The survey results show that respondents from a variety of businesses in the defense, security, and sensing industries participated in the Defense, Security & Sensing (DSS) 2013 trade show. Most exhibitors reported generating fewer than 25 total leads and fewer than 10 qualified leads. All exhibitors who also participated in DSS in 2012 experienced weaker and/or fewer leads in 2013 compared to the previous year. The survey found that total qualified leads is the most common metric tracked for trade show success. Respondents considered Photonics West to be the best performing trade show for lead generation. Most rated their company's trade show preparation and follow-up efforts as good, though opportunities were identified for improvement.

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

2. 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

3. Q2: How did you participate at DSS?
59%
8%
8%
25%
10-ft booth
20-ft booth
Tabletop
I didn't exhibit--I
walked the show

4. 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]
<25
59%
26-50
33%
51-100
8%

5. Q4: How many qualified (warm/hot) leads
did your company generate this year?
Like with Photonics West, 1 in 3 DSS
leads were qualified.
<10
83%
10-25
17%

6. 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.
0%
0%
0%
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

7. 0%
10%
20%
30%
40%
50%
60%
70%
80%
Total leads Qualified leads Resulting RFQs Resulting quotes Close rates Revenue We don't
track/measure
I don't know
DSS
Photonics 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.

8. Q7: What are your best performing shows?
(multiple responses allowed)
Results consistent
with Photonics West
survey.
Overwhelmingly, res
pondents consider
Photonics West the
best show for lead
generation.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Photonics WestDefense, Security & SensingLaser Munich Optifab MD&M WestMD&M East CLEO Optics + Photonics
DSS
Photonics West

9. Q8 & Q9: How effective is your company at
trade show preparation and follow-up?
(multiple responses allowed)
0% 10% 20% 30% 40% 50% 60% 70% 80%
Poor
Needs Work
Good
Excellent
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.

10. Q10: What does follow-up look like in your
company?
(multiple responses allowed)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Connect on
LinkedIn/social
media
Add to database for
email
newsletter/nurture
campaigns
Add to CRM (like
Salesforce)
Email Call 1x Call multiple times Send
card/literature
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.

11. Q11: Rate your experience with current
prime and DOD contracts.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Our contracts are impacted by the sequester.We are experiencing reduced new orders.We are experiencing reduced volumes.There are less new DoD contract opportunities (leads) to pursue.
Strongly Agree
Agree
Disagree
Strongly Disagree
Split response on sequester impact. Most
expressed low to moderate impact.