International Exhibitors Guide To London: An In-Depth Look
Exhibition Planning and Logistics
Article Contents
Exhibiting in a city as vibrant and diverse as London can be a game-changer for your company. With its rich history, dynamic culture, and status as a global business hub, London offers unparalleled opportunities for exhibitors from around the world.
Whether you’re a seasoned exhibitor or a newcomer looking to make your mark, this guide will walk you through everything you need to know to make your London trade show a resounding success.
Why Exhibit In London?
“London is a global events hub with a stellar transport network. It’s home to some of the biggest global events and smaller niche shows. The venues are also superb.”
Simon McLaughlin
Client Services Manager
Booth Exhibits™
London is a global hub, attracting millions of visitors every year, including industry leaders, innovators, and decision-makers. The city’s diverse audience means you’ll have the chance to connect with a wide range of potential clients and partners.
Plus, London’s extensive network of trade shows and events provides countless opportunities for networking and expanding your business reach.
Key Benefits:
Diverse Audience: From local entrepreneurs to international business tycoons.
Central Location: Easily accessible from major global cities.
Networking Opportunities: Access to industry leaders and potential collaborators.
Choosing the Right Trade Shows
First things first, you need to find the right trade show for your business.
Do your research to identify events that align with your industry and goals. Here are some steps to help you choose:
Identify Your Goals: What do you want to achieve? Lead generation, brand exposure, partnerships?
Research Trade Shows: Use resources like Eventbrite, trade associations, and industry publications. For a comprehensive list of events, check out our Top 100 Events in the UK blog post.
Evaluate Fit: Consider the size of the event, the profile of attendees, and the cost. Different events cater to various product categories, offering a range of goods and services, from food products to business services.
Planning and Preparation
Poor planning is always a recipe for poor performance. Here’s a timeline of what you need to be thinking about and when.
6-12 Months Before The Show
Set Objectives: Define what you want to achieve.
Budgeting: Allocate funds for booth rental, travel, accommodation, marketing, and miscellaneous expenses.
Book Your Booth: Secure your spot early to get a good location.
3-6 Months Before
Design Your Booth: Work with designers to create an engaging and functional booth that attracts visitors and effectively showcases your products.
Plan Logistics: Arrange for shipping of materials and understand UK customs regulations.
Marketing Strategy: Develop a plan to promote your presence through social media, email campaigns, and press releases.
1-3 Months Before
Train Your Team: Ensure everyone knows your goals and has product knowledge.
Finalize Travel Plans: Book flights, accommodation, and transportation.
Order Supplies: Stock up on brochures, business cards, giveaways, and other materials.
Marketing Your Show
Effective marketing can make a big difference in your success. Potential attendees might search for your booth online using specific keywords or filters, so ensure your booth information is easily accessible.
Remember, post-follow-up is just as important as pre-event tactics!
Pre-Event Marketing
Social Media Campaigns: Use platforms like LinkedIn, Twitter, and Instagram to announce your participation.
Email Newsletters: Send out regular updates to your mailing list.
Social Media Campaigns
Hootsuite: A social media management platform that allows you to schedule posts, monitor your brand, and analyze social media performance across multiple networks.
Before the Event: Use Hootsuite or Buffer to schedule social media posts announcing your participation. Create engaging graphics with Canva.
Email Marketing: Set up an email campaign with Mailchimp to inform your subscribers about your booth, special offers, and events.
Press Releases: Use PR Newswire or Business Wire to distribute a press release about your participation, including key details about your show and any new product launches.
Trade Show Booth Design
We’ve covered a good bit of ground, but let’s turn our attention to some of the more visceral aspects—the design!
Visual Appeal: Use bright colors, clear signage, and interactive elements.
Branding: Ensure your branding is consistent and prominent.
Technology: Incorporate screens for demos, touchscreens for interaction, and AR/VR if relevant
Interactive Elements: Use touchscreens, VR experiences, or product samples to engage visitors.
Engagement Is Everything
Live Demos: Show your product or service in action
Interactive Elements: Use touchscreens, VR experiences, or product samples to engage visitors.
