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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.
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Photonics West 2014 Show Lead Survey Results
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
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.
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%
16-2526-3536-5051-7576-100101-125126-150>150
On average, respondent companies generated 100 leads for the show. Adjusted leads per 10 foot booth area = 50, up from 42 in 2013.
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%.
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 leadsBetter quality leadsBoth more & better leadsFewer leadsWeaker leadsBoth fewer & weaker leadsI don't knowNA--We didn't exhibit last year
Among those who exhibited last year, 2014 respondents experienced moderate improvement in lead generation quantity and quality.
Q6: Tradeshow Goals
28%
6%
22%
39%
6%Brand/product awarenessCustomer meetingsLeadsQualified leadsProspect &/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?
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.
Q8: Best Performing Shows
What are your best performing shows?*
Photonics W
est
Defense, Secu
rity &
Sensing
Laser M
unich
OptifabLM
E
Vision Stuttgart
CLEO
Optics + Photonics
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
Q9 & Q10: Tradeshow Planning & Follow-up
Q9
Q10
Tradeshow planning (multiple responses allowed)
Tradeshow follow-up (multiple responses allowed)
Poor
Needs Work
Good
Excellent
0% 10% 20% 30% 40% 50% 60% 70%
ConsistencyEffectiveness
Poor
Needs Work
Good
Excellent
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
ConsistencyEffectiveness
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