Exhibitors Guide - Ealing Business Expo 2022 by Contactus magazines

TWO DAYS IN 2022

Mon 7 - Tue 8 March

Contactus

EALING BUSINESS

@EalingBizExpo

ealingbizexpo.co.uk

EXPO/2022 Information for exhibitors

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: Hybrid event update Read each section of the Exhibitors Guide:

Exhibitors Guide Last updated January 2022

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

Ealing Business Expo, the biggest business event in Ealing, West London, is brought to you by:

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

Day 1: online

Day 2: in person

Contactus

Useful bits of info about the online/in-person Expo 2022

EALING BUSINESS

EXPO/2022

• Dates: Mon 7 - Tue 8 March 2022 • Venue: Day 1 online via Zoom; Day 2 at the DoubleTree by Hilton, W5 3HN • Opening times: 10am - 4pm both days • Admission: Free tickets available; book via Eventbrite • 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 1 Who will be attending the hybrid Ealing Business Expo 2020? We’re expecting 1k+ business-owners to show up across both days: including from Ealing, West London, and beyond 2 Can someone take part even if they don’t have a business? Of course! Although the Expo’s main

FAQs

target audience is B2B, we love to welcome pre-startups, or even those just curious about doing business in Ealing print and online, at networking events, other expos, and via word of mouth 3 What is the price of a stand? The price for an online-only Monday 7 How can I use the Ealing Business stand is £100, and for a regular full Expo to promote my business? in-person stand on Tuesday is £395 Maximise the promotional opportunities: (i) join us as an exhibitor, headline 4 How do you book an exhibition sponsor; panellist; or support-sponsor stand? Email me or fill in the form at: (ii) interact with the #EalingBizExpo ealingbizexpo.co.uk/exhibit hashtag on social media (iii) participate in Expo-related events to 5 What can attendees expect to see at the Ealing Business Expo? increase the number of new connections (i) exhibition of business stands 8 What about covid..? (ii) inspiring panel discussions (i) Day 1 is covid-proof as it is online (iii) plenty of networking (ii) Day 2: we’ll work with the hotel to 6 How is the event being advertised? meet any government regulations; also, Online, in print and in person: i.e. via 10-11am will be a special ‘safe’ hour, social media, email marketing, printed with limited attendee numbers flyers and posters, the ‘Expo Guide’ in (iii) our speed networking is outdoors!

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

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 higher profile than other businesses. 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. 2

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 #RetweetSaturday. Your business will be seen repeatedly and positively in the months in the run-up to the Expo, and in photo/video/text coverage during and after the event. Continues...

Exhibitor feedback

Photo source: A2Dominion

“I’ve done a lot of Zoom meetings, due to the way we have to work and connect now, and [the Ealing Business Expo online] worked really smoothly” – Coretta Scott, Lena Maye Hair Care

“I thought everybody at the Ealing Business Expo was really open, and really pleased to be there. I thought [the event] was a credit to Ealing”

Our 7th local business show Ealing Business Expo 2022, being held over two days: Monday 7 and Tuesday 8 March, is the seventh business show we’ve organised and delivered in the borough of Ealing since 2015, including Acton Business Expo in 2016. 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

– David Elliott, FSB (Federation of Small Businesses)

Website: ealingbizexpo.co.uk

View all 49 videos in the #EalingBizExpo2020 playlist on our YouTube channel:

tinyurl.com/EalingBizExpo2020playlist

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.

3 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 3

Social media: @EalingBizExpo

What’s in a stand? Day 2 stand

PRICES – refer to floor plan on p4 (20% discount if exhibiting both days; no VAT to be applied)

Day 1 • Online only stand: £100 Day 2 • Full stand (see above): £395 • Half stand: £250 (smaller table; no display boards) • Panel member: £100 • Pull up banner only: £50 Both days • Sponsorship: £1,500 (includes Premium position stand - 2 days) • Expo supporter (no stand): £200

Exhibitor package • Day 1: online video listing with links • Day 2: 3-sided exhibition booth (see p3): 5ftx2ft table, white tablecloth, 2 chairs and space for 2 pull-up banners All exhibitors: • Expo website live-linked listing • ‘Expo Guide’ magazine listing • opportunity to host panel • 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 Monthly updates will be via our exhibitor-only email newsletter

