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Why do companies exhibit at trade shows? To put their brand out there, meet prospects, and connect with peers from the industry (code for spying on competitors).
But what do they walk away with? Leads.
Organizers know this all too well. That’s exactly why you need to make it easier for your exhibitors to retrieve event leads.
Thanks to event tech, you can make it happen. From scanning business cards/badges to scoring leads and exporting data to CRM – a lead retrieval app can do it all and more.
In this blog post, you’ll learn about key features and differences of available lead retrieval technologies including lead retrieval apps. You’ll also understand how lead scanning apps speed up data access, facilitate qualification, and personalize follow-up.
Once you’re done reading this blog, you can confidently advocate the tech’s value to exhibitors and sponsors coming to your trade show.
Lead retrieval and lead capture are used interchangeably but they are not the same. The difference lies in a small technicality but can make a massive difference in the exhibitor/sponsor’s experience.
The process of capturing data provided by the organizer during the event is lead retrieval. Exhibitors or sponsors can get access to attendee data by scanning badges or QR codes in real time.
It is up to them to mark an attendee as a lead, add notes or qualify them further.
The lead capture process often involves manual methods where exhibitors collect attendee information independently, leading to potential inefficiencies. They can scan badges or fill paper forms, but they are solely responsible for it. Event organizers may or may not be involved in the process.
Lead capture is a component of lead retrieval, but it does not include the entire lead management lifecycle.
Lead retrieval provides exhibitors with a systematic way to collect and manage leads, enabling better follow-up strategies and improving overall event ROI.
Typically, there are two types of devices used for event lead retrieval:
Mobile apps offer several advantages over traditional methods of lead retrieval at events, making them a sought-after option in the events industry.
So, what makes them so special? Let’s get into it.
While scanning a lead provides attendee information from the organizer’s database, exhibitors can add more information to a lead profile on the spot.
By adding more context to each lead, sales teams make follow-ups easier and more meaningful instead of mass emailing a list.
Handheld scanners have no such functionality built-in. So, the team would need to resort to manual methods or an additional tool for making notes.
With a handy app, exhibitors minimize friction in the lead generation process. As you scan, the data is populated in your app in real time and synced with your CRM.
This means the lead data is processed immediately and allows for instant, efficient follow-ups. The smooth process provides sales teams more incentive to generate leads at the event.
Scanners may not provide real-time data transfer. The data often needs to be aggregated and uploaded in batches. Of course, this can slow down the lead follow-up process and reduce the effectiveness of immediate engagement.
The lead retrieval apps don’t require any additional maintenance cost. They typically come with regular updates by the tech provider and offer more flexibility, such as scalability and integration with other event tools.
A handheld lead scanner device requires hardware maintenance, adding an upgrade cost to the original price, so they are not a one-time investment.
Lead retrieval apps come with data validation checks and input rules that ensure captured information is accurate and consistent.
These checks are built into the app’s software and automatically verify the data captured from the scanned badge.
For example, if a badge contains a QR code or barcode, the app will decode this information and ensure it conforms to expected formats. This might involve checking that the badge ID or other fields match expected patterns, which helps prevent errors like incorrect or corrupted data.
The input rules guide how data should be processed once it’s captured. For instance, if the badge contains a contact’s name, company, and email address, the app might have rules to ensure that each field is correctly populated and follows specific formats (e.g., a valid email format). If any data does not conform to these rules, the app might flag it for review or prompt the user to correct it.
Scanners are prone to errors if they are not maintained properly. While they help capture data accurately by reading codes, ensuring overall data accuracy depends on the quality of the scanner and the software it integrates with.
The scanner itself typically does not perform extensive data validation or input rules but relies on external systems for those checks.
Lead retrieval apps often come with built-in integrations or APIs that connect with CRM, MarTech, and other tools. This ensures that leads captured at an event are quickly and accurately transferred to the relevant systems without additional manual intervention.
Lead scanners do not have any integration functionality built-in. If are you using one, get ready to put in some manual work for importing data into your CRMs. The other option is to use third-party software.
Both methods are inefficient but can also lead to inaccuracy. Since scanners don’t come with any analytics and reporting mechanism, it can be difficult to correct the data later as well. This creates additional steps and potential delays in lead processing.
People are typically in a rush at trade shows. They’ll stop by for only a few minutes. You want to make the most of this interaction. You cannot do it alone nor can you achieve this by using unreliable and slow tech.
Before you choose the tech you want to use, make sure you evaluate it based on your requirements and the capabilities offered by the technology.
We would recommend choosing an app for lead retrieval purposes. If you don’t know what to look for when choosing from all available options, consider the following features to get the most out of the app.
