Optics + Photonics 2013 Show Lead Survey Results

Q1: What type of business are you?

Respondents represent these market segments:Engineering services

Imaging systems / products

Lasers

Capital equipment

Electro-mechanical

Optical components manufacturer

Opto-mechanical

Optical coating

Aerospace / Space

Q2: How did you participate in O+P?

Respondents who exhibited used 10-ft booths & Tabletop displays. Several didn’t exhibit, opting to walk the show and/or attend tech conferences only.

50.0%

20.0%

30.0%

10-ft booth

20-ft booth

Island

Tabletop

I didn't exhibit

Q3: Total Lead Generation

How many total leads did your company generate this year?

Several respondents commented on less foot traffic but the right audience: "We only need one, and I think I just met him."

The average total leads per 10 foot booth area = 27 [DSS=25, PW = 42]

30.0%

20.0%

40.0%

10.0% <15

16-25

26-35

36-50

51-75

Q4: Number Of Qualified Leads

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

On average, 1 in 2.5 total leads were qualified. This compares favorably to DSS and PW, which both had a 1 in 3 qualified to total leads average.

60.0%

40.0%

<10

10-25

26-50

Q5: Year-to-Year Lead Change

How do this year’s leads compare with 2012?

Even though qualified leads to total leads was better than DSS & PW, the majority of respondents who exhibited in 2012 and 2013 experienced weaker and/or fewer leads this year.

33.3%

33.3%

11.1%

11.1% More leads

Better quality leads

Both more & better leads

Fewer leads

Weaker leads

Both fewer & weaker leads

NA--We didn't exhibit last year

Q6: Tracking Success

What metrics do you track for tradeshow success? (multiple responses allowed):

Total leads & qualified leads are the most common metric respondents measure tradeshow success. For those who do not track leads, we suggest reading this related blog post to learn lead follow-up best practices.

Tota

l lea

ds

Qualifi

ed le

ads

Resul

ting

RFQs

Resul

ting

quot

es

Close

rate

s

Reven

ue

We

don'

t tra

ck/m

easu

re0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

Q7: Best Performing Show

What is your best performing show? (multiple responses allowed):

Phot

onics

Wes

t

Defen

se, S

ecur

ity &

Sen

sing

Lase

r Mun

ich

Optifa

b

MD&M Wes

t

MD&M Eas

t

CLEO

Optics

+ P

hoto

nics

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

Most respondents attend or exhibit at more than one show. Respondents overwhelmingly consider Photonics West the best show for lead generation.

Q8 & Q9: Tradeshow Planning & Follow-up

Q8

Q9

Tradeshow planning (multiple responses allowed):

Tradeshow follow-up (multiple responses allowed):

Poor

Needs Work

Good

Excellent

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

EffectivenessConsistency

Poor

Needs Work

Good

Excellent

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

EffectivenessConsistency

Q10: Follow-up Methods

What does follow-up look like in your company? Do you . . . (multiple responses allowed):

Connect w/ all leads on

LinkedIn/social media

Add to data-base for email newsletter/nur-ture campaigns

Add to CRM (like Sales-

force)

Email Call 1x Call multiple times

Send card/lit-erature

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Download our Tradeshow Guide to Identify Ways to Boost your Tradeshow ROI

http://www.launchsolutions.com/tradeshow-marketing-guide