Read more of our Expo articles Click/tap through this URL: https:// www.linkedin.com/in/carlene-de-bourgbender/detail/recent-activity/posts/ Example of an online stand at Expo 2020: -video -live links -logo and contact info -meeting details

• 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 Exhibition 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/

Pics from our last in-person Ealing Business Expo in 2019 4

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

TWO DAYS IN 2022

Mon 7 - Tue 8 March

Contactus

EALING BUSINESS

EXPO/2022

@EalingBizExpo

ealingbizexpo.co.uk

Information for our sponsors

Exhibitors Guide Last updated January 2022

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

Ealing Business Expo, the biggest business event in Ealing, West London, is brought to you by:

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

Day 1: online

Day 2: in person

Contactus

Useful bits of info about the online/in-person Expo 2022

EALING BUSINESS

EXPO/2022

FAQs

target audience is B2B, we love to welcome pre-startups, or even those just curious about doing business in Ealing print and online, at networking events, other expos, and via word of mouth 3 What is the price of a stand? The price for an online-only Monday 7 How can I use the Ealing Business stand is £100, and for a regular full Expo to promote my business? in-person stand on Tuesday is £395 Maximise the promotional opportunities: (i) join us as an exhibitor, headline 4 How do you book an exhibition sponsor; panellist; or support-sponsor stand? Email me or fill in the form at: (ii) interact with the #EalingBizExpo ealingbizexpo.co.uk/exhibit hashtag on social media What can attendees expect (iii) participate in Expo-related events to 5 to see at the Ealing Business Expo? increase the number of new connections (i) exhibition of business stands 8 What about covid..? (ii) inspiring panel discussions (i) Day 1 is covid-proof as it is online (iii) plenty of networking (ii) Day 2: we’ll work with the hotel to 6 How is the event being advertised? meet any government regulations; also, Online, in print and in person: i.e. via 10-11am will be a special ‘safe’ hour, social media, email marketing, printed with limited attendee numbers flyers and posters, the ‘Expo Guide’ in (iii) our speed networking is outdoors!

All the benefits of being an Expo sponsor Ealing Business Expo 2022 is made for showing off local businesses – make the most of that for your business

ponsorship 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 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. 6

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. Continues...

Join us as a Headline Sponsor Ealing Business Expo 2022 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 a high footfall/clickability area

About the Day 2 venue Day 2 of the Contactus Ealing Business Expo takes place at the DoubleTree by Hilton London Ealing hotel, 2 Hanger Lane (Ealing Common), 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 1,000 participants expected online and inperson over the two days, and more than 50 exhibitors seeking their attention, you may want your business to 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.

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 7

• the option of doing away with the Day 1 stand furniture (5ft x 2ft table with white tablecloth, chair, and three-sided display booth) to have your own setup • invitation to address the audience at the Expo welcome ceremony • 20-minute live-broadcast speaking slot at the Expo (seminar topic related to your business; you’re 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 (full sponsors get all the listed promos): • banner support (your logo on our printed banners as well as on the website and in the event guide) • virtual room sponsor (your business name and logo will be featured on the host’s shared screen during the event) combined with the opportunity to host Day 1 or Day 2 panel discussions • Expo Guide magazine adverts (artwork included) – full page A5-size published online and in print • pick an aspect of the Expo that you would like to support, e.g. the Expo Hour session on Twitter, venue hire, our Ugenie community hub app, freebies, hand sanitiser, sneeze screens, lunch, etc, and let us know

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

Example of an online stand at Expo 2020: -video -live links -logo and contact info -meeting details

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

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.

Photo highlights

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

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

The ever-popular speed networking – our sessions will now be outdoors

3 Submit form. Once you receive the invoice, pay by the deadline date then we can start promoting you as a sponsor.

Stephen Fry, executive director, Westmont Enterprise Hub, UWL (2019 sponsors) 8

TWO DAYS IN 2022

Mon 7 - Tue 8 March

Contactus

EALING BUSINESS

EXPO/2022

@EalingBizExpo

ealingbizexpo.co.uk

Welcome to our new sponsors

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

Exhibitors Guide Last updated January 2022

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

Ealing Business Expo, the biggest business event in Ealing, West London, is brought to you by:

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

Day 1: online

Day 2: in person

Great to have you join us as a sponsor This is your list of what to do next to prepare for your role at Contactus Ealing Business Expo 2022

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 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 Monday 7 and Tuesday 8 March, 2022.