Ideally, you want to pick an app that is extremely easy to adopt for anyone in your exhibitor’s team with minimal training.
So, when you are taking demos for various options, always keep an eye on the overall user interface to make sure it is easy to navigate.
Another thing to consider is the app’s onboarding experience. From the time a user creates an account on the app to when they have to capture leads, is there a guided tour available within the app that’ll assist them?
You also want an app that minimizes manual work for exhibitors and sponsors at the trade show floor and even afterward. So, check if the scanning process is fast and simple, and whether the app integrates with CRMs, otherwise, sales reps will be stuck with manual entry post-event, slowing down the follow-ups.
You’ll likely cover the cost of the app by charging the exhibitors and sponsors.
While these apps drastically improve the lead generation process, they need to be cost-effective for all stakeholders.
If the app is an affordable add-on, exhibitors and sponsors would happily pay for it and appreciate the value they are getting by exhibiting at the event.
What can you do to make sure it fits in their budget and doesn’t create a dent in yours?
Look for a clear breakdown of the pricing tiers offered by the app. These may include basic, standard, and premium plans, each with different features and capabilities. Compare these plans to understand what’s included at each level.
Determine what functionalities are absolutely necessary for your exhibitors and what features they consider nice-to-haves. Check the pricing plan and prioritize based on necessities to keep it budget-friendly.
What is included in the app and does it deliver on its promise? Look for an app that offers all the essential features you need to facilitate the full lead management lifecycle.
What does that mean? Simple: look for features to support during event functions like scanning, lead scoring, and team collaboration. Also, consider analytics and integrations with third-party Martech and other CRMs which come in handy during and post-event.
Test all features before purchasing an app. Do another test run once it is set up to avoid any issues on the day of the event. You will most likely purchase this from an event tech vendor, but you’re responsible for your exhibitors and sponsors. So, don’t leave anything to chance.
Exhibitors typically have multiple team members present at the event. They would be interested in using one app across the team. Additionally, if the team leads can get visibility on how each performed, they can use this information for future training and events.
Apps with an analytics dashboard showing consolidated and individual metrics are great for exhibitor debriefing. They can help exhibitors segment booth traffic and assess lead quality.
Does the app allow exhibitors to customize the lead form per their requirements? Customizable lead forms will allow them to capture the most relevant information from each prospect.
Many lead retrieval apps come with built-in tools that allow users to create and modify lead forms directly within the app’s software. This means you can adjust fields, questions, and data categories according to your needs without needing external tools.
Some apps offer pre-defined templates that you can customize. These templates may be designed by the app provider but can be adapted to fit your specific requirements.
Exhibitors and sponsors often end up capturing countless leads, unless they have a system to organize these leads, it’ll be hard to prioritize follow-ups.
Ideally, they should be looking for an app with lead segmentation and tagging features.
The best app should be able to deliver regardless of the complexity and size of the event. Here are a few important questions you should be asking about the app from the event tech vendor:
Ensure the app complies with data protection regulations and has strong security measures. You can protect sensitive information and ensure compliance with relevant data protection regulations.
Check the app’s terms of service and privacy policy to understand how the software provider uses data. You also should look for specific compliances mandated by your location such as GDPR.
vFairs event lead retrieval app’s user-friendly interface simplifies scanning and data entry processes. It reduces friction in the lead generation process by automating data validation, integrating seamlessly with CRMs, and providing real-time data syncing capabilities.
This results in a more efficient and effective lead management experience, ultimately leading to better conversion rates and less hassle for exhibitors.
Let’s take a look at how vFairs lead retrieval app allows exhibitors and sponsors to achieve their event goals:
Exhibitors and sponsors can scan the QR code on the attendee’s badge to get lead data from the event organizer’s database. Alternatively, they can also capture leads by scanning the lead’s business cards.
If both options are not possible, their last resort is to add a lead into the app manually. The app provides flexibility and the ability to cater to all kinds of leads.
As soon as the attendee’s QR code is scanned, their information will be populated in the lead retrieval app.
Exhibitors get immediate access to attendee information. They do not need to wait to get this data from the organizers. This ensures timely follow-up and communication with prospects.
Sales reps meet so many people at the event. But the level of interest they all show in the product/service varies. This is why qualifying leads and using that information later to prioritize follow-ups post-event is important.
In the vFairs lead retrieval app, they can do so by categorizing leads captured as warm, hot, and cold.
There’s also no way an exhibitor can remember every conversation they have at the event. But once you follow up with a prospect, you want to make them feel seen and heard.
So, what do you do to make sure each follow is personalized? You add context to the leads as you scan them. In the lead retrieval app, exhibitors have the option to add notes with each lead they scan.
