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Photonics West Lead Generation Benchmark SurveyMarch 2017

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

– Instrumentation (29%)– Lasers (21%)– Glass manufacturer– Plastic manufacturer– Engineering services– Imaging systems– Sensors– Capital equipment– Optical components– Abrasives and chemicals for optical fabrication– Test equipment and services

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10-ft booth; 77.8%

20-ft booth; 11.1%

Island; 5.6%

I didn't exhibit—I walked the show, 5.6%

Q2: How did you participate in Photonics West 2017?

Getting a Foot (or 10) in the Door• Only 6% of

respondents walked the show, down from 22% last year

• The majority of exhibitors went with 10-ft booths

• Others shared booth space, had 30-ft booths or two 20-ft booths

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Rented a badge scanner from show organizers; 52.4%

Brought my own badge scanner; 4.8%

Collected business cards; 28.6%

Used a lead capture app; 14.3%

Q3: How did you collect leads this year?Lead Capture Tech• Half of respondents

used rental badge scanners to collect leads, while the rest used their own methods, such as collecting or photographing business cards.

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

More Leads• Respondents

generated more leads this year, with most in the 36-50 range or >150, compared to last year when 40% were in the 26-35 range.

26-35; 14.3%

36-50; 33.3%

101-125; 14.3%126-150; 4.8%

>150; 33.3%

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<10; 20.0%

10-25; 25.0%

26-50; 20.0%51-75; 5.0%

76-100; 5.0%

101-125; 5.0%

>125; 15.0%

I don't know; 5.0%

Q5: How many qualified leads did your company generate this year?

47% of total leads were qualified (on par with last year’s 46%)

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More leads; 28.6%

Better quality leads; 28.6%

Both more & better leads;

23.8%

Fewer leads; 4.8%

I don't know; 9.5%NA—We didn't exhibit last

year, 4.8%

Q6: How does this year's show compare with Photonics West 2016?

81% of respondents noted more and/or better leads compared to 2016 (up from 60% last year)

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Q7: What were your goals for this show?

Increase sales leads

Launch new products

Develop new business

Increase exposure

Gain new program members

Attendees had specific, measurable goals such as:

• 10% increase in leads over 2016

• Obtain 125 leads

• Get at least 10 qualified leads and close 2 orders from those leads

Maintain lead flow from 2016

Other goals included:

• Determine if a 10' booth would draw more qualified leads than our previous table top display

• Develop relationships with optics company reps to join our membership program

• Introduce new products

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Q8: What metrics do you track for trade show success? (check all that apply)

Qualified Leads Remains Most-Used Metric• Respondents tracking qualified leads rose again, from 63% in 2016.• Percent of respondents with no metrics jumped from 5% in 2016.

Total leadsQualified

leadsResulting RFQsResulting

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% 80.0%47.6%

66.7%42.9%

33.3%28.6%

38.1%14.3%

0.0%

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Photonics WestDefense +

Commer-cial Sens-ing (DCS)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%

94.7%0.0%

26.3%26.3%

0.0%0.0%

10.5%36.8%

Q9: What are your best performing shows? (check all that apply)

Respondents consistently name Photonics West one of their best shows.Optatec and SHOT Show were other write-in favorites.

“We only participate in Photonics West.”

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Q10/Q11: How effective are you at trade show preparation and follow-up?

Many respondents are still not sure if their efforts are effective.One respondent said they’re “always catching up.”

Preparation Follow-up

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

Con-sis-

tency

Ef -fec-tive-ness

2.60 2.65 2.70 2.75 2.80 2.85 2.90 2.95

2.90

2.71

Con-sis-

tency

Ef -fec-tive-ness

2.84 2.85 2.86 2.87 2.88 2.89 2.90 2.91

2.90

2.86

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Q12: What does follow-up look like in your company? (check all that apply)

Mix of Digital and Traditional• Email is still the primary method of lead follow-up, though many companies are also

calling and snail-mailing as additional touches.• The percent of companies using a CRM rose from 55% in 2016. • LinkedIn is the preferred social media channel for connecting with leads.

social media

email nurture

campaigns

Connect with

leads on LinkedIn/

social media

Add to database for email newslet -ter/nur-

ture cam-

paigns

Add to CRM (like

Sales-force)Email

Call 1xCall multiple

timesSend card/litera-ture

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

23.8%71.4%71.4%

81.0%23.8%

33.3%28.6%

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