Heathrow (LHR) Situated in West London
ExCeL London (Docklands, East London)
Train: Take the Heathrow Express to Paddington Station (about 15 minutes).
Tube: From Paddington, take the Circle Line (yellow) or Hammersmith & City Line (pink) to
Baker Street (4 stops, about 10 minutes).
Tube: Switch to the Jubilee Line (silver) at Baker Street and head to Canning Town (10 stops, about 25 minutes).
DLR: From Canning Town, take the DLR to Custom House for ExCeL (2 stops, about 5 minutes).
Total Time: Approximately 1 hour
Olympia London (Hammersmith and Fulham, West London)
Train: Heathrow Express: Take the Heathrow Express to Paddington Station (about 15 minutes).
Tube: From Paddington, take the Circle Line (yellow) or District Line (green) to Earl’s Court (6 stops, about 15 minutes).
Overground: From Earl’s Court, take the Overground to Kensington Olympia (1 stop, about 5 minutes).
Total Time: Approximately 35-40 minutes.
London Design Centre (Islington Central London)
Train: Take the Heathrow Express to Paddington Station (about 15 minutes).
Tube: From Paddington, take the Circle Line (yellow) or Hammersmith & City Line (pink) to King’s Cross St. Pancras (8 stops, about 20 minutes).
Tube: Switch to the Northern Line (black) and go to Old Street (2 stops, about 5 minutes).
Total Time: Approximately 45 minutes.
The O2 (North Greenwich, East London)
By Train: Take the Heathrow Express to Paddington Station (about 15 minutes).
Tube: From Paddington, take the Bakerloo Line (brown) to Baker Street (1 stop, about 2 minutes).
Tube: Switch to the Jubilee Line (silver) at Baker Street and go to North Greenwich (13 stops, about 30 minutes).
Total Time: Approximately 50 minutes.
Alexandra Palace (Haringey, North London)
By Train: Take the Heathrow Express to Paddington Station (about 15 minutes).
Tube: From Paddington, take the Circle Line (yellow) or Hammersmith & City Line (pink)
King’s Cross St. Pancras (8 stops, about 20 minutes).
Train: From King’s Cross, take a Great Northern train to Alexandra Palace Station (4 stops, about 15 minutes).
Total Time: Approximately 50 minutes.
Gatwick (LWG) Situated in South London
ExCeL London (Docklands, East London)
By Train: Take the Gatwick Express to Victoria Station (about 30 minutes).
Tube: From Victoria, take the District Line (green) to Westminster (3 stops, about 10 minutes).
Tube: Switch to the Jubilee Line (silver) at Westminster and head to Canning Town (8 stops, about 20 minutes).
DLR: From Canning Town, take the DLR to Custom House for ExCeL (2 stops, about 5 minutes).
Total Time: Approximately 1 hour 10 minutes.
Olympia London (Hammersmith and Fulham, West London)
By Train:
Southern Railway: Take the Southern Railway train to Clapham Junction (about 26 minutes).
Overground: From Clapham Junction, take the London Overground (orange) to Kensington Olympia (3 stops, about 15 minutes).
Total Time: Approximately 45 minutes.
London Design Centre (Islington Central London)
By Train: Take the Gatwick Express to Victoria Station (about 30 minutes).
Tube: From Victoria, take the Victoria Line (light blue) to Highbury & Islington (6 stops, about 15 minutes).
Walk: It’s a short walk from Highbury & Islington station to the London Design Centre (approximately 5-10 minutes).
Total Time: Approximately 50-55 minutes.
The O2 (North Greenwich, East London)
By Train: Take the Gatwick Express to Victoria Station (about 30 minutes).
Tube: From Victoria, take the Jubilee Line (silver) to North Greenwich (10 stops, about 20 minutes).
Total Time: Approximately 50 minutes.
Alexandra Palace (Haringey, North London)
By Train: Take the Gatwick Express to Victoria Station (about 30 minutes).
Tube: From Victoria, take the Victoria Line (light blue) to Highbury & Islington (6 stops, about 15 minutes).
Train: From Highbury & Islington, take a Great Northern train to Alexandra Palace Station (3 stops, about 10 minutes).