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 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 ‘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

As an exhibitor/sponsor/key participant, you will receive two sets

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 company listing on the Expo website at: ealingbizexpo.co.uk/exhibitors Your Day 1 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.

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”. Keep in touch for added dates.

4 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.

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 months 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 • host an online exhibitors meetup • create photo opportunities • don’t be shy to add a supporter option • make your panel discussion something to remember • use that premium stand position to • share, share, and share again – let the make a real statement world know that you are proud to support • remember to prepare a five-minute speech for the welcome ceremomy your local business show 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:

• join our Expo community hub on the Ugenie app – 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 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 event for the 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 11

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 2022

Note: Visitors can attend the Expo for free

Supporter | Exhibitor | Sponsor

Cost

£200

£100 – £395

£1,500

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

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

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

Exhibition stand included in price?

No (options include: Zoom promo; lunch; sanitiser stations; app; etc)

Yes (one day)

Yes (both days)

Type of stand

N/A

Online (£100) Half-stand (£250) Full stand (£395) Notes: (i) Banner-only display space is available at £50 (ii) Exhibit on both days and get a 20% discount

Premium position stand

Panel host option included in price?

No (unless that is your chosen support option)

Yes – and broadcast live on Expo social media

Expected goals

Expected 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.

TWO DAYS IN 2022

Mon 7 - Tue 8 March

Contactus

EALING BUSINESS

EXPO/2022

@EalingBizExpo

ealingbizexpo.co.uk

Welcome to our new exhibitors

Part 1: Thinking about exhibiting? Part 2: The benefits of sponsorship Part 3: Exhibitors welcome pack Part 4: Instructions for Expo Days Part 5: Hybrid event update Read each section of the Exhibitors Guide:

Exhibitors Guide Last updated January 2022

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

Ealing Business Expo, the biggest business event in Ealing, West London, is brought to you by:

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

Day 1: online

Day 2: in person

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 2022

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 7 and Tuesday 8 March, 2022.

1 Check your listing Make sure that you are satisfied with all the information in your live-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 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 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 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

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

4 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 exclusive pre-Expo meetups planned, such as online speed networking for exhibitors, so stay tuned for that.

5 Work on your marketing plan

Note these words of a past Expo exhibitor:

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?

“Walking through the exhibition hall, you could see right away the ones who attended Expo Exhibitor Training – they were the ones

Look out for Part 4 of this series, including emails with set-up instructions, maps, and any last-minute changes.

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

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 your Expo ‘buzz’ before the day:

Exhibitor events Meeting up in person and online at local networking events such as the FSB Virtual Networking, and attending the Exhibitor Training Workshop are great actions to take for building links between exhibitors

• join the closed Expo community hub via the Ugenie app – 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 the Expo to ensure that you have a steady and productive flow of visitors to your stand and your 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 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

View all the Expo 2020 online stands at ealingbizexpo.co.uk/expo2020

• 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/s 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 panel host • 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

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 at HSBC bank branch in Ealing Broadway, and on the right our stand at the Hounslow Festival of Business 2019. 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 a Day 1 online stand, one idea for your 30-second video is to make the effort to set up a stand like this, and film your pitch in front of it.

Examples of well-presented (Day 2) 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 FSB Virtual Networking, where you’d be likely to meet other exhibitors and start building a rapport • join in on social media: follow other exhibitors, post during our Instagram Live on 1 Feb at 10am, 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: 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! 16

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 2022

Mon 7 - Tue 8 March

Contactus

EALING BUSINESS

EXPO/2022

@EalingBizExpo

ealingbizexpo.co.uk

Setting up your stand: step by step

Exhibitors Guide Last update January 2022

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

Ealing Business Expo, the biggest business event in Ealing, West London, is brought to you by:

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

Day 1: online

Day 2: in person

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

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 available on the day, and most of the information will also be in our event app, and on our website as well.

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 didn’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.

3 Leave enough time to set up

1 Know your stand, and your day What kind of stand do you need to set up: a half-stand or full stand, or online? 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 Day 2 for a Day 1 stand, you will not be able to exhibit. If in doubt, check your emails. Day 1 exhibitors: your online stands will be set up for you once all the information has been submitted.

2 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 days’ schedule, i.e. panels and presentations, and any 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

Day 2 opens at 10am, so you’re advised to get to the venue at latest 8am. 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. 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.

