What is lead retrieval at a trade show?

Lead retrieval is how exhibitors capture the contact details of people who visit their booth. Attendee badges carry a code. When an exhibitor scans it with the organizer’s official app or scanner, the system matches it to the attendee’s registration and adds that person to the exhibitor’s lead list. Attendees typically agree to this when they register.

How much does lead retrieval cost?

At two 2026 shows that use Maritz for lead retrieval, the official app costs $295 to $525 per device for one event, and a rented handheld scanner $365 to $685. An Event API to send leads into your own system is another $850 to $1,330 per show. Extra devices, custom questions, delivery and processing fees are charged on top.

Can I use my own phone for lead retrieval?

Yes. Official providers such as Maritz sell an app activation for your own phone, priced per device and per event. You can also use your own lead capture app, which works at every show with the same login and doesn’t need a new activation for each event.

How do I get trade show leads into my CRM?

With the organizer’s system, you export the lead list from the exhibitor portal and import it, or buy the Event API and have a developer connect it. A lead capture app with CRM sync, such as CAARD with HubSpot or Odoo, sends each lead to the CRM as it is captured.

Does CAARD read the organizer’s badge barcode?

No. CAARD reads the name and company printed on the badge with the phone camera, as well as business cards and LinkedIn QR codes, then looks up the rest of the contact. It doesn’t use the organizer’s registration data, so it works the same way at every show.

Guide · Updated November 2026

Lead retrieval at trade shows: your options and what they cost

Lead retrieval is how exhibitors capture the people who stop by their booth. Here is how the organizer’s system works, what it costs per show, and what happens to the leads once the show is over.

How it works

Three ways to capture leads at your booth

Every attendee badge carries a code. The show’s official lead retrieval provider sells exhibitors the way to scan it and match it to the attendee’s registration. You can rent their scanner, run their app on your phones, or bring your own app.

Option 1
Rent the organizer’s handheld scanner. A scanner with the official lead retrieval app preloaded, picked up at the exhibitor services desk and returned after the show. One device per rep, per show. Lost or damaged devices are charged; SEMA lists $1,000 to replace one.
Option 2
Use the organizer’s app on your phones. The same lead retrieval app, activated on your own phones. Each activation covers one device for one event, and every extra rep is another activation ($110 at ASI Chicago, $145 at SEMA).
Option 3
Bring your own lead capture app. An app your team uses at every show with one login, like CAARD. It reads the printed badge, a business card or a LinkedIn QR code with the phone camera, and sends the lead to your CRM. It does not use the organizer’s registration data.

Compare lead retrieval apps

2026 prices

What the organizer’s lead retrieval costs

Prices are per device and per show, from the published 2026 order forms. The lower number is the early-bird rate, the higher one the late or onsite rate.

Show	App on your phone	Rented scanner	Event API
SEMA Show 2026Maritz XPress Leads	$455–$525	$605–$685	$1,120–$1,330
ASI Show Chicago 2026Maritz SWAP	$295–$435	$365–$505	$850–$1,265

On top: extra app activations ($110 to $145 per rep), custom qualifying questions ($135 to $205), booth delivery ($135 to $230) and a processing fee. One app activation covers one event. Prices before tax.

Your own app

No scanner to pick up.
Just the phones your reps carry.

Reps capture a lead in the time it takes to shake hands: a card, a badge, a LinkedIn code or just a name. It works offline and at every show, with the same login.

Card and badge scanner Point the camera at a business card or event badge. Name, title, company, email and phone are read and filled in for you to check.
corvane
Maya CollinsVP of Operations
maya.collins@corvane.com+1 (312) 555-0148
Frame the business card
Add manually
CardLinkedInEvent
Review lead
Check the details before saving.
Next
Retake
LinkedIn QR scan Scan the QR code on their LinkedIn app. CAARD pulls the profile and their company, so you never type a name.
Maya Collins
Point at a LinkedIn QR code
Add manually
CardLinkedInEvent
Add a voice note
Tap the mic and say what you talked about. Typing works too.
Maya Collins
Looking up the profile
Record the meeting
The mic takes a quick voice note.
Tap to dictate
Type insteadAuto-detect
Next
Back
Voice notes Walk away and say what you talked about. CAARD writes it onto the lead. Or record the whole conversation and get notes back.
corvane
Maya CollinsVP of Operations
maya.collins@corvane.com+1 (312) 555-0148
Add a voice note
Tap the mic and say what you talked about. Typing works too.
Maya Collins
VP of Operations · Corvane Robotics
Runs four assembly lines in Joliet. Budget set for Q1.
Tap to add more
Auto-detect
Next
Back
Quick add No card and no QR code? Type a name and email. CAARD looks up the rest.
Who is this lead?
Start with their name and email.
First name
Last name
Email
Continue

After the show

Scanning is only the start

The lead list is what you pay for. What it takes to turn it into pipeline is where the time goes.

Leads arrive as a list. The organizer’s system gives you the scanned leads in its exhibitor portal. Getting them into your CRM means an export and an import, or an Event API for your developers at $850 to $1,330 per show at the shows above.
Some leads come later. At both shows above, leads captured from badge photos or handwritten badge IDs are uploaded within 14 days after the event, for an extra data services fee.
Nobody has researched them yet. A scan gives you what the attendee typed at registration. Someone still has to look each person up, decide who is worth calling and write the follow-up.

With CAARD

The scan is the easy part.
FLOW does the rest.

CAARD looks each lead up, scores the fit, drafts the follow-up and sends the lead to your CRM while your rep is still at the booth.

Lookup
Every contact filled in: work email, phone, LinkedIn, job title, company size and industry.
Starting enrichment...
0%
LeadEmailJob TitleLinkedInConfidence
Maya Collins
Corvane Robotics
Daniel Reyes
Halvorsen Foods
Priya Raman
Celtis Medical
Hannah Becker
Brenner Packaging
ICP fit score
Every lead scored against the ideal customer profile you define, so reps call the best ones first.
ICP Score
Rescore
Score Breakdown
Multi-dimensional analysis
0 /100
Mid-market manufacturers, US
Company Fit40%
0
Prospect Fit30%
0
Geographic Fit20%
0
Behavioral Signals10%
0
Follow-up email
The follow-up drafted from the rep’s notes, in the tone they pick, ready to send the same day.
Maya Collins›Email
Generating…
Default (auto)EnglishGenerating…
CancelCopy email
CRM sync
Every lead in your CRM as it’s captured, owned by the rep who met them.
Maya Collins
VP of Operations · Corvane Robotics
Syncing…
HubSpotRefresh
Linked HubSpot company—
View in HubSpotUpdating…
Company match
No duplicate companies. A second lead from the same company is linked to the record already in your CRM.
Sync history
Recent sync jobs pushed to HubSpot.
Success
Maya Collins
Lead created · 10:42 AM · contact 51842
Company linked
Company linked
Success
Daniel Reyes
Lead created · 10:31 AM · contact 51817
Company created
Company created
Success
Priya Raman
Lead created · 10:19 AM · contact 51796
Company created
Company created
CCorvane Robotics1 contact

How CAARD works with HubSpot CAARD pricing

Common questions about lead retrieval

See a lead go from the badge to your CRM

Walk through a rep’s day at a show in the product tour, no sign-up needed.

Take the product tour Book a call

Review lead

Add a voice note