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OFFICIAL SHOW GUIDE
See inside for our seminar timetable and who’s exhibiting today...
Do you need a logo? 5 reasons why Article by Marcomedia Solutions
“Life’s a Pitch... and then you buy” ™ Article by Steve Clarke
Know their WHY Article by Karen Flint
SME Marketing – The Essential 10-Step Checklist Article by Anne Hogarth
AND MORE INSIDE!
Come and see us on stand number 5
Forew0rd from the Leader of Waltham Forest Council The London Borough of Waltham Forest is delighted to support the North East London Business Expo for the third year running. There is a strong, vibrant business community in Waltham Forest and we are proud to support the initiative of bringing some of these businesses together under one roof on a day that we hope will be a great success for everyone involved. We also welcome exhibitors and visitors alike from further afield and wish you all an enjoyable and productive day. Councillor Chris Robbins Leader of Waltham Forest Council
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Welcome to the Nor th East London Business Expo 2013 Now in its third year, the North East London Business Expo is a regular feature in the business calendar for SMEs within the area, and indeed further afield. We believe that giving businesses a platform to showcase products and services offers the opportunity to reach a wide audience in just one day, while at the same time providing a forum to network and collaborate.
So, what’s in store for today? Expo Network Learn
Meet with new suppliers and forge new business partnerships with our exhibitors. Participate in a speed networking session, a great way to meet lots of people in a short space of time! Or join us at the end of the day for some final relaxed networking over a drink or two. Leave us with new skills and knowledge that you can implement in your business right away. Seminar topics include Social Media, Sales, Finance and How to Grow a Successful Business on a Budget, plus some real-life stories from local entrepreneurs.
The Expo wouldn’t be possible without the support of various people and organisations. A big thank you to our sponsors, Marcomedia Solutions who provided all the design work for the Expo, and the London Borough of Waltham Forest. Thanks also go to Anne Hogarth & Associates, Loving Social Media and our intern Yafaa Ahres who have all been invaluable! And finally, business should be fun (we believe!) so we hope you find that today is both enjoyable and rewarding!
Karen Flint & Dawn Gomes Founding Director & Co-Director
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Do you need a logo? 5 reasons why
“Life’s a Pitch... and then you buy” ™
10 12 14 15
By Marcomedia Solutions
Know their WHY
20 22 23
The Social Media Vision
By Karen Flint
SME Marketing – The Essential 10-Step Checklist By Anne Hogarth
By Steve Clarke
See who’s exhibiting today
Find your way around
Seminar Programme Plan your day
By Loving Social Media
Our valued supporters
Our media partners and associates
Learn more about our experts “We would like to thank you for helping us achieve yet another successful event. The service from you was first class, both before and during the event. I am delighted to inform you that we received payment from one of the clients we picked up at the exhibition before you cashed our cheque, therefore the exhibition paid for itself within a week. We look forward to working with you next year.”
AA Global Sourcing Ltd
4 | North East London Business Expo 2013
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Do you need a logo? 5 reasons why Having a logo is one of the most important things you can do for your business. It separates you from the pack, makes you memorable, and shows your customers or clients that you’re serious about your business. Logos can range from simple but effective typography to an icon to a fancy emblem – or a combination of these. Some famous and memorable logos include Microsoft or SONY (typography), or Apple (icon) or Starbucks (emblem). Whatever design you choose to go with, your business logo is extremely important for the following reasons:
1. First impressions count Make your logo as professional looking as possible. Having a professional logo shows customers or clients that you are serious about your business and you’re driven to making it succeed. Potential customers or clients will consider your logo when they decide whom to trust – so first impressions count!
2. Be memorable More often than not, people remember what they see versus what they hear. Having a good logo puts you at the front of your customer’s or client’s mind – whether they need something from you now or know someone to refer to you. When people can easily remember your logo, you have a competitive edge.
3. Tells us what you do Having a logo provides your customers with instant facts regarding your business – including precisely what you do through a clearly defined icon or typography strapline. Some businesses names are very general so this helps tell your customers or clients exactly what you do in an instant. 6 | North East London Business Expo 2013
4. Gain trust When purchasing a product or service, people tend to go with who they trust. Even if your business is new and still in it’s early stages, having a logo gives customers a sense of stability and helps earn their trust and quickly. Did you know that almost 80% of our buying decisions are based strictly on emotion?
5. It’s a must-do Finally, the most important reason as to why you need a logo is because customers or clients will expect you to have one. Whether you’re an established business or just starting out, customers or clients expect to see some sort of commitment to what you’re doing. Having a logo for your business is like having a sink in your kitchen – it’s expected and necessary!
