How to Design an Exhibition Stand for Maximum Impact in Istanbul

Summary

Istanbul’s exhibition market connects companies with buyers, distributors, investors and industry specialists from Türkiye, Europe, Asia and the Middle East. An effective stand must do more than look attractive; it should communicate the offer quickly, guide visitor movement and support demonstrations, meetings and lead capture. This guide explains how to design an exhibition stand for maximum impact in Istanbul in 2026. It covers objectives, branding, layouts, lighting, technology, multilingual communication, venue rules, logistics, sustainability and performance measurement. These practical steps help exhibitors create a clear, functional environment that attracts relevant visitors and turns conversations into business opportunities after the event.

Istanbul is an important meeting point for international trade, connecting businesses from Europe, Asia, the Middle East and surrounding markets. Its exhibitions cover sectors such as manufacturing, food, construction, healthcare, textiles, technology, tourism, automotive and consumer products.

The city also has several major event venues with different hall layouts, access conditions and technical requirements. Istanbul Expo Center operates approximately 96,000 square metres of fairground space, while its wider site contains 11 exhibition halls. Tüyap Fair Convention and Congress Center provides 14 halls and approximately 120,000 square metres of indoor space. Istanbul Congress Center offers around 14,576 square metres of exhibition space across its B4 and B5 floors.

These venues create opportunities for businesses to meet large professional audiences. However, they also place competing brands close together. An exhibition stand must therefore capture attention, explain the offer and give visitors a clear reason to stop.

Maximum impact does not always come from the largest or most expensive stand. It comes from a design that supports the company’s objectives and makes every part of the available space useful.

Why Exhibition Stand Design Matters in Istanbul

An exhibition stand is a temporary business environment. During the event, it becomes your showroom, meeting place, demonstration area and lead-generation platform.

Visitors often decide within seconds whether a stand appears relevant. They look at the company name, main message, products, staff and activity before deciding whether to enter.

A successful exhibition stand design in Istanbul should help visitors quickly understand:

• Who your company is
• What products or services you provide
• Which industries or customers you serve
• What makes your offer relevant
• What action they should take next

The design must also help your team perform its work. Staff need suitable areas for demonstrations, meetings, storage, hospitality and lead recording.

1. Set Clear Exhibition Objectives

Do not begin the design process by selecting colours, furniture or wall shapes. Start by deciding what the business wants to achieve.

Possible objectives include:

• Generating qualified sales leads
• Launching a new product
• Meeting distributors
• Entering the Turkish market
• Finding international buyers
• Demonstrating equipment
• Arranging investor meetings
• Meeting existing customers
• Building brand awareness
• Recruiting partners
• Collecting product feedback
• Securing media coverage

The objective should be measurable.

Instead of using a general goal such as “increase visibility,” set targets such as:

• Collect 100 qualified leads
• Complete 40 product demonstrations
• Hold 25 scheduled meetings
• Generate 15 quotation requests
• Meet 10 potential distribution partners

Clear objectives make it easier to decide what the stand should contain and how performance will be measured.

2. Understand Your Target Visitors

Your stand should be designed for the people you want to meet, not for every person attending the exhibition.

Identify your priority audience. This may include:

• Buyers
• Importers
• Distributors
• Engineers
• Architects
• Retailers
• Investors
• Project managers
• Government representatives
• Healthcare professionals
• Manufacturers
• Consultants
• Media professionals

Consider what each visitor needs to know.

A distributor may want information about pricing, order quantities and market support. An engineer may need technical specifications and performance data. A retail buyer may focus on packaging, availability and delivery schedules.

Your stand message, displays and team should address these priorities.

3. Study the Exhibition Before Designing the Stand

Every exhibition has a different audience, hall environment and commercial purpose.

Before developing the design, review:

• Previous visitor profiles
• Exhibitor categories
• Hall plans
• Industry zones
• Conference programmes
• Competitor participation
• Expected attendance
• Visitor countries
• Buyer job roles
• Organiser marketing
• Available sponsorship
• Stand regulations

The same design should not be used without adjustment at every event.

A stand created for an industrial machinery exhibition will have different requirements from one developed for a food, healthcare or fashion event.

