The results of our 2016 survey reveal average lead numbers, as well as sales follow-up techniques and metrics used by Photonics West participants. Use the data to benchmark your own trade show success. Read more on our blog: http://www.launchsolutions.com/blog/photonics-west-2016-survey-more-qualified-leads-shift-in-trade-show-follow-up

1. | launchsolutions.com
Photonics West Lead Generation
Benchmark Survey
March 2016

2. | launchsolutions.com
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
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3. | launchsolutions.com
Q2: How did you participate in Photonics
West 2016?
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10-ft booth,
38.9%
20-ft booth,
27.8%
Island,
5.6%
Tabletop,
5.6%
I didn't
exhibit--I
walked the
show, 22.2%
I didn't exhibit--
presenter/instr
uctor, 0.0%
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

4. | launchsolutions.com
Q3: How many total leads did your company
generate this year?
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<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%
126-150, 0.0% >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 leads
2016: 40%
2015: 14%

5. | launchsolutions.com
Q4: How many qualified leads did your
company generate this year?
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<10, 30.0%
10-25, 30.0%
26-50, 5.0%
51-75, 20.0%
76-100, 0.0%
101-125, 5.0%
>125, 0.0%
I don't know,
10.0% 46% of total
sales leads were
qualified (up from
39% last year)

6. | launchsolutions.com
More leads,
15.0%
Better quality
leads, 15.0%
Both more &
better leads,
30.0%
Fewer leads,
10.0%
Weaker
leads, 5.0%
Both fewer
& weaker
leads, 0.0%
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?
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60% of respondents
noted more and/or
better leads
compared to 2015
(though that’s down
from 71% last year)

7. | launchsolutions.com
Q6: What were your goals for this show?
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Obtain
qualified
leads
Increase
brand
awareness
Find vendor,
partnership
opportunities
Learn Meet with
customers
Close 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.

8. | launchsolutions.com
Q7: What metrics do you track for trade show
success? (check all that apply)
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26.3%
63.2%
36.8%
15.8%
10.5%
26.3%
5.3%
0.0%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%
Total leads
Qualified leads
Resulting RFQs
Resulting quotes
Close rates
Revenue
We don't track/measure
I don't know
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

9. | launchsolutions.com
Q8: What are your best performing shows?
(check all that apply)
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93.8%
12.5%
25.0%
18.8%
0.0%
0.0%
6.3%
25.0%
0.0% 20.0% 40.0% 60.0% 80.0% 100.0%
Photonics West
Defense, Security & Sensing (DSS)
Laser Munich
Optifab
MD&M West
MD&M East
CLEO
Optics + Photonics
Photonics West remains top performing optics/photonics show by far
Others named SLAS, World of Photonics and Pittcon as effective shows
Now Defense +
Commercial
Sensing

10. | launchsolutions.com
Q9/Q10: How effective are you at trade show
preparation and follow-up?
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Perception of preparation and follow-up has improved slightly
(2015: effectiveness was about 2.75, consistency was 2.85)
Preparation Follow-up
3.00
2.95
2.92 2.94 2.96 2.98 3.00 3.02
Consistency
Effectiveness
3.00
2.85
2.75 2.80 2.85 2.90 2.95 3.00 3.05
Consistency
Effectiveness
1 = Poor | 2 = Needs Work | 3 = Good | 4 = Excellent

11. | launchsolutions.com
Q11: What does follow-up look like in your
company? (check all that apply)
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25.0%
80.0%
55.0%
95.0%
20.0%
25.0%
20.0%
0.0% 20.0% 40.0% 60.0% 80.0% 100.0%
Connect with leads on LinkedIn/social…
Add to database for email…
Add to CRM (like Salesforce)
Email
Call 1x
Call multiple times
Send card/literature
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

12. | launchsolutions.com| launchsolutions.com
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Or download our tip sheet:
Maximizing Trade Show ROI
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