| launchsolutions.com

Photonics West Lead Generation Benchmark SurveyMarch 2016

| launchsolutions.com2

Q1: What type of business are you?• Respondents represented a variety of market segments,

including:– Glass manufacturer (25%)– Instrumentation (25%)– Engineering services– Lasers– Capital equipment– Optical design and manufacturing– Optical finishing products

| launchsolutions.com3

Q2: How did you participate in Photonics West 2016?

10-ft booth; 38.9%

20-ft booth; 27.8%

Island; 5.6%

Tabletop; 5.6%

I didn't ex-hibit--I

walked the show; 22.2%

Go Big or Walk• 22% of respondents

walked the show – the same percentage as last year

• Use of island and tabletop booths rose slightly from 2015

• Other respondents said they shared booth space or had a 30-foot booth

| launchsolutions.com4

Q3: How many total leads did your company generate this year?

<15; 15.0%

15-25; 10.0%

26-35; 15.0%

36-50; 10.0%51-75; 15.0%

76-100; 10.0%

101-125; 10.0%

>150; 10.0%I don't know; 5.0%

Middle of the Road• Lead counts this

year stayed more toward the middle of the spectrum

• Reporting between 26 and 75 leads2016: 40%2015: 14%

| launchsolutions.com5

Q4: How many qualified leads did your company generate this year?

<10; 30.0%

10-25; 30.0%26-50; 5.0%

51-75; 20.0%

101-125; 5.0%

I don't know; 10.0% 46% of total sales leads were qualified (up from 39% last year)

| launchsolutions.com6

More leads; 15.0%

Better quality leads; 15.0%

Both more & better leads;

30.0%Fewer leads; 10.0%

Weaker leads; 5.0%

I don't know; 15.0%

NA--We didn't exhibit last year; 10.0%

Q5: How does this year's show compare with Photonics West 2015?

60% of respondents noted more and/or better leads compared to 2015 (though that’s down from 71% last year)

| launchsolutions.com7

Q6: What were your goals for this show?

Obtain qualified

leads

Increase brand

awareness

Find vendor, partnership

opportunitiesLearn Meet with

customersClose deals

Photonics West Objectives: Measurable & Mixed

• The majority of respondents aimed to generate new leads during the show, and several had a specific lead count in mind.

• Others hoped to learn from the technical portion of the conference, while some were looking to form new partnerships.

| launchsolutions.com8

Q7: What metrics do you track for trade show success? (check all that apply)

Total leadsQual-ified leadsResult -

ing RFQsResult -ing

quotesClose ratesRevenueWe

don't track/

measureI don't know

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%26.3%

63.2%36.8%

15.8%10.5%

26.3%5.3%

0.0%

Qualified Leads Still Leader in Metrics• Respondents tracking qualified leads rose from 50% in 2015• One respondent named cost per qualified lead as metric used• Major drop in respondents who don’t measure

| launchsolutions.com9

Q8: What are your best performing shows? (check all that apply)

Photonics WestDefense,

Security & Sensing

(DSS)Laser MunichOptifabMD&M

WestMD&M EastCLEO

Optics + Photonics

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%

93.8%12.5%

25.0%18.8%

0.0%0.0%

6.3%25.0%

Photonics West remains top performing optics/photonics show by farOthers named SLAS, World of Photonics and Pittcon as effective shows

Now Defense + Commercial

Sensing

| launchsolutions.com10

Q9/Q10: How effective are you at trade show preparation and follow-up?

Perception of preparation and follow-up has improved slightly (2015: effectiveness was about 2.75, consistency was 2.85)

Preparation Follow-up

Con-sis-

tency

Ef -fec-tive-ness

3.00

2.95

Con-sis-

tency

Ef -fec-tive-ness

2.75 2.80 2.85 2.90 2.95 3.00 3.05

3.00

2.85

1 = Poor | 2 = Needs Work | 3 = Good | 4 = Excellent

| launchsolutions.com11

Q11: What does follow-up look like in your company? (check all that apply)Connect

with leads on

LinkedIn/social media

Add to database for email newslet -ter/nur-

ture cam-

paigns

Add to CRM (like

Salesforce)EmailCall 1xCall mul-tiple timesSend

card/liter-ature

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%25.0%

80.0%55.0%

95.0%20.0%

25.0%20.0%

Inbound Having Bigger Impact• Use of lead nurture campaigns jumped from 52% in 2015• Calling dropped from near 40% in 2015, and direct mail decreased

from 35%

social media

email nurture

campaigns

| launchsolutions.com12 | launchsolutions.com

For more tips to improve your trade show strategy, visit launchsolutions.com/blog

Or download our tip sheet:Maximizing Trade Show ROI