Author: Surinder Bhambra Creative Director, Marcomedia Solutions www.marcomedia.co.uk
Some of our client logos....
Co - Operative Building Group
EXPO 2013 OFFER Marcomedia are offering a FREE one-to-one consultation with one of our brand ‘experts’ as part of our professional logo design service – saving you over £120! Come and see us on Stand 1 to find out more about all of our exclusive offers and discounted packages on the day.
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“Life’s a Pitch... and then you buy” ™
By Steve Clarke -The UK Sales Mentor If you are serious about having a successful business today – It’s vital that you stand out from the crowd… (for the right reasons).
“it’s all about sales - learn to pitch it right... people will buy irrespective of the competition or the economy” he says.
It’s imperative you learn how to deliver outstanding, winning presentations, every single time. This applies to anything you may do face to face, be that; one to one, one to a boardroom or even one to a ballroom! And... make no mistake - this applies to all your presentations, written or spoken. So getting the formula right will help with emails, sales letters, web copy and images too.
“Of course you need to keep an eagle eye on cash flow etc, that’s a given. But now, more than ever, everyone in business must hone their sales and marketing skills if they are to thrive and not just survive”, explains Steve.
To succeed you must discover the secrets that allow you to communicate effectively. Irrespective of the business you’re in sales mentor Steve Clarke of Eureka Sales Ltd maintains... 8 | North East London Business Expo 2013
Most people that start their business have a passion for their products of services. However, very few have paid enough attention as to how they will go about attracting enough clients on a regular basis.
And almost more importantly - how to get existing clients to spend more... more often too. Reality check! Without paying customers... you very likely have a hobby, not a business. Just imagine what it would mean to you and your business if you learnt how to master your pitch and presentation skills; Simple - Here’s the difference it would make...
INCREASED CONFIDENCE INCREASED SALES INCREASED PROFITS In short - the business of your dreams... well it’s possible. This is such a hot topic that hits a raw nerve for so many. It’s probably why Steve’s Master Class; “Life’s a Pitch... and then you buy” ™ sells out every time he runs one.
Whatever stage you’re at in your business, chances are - he’s been there too. He has started, grown, merged, floated and sold a number of successful businesses. He even floated one business he started on the NASDAQ exchange in the USA. He grew his last Essex based business to £30m in annual sales in just 8 years before selling it in 2005 and retiring at the ripe old age of 45! Steve now spends his time helping other business owners achieve their goals through his coaching and mentoring programs as well as delivering regular seminars, talks and events around the world.
Here’s what one recent attendee had to say;
“Although I’ve been in business over 20 years, I had several “eureka moments” during the day, flashes of inspiration which are going to help me take a quantum leap forward in developing my business”said John Towers MD of Care at Home UK Ltd
Steve is not spouting hollow theory either.
You can download Steve’s Top Sales and Marketing Tips - no charge, visit his website
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Exhibitor List Exhibitor
Type of Business Website
AA Global Sourcing Ltd
Book Publishing & Web Design
Social Media platform
Portrait & Event Photography
City Business Library
Commensal Consultants Limited
Community Transport Waltham Forest
Community Transport Waltham Forest
Coaching & Training
East London Business Expo
East London Expo
East London Business Place
Business Support Services
Risk Management Driver Training
Direct Sales Health & Beauty
London Entrepreneurs Circle
Sales Training & Mentoring
Federation of Small Businesses
Go Apps Ltd
Mobile Apps for Business
Web Design & Email Marketing
Intellectual Property Office
Kerrie Dorman Ltd
Web Design & Printers
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See page 12 for our floorplan
Type of Business Website
Loving Social Media
Social Media Company
Close Up Magic
Graphic Design & Print
Mullis & Peake
New Direction Partnership
Hot Beverage Company
Out Of The Box Cakes
Profile Productions Ltd
Training & Development and Event Organisers
Print & Design
Redwood Skills Ltd
Apprenticeship and Training
SLR Investment Consultants
32 & 33
SM Services & HR Consultants
Tallulah Loves Cakes
Online Business Directory
The Courier Service Sameday Ltd
The Courier Service
Accomodation for International Students
Utility Warehouse (Point545Ltd)
Vision Virtual Assistance
Health & Nutrition Weight Loss
Waltham Forest Council
Widows & Orphans International
Training & Careers Advice
Y Bacchus & Co Solicitors
Your Healthy Heart
Health & Wellbeing
Telephone Answering Service
63 & 64 50 36 & 37
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NORTH EAST LONDON BUSINESS EXPO 2013 FLOORPLAN
THIRD FLOOR - OLYMPIC SUITE
See page 10 & 11 for list of exhibitors
35 CATERING / NETWORKING AREA
SECOND FLOOR - GALLERY SUITE
BREAKFAST NETWORKING / EVENING RECEPTION
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Vision - Virtual - Assistance
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SEMINAR PROGRAMME TIME
10.30am - 11.30am
Social Media..........What’s it all about?
If you want to raise your game online, make sure you attend this session which will cover: • Raising awareness of your brand using social media • How engagement leads to sales - case studies
11.30am - 12pm
12pm - 1pm
• Track your web traffic easily - are you giving your customers what they want? • Twitter & Facebook - what is the return? • Free ways to get to the top of Google
“Life’s a Pitch... and then you buy”
If you are serious about having a successful business today – It’s vital that you stand out from the crowd… (for the right reasons). It’s imperative you learn how to deliver winning presentations, written or spoken. To succeed you must discover the secrets that allow you to communicate effectively face to face and even to an invisible audience. Steve’s not holding back, he’ll share low cost and no cost strategies that are guaranteed to increase sales - immediately.
1pm - 1.30pm
This seminar will give you a better understanding of the process of raising finance, the types of finance available and how to access them. Find out about: • The sources of business finance available
1.30pm - 2pm
Top Tips for Raising Finance • • • •
What funders look for when lending How to become finance ready How to assess your funding requirements How to get further free advice and support
What Can Apprenticeships do for Business?
Find out more about these work-based training programmes and whether they could be right for your business.
2pm - 3pm
The CONNECTING with FINANCE workshop will be interactive, informative and inspirational in equal measures.
2.30pm - 3pm
3pm - 4pm
Connecting with Finance • • • •
Budgeting and cash flow Social media and financial tools Protection of individuals and company assets Pension options for companies
Hear from real-life entrepreneurs about their story - from the initial idea to setting up, the highs and the lows of running their own business, the obstacles they overcame and the highlights along the way.
4pm - 5pm
How to Thrive in Business: 3 Steps to Success
Emma Jones, founder of Enterprise Nation www.enterprisenation.com and a co-founder of StartUp Britain www.startupbritain.co will offer advice on how to start and grow a successful business on a budget, pulling on her own entrepreneurial experiences.
5pm - 6pm
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Join us for some further networking over a relaxing drink at the end of a busy day!
Speakers Emma Jones
A love for Internet Marketing Strategy and personal motivation has given Garry the opportunity to speak on these subjects to thousands of people. Seeing how influential Social Media could be both personally and for business, he created a Social Media company called Loving Social Media, with the idea of helping businesses strive forward winning new business with Social Media.
Aleka Gutzmore, CEO of More than Ambition Ltd, is an Independent Business Mentor and Independent Financial Advisor, Author, Speaker and Mother. She has a passion and creative streak towards the world of finance. Aleka unravels the jargon and helps you apply things directly to your life or business giving you the confidence to work effectively in the right direction always ensuring one eye is on the finances.
Peter is a general Business Adviser with Enterprise Enfield with a broad experience in banking. He has over 14 years experience as corporate manager in North and East London, dealing with a complete range of business issues. He specialises in business planning; raising finance; managing accounts; marketing and sales.
Sam has been working for the Waltham Forest Adult Service for over four years but has been involved in Work Based Learning and Work Experience schemes for over 10 years. Sam’s experience has enabled her to set up a number of different types of work experience schemes to fit round an employers needs.
Emma Jones is founder of small business community Enterprise Nation (www.enterprisenation.com) and a co-founder of national campaign StartUp Britain (www.startupbritain.org) She is also the author of business books, including Spare Room StartUp, Working 5 to 9, and The StartUp Kit. In June 2012, Emma was awarded an MBE for Services to Enterprise.
The “Professor of BuyOligy” – Business Mentor, Inspirational Speaker, Author….Steve left school at the age of 16 with no qualifications. Since then he has owned and operated businesses in the UK and USA, growing his last UK business from scratch to £30m in annual revenues. He now delivers sales training to leading companies around the world.
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Know their Why!
Networking can be really enjoyable if you don’t try too hard. Never walk into a room full of people and expect a sale that day; of course, it’s great if that happens, but usually it doesn’t. You have to engage with people, listen to people, and hear their WHY! Business networking is about finding other like minded people then helping them to build relationships to earn that trust. Like anything worthwhile, networking takes time and application. Take the time to develop relationships and create a network. How do you get to know someone? Make time to have 1-2-1 meetings to get to really know the other person and their business. See how you can help them rather than thinking about what’s in it for you. Give everyone you meet your full attention, don’t just shake hands, then start looking over their shoulder to see who in the room is more important to greet. If you’ve ever been on the receiving end of that kind of networker, it doesn’t feel good does it?! Don’t be keeping one eye open for the ‘important’ people when you’re building relationships. Make genuine connections with people.
