Label-group starter kits by event type
Ready-to-copy question-and-label sets for trade shows, conferences, hosted dinners, and roadshows. Seed the defaults, then paste your kit in five minutes.
For field marketers & booth teams · company admins · 4 min read · Updated July 10, 2026
Label design is a fifteen-minute job you do once — if you start from a working set. Each kit below follows the design rules: one question per group, single-select unless the fact is plural, and always an honest exit.
To use a kit: go to Settings → Workspace → Labels (personal accounts: Personal → Labels), tap Use defaults to create the standard groups, then add each kit’s labels with the inline Add field — renaming groups or questions where the kit differs. Running HubSpot? Sync your association labels first and reuse their names where they match, so taps map straight to CRM segments.
Trade show — booth-first, high volume
The problem at a booth is volume: hundreds of scans, a hard split between real conversations and drive-bys.
| Group · question | Select | Labels |
|---|---|---|
| Engagement Status · Did they engage? | one | Real conversation · Drive-by / swag · Booth QR only · Didn’t engage |
| Engagement Depth · How deeply? | one | Full demo · Walked the deck · Quick pitch · Small talk |
| Funnel Intent · Who are they to us? | multiple | Decision maker · Influencer · End user · Existing customer · Partner / reseller · Competitor |
| Outcome · What happened? | one | Meeting booked · Send pricing · Send follow-up info · Invited to dinner · Not a fit · No next step |
Booth Mode note: QR self-entries arrive unlabeled; Booth QR only is the wrap-up answer for entrants nobody actually spoke to — it keeps the qualified count honest without discarding the lead.
Conference — fewer, longer conversations
At a conference you’re not scanning a crowd; you’re having twenty real conversations in hallways and sessions. Depth matters more than volume.
| Group · question | Select | Labels |
|---|---|---|
| Engagement Status · Did they engage? | one | Substantive conversation · Brief hello · Didn’t engage |
| Context · Where did we talk? | one | Session / panel · Hallway · Meal or party · Pre-booked meeting |
| Funnel Intent · Who are they to us? | multiple | Decision maker · Influencer · Champion material · Existing customer · Analyst / press · Peer |
| Outcome · What happened? | one | Meeting booked · Intro promised (theirs) · Intro owed (ours) · Send follow-up info · Not a fit |
Why a Context group: at conferences, where you met someone predicts follow-up quality better than almost anything — a pre-booked meeting and a party chat deserve different cadences.
Hosted dinner / executive event — everyone’s qualified, stakes are high
Ten to twenty hand-picked guests. “Did they engage” is nearly useless; what you need is where each relationship moved.
| Group · question | Select | Labels |
|---|---|---|
| Attendance · Did they show? | one | Attended · Sent a delegate · No-show |
| Temperature · How did it land? | one | Advocate in the room · Warm · Polite · Skeptical |
| Role · Who are they to us? | multiple | Economic buyer · Champion · Influencer · Existing customer |
| Outcome · What happened? | one | Next meeting agreed · Intro to their team promised · Stay warm · Went cold |
No-show is a skip label — one tap and the review moves on, but the fact survives (and next quarter you’ll want the list of who no-showed twice).
Roadshow / field visits — the same people, repeatedly
Multi-city runs and territory days produce repeat interactions with the same accounts — the multi-event thread matters more than any single stop.
| Group · question | Select | Labels |
|---|---|---|
| Engagement Status · Did they engage? | one | Met in person · Video fallback · Rescheduled · No-show |
| Movement · Did the deal move? | one | Advanced · Held steady · Slipped · New stakeholder met |
| Funnel Intent · Who are they to us? | multiple | Decision maker · Champion · Blocker · New contact at account |
| Outcome · What happened? | one | Next step booked · Proposal requested · Stay in cadence · Disqualified |
Adapting a kit
Three checks before you call it done:
- Read each question aloud as a rep would hear it mid-show. If it needs a rubric, rewrite it.
- Count the labels per group. More than six? Merge until a tired rep can pick one without thinking.
- Find the honest exit in every group. If a group has no Didn’t engage / Not a fit / No-show, add one — the no’s are half the value of the record.