Lead capture is the systematic recording of contact details and conversation notes from interested visitors on a trade fair stand. It is the basis for follow-up and for judging what a fair has achieved.
A lead is a contact with genuine interest in your offer. With lead capture you record not only name and company but also what was discussed, how concrete the interest is and which next step was agreed.
Digital methods are standard today. Many organisers offer apps that let exhibitors scan the code on a visitor's badge and add notes directly. There are also custom forms on tablets, business cards and classic paper forms. What matters is that everyone on the stand (booth) uses the same method.
Without proper lead capture, a large part of the show goes to waste. Conversations that looked promising on the stand are forgotten in the days that follow if nobody knows who promised what.
Before the show, decide which details are recorded, for example area of interest, timeframe, budget range and next step. Train your stand staff to complete the notes straight after each conversation, not in the evening.
Think about data protection. Tell visitors what you will use their data for and ask for consent for newsletters or advertising. The data belongs on a secured device, not on loose notes on the counter.
Evaluate the leads promptly and pass them to the responsible colleagues during show week. That way follow-up starts while the conversations are still fresh in everyone's mind.
When we take photos, we make sure no lead data is in the frame. Screens showing contact lists, completed forms or readable visitor badges do not belong in published photos. Where necessary we choose a different crop or edit details in the image.
Conversation photos that show your stand was busy are still valuable, for example for internal reports and the show evaluation. More in the guide Data protection and lead photos. The guide on trade fair follow-up explains how to use the contacts afterwards.
The one your whole team uses consistently. Digital solutions with badge scanning are fast and accurate but need a short briefing before the show.
No, you should avoid that. When shooting we make sure no contact details, lists or readable badges are in the frame.
Tell us what your show needs to achieve. We plan photos and videos so you can use the material straight away for sales, press and social media.
We reply within 24 hours. During a show week, WhatsApp is fastest.