Total Time: Approximately 55 minutes.
Stanstead (STN) Situated in Essex
ExCeL London (Docklands, East London)
By Train: Take the Stansted Express to Liverpool Street Station (about 47 minutes).
Tube: From Liverpool Street, take the Central Line (red) to Stratford (2 stops, about 10 minutes).
DLR: From Stratford, take the DLR to Custom House for ExCeL (6 stops, about 15 minutes).
Total Time: Approximately 1 hour 20 minutes.
Olympia London (Hammersmith and Fulham, West London)
By Train: Take the Stansted Express to Tottenham Hale (about 36 minutes).
Tube: From Tottenham Hale, take the Victoria Line (light blue) to Highbury & Islington (3 stops, about 10 minutes).
Overground: From Highbury & Islington, take the London Overground (orange) to Kensington Olympia (8 stops, about 25 minutes).
Total Time: Approximately 1 hour 20 minutes.
London Design Centre (Islington Central London)
By Train: Take the Stansted Express to Tottenham Hale (about 36 minutes).
Tube: From Tottenham Hale, take the Victoria Line (light blue) to Highbury & Islington (3 stops, about 10 minutes).
Total Time: Approximately 45 minutes.
The O2 (North Greenwich, East London)
By Train: Take the Stansted Express to Liverpool Street Station (about 47 minutes).
Tube: From Liverpool Street, take the Central Line (red) to Stratford (2 stops, about 10
Tube: Switch to the Jubilee Line (silver) at Stratford and go to North Greenwich (6 stops, about 15 minutes).
Total Time: Approximately 1 hour 15 minutes.
Alexandra Palace (Haringey, North London)
Train: Take the Stansted Express to Tottenham Hale (about 36 minutes).
Tube: From Tottenham Hale, take the Victoria Line (light blue) to Finsbury Park (1 stop, about 5 minutes).
Train: From Finsbury Park, take a Great Northern train to Alexandra Palace Station (2 stops, about 10 minutes).
Total Time: Approximately 55 minutes.
London City Airport (LCY) Saturated in Newham
ExCeL London (Docklands, East London)
By Train: Take the DLR (Docklands Light Railway) from London City Airport to Canning Town (2 stops, about 7 minutes).
DLR: From Canning Town, take the DLR to Custom House for ExCeL (2 stops, about 5 minutes).
Total Time: Approximately 15 minutes.
Olympia London (Hammersmith and Fulham, West London)
By Train: Take the DLR from London City Airport to Canning Town (2 stops, about 7 minutes).
Tube: From Canning Town, take the Jubilee Line (silver) to Westminster (9 stops, about 20 minutes).
Tube: Switch to the District Line (green) at Westminster and go to Earl’s Court (5 stops, about 12 minutes).
Overground: From Earl’s Court, take the Overground to Kensington Olympia (1 stop, about 5 minutes).
Total Time: Approximately 45-50 minutes.
London Design Centre (Islington Central London)
Train: Take the DLR from London City Airport to Bank (8 stops, about 20 minutes).
Tube: From Bank, take the Northern Line (black) to Old Street (1 stop, about 2 minutes).
Total Time: Approximately 25 minutes.
The O2 (North Greenwich, East London)
By Train: Take the DLR from London City Airport to Canning Town (2 stops, about 7 minutes).
Tube: From Canning Town, take the Jubilee Line (silver) to North Greenwich (1 stop, about 2 minutes).
Total Time: Approximately 10 minutes.
Alexandra Palace (Haringey, North London)
By Train: Take the DLR from London City Airport to Bank (8 stops, about 20 minutes).
Tube: From Bank, take the Northern Line (black) to Moorgate (1 stop, about 2 minutes).
Train: From Moorgate, take a Great Northern train to Alexandra Palace (7 stops, about 25 minutes).
Total Time: Approximately 50 minutes.
Navigating London
Getting around London can be a breeze…. If you plan ahead! Let’s call this section – The exhibitors guide To “getting around” London.
London is a fairly big city. Don’t get me wrong, it’s nothing compared to some of the USA cities, but it’s certainly not small. The transport links are excellent, but they can be overwhelming for first-time visitors.