4 Schedule highlights over 2 days • Five (5!) speed networking sessions, standing outdoors on Day 2 • Return of the popular “Show N’ Tell” online segment from Expo 2020 • Fluid breakout rooms for Day 1 online discussions • Panel discussions on Day 2 so that everyone can get involved • A celebration of “International Women’s Day” on 8 March (Day 2) • Creative, fun and sport elements will also be included • Live music to close the event, like we have every year • See details of the full event schedule at ealingbizexpo.co.uk/visit 18

The hotel’s W5 Grill and Bar will be open on Day 2, 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.

5 Parking information Day 2 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.

6 Getting to the venue See map on p4. Our video from last year still shows the various transport options: youtu.be/zz84fUSL5Sg These include car, tube, train, bus, and walking/cycling (if you’re travelling light).

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 or anyone close by during the Expo ends up needing first aid, seek help directly from the hotel staff at the Reception desk. If you are planning to sell products at your stand, bear in mind the event is set up as an Expo and not a market, and conduct the transactions appropriately. Keep in touch during the event, the quickest way is likely to be via our Expo WhatsApp group.

Day 1 stand requirements If you have opted for the online stand for the first day of the Expo, 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

Day 2 stand

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 #EalingBizExpo2022 • #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 • Join in during #EalingHour on the first Tuesday of the month 8-9pm, and post about your business • #ExpoHour is an Instagram Live Q&A on Tue 1 Feb, from 10am

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

Day 2 stand checklist Full Day 2 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 2 pull-up banners (banners not supplied!).

For your video

pull-up banner, but there are no display boards behind the stand. Each stand can be connected to the electricity supply, either directly or via extension cords.

A £10 lunch voucher (one per stand) will be provided for the hotel Premium stands (sponsors) are set cafe. Details of this to come. up like Full stands, but the furniture can be removed if desired. VERY IMPORTANT: register your A half-stand has a smaller table car number details at the hotel with one chair and space for one reception desk, or you will be FINED 19

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

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 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 purchase 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 any of 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.

• 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

The money’s in the follow-up

• low perceived ROI: your return on investment may not present itself immediately; give it some more time

- Connect with your new lead on social media. Start with LinkedIn, as your profile photo will probably help jog

‘Following-up’ is the process of turning a hot new business lead into a potential client. Here are a few ways of doing that:

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 2022: fill in the online survey when you receive the link

TWO DAYS IN 2022

Mon 7 - Tue 8 March

Contactus

EALING BUSINESS

EXPO/2022

@EalingBizExpo

ealingbizexpo.co.uk

Hybrid event planning

Exhibitors Guide Last updated January 2022

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

Ealing Business Expo, the biggest business event in Ealing, West London, is brought to you by:

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

Day 1: online

Day 2: in person

Contactus

Useful bits of info about the online/in-person Expo 2022

EALING BUSINESS

EXPO/2022

FAQs

What it will look like A two-day hybrid event with lots of covid-safe online networking alongside careful in-person interaction

rom our first Ealing business show in 2015 to now, the emphasis of the Ealing Business Expo has always been on face-to-face networking and communicating. Since 2020 however, we’ve been forced, like the rest of the world, to get accustomed to the safety and control of online networking. In-person networking is still at the core of what Ealing Business Expo is all about, and we’re trying to keep that going for the 2022 event. The overall vision It might look as though everyone has gone crazy for virtual events, but here in Ealing the feedback from exhibitors and visitors shows that there is enough support for in-person networking to make it worth the effort to go ahead with organising a two-day hybrid Ealing Business Expo event. Here’s our plan.

Day 1 – completely online

Day 2 – in person with a bit of online

• The first day (Tue 7 Mar) will take place online mainly via Zoom and the Contactus social media network reaching over 10,000 followers • The home of Day 1 will be the Ealing Business Expo website’s Expo2022 page • We will aim to use the full range of social media options to broadcast the Day 1 sessions – including Facebook, Twitter, Instagram, YouTube and Zoom, plus LinkedIn and Ugenie • Several sessions of online speed networking via Zoom are planned • The event day webpage will host the 20 or so virtual exhibition stands, each including a video thumbnail and live-linked contact details • Lessons learned from our Ealing Cybrexpo in March 2020 and Expo 2020 Online will be applied (see p3), to once again reach over 1000 attendees

