Scan the QR code to access the Exhibitors Guide on your phone
@SouthallBizExpo ealingbizexpo.co.uk/southall
Ealing Council, in partnership with Contactus Ealing presents:
SOUTHALL BUSINESS EXPO
Thu 7 July 2022 | 9am–4pm Southall Manor House | London UB2 4BJ
Welcome exhibitors!
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Part 1: Exhibitors welcome pack Part 2: Instructions for Expo Day Exhibitors Guide Last updated June 2022
Great to have you join us as an exhibitor This is your list of what to prepare for exhibiting at the Ealing Council Southall Business Expo on 7 July 2022
S
o you’ve settled the invoice for exhibiting at Southall Business Expo, found out some more about the event, and you’re now ready to put some exhibiting 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 on Thursday 7 July, 2022.
1 Check your listing link Make sure that the live backlink for your company is correct (it is the one supplied with your Exhibitor Application Form) – check at: https://ealingbizexpo.co.uk/southall Your listing in the Southall Expo Guide magazine will be based on your website or social media profile, so if there is any preference for what is included, 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, this document, 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 @southallbizexpo and also the hashtag #southallbizexpo on Instagram, and turn on notifications so you see when the latest update (story/post/reel) 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.
3 Save the date for training Note these words of a past Expo exhibitor: “Walking through the exhibition hall, you could see right away the ones who attended Expo Exhibitor Training – they were the ones 2
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: it will take place 11am-12noon on Tue 21 June.
4 Get to know other exhibitors Year after year, one of the main pieces of positive feedback from exhibitors is about the relationship that builds up between exhibitors. To facilitate this, we have set up an exclusive exhibitors group on WhatsApp, so do join if you haven’t. Plus there are pre-Expo meetups planned, both online and in person.
5 Work on your marketing plan And last but not least, spend some time putting together aspects of a marketing plan, answering at least these following questions: – what are the reasons for exhibiting? – what are the goals: to build your email list; to share samples; to create fresh content for social media; to launch a new product; to collect feedback for a new logo? – what is the primary message that must reach visitors? – what tools will be used for this? Look out for Part 2 of this series, including “What’s in a stand”, the venue map, and some more tips.
Make the most of the build-up Southall Business Expo is not just about seven hours 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 our pre-Expo ‘Netwalking’ tour of Southall on Sat 25 June, joining the exhibitors-only WhatsApp group, and attending the Exhibitor Training on Tue 21 June are great for building links
The Expo takes place in the Southall Manor House, entrance via the glass extension on the piazza side
• create an offer and share it on social media, using the #SouthallBizExpo hashtag so we can all re-share • post your special offer/s 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 stand out • attend pre-Expo meetups
Invite visitors to your stand There’s a lot you can do ahead of the Expo to ensure that you have a steady and productive flow of visitors to your stand and your social media on the day. 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, 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
View the full list of Southall Business Expo exhibitors at https://ealingbizexpo.co.uk/southall
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 size and floor area and what’s included in the stand – so you can work out the best use of space • brainstorm, write out and even sketch out your ideas for how to use the space • study the event schedule beforehand, so you know what’s happening when, and prepare an hour-by-hour plan for the day well in advance • work out your budget and don’t wait until the last minute to get marketing materials ordered and delivered • take advantage of add-on promotions available e.g. advert in the Expo Guide or freebies in the Expo giveaway bag • 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 the stand 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 a past Hounslow Festival of Business. Use as much space on the display boards as you can; position two pull-up banners, even better if they have different designs; have a printed tablecloth. Take advantage of the opportunity to visit other business shows to see how they’re run, and to practise your business show networking skills.
Examples of well-presented exhibition stands At left: Sahil at Colormax used the Expo to showcase the products available from his printing shop: large-format banners, logos on shirts, printed tablecloths as well as flyers, business cards and giveaway items; he also booked a good stand position near the entrance to the hall
• come along to Expo pre-events such as the Pre-Expo Netwalking Tour of Southall, where you’d be likely to meet other exhibitors and share ideas • join in on social media: follow other exhibitors, post during our Instagram Live sessions, 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 on Tue 21 June 2022, 11am-12noon • 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! 4
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
Scan the QR code to access the Exhibitors Guide on your phone
@SouthallBizExpo ealingbizexpo.co.uk/southall
Ealing Council, in partnership with Contactus Ealing presents:
SOUTHALL BUSINESS EXPO
Thu 7 July 2022 | 9am–4pm Southall Manor House | London UB2 4BJ
Setting up your stand
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Part 1: Exhibitors welcome pack Part 2: Instructions for Expo Day Exhibitors Guide Last updated June 2022
What to expect when you’re exhibiting Suggestions for setting up at Southall Business Expo to make sure you’re as prepared as you need to be
I
f this is your first time exhibiting at a business expo, you may be unsure of what to expect from the event, and how much you need to be prepared.
