Exhibition Lead Capture
Capture and qualify leads at trade shows for exhibitors on a per-event fee
Capture and qualify leads at trade shows for exhibitors on a per-event fee.
Day-to-day work involves engaging with exhibitors before trade shows to understand their lead capture needs, building a user-friendly capture app, and attending events to collect and qualify leads on-site. You'll also need to analyse the data collected to provide actionable insights to your clients post-event. Managing client relationships and continuously refining your app based on feedback will be crucial for retention and growth.
The urgency for effective lead capture solutions has intensified as businesses seek to maximise their ROI from trade shows. With many companies still reeling from the pandemic's impact on in-person events, the demand for reliable lead qualification services has surged. Exhibitors are now more focused on quality leads than ever and are willing to invest in effective solutions.
As a founder, a background in sales, marketing, or event management will be beneficial. Expect to dedicate around 15-20 hours a week to develop the app, pitch exhibitors, and manage events. Networking within the trade show sector will significantly enhance your ability to land clients and understand their needs.
In 12-24 months, you could scale this service to cover multiple events each month, potentially securing contracts with larger exhibitors or event organisers. With a solid reputation, you could easily achieve revenues exceeding £100,000 annually by expanding your service to different industries or regions.
- Sales
- Apps
£1k–£5k per show
You can expect a gross margin of around 70-80% after accounting for variable costs per event.
Post-pandemic, UK businesses are eager to reconnect with customers face-to-face, making trade shows more popular again. Companies are prioritising effective lead generation to ensure they capture valuable contacts in competitive markets.
Your primary customers are small to medium-sized businesses that exhibit at trade shows but lack effective lead capture methods. Marketing managers and sales teams looking for qualified leads will be particularly interested in your service.
The UK trade show industry is valued at over £2 billion, with thousands of events happening each year. As companies increasingly invest in their exhibition presence, the demand for lead capture services is expected to grow substantially.
Revenue & pricing
You can charge exhibitors a per-event fee ranging from £1,000 to £5,000, depending on the size of the event and the services provided, such as lead qualification and actionable insights.
- Basic Package: £1,000 for lead capture and basic reporting
- Standard Package: £2,500 for lead capture, qualification, and detailed reporting
- Premium Package: £4,000 for lead capture, qualification, and post-event strategy session
- Custom Package: £5,000 for tailored services including multi-event discounts
Costs
- App Development (MVP)200
- Marketing Materials (flyers, website)150
- Networking Costs (events, local meetups)100
- Business Registration12
- Insurance (public liability)30
- App Hosting (e.g., DigitalOcean)20
- Marketing Tools (e.g., Mailchimp)15
- Accounting Software (e.g., FreeAgent)12
- Internet and Phone30
First steps
- 1Build capture app
- 2Pitch exhibitors
- 3Charge per event
Your first 90 days
- Complete the app development and ensure it is user-friendly.
- Create a marketing strategy and materials to reach potential clients.
- Network within trade show circles to identify potential exhibitors.
- Set up a simple website or landing page to promote services.
- Book meetings with at least five potential clients to pitch your service.
- Launch your first marketing campaign targeting upcoming trade shows.
- Secure your first client and execute lead capture at the event.
- Collect feedback to improve your app and service.
- Establish a CRM system to manage leads and client relationships.
- Start planning for your next event based on initial client feedback and market demand.
How to get customers
Social Media
Utilise LinkedIn to connect with exhibitors and share success stories.
Email Marketing
Send targeted emails to potential clients about the benefits of lead capture.
Networking Events
Attend industry-related meetups to find potential clients.
Partnerships
Collaborate with event organisers to offer your services to their exhibitors.
Tools you'll actually use
| Tool | Cost | Why |
|---|---|---|
| Tide | Free | To manage business banking efficiently. |
| FreeAgent | £10/month | For accounting and invoicing. |
| Mailchimp | Free up to 2,000 contacts | For email marketing campaigns. |
| Calendly | Free tier available | To schedule meetings with clients easily. |
| Stripe | 1.4% + 20p per transaction | For processing payments from clients. |
Common mistakes to avoid
- Underestimating the importance of app usability and design.
- Not sufficiently marketing to potential exhibitors before the event.
- Failing to follow up with leads collected after the event.
- Overlooking the need for GDPR compliance when handling personal data.
- Neglecting to gather feedback to improve services.
How to scale this
- 1Start by servicing local trade shows and build a client base.
- 2Expand to cover larger events and regional exhibitions.
- 3Develop partnerships with event organisers for exclusive contracts.
- 4Explore opportunities in adjacent markets, such as virtual events.
Risks & mitigations
High competition from established lead capture services.
Differentiate by offering personalised services and better pricing.
Clients may not see immediate ROI.
Provide clear reporting and actionable insights to illustrate value.
Technical issues with the app during events.
Thoroughly test the app before each event and have a backup plan.
GDPR non-compliance leading to fines.
Implement strong data protection policies and ensure consent is obtained.
UK legal & compliance
- Register your business with HMRC and ensure you are compliant with tax regulations.
- Obtain public liability insurance to protect against event-related claims.
- Ensure your data handling practices comply with GDPR, including obtaining consent from leads.
- Check if any specific licences are required for the events you will be attending.
FAQ
What types of events do you cover?
We cover trade shows across various industries including technology, retail, and healthcare.
How many leads can I expect to capture?
The number of leads will vary by event, but our clients typically see a 20-30% conversion rate.
What if I need additional services?
We offer customised packages to meet specific needs, including post-event strategy sessions.
How do you ensure data privacy?
We follow strict GDPR guidelines and obtain explicit consent from all leads.
Can you attend events outside the UK?
Currently, we focus on UK events, but we are open to opportunities in Europe.
Written and maintained by
Business Pathfinder Editorial TeamEditorial research and publishing team
The Business Pathfinder Editorial Team researches and maintains practical guides for UK founders.
Guides are reviewed against relevant primary sources where practical. Financial, legal and tax content is general information, not personal advice.
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