• Day 2 (Tue 8 Mar) to take place as safely as possible in person, with some sessions broadcast live on social media • We are working with the venue to ensure that government guidelines around covid are followed, whatever applies on the day, and being aware that this can change at short notice • Mask wearing, hand sanitising and social distancing will still be encouraged • Visitor numbers to be reduced between 10am and 11am for special ticketed entry for anyone who prefers to avoid large crowds • We have moved away from speaker presentations in 2022 – instead, we will have engaging and inclusive panel discussions in the Springfield Suite • Use of the venue’s outdoor spaces for 1:1 meetings and our “standing sideways speed networking”

Notes for online exhibitors

Day 2 stand

How to stand out as an exhibitor during the Zoom event Day 1 - online 1. Take part in as many sessions as your schedule allows 2. If asked to host a panel or lead a breakout room, accept it, and see it as an opportunity to show off your expertise and build up your credibility 3. Display your logo on screen, either as a virtual background, or position your pull-up banner behind you so it shows in your image 4. Wear your brand colours 5. Consider adding the words “Expo exhibitor” to your screen name e.g. “Carlene - Expo exhibitor”, although it means you can’t include the name of your business 6. When introducing yourself during discussions, mention that you are an exhibitor 7. Attend other virtual trade shows to see how they work

REASONS TO HAVE AN EXPO 2022

Watch the Cybrexpo highlights at: youtu.be/_ISzXbl5C3k

Applying lessons learned from Ealing Cybrexpo and Expo 2020 online Ealing Business Expo 2020 was originally scheduled for Mon 23 & Tue 24 March. Shortly before our event, however, covid-19 descended on the UK and forced us to reschedule to 28-29 September, then to 19-20 October. We had two weeks to put together and promote a fully online programme to fill the gap left by the rescheduled event. That Day 1, 23 March, was the first day of UK Lockdown, and a great opportunity to introduce local businesses to online networking. For many it was the first time using

Zoom, and we were able to carry conversations across the two days using the full range of social media. These are some of the actions we’ll implement in March 2022 in order to reach over 1,000 attendees again: • more time to promote the event, but not too far in advance, with the aim of avoiding Expo ‘fatigue’ among attendees • plenty of additional methods to involve exhibitors, sponsors and speakers • email reminders to go out before each discussion, meetup or presentation • Expo website homebase so everyone can keep track of the event schedule

• to spark in-person networking and lead the way back to real, live events in Ealing, despite covid-19 • to show how in-person events can be done safely and practically • to show how online events can be hosted in a simpler way, without higher-budget event platforms • to share knowledge through discussions and presentations • to bring back the joy of creating a business community together • for business people to learn to trust one another to act safely • to find new ways to connect

“I’m excited about exhibiting again” – Frances Nwanodi, Smart PA

Notes for exhibiting on Day 2 1. Keep a flexible mindset in case covid causes any last-minute announcements or changes to venue, timings, date etc 2. Quick run-through of Day 2: 8am - arrive to start setting up 10am - exhibition opens (limited numbers) 11am - doors fully open 4pm - exhibition closes 5pm - end of event 3. Lunch will be provided in the form of a £10 voucher (one per stand) to be used at the hotel’s W5 Grill and Bar

BICYCLE RACKS

4. Don’t forget to pin on an easy-to-read name tag; please also remember to post pics/videos/ comments on your social media 5. Remember to share the Expo Day link before and during the event so we can have lots of visitors attending 6. Be aware that photos and videos will be taken on the day and posted on social media

PRE-EXPO DATES TO SAVE IN YOUR DIARY

• 17 Jan: Expo 2022 dates announced • 27 Jan: FSB Ealing & Hounslow Virtual Networking 8:30-10am • 1 Feb: Instagram Live #AskMeAnything from 10am • 1 Feb: #EalingHour on Twitter • 7 Feb: last day for any remaining early bird stands at £250 • 22 Feb: Exhibitor meetup • 26 Feb: #RetweetSaturday weekly sessions restart, til 12 Mar • 1 Mar: Expo Guide due out online • 1 Mar: #EalingHour on Twitter • 7 Mar: Day 1 #EalingBizExpo • 8 Mar: Day 2 #EalingBizExpo

“I think it’s really great that you’re forging ahead”

Example of an online stand at Expo 2020: -video -live links -logo and contact info -meeting details

– Sally Smith, West London Local Chambers 24