The products, messaging, demonstrations and meeting spaces should match the event audience.

4. Confirm the Venue and Exact Stand Details

Istanbul’s exhibition venues differ significantly in size and configuration.

Tüyap, for example, has 14 column-free halls and a net exhibition capacity of approximately 62,000 square metres within its wider indoor complex. Istanbul Congress Center has separate exhibition floors, while Istanbul Expo Center contains multiple halls within the World Trade Center Istanbul site.

Before approving a stand design, confirm:

• Event name
• Venue
• Hall number
• Stand number
• Exact dimensions
• Number of open sides
• Maximum build height
• Position of columns
• Utility connection points
• Neighbouring stands
• Main visitor approach
• Emergency exits
• Loading access
• Rigging permissions
• Floor-loading limits

Never begin production using estimated dimensions or an outdated floor plan.

A small measurement error can affect flooring, graphics, furniture, storage and structural components.

5. Choose the Right Type of Exhibition Stand

The most suitable stand format depends on your space, budget, event schedule and objectives.

Custom Exhibition Stand

A custom stand is created specifically for your allocated space and brand.

It may be suitable when you need:

• A distinctive structure
• Premium finishes
• Product demonstrations
• Enclosed meeting rooms
• Large displays
• Integrated technology
• A specific visitor journey

Modular Exhibition Stand

A modular system uses reusable components that can be adjusted for different stand sizes.

It can work well for companies attending several exhibitions during the year.

Rental Exhibition Stand

A rental stand uses existing structural components, furniture and equipment with customised graphics.

This may be suitable for:

• One-time participation
• Overseas exhibitors
• Short planning periods
• Controlled budgets
• Smaller stands

Shell-Scheme Booth

A shell scheme normally provides basic walls, flooring, lighting and company signage.

It is often suitable for smaller exhibitors, but additional branding and display elements may be needed to create a stronger presence.

The correct choice should be based on function rather than appearance alone.

6. Develop One Clear Main Message

Visitors should not need to read several walls to understand your company.

Create one main message that explains the most relevant reason to visit your stand.

It may describe:

• The problem you solve
• The product you provide
• The market you serve
• A measurable customer benefit
• A new product launch
• A clear point of difference

Keep the headline short enough to read while walking past the stand.

Avoid broad phrases such as:

• High-quality solutions
• Innovative services
• Trusted global partner
• Leading industry provider

These statements do not explain what the company actually offers.

A specific headline gives visitors a stronger reason to stop.

7. Create a Strong Visual Hierarchy

Not every message should have the same visual importance.

A clear visual hierarchy may include:

1. Company name or logo
2. Main value statement
3. Primary product or service
4. Supporting benefits
5. Detailed information
6. Contact or next action

The most important information should be visible from the aisle.

Detailed technical content can be placed on screens, brochures, product displays or QR-linked pages.

Using too many large headings creates competition between messages and makes the stand difficult to understand.

8. Keep Branding Consistent

The stand should feel connected to your website, brochures, advertising and sales materials.

Use consistent:

• Brand colours
• Logo treatment
• Typography
• Photography
• Illustration style
• Product language
• Tone of voice
• Staff presentation
• Digital content

Consistency supports brand recognition after the exhibition.

Visitors who later receive an email or visit your website should recognise the same company they encountered at the stand.

Avoid adding decorative elements that look impressive but have no connection to your brand or product.

9. Plan the Stand Around Visitor Flow

Visitor flow affects whether people enter, explore and remain at the stand.

A simple visitor journey may be:

1. The visitor notices the main branding.
2. A product or message creates interest.
3. The visitor enters the stand.
4. A team member begins a conversation.
5. The visitor sees a demonstration.
6. A qualified visitor moves to a meeting area.
7. Contact details and the next action are recorded.

The layout should make this journey easy.

Avoid placing large reception counters directly across the entrance. They can create a barrier between the aisle and the team.

Open corners and clear paths generally make the stand more approachable.

10. Give Every Area a Purpose

Every square metre should support a clear activity.

Depending on the size, the layout may include:

• Reception
• Product displays
• Demonstration area
• Open meeting tables
• Enclosed meeting room
• Presentation area
• Hospitality counter
• Storage
• Staff area
• Lead-capture station

Do not add furniture merely to fill empty space.

