Defense, Security & Sensing (DSS) 2013 Show Lead Survey Results

May 2013

Q1: What type of business are you?

Respondents represent a broad diversity of market segments:Glass manufacturers

Plastic manufacturers

Imaging systems

Lasers

Capital equipment

Optical components manufacturer/assemblies

Precision machined components

Plastic optical component manufacturer

Q2: How did you participate at DSS?

58%

8%

8%

25%

10-ft booth20-ft boothTabletopI didn't exhibit--I walked the show

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

Several respondents commented on YOY decline in leads at DSS, having generated fewer than 25.

The average total leads per 10 foot booth area = 25 [PW = 42]

<2558%

26-5033%

51-1008%

Q4: How many qualified (warm/hot) leads did your company generate this year?

Like with Photonics West, 1 in 3 DSS leads were qualified.

<1083%

10-2517%

Q5: How do this year’s leads compare with 2012?

For those who exhibited at DSS in 2012 and 2013, ALL experienced weaker and/or fewer leads.

17%

8%

33%

42%

More leads

Better quality leads

Both more & better leads

Fewer leads

Weaker leads

Both fewer & weaker leads

NA--We didn't exhibit last year

Total leads Qualified leads Resulting RFQs Resulting quotes

Close rates Revenue We don't track/measure

I don't know0%

10%

20%

30%

40%

50%

60%

70%

80%

DSSPhotonics West

Q6: What metrics do you track for trade show success?

(multiple responses allowed)

Total qualified leads remains the most common metric for tradeshow success.

Q7: What are your best performing shows?

(multiple responses allowed)

Results consistent with Photonics West survey.

Overwhelmingly, respondents consider Photonics West the best show for lead generation.

Photonics West

Defense, Security &

Sensing

Laser Munich

Optifab MD&M West

MD&M East CLEO Optics + Photonics

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

DSSPhotonics West

Q8 & Q9: How effective is your company at trade show preparation and follow-up?

(multiple responses allowed)

Poor

Needs Work

Good

Excellent

0% 10% 20% 30% 40% 50% 60% 70% 80%

Effectiveness

Consistency

Most respondents say they are good, effective, and consistent with trade show planning and lead follow-up. Opportunities exist for messaging, graphics, booth etiquette, lead follow-up.

Q10: What does follow-up look like in your company?

(multiple responses allowed)

Connect on LinkedIn/social

media

Add to database for email newslet-ter/nurture cam-

paigns

Add to CRM (like Salesforce)

Email Call 1x Call multiple times Send card/litera-ture

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

DSS Photonics West

Today's buyers don’t operate on a single channel. Multiple methods of follow-up are required until you know your prospects’ preferences.

Q11: Rate your experience with current prime and DOD contracts.

Our contracts are im-pacted by the sequester.

We are experiencing reduced new orders.

We are experiencing reduced volumes.

There are less new DoD contract opportunities

(leads) to pursue.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Strongly AgreeAgreeDisagreeStrongly Disagree

Split response on sequester impact. Most expressed low to moderate impact.