, coffee and light snacks will be on offer all day long. A £5 lunch voucher will be provided for each exhibitor table, to be redeemed at the Heartspace cafe next to Weston Hall.

Agenda highlights

• The popular “Show N’ Tell” segment during the online session, Tue 7 March

• VIP breakfast on Wed 8 March

• Two speed networking sessions

• Celebrating “International Women’s Day” on Wed 8 March

• Creative, fun and fitness elements

• Live music to close the event

• The full event schedule will be updated at ealingbizexpo.co.uk/expo2023

Other handy bits of advice

Be careful if leaving 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 or anyone close by during the Expo needs first aid, seek help directly from UWL staff at the Reception desk.

Online stand requirements

If you have opted for the online stand, this is what must be sent in well in advance so your display area can be put together for you on the Expo Day webpage at ealingbizexpo.co.uk. The online stand is in addition to your information on the Exhibitors page

1. Link to promotional video (about 60 seconds is good), saved on YouTube. Video will appear as a thumbnail on screen. Need help with your video? Online exhibitor Minute Business Videos has a special no-fuss basic £30 offer to shoot, edit and save your video. Send Vitaly a DM via Instagram at @minutebusinessvideos, or email vitalybender1@gmail.com

2. Contact name, email address and social media tags for live-linking

3. Up to two more links, e.g. Calendly, Zoom open room, upcoming webinar

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 #EalingBizExpo2023

• #MeettheExhibitors is a thread on Twitter that introduces information about the Expo exhibitors

• #ExpoRetweetSaturday is when we share posts from exhibitors and sponsors on Saturdays

• Join in during #EalingHour on the first Tuesday of the month 8-9pm, and post about your business

• #ExpoHour is our Instagram Live Q&A on Wed 15 February, 11-11:30am

A few prop ideas

• posters, leaflets, pens, notepads

• go vertical with a roll-up banner

• combine different sized banners: table-top (A4 or A3), and 6ft high

• bold colours, lights, bunting

• include something with movement e.g. an iPad screen with your video (with subtitles) on loop; or a fan blowing on glittery streamers

• add a 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

For your video

Wed 8 March: Stand checklist

Full stands come set up like this: 6ft x 4ft floor space with 4ft x 2ft table, tablecloth, one or two chairs, full height velcro-friendly display board (3ft x 6ft), and space for up to 2 pullup banners (banners not supplied!).

Premium stands (sponsors) are set up like Full stands, but the furniture can be removed if desired.

A Shared stand uses half the table and half the display board, with one

chair and space for one pull-up banner. Each stand can be connected to the electricity supply, either directly or via extension cords.

A £5 lunch voucher (one per stand) will be provided for the university Heartspace cafe, to cover a drink and a sandwich or hot meal.

Details to be discussed during our Exhibitor meetups.

The video for your online stand doesn’t have to be complicated. Here are a few simple suggestions.

• set up a real stand at home (show your logo and/or brand colours) with posters, balloons etc and record yourself at the stand, describing what the business is all about

• quick product demo

• testimonial interview with a client

• share your top three business tips

• composite video made from photos

What could go wrong?

Everything is not always going to be perfect all the time. Bear these notes in mind in case something (else besides covid) 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 ealingbizexpo.co.uk/exhibit

• last minute change of government regulations or a clampdown from Ealing Council: be prepared to be flexible

• low attendance: 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 some more time

YNETWORKINGAREA

TOILETSHALLWAY

WESTONHALL

HALLWAY

Weston Hall: exhibition area

Savoy Suite (Pillars Restaurant): VIP Breakfast

Westmont Hub: business talks and panel discussions

Networking, refreshments

ENTRANCE

WESTMONTHUB

Refer to floor plan below: NORTH

HEARTSPACECATERING

SAVOYSUITE

Practical, in-event in-person tips

1. Wear comfortable shoes. But not casual footwear like trainers and slippers

2. Less phones, more smiling. And be careful of when you sit down – sitting can make it look as though you don’t really want to be there or to talk to anyone.

3. Arrive early on Expo Day. 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 to pick up vital supplies.

5. Be friendly 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 if you can; join in the speed networking sessions available; tune in to the discussions.

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 profile photo will probably 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 2023: fill in the online survey when you receive the link