Too much furniture can restrict movement. Too little structure can leave visitors unsure where to go.

The design should balance openness with the practical needs of the team.

11. Keep the Entrance Open and Approachable

A closed or crowded entrance can discourage visitors.

Keep large counters, plants, brochure racks and furniture away from the main access point where possible.

Staff should avoid standing in a line across the front of the booth. They should remain visible and available without blocking entry.

An open entrance is especially important for smaller exhibition booths in Istanbul, where every part of the floor area needs to work efficiently.

Products can be positioned near the front to attract attention, but visitors should still be able to move into the stand easily.

12. Make the Company Name Visible from Different Directions

Visitors may approach from several aisles.

Place the company name where it can be seen from the main visitor routes.

Possible branding locations include:

• High-level walls
• Fascia boards
• Towers
• Backlit signs
• Suspended structures
• Reception counters
• Corner panels

Suspended branding may require organiser and venue approval.

Check whether neighbouring stands or hall structures will block visibility.

The logo should remain readable when the stand becomes busy. Branding placed too low may disappear behind visitors.

13. Design Product Displays Around Buyer Needs

Products should not be displayed without context.

Show visitors:

• What the product does
• Who it is designed for
• How it is used
• What problem it solves
• Which options are available
• What evidence supports its performance

Physical products should be placed at a comfortable viewing height.

Small or high-value products may require secure display cases and focused lighting. Large machinery may need open viewing areas, safety zones and technical information.

Use labels that explain the most relevant features without overwhelming the visitor.

14. Create Visible Demonstration Areas

Live demonstrations can increase attention and help visitors understand a product more quickly than static graphics.

Demonstrations may include:

• Machinery operation
• Software use
• Product assembly
• Material testing
• Food preparation
• Beauty treatments
• Medical equipment
• Digital platforms
• Construction techniques
• Consumer product trials

Position the demonstration so that passing visitors can see it.

However, the audience should not block the main aisle or entrance.

Plan for:

• Electrical power
• Internet
• Water
• Drainage
• Ventilation
• Safety barriers
• Noise control
• Lighting
• Product storage
• Staff access
• Audience space

Demonstrations should be short and focused on the visitor’s problem.

15. Use Lighting Strategically

Lighting can change how the complete stand appears.

Use lighting to:

• Make products visible
• Highlight key graphics
• Guide visitor attention
• Create a welcoming atmosphere
• Separate different functional areas
• Improve photography and video
• Support demonstrations

A lighting plan may include:

General Lighting

Provides comfortable visibility across the stand.

Accent Lighting

Highlights logos, products or architectural elements.

Task Lighting

Supports demonstrations, meetings and working areas.

Display Lighting

Illuminates showcases and detailed products.

Avoid dark corners, harsh glare and lights that create reflections on screens.

Test the actual lighting after installation rather than relying only on the 3D visual.

16. Use Digital Technology for a Clear Purpose

Technology should improve communication or interaction.

Useful digital elements include:

• Touchscreen catalogues
• Product configurators
• Virtual tours
• Technical animations
• Software demonstrations
• Cost calculators
• Multilingual presentations
• Digital case studies
• Meeting-booking tools
• Lead forms

Avoid installing screens only because they look modern.

A screen showing a long corporate video may attract brief attention but may not lead to a useful conversation.

Digital tools should help visitors understand the product, explore options or complete a clear action.

Prepare offline versions of essential content in case the venue internet connection becomes unstable.

17. Plan for Multilingual Communication

Istanbul exhibitions often attract visitors from Türkiye and international markets.

Your communication plan may need to include Turkish, English and other languages relevant to the event.

Multilingual support can include:

• Bilingual headlines
• Translated brochures
• Language options on screens
• QR codes for regional pages
• Multilingual staff
• Language badges
• International symbols
• Visual diagrams
• Product demonstration videos

Do not place long translations of every paragraph across the stand walls.

Keep the main message simple. Detailed language options can be provided through staff, screens or printed material.

18. Include Suitable Meeting Spaces

The correct meeting area depends on the type of conversