Having an effective strategy for trade show lead capture is essential for turning event engagement into real business opportunities. With the right tools and approach, your booth can become a hub for meaningful connections and valuable return on investment .
Here we look at some of the different data-collection methods available, with a handy FAQ section at the end to answer questions you may have about it all!
How to collect leads at a trade show
Interactive game Mobile app Digital quiz QR code Survey or form Old-school methods
Also included in this article:
1. Interactive game with score submission
Not only will a fun digital game create a buzz at your stand and spark conversations with visitors – it also doubles up as an effective tool for GDPR-compliant lead capture! This can be particularly beneficial to companies with a limited budget looking to add some sparkle to their stand while ensuring they deliver ROI.
By offering a prize incentive to encourage players to submit their score (along with their info), you’ll soon have a leaderboard brimming with contacts to follow up with. Once your event is over, simply export the player data from your game’s dashboard and you’re good to go.
What’s more, you can customise a game as much or as little as you like to match your brand or stand design – nice!
2. Mobile app
Considering that most people have a mobile phone these days, it’s perhaps not surprising that mobile apps have become the most commonly used lead capture system at events and exhibitions.
Many event organisers will even provide official apps that exhibitors can use to engage attendees. These may include features like badge scanning, lead retrieval, event maps, and speaker line-ups with push notifications to remind visitors about upcoming presentations.
3. Digital quiz with score submission
Everybody loves to put their knowledge to the test with a bit of trivia, right? You could liven up your stand with a digital quiz that also doubles up as a lead capture tool when players submit their score to the leaderboard!
This could be presented on a device such as an iPad or large touchscreen, with custom categories and questions relating to your company, industry, or products.
Learn more about event gamification .
4. QR code
QR codes offer a simple way to capture leads at trade shows. Placed on posters or flyers around your booth, they allow attendees to scan with their smartphones and access resources in exchange for their contact details (think exclusive whitepapers, ebooks, or product demos).
You can also use QR codes to link to interactive experiences or sign-ups for post-event webinars. By making the codes easy to scan and clearly promoting the value they offer, you can attract more visitors to your booth and turn interactions into qualified leads.
If you’re reading this on desktop, scan the code below with your smartphone camera to play the free demo of Data Booster ! 👇
Or scan this code to see how you might link to gated content. In this case, it’s a free copy of our 30-page Event and Expo Games Guide ! 👇
5. Survey or form
Surveys and forms work well when paired with clear value or incentives. Attendees are more likely to share their details if they gain something valuable such as exclusive content, personalised recommendations, or entry into a giveaway.
Keep forms short and focused, and make them easy to use on devices such as an iPad on a plinth. By emphasising the benefits and simplifying the process, you can take a basic tool and turn it into an effective lead-capture system on your stand.
6. Old-school methods
We may live in an age of digital innovation, but there’s still something to be said for the non-digital lead-gen methods out there. Think clipboard sign-up sheets, printed surveys, and physical business cards.
Of course, these approaches aren’t as engaging or interactive as some of the others mentioned, and they’ll involve manual effort if you want to then add the data to a mailing list or CRM.
Which lead capture method is best?
The answer to this will vary from one exhibitor to another. If your stand design is all signed off and you’re confident that you’ll have people crowding round to talk to you, then you might want to go with a simple solution such as a mobile app or QR codes on printed flyers.
If you’re keen to try something new that’ll take your booth to the next level while also providing an effective lead capture tool, a trade show game could be just the thing for you.
While several of the other suggestions will require a visitor to part with their details before accessing an experience or exclusive content, a game flips this on its head and puts the player first.