The follow up is all important – and be prompt about it. Just a simple email or call initially. Be a connector and put your new contacts in touch with any other people or events that you feel may be useful to them. Don’t lose sight of the fact that business networking is a form of marketing, and as such will benefit from an ongoing effort. Consistent attendance at a group that you have become a member of is really important. And if you’re new to networking, why not give one of our events at New Direction Partnership a try.
www.newdirectionpartnership.com Author: Karen Flint Director of New Direction Partnership and Founder of the North East London Business Expo Official Show Guide | 17
SME Marketing – The Essential 10-Step Checklist Of the 4.8 million private sector businesses in the UK in 2012, 74% were sole traders with no employees and 21% were micro businesses employing 1-9 people. (Source: Department for Business Innovation and Skills). With the myriad of pressures on small business owners such as finance, IT, administration, and customer care – quite apart from the core service - it’s no wonder that marketing can be an ad hoc add-on. Unfortunately, if a business doesn’t get a solid marketing strategy in place then it will be strangling itself from the start.
What is marketing?
Essentially this is the way that businesses communicate with and engage existing and potential customers. The reason it can seem daunting is that there are so many options that you could consider. So, how DO you keep this manageable? This 10 point checklist will help you to get to grips with the basics.
1. Audience Identify your customers. Think about geography, age, gender, lifestyle and any other defining characteristics. Remember that you may have more than one audience eg a baby brand will reach out to grandparents as well as parents.
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2. Branding Clearly define your business with a signature look and feel. This is not just your company name but also the colours, images and font that you use. Of course it needs to appeal to your target audience, but make sure you like it too – after all you will be living with it for a long time so if you hate purple don’t use it in your logo.
3. Channels Where are you most likely to reach your customers? If you are selling to other businesses, for example, then you will communicate in different places than if you are appealing to consumers directly. This applies to social media too. Imagine yourself on the receiving end – how relevant does the message seem to you?
4. Message Distil your sales pitch into a simple message, and be sure to emphasise the benefit to the audience. What is the unique benefit of your product or service? Be brief and punchy. Once you are happy with your message, use it in all your communication and be consistent.
5. Budget You will be making an investment into your marketing, both financially and through your time. Be clear about what you want to achieve and work out the additional income you can attribute to the activity. You can then work out how much you are willing to spend per unit of revenue. Differentiate between one-off capital costs such as a website build and promotional work like an e-mail campaign.
6. Create a Plan Set out activity against a time plan, attributing costs and expected gain at each stage, and define all the steps you need to take to make it happen. It’s easy to make a great start and then lose impetus and this can damage your investment, so keep yourself on track.
7. Monitor and Refine Once you have started to take action on your marketing, keep track of whether you are achieving the results that you expected. Inevitably some things will work better than others, and some will need to be tested over time. Different creative treatments to an e-mail newsletter, for instance, can have a significant effect on the outcome.
8. Competitor Knowledge Keep an eye on the activity of those offering similar products or services – you can learn a lot this way. Are there innovations that you would like to try, or mistakes that you would be keen to avoid?
9. Research Before you set up your business you will have researched all the different aspects of your idea, and this is a great habit to keep. Check in with your customers periodically so that you can track how happy they are, which areas need improvement and whether they are looking for something else from you.
10. Keep it Fresh It can be easy to slip into a pattern of marketing activity that brings in steady results. However, the market is changing all the time and there are new opportunities developing – especially in the digital world. Check with colleagues, networking groups, marketing forums and business hubs for the latest developments.
Happy Marketing! Author: Anne Hogarth
Anne Hogarth & Associates
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The Social Media Vision Author: Garry Kousoulou Loving Social Media www.lovingsocialmedia.com Loving Social Media is the North East London Business Expo’s social media partner for 2013. They work with clients on all aspects of social media strategy to strengthen business reputations and deliver revenue. How did they start out? It was an unusual route for this digital agency. It all started in 2000 when Garry Kousoulou, an Enfield Optician, grew frustrated with how opticians in the UK were run and started a campaign to get on to the Board of Directors for Opticians. He founded an online campaign on Myspace asking people all over England to vote for him and later that year he was on the board as the youngest member! 20 | North East London Business Expo 2013
Garry’s first company, GoodLooking Optics, used social media to extend their reach to an impressive 3,000 Likes on Facebook, more than 10,000 followers on Twitter, over 100 hits a day to the company website and an accumulated 1million hits on Youtube! GoodLooking Optics is popular in the community too, building its patient base daily through referrals and recommendations. Garry won best local business in 2012 and also Runner up for Dispensing Optician of the Year. He has also appeared on Channel 4’s Daddy Daycare which he was approached to do because of Facebook. The programme was watched by over 3 million people. Armed with his hands on experience of the results that social media can deliver, Garry went on to set up Loving Social Media. He now employs the first ever social media apprentice to look after the social and digital needs of many different accounts.
