How to capture contacts at your trade fair stand, with permission

Dozens of people walk past a stand, and most leave with a leaflet and without leaving any details. Salespeople note what they can while they are serving visitors, and almost everything ends up in business cards and memory. This guide explains how to capture contacts in an orderly way, with permission, so that you can follow up afterwards without fighting a spreadsheet.

1. Choose an offer that attracts the right people

A prize draw attracts many people who will never buy. It is better to offer something that only people with a real interest want:

Your catalogue or price list on their phone, to read calmly.
A sample or datasheet for a specific product.
A short calculation or guide related to what you sell.

The rule is simple: if a curious visitor gets it, it should not be worth much to them; if someone with a real problem gets it, they should care.

2. Ask for few details

Every extra field lowers the number of people who complete the form. To start with, this is enough:

Name and company.
Work email.
What they are interested in (a short list of options).
The permission checkbox.

Phone number: better optional. The rest can be completed later, in the conversation.

3. Permission, at the same moment

Asking for permission while the person is in front of you is easier, clearer and more solid than trying to fix it afterwards. Two recommendations:

A clear checkbox with simple wording: what they will receive and from whom.
An unsubscribe link in every later message, easy to see.

If you also want to use the data for something different (for example, a newsletter), a separate checkbox is better. This is not legal advice; check with your adviser how to word it in your case.

4. The QR code: how it really works

A QR code only works if people know why they are scanning it. Four practical ideas:

A clear message next to the code: “Scan and get the catalogue on your phone”, not just a black square.
A dedicated page for the fair that loads fast on a phone, with your brand and the short form.
A different code on each piece (poster, cards, counter box): that way you know which one works.
Material in your stand, not in the aisle: each venue limits what can be handed out and where; check your fair's regulations.

5. A simple stand kit

You do not need much:

A poster with the offer and the QR code, visible from the aisle.
A box of cards with the QR code and the same offer, for people to take away.
A sheet for your salespeople with the basics to say and how to note what each person asks for.

If you are printing it, allow a few days for production before the fair and order with margin.

6. Let your salesperson see contacts straight away

Ideally each sign-up reaches a sheet or an alert that your salesperson can see the same day. That way they can greet the person before they leave the venue, or call when they are back, without waiting for the final file. If you also rent the official scanner, they do not compete: the scanner captures whoever lets themselves be scanned, and your page collects whoever wants the material.

7. Checklist before the fair

Offer chosen and material ready on mobile.
Short form tested on a phone with poor signal.
Permission checkbox and unsubscribe text reviewed.
A different QR code on each piece.
One person on the team who handles the alerts and replies within one working day.
A follow-up sequence ready for afterwards (see what to do with trade fair contacts).

What you can do and what we can do

You can set this up with a simple form and some printed cards. What takes effort is coordinating everything in the weeks beforehand and doing the follow-up afterwards. That is why we offer a trade fair lead capture and follow-up system: the page with your brand and the form, the stand kit, alerts to your salesperson and 30 days of follow-up with a report. And if you would rather start with prospecting, you can ask us for 5 companies that fit you, with no commitment. For manufacturers, this is how we plan customer acquisition for manufacturers.