Photonics West 2014 Show Lead Survey Results

Q1: Respondents — Diverse Market Segments

Glass manufacturers

Plastic manufacturers

Engineering services

Imaging systems

Lasers

Capital equipment

Electro-mechanical & Opto-mechanical manufacturer/assemblies

Optical components manufacturer/assemblies

Ceramics

Optical coating

University

Q2: Booth / Participation

How did you participate in Photonics West?

33.3%

38.9%

5.6%

16.7%

5.6%10-ft booth

20-ft booth

40-ft booth

Island

Walked the show only

Do larger booths generate more leads?

Compared to 2012 & 2013 survey results, this year’s respondents had larger booths on average.

Q3: Total Lead Generation

How many total leads did your company generate this year?

17.6%

5.9%

11.8%

17.6%11.8%

11.8%

23.5%

16-2526-3536-5051-7576-100101-125126-150>150

On average, respondent companies generated 100 leads for the show. Adjusted leads per 10 foot booth area = 50, up from 42 in 2013.

Q4: Number Of Qualified (Warm/Hot) Leads

How many qualified leads did your company generate this year?

6.3%

50.0%

12.5%

6.3%

6.3%

18.8%

<10

10-25

26-50

51-75

>125

I don't know

The percentage of qualified leads to

total leads in 2014 was up slightly over

2013: 36% vs. 33%.

Q5: Year-to-Year Lead Change

How do this year’s leads compare with 2013?

11.8%

17.6%

29.4%11.8%

11.8%

5.9%

11.8%

More leadsBetter quality leadsBoth more & better leadsFewer leadsWeaker leadsBoth fewer & weaker leadsI don't knowNA--We didn't exhibit last year

Among those who exhibited last year, 2014 respondents experienced moderate improvement in lead generation quantity and quality.

Q6: Tradeshow Goals

28%

6%

22%

39%

6%Brand/product awarenessCustomer meetingsLeadsQualified leadsProspect &/or competitive research

Several respondents indicated more than one goal, which is reflected in the chart.

40% of responses were very specific in terms of lead counts, meetings arranged, and product awareness goals. We strongly encourage you to set specific goals and design your pre-, during-, and post-show activities to support them.

What are your goals for this show?

Q7: Methods of Tracking Success

What metrics do you use to track tradeshow success?*

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

*multiple responses allowed

Total qualified leads is the most common

success metric, followed by total leads.

Q8: Best Performing Shows

What are your best performing shows?*

Photonics W

est

Defense, Secu

rity &

Sensing

Laser M

unich

OptifabLM

E

Vision Stuttgart

CLEO

Optics + Photonics

0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%

100.0%Most respondents attend or exhibit at more

than one show. Respondents overwhelmingly

consider Photonics West the best show for

lead generation.

*multiple responses allowed

Q9 & Q10: Tradeshow Planning & Follow-up

Q9

Q10

Tradeshow planning (multiple responses allowed)

Tradeshow follow-up (multiple responses allowed)

Poor

Needs Work

Good

Excellent

0% 10% 20% 30% 40% 50% 60% 70%

ConsistencyEffectiveness

Poor

Needs Work

Good

Excellent

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

ConsistencyEffectiveness

0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

120.0%

Q11: Follow-up Methods

What does follow-up look like in your company?*

Add to database for email newsletter/nurture campaigns

Connect with all leads on LinkedIn/social media

Add to CRM (like Salesforce)

Email Call 1x Call multiple times

Send card/literature

*multiple responses allowed