Book to secure your 2014 stand
FOR MORE INFORMATION
0808 146 9189 www.nelexpo.co.uk firstname.lastname@example.org
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Sponsors London Borough of Waltham Forest Waltham Forest Council is a Labour led local authority responsible for providing public services and political leadership within the London Borough of Waltham Forest. It recognises that ensuring sustainable employment and business growth has a direct impact on the quality of residents lives and wellbeing, and is committed to driving forward the borough’s economy. For more information please visit www.walthamforest.gov.uk
Marcomedia Solutions Let us help you stand OUT from the crowd. Why choose Marcomedia? It’s simple. We LISTEN… to clients, we ADVISE…. ideas, we DELIVER….. great marketing and designs. A top quality team of highly qualified and experienced graphic designers, illustrators, image editors and web developers. With many years industry experience, the team brainstorm the creative brief… then develop innovative designs, colours and solutions, which excite the imagination with inspired design possibilities. www.marcomedia.co.uk
Media Partners Talk Business At Talk Business, we believe that behind every new start-up, there’s a potential entrepreneur struggling to get out. And we believe that we can help those new businesses to achieve their full potential. Having access to a monthly magazine that provides them with sound, common sense advice, combined with in-depth interviews with successful entrepreneurs allows Talk Business to act as a support network for start-ups. www.talkbusinessmagazine.co.uk
Waltham Forest Guardian The East London and West Essex Guardian series is a highly respected newspaper, trusted for its campaigning, no-nonsense journalism. We have built our success on giving both readers and advertisers the options they want. Combined with the vibrant website, the newspapers provide advertisers with an excellent platform to reach thousands of potential customers. www.guardian-series.co.uk
Elite Business Magazine At Elite Business Magazine, we’re passionate about championing new business. We’re interested in the new generation of business that is helping to drive Britain forward. Ours is a publication dedicated to breaking new ground and advocating some of the hottest new names in UK plc. www.elitebusinessmagazine.co.uk 22 | North East London Business Expo 2013
Partners Anne Hogarth Anne Hogarth is a leading marketing expert and business coach with over 20 years’ experience. Her clients cover a wide variety of industries, and range from start ups to mature businesses; SMEs to large corporates. Prior to becoming an independent consultant she worked with The Wall Street Journal Europe, The Daily Telegraph and a range of consumer and specialist magazines. Anne works with a network of specialist associates to deliver the best possible service for her clients. This means that she has the flexibility to deliver a service that is designed to meet the specific needs of each and every client. www.annehogarth.com
Loving Social Media Loving Social Media are passionate about all things Digital. We understand the power social media has to take your business to the next level; focusing on innovative and effective relationship marketing solutions. From listening, monitoring to full social engagement, Loving Social Media creates, delivers and manages a strategy that works for you. We identify your target audiences for your social rollout and deliver a social media strategy to reach them. We are experts in creating and growing online communities for brands; helping organisations to develop brand consistent social touch points that can increase customer engagement and loyalty. www.lovingsocialmedia.co.uk
Fabulous Women At Fabulous Women we believe the path to success is lined with great opportunities. To support our communities in finding these opportunities (we are a not-for-profit) we offer membership free formal networking across the South East. Or, you can join us online at Fabulous-Women.co.uk where we offer a range of features (many free) – for example, our Skill Swop where any registered member can post a skill they can offer for one they would like to receive. Best of all, it is free. www.fabulous-women.co.uk
Charity Partner Haven House Children’s Hospice Haven House Children’s Hospice supports families and cares for children and young people with life-limiting conditions across North and East London and West Essex. Since opening our doors in 2003 we have cared for over 350 children and their families. Each year it costs £2 million a year to run Haven House and to enable us to keep our services running. We rely on approximately 70% of our funding through fundraising and the support of the community.2013 is an exciting year for Haven House as we celebrate our 10th Birthday. Please visit our website for further information. www.havenhouse.org.uk Official Show Guide | 23
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Ofﬁcial Sponsors of the North East London Business Expo 2013 Visit us on STAND 1 for your FREE consultation and exclusive discounts Design & Print by Marcomedia Solutions