Printed copies will be available on the day, and most of the information will also be shared on our Instagram profile.
Try to attend our Exhibitors Meetup at Southall Manor House on Tue 21 June, where we’ll get into a lot of practical details about how the event will run.
3 Schedule enough
See the “Dates to save” graphic on page 3 for other opportunities to meet up, online and in person, where you will be able to find out more about exhibiting at Southall Business Expo. In the meantime, these following tips may help:
1 Find out what a stand includes The illustration on page 7 shows how much space you have to work with. The ‘stand’ is a 6ft x 4ft floor space furnished with a 4ft x 2ft table, white tablecloth, and one chair. (Note that it is not a shell scheme.) There is space to fit in up to two pull-up banners. The exhibitor floor plan image (also on page 7) gives a rough idea of where the stands will go.
2 Study the Expo Guide The ‘Southall Expo Guide’ event booklet will be published online a few days before the Expo, so look out for the issuu.com/contactusealing link, which will be sent out via email and social media. The Guide will show your confirmed stand position on the floor plan and have details of the day’s 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-andso”, so it’s useful to become familiar with it beforehand.
The Grade 2 listed Southall Manor House was built in the 1500s
time to set up
We have access to the Southall Manor House venue the day before the Expo, from about noon to 6pm. It will take a couple of hours to set up the tables and display booths for you, so exhibitors are advised to come along from 2pm on Wed 6 July. On Expo Day, Thu 7 July, the venue opens for us at 8am, so please arrive from then. The event schedule begins at 9am with the first speed networking session. Details of the event programme to come via email. Decorate your stand with a multi-level display: flyers can lie flat on the table; leaflets and cards can be in stands; and banners or posters can be stretched out across the display boards behind you. Try to have something “3D” on the stand, such as samples or freebies, or a piece of equipment. Failing that, balloons and/or flowers can make a big difference.
4 Note some schedule highlights • Two noisy and energetic speed networking sessions, standing outdoors • Local historian’s tours of the Southall Manor House • Return of the popular “Show N’ Tell” session – one minute to demo your product or service! • 1:1 business advice zone • Panel discussions that everyone can get involved in • Creative, fun and exercise elements (See page 8 for the venue map) 6
5 Look back at past Expo events See videos on our YouTube channel at: https://www.youtube.com/c/ CarleneBenderContactus
6 Work out how to get to the venue Our Instagram feed @southallbizexpo features videos showing how to get to the Southall Manor House – the best way is by train (barring the worst of the rail/tube strikes...) The closest car park is Featherstone Terrace (158 spaces) across the road from the venue, behind the Dominion Centre / Library.
7 Take care on the day Be careful with your belongings – the organisers take no responsibility for loss or damage. Check that you have the right insurance, and if you or anyone close by during the Expo ends up needing first aid, seek help from the Welcome 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 easiest way is via our WhatsApp group.
See what you get on your stand
Connect via the hashtags Social media is a big part of the promotion around the Southall Business Expo. Feel free to follow and join in with our hashtags across Twitter, Instagram, Facebook, LinkedIn and YouTube: • #SouthallBizExpo is in just about all our posts; sometimes we get more specific with #SouthallBusinessExpo • #MeettheExhibitors is a hashtag that introduces information about the Expo exhibitors • #ExpoRetweetSaturday happens on Twitter on the last Saturday before the Expo and the one after – 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
A few prop ideas
Stand checklist Each exhibition stand comes set up like this: 6ft x 4ft floor space with a 4ft x 2ft table, white tablecloth, one chair, three sides of full height velcro-friendly display boards/ booth dividers, 12 inches of velcro tape, and space for up to two pullup banners (banners not supplied!)
below for the draft stand layout, which is likely to change right up to the last minute. You’re invited to the Exhibitor Meetup on Tue 21 June, where you will be able to pick your ideal spot.
Your stand can be connected to the electricity supply, either directly or via extension cords. If you would like to do away with the stand completely and just use the space, let me know and it can be arranged. See the venue layout of the Southall Manor House on page 8 – see 7
• 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
View the room Southall Manor House, UB2 4BJ
Venue map
Southall Manor House UB2 4BJ
Could anything go wrong? Everything is not always going to be perfect all the time. Bear these notes in mind in case something happens to go wrong: • event cancellation: in case you need to pull out from the event, or we need to cancel or postpone; see our Cancellation Policy at ealingbizexpo.co.uk/exhibit • be prepared to be flexible, in case we end up needing to change the event date/venue/timing, or to move it online
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 in time on your Expo Day. More minute-by-minute details about the day will come in the next newsletter. 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 pick up some 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 #SouthallBizExpo, and, if you can, tag us at @southallbizexpo on Instagram.
• 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:
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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 Southall Business Expo 2022: fill in the online survey when you receive the link