If there is something specific they inquired about and you want to pick up that conversation later on, write it down next to that lead.
Not only will you capture more leads with an app, you’ll also increase your chances of converting them.
Wi-fi is available at almost every event. However, it isn’t always reliable. vFairs lead app works just fine even if you are not connected to the internet.
Exhibitors get an uninterrupted lead retrieval experience throughout the event duration with the offline mode.
If exhibitors are joining multiple events happening during the year, they can keep track of all leads using the same app.
Exhibitors can provide access to the app to various team members. Team members share updated lead information with each other in real time, delegate follow-ups, and provide context to someone taking over the next shift at the event.
This also ensures everyone is on the same page, avoiding duplicating efforts and saving time.
Have someone specific in mind but don’t want to scroll past 50-something contacts captured in a day?
Use the search bar at the top of the list to find the person you are looking for. This saves you time and makes it easy to connect with the lead.
The lead retrieval app is integrated with most CRMs like Hubspot and Salesforce. So, exhibitors can instantly sync their data from the app to their CRM. They can start their nurture efforts right away.
Exhibitors can also see a graphical representation of the event performance. They can take a look at the total number of leads scanned per event and team member.
The team leads can check how each sales rep performed. This promotes transparency, recognition, and in-depth analysis of team performance.
Team leads can also use this information for the post-event debrief, showcase their team’s efforts to stakeholders, and discuss the event’s ROI. They can also share ideas for improvement and implementation for subsequent events.
To meet enterprises’ standards, the vFairs lead retrieval app provides a high level of data security and compliance. The current compliance portfolio includes GDPR, SOC 2 TYPE 2, and ISO 27001. You can get all the details here.
Another crucial factor to consider is that all vFairs native products including the vFairs lead retrieval app, integrate with each other seamlessly, making it easier for organizers to choose the complete tech stack to run their events.
The Cadence Design System’s team used a range of vFairs tech stack including the lead capture app.
Colleen Neubauer the Events Manager noted how using a well-connected consolidated tech stack made her life easier, solved a lot of problems and saved time.
Take a quick product tour to see how the app works.
We’ve covered all the features you need and how vFairs supports exhibitors and sponsors. Once you’re all set with the right tech for the trade show, you’ve done most of the work as an organizer.
The only thing left is outlining the step-by-step process for lead retrieval to your exhibitors and sponsors.
Let’s help you put it together.
Organizers must confirm all exhibitors have access to the necessary technology. As you near your event’s go-live date, make sure the lead retrieval app is all setup.
Share access with the exhibitors and help them create team account accounts.
Exhibitor booths are the first thing any visitor at the event will see. Needless to say, there will be 100s if not 1000s of booths at a tradeshow.
It is easy to get lost in the crowd. Exhibitors who create unique and engaging environments will attract more visitors. Consider implementing these trade show booth ideas.
If your organizers are using leaderboards, you can sponsor a spot on it to encourage people to visit you. Implement challenges or rewards to attract attendees to booths.
Once they visit the booth, talk to them to understand their interests and needs. Meaningful conversations will help identify quality leads effectively.
If they are interested and check off the qualification criteria, scan their badges. Send them away with your booth swag.
Developing a solid scoring system helps prioritize follow-ups. With the vFairs app, exhibitors can score leads in categories i.e., warm, hot, and cold.
Extract lead data after the event and Streamline data management for post-event follow-up.
Implement a structured follow-up strategy to nurture leads and maximize event ROI. Share some recommendations with exhibitors and sponsors.
There’s always something fresh brewing in the tech space. Lead retrieval apps are certainly popular and their demand will continue to grow in coming years.
As someone who is using this tech or considering using it, we advise you to keep an eye on new advancements and be an early adopter so that you are adding extra value to your stakeholders.
You don’t have to learn everything all at once. To save you information overwhelm, we’ll leave you with a few highlights of what’s to come in the near future.
As an event organizer, you want to make sure that all stakeholders involved see the value you bring to them with this event and they walk away happy after the event. Offering them a dedicated lead retrieval app is a great way to check both of these goals off the list.
Exhibitors can use the lead data to assess performance, make any necessary changes during the event, and inform their event strategy in the future. By making the lead generation process digital, lead retrieval apps also contribute to making events more sustainable by reducing paper waste.
Educate your exhibitors about the app and how it can maximize their data collection and management efforts. Arrange a demo/training session to show them how the app works, and give a detailed walkthrough of the lead retrieval process. Answer any questions they may have.
vFairs offers dedicated support during the training stage. If you’re using our app, contact your project manager and inquire about possible training resources you can share with new or existing team members.
Haven’t used the app yet? Book a demo to get a detailed walkthrough.
Sarah Shaukat
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