Here’s a some tips and to get you from A – B and navigate the city more efficiently, especially when traveling from airports to different event venues.
The Infamous London Underground
Underground (Tube): The fastest way around central London. Get an Oyster card or use contactless payment for the best fares.
Buses: Offer scenic routes and reach areas the Tube doesn’t. All buses are wheelchair accessible.
Taxis: Black cabs can be hailed on the street; app-based services like Uber are also widely available.
River Bus: A scenic option along the Thames, connecting major piers, including North Greenwich, for The O2.
Accessibility Optionsfor Exhibitors with Disabilities
Public Transport
TfL’s “Turn Up and Go” service offers assistance on the Tube without pre-booking.
All buses and most Tube stations are wheelchair accessible.
Use the TfL Accessibility App for real-time updates on lift availability at stations.
Taxis
All black cabs are wheelchair accessible.
Some ride-hailing apps offer wheelchair-accessible vehicles upon request.
Event Venues
Major venues like ExCeL London and Olympia London are fully accessible with step-free access, accessible toilets, and dedicated parking spaces.
Contact the venue in advance for specific requirements or to arrange additional assistance.
Hotels
Many hotels offer accessible rooms. Book well in advance and confirm your specific needs directly with the hotel.
Blue Badge Scheme
If you have a disability parking permit from your home country, check if it’s valid under the Blue Badge scheme for parking benefits in London.
Accessibility Guides
Visit the AccessAble website for detailed accessibility guides to venues, restaurants, and attractions across London.
Tips For All Exhibitors
Plan your route in advance using TfL’s Journey Planner, which includes accessibility options.
Allow extra time for journeys, especially during peak hours (7:30-9:30 AM and 4:30-6:30 PM).
Consider purchasing a Visitor Oyster card in advance for convenient and cost-effective travel.
Download the Citymapper app for real-time travel updates and route planning.
By understanding these transportation options and accessibility features, you can navigate London efficiently and ensure a smooth trade show experience, regardless of your mobility needs.
Public Transport: The Underground (Tube) is the fastest way to get around. An Oyster card makes for easy payment.
Taxis and Ride-Sharing: Use black cabs or apps like Uber.
Walking: Central London is very walkable, so bring comfortable shoes.
Accommodation
Recommendations: For Excel London, consider the Aloft London Excel. For Olympia London, the Hilton London Olympia is a good choice.
Near Trade Show Venues: Look for hotels or Airbnb options close to your venue.
Local Insights
Dining: Try local favorites like fish and chips, or enjoy diverse cuisine in areas like Soho or Brick Lane.
Entertainment: Explore the West End for theater shows, visit museums like the British Museum, or take a stroll through Hyde Park.
During The Event
Your performance during the show is crucial
Set-Up:
Arrive Early: Give yourself plenty of time to set up.
Check Everything: Ensure all equipment works and the booth looks perfect.
Choose the Right Team: Pick staff who are knowledgeable and enthusiastic.
Staffing:
Training: Conduct a briefing each morning to align on goals and strategies.
Live Engagement:
Be Approachable: Smile, make eye contact, and be ready to chat.
Demonstrations: Regularly demonstrate your product to draw crowds
Post-Show Follow-Up
The work doesn’t end when the show does. Here’s what to do:
Lead Management:
Organize Leads: Use a CRM to sort and prioritize leads.
Follow-Up: Send personalized emails within a week of the event.
Evaluation:
Assess Performance: Review metrics like the number of leads, sales, and ROI.
Team Debrief: Gather feedback from your team to identify what worked and what didn’t.
Thank The team:
Send Thank you to your team, partners, and notable contacts you met.
Share Your Success: Post highlights and successes on social media and your website.
Final Tips For London Trade Show Success
Exhibiting in London can open doors to new opportunities and help you expand your business on an international scale. With careful planning, effective marketing, and proactive engagement, you can make the most of your trade show experience. So take the plunge, embrace the excitement of exhibiting in London, and watch your business grow.
Exhibitions and trade shows are powerful platforms for businesses like yours to showcase new products and services, connect with potential customers, and network with industry peers….
