A trade fair stand costs a lot, and visitors often just walk past. They glance at the roll-up banners, pick up a pen and a leaflet. They disappear before the salesperson has a chance to say hello. Almost every exhibitor knows the feeling.

In a hall full of competitors, you have to fight for attention. A well-thought-out prize draw – in practice, a contest – keeps people at your stand. It gives them a reason to come over, and gives you a reason to ask for their contact details. On one condition: you collect the data legally.

In this post we go through the whole process. From choosing the mechanic, through logistics, to the terms and conditions and GDPR. That last part is the one to take most seriously.

Why a prize draw at an event still works

People at trade fairs are fed up with screens and leaflets. A simple game at a stand works because something is happening. Specifically, it gives you four things.

Sales contacts. This is usually goal number one. You're not asking for a business card out of the blue. You're offering a chance to win a prize in exchange for data. A well-designed form also lets you collect GDPR-compliant marketing consents.
Traffic at your stand. A crowd attracts more people. The sound of a Wheel of Fortune, scratch cards or a public draw stops passers-by. That gives your team time to start a conversation.
Brand recognition. Winning and having fun become associated with your logo. Visitors take photos and post them on social media.
Standing out. When three neighbouring stands look the same, people go where something is happening.

Mechanics: from a business card fishbowl to a QR code form

The term "prize draw" covers several different mechanics. The choice depends on your goal, your budget and who you want to attract.

1. A business card fishbowl

Visitors drop their business card into a glass bowl. At the end of the day you draw a winner.

Pros: very simple, requires no technology at all.
Cons: a GDPR problem. A business card contains personal data, and dropping it in doesn't mean consent to a newsletter. On top of that, someone then has to manually type the data into the CRM. We don't recommend this model.

2. Instant wins: Wheel of Fortune and scratch cards

Here visitors know straight away whether they've won. An instant result has a stronger effect on people than a draw in a few hours' time.

How it works: the visitor fills in a form on a tablet, provides their details and ticks the consents. In return they spin the wheel or get a scratch card.
Pros: lots of laughter and activity at the stand. Even a small prize, such as a discount or a branded gadget, brings a smile. The data goes straight into the system.

3. A digital contest: QR code and event app

The visitor scans a QR code at the stand and lands on a page set up for the contest.

How it works: they provide their details, e.g. a work email, and answer a simple contest question.
Pros: everything happens automatically. The data is clean and goes straight into the CRM or marketing automation system. You collect GDPR consents via clear checkboxes.

This mechanic connects your stand with what's happening online.

How it works: "Take a photo at our stand, post it on Instagram or LinkedIn, tag us and add the event hashtag. The best photo wins".
Pros: reach, engagement under the posts and content created by the participants themselves.
Cons: it's harder to collect hard contacts, such as emails. It's more of a tool for building brand awareness.

Step-by-step organisation

You've chosen the mechanic. Now you have to deliver it.

Step 1: goal and prizes

Before you order a wheel, ask yourself what you want to achieve.

Lots of contacts, no matter who from?
Fewer contacts, but only from marketing directors?
Or maybe just traffic at the stand and mentions on social media?

The prize depends on the goal. It should attract your target audience, not everyone. If you sell B2B software, the latest smartphone will draw in anyone. A better, and often cheaper, magnet for the right people might be an annual subscription to your product or a free audit.

Step 2: logistics and the stand

The prize draw can't be tucked away in a corner. It should be a point that stops people in the aisle. Take care of three things.

Visibility: a large screen, a wheel in your colours, good lighting.
Tech: a stable internet connection, tablets for registration, QR code readers.
People: a host or a salesperson who actively invites people to play rather than waiting behind the counter.

Step 3: promotion before and during the event

Don't count on visitors finding you on their own.

Before the event: post on social media and in your newsletter that there'll be a contest at your stand. Give your stand number.
During the event: actively invite people, share live updates, and ask the organiser for a mention from the stage.

Step 4: the final draw

If prizes aren't handed out on the spot, the finale is your moment. Announce it loudly a quarter of an hour in advance. Gather people at the stand and take the microphone. Record the announcement of the winner – it'll come in handy for your communications later.

Read this part carefully. Getting the regulations wrong can end in an inspection and a fine. Below are general principles for Poland. Before launching any campaign, have a lawyer review the mechanic and the terms and conditions.

When a prize draw counts as a game of chance

If winning depends purely on chance, the game may fall under the Polish Gambling Act. A promotional lottery then requires formalities and a permit.

That's why at an event it's usually better to run a contest. In a contest, winning depends on a task, not on luck alone. For example:

a creative answer to the question "How does our product help you in your work?",
estimating how many bottle caps are in a jar,
the fastest assembly of a branded magnetic puzzle.

This format usually isn't subject to gambling regulations. With chance-based mechanics, such as a wheel or scratch cards, it's especially worth checking with a lawyer how to set them up.

Terms and conditions you can't start without

Even the simplest contest needs terms and conditions. They protect you in the event of a dispute. They must be available to every participant, e.g. on a tablet or via a link from a QR code.

What contest terms and conditions should include:

the name of the contest and the organiser's details,
the duration and location,
eligibility – who can and can't take part,
the rules and the contest task,
a description of the prizes, their value and the tax rules,
how the winners are selected – the jury and the judging criteria,
how the results are announced and the prizes handed over,
the complaints procedure.

Want to check you haven't missed anything? Get in touch – we'll go through the contest mechanic with you before launch.

How to collect data legally at an event

This is where companies most often go wrong. A business card dropped into a fishbowl is not consent to marketing. To process data legally and send a newsletter, you need three things.

A form. Digital or paper. The participant enters their details themselves.
Separate consents. Each one has its own checkbox, unticked by default. "I accept the contest terms and conditions" is mandatory. "I agree to receive marketing communications" must be optional. Taking part in the contest can't depend on it.
A privacy notice. Under the form, briefly state who the data controller is, for what purpose the data is collected and what rights the participant has. Add a link to the privacy policy.

The mistakes we see most often

Rules that are too complicated. If explaining takes longer than half a minute, people walk away. Keep it simple: fill in, answer, win.
Weak prizes. A branded mug or a token discount won't stop anyone. Go for something your visitors genuinely want.
Ignoring the law and GDPR. A prize draw without the required permit or collecting data without consent risks liability and fines.
No promotion. A contest nobody knows about won't attract people.
No follow-up after the event. The contacts you collect are just the beginning. Prepare a thank-you email and a few follow-up messages in advance to keep the relationship going.

A prize draw works when there's a plan behind it

A prize draw at an event is a tool for generating contacts and traffic at your stand. It works when you have a clear goal, prizes matched to your audience and smooth logistics. And when you keep on top of the formalities.

Instead of a pure prize draw, run a contest with a task. Collect consents consciously and separately. Then you'll have people at your stand and contacts in your CRM that you can legally work with.

A prize draw without the paperwork stress

We can take care of it for you. We'll prepare the mechanic and the terms and conditions, and handle the logistics and the tools for collecting consents. See what custom contest organisation looks like, or get in touch and tell us about your stand.

Event prize draws: how to attract visitors and collect leads legally

Why a prize draw at an event still works