Attendees of Photonics West 2014 shared their results regarding lead generation, as well as tactics for preparation and follow-up, in our survey. Use our results to benchmark your own performance. Get more tradeshow tips at www.launchsolutions.com.

1. Photonics West 2014
Show Lead Survey Results

2. Q1: Respondents — Diverse Market
Segments
 Glass manufacturers
 Plastic manufacturers
 Engineering services
 Imaging systems
 Lasers
 Capital equipment
 Electro-mechanical & Opto-mechanical manufacturer/assemblies
 Optical components manufacturer/assemblies
 Ceramics
 Optical coating
 University

3. Q2: Booth / Participation
How did you participate in Photonics West?
33.3%
38.9%
5.6%
16.7%
5.6% 10-ft booth
20-ft booth
40-ft booth
Island
Walked the show only
Do larger booths generate more leads?
Compared to 2012 & 2013 survey results,
this year’s respondents had larger booths
on average.

4. Q3: Total Lead Generation
How many total leads did your company generate this year?
17.6%
5.9%
11.8%
17.6%11.8%
11.8%
23.5%
16-25
26-35
36-50
51-75
76-100
101-125
126-150
>150
On average, respondent companies
generated 100 leads for the show. Adjusted
leads per 10 foot booth area = 50, up from
42 in 2013.

5. Q4: Number Of Qualified (Warm/Hot) Leads
How many qualified leads did your company generate this year?
6.3%
50.0%
12.5%
6.3%
6.3%
18.8%
<10
10-25
26-50
51-75
>125
I don't know
The percentage of qualified leads to
total leads in 2014 was up slightly over
2013: 36% vs. 33%.

6. Q5: Year-to-Year Lead Change
How do this year’s leads compare with 2013?
11.8%
17.6%
29.4%
11.8%
11.8%
5.9%
11.8%
More leads
Better quality leads
Both more & better leads
Fewer leads
Weaker leads
Both fewer & weaker leads
I don't know
NA--We didn't exhibit last year
Among those who exhibited last year,
2014 respondents experienced moderate
improvement in lead generation quantity
and quality.

7. Q6: Tradeshow Goals
28%
6%
22%
39%
6%
Brand/product awareness
Customer meetings
Leads
Qualified leads
Prospect &/or competitive research
Several respondents indicated more than
one goal, which is reflected in the chart.
40% of responses were very specific in
terms of lead counts, meetings arranged,
and product awareness goals. We strongly
encourage you to set specific goals and
design your pre-, during-, and post-show
activities to support them.
What are your goals for this show?

8. Q7: Methods of Tracking Success
What metrics do you use to track tradeshow success?*
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
*multiple responses allowed
Total qualified leads is the most common
success metric, followed by total leads.

9. Q8: Best Performing Shows
What are your best performing shows?*
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Most respondents attend or exhibit at more
than one show. Respondents overwhelmingly
consider Photonics West the best show for
lead generation.
*multiple responses allowed

10. Q9 & Q10:
Tradeshow Planning & Follow-up
Q9
Q10
Tradeshow planning (multiple responses allowed)
Tradeshow follow-up (multiple responses allowed)
0% 10% 20% 30% 40% 50% 60% 70%
Poor
Needs Work
Good
Excellent
Consistency
Effectiveness
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Poor
Needs Work
Good
Excellent
Consistency
Effectiveness

11. 0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
120.0%
Q11: Follow-up Methods
What does follow-up look like in your company?*
Add to
database
for email
newsletter/
nurture
campaigns
Connect with
all leads on
LinkedIn/
social media
Add to
CRM (like
Salesforce)
Email Call 1x Call multiple
times
Send card/
literature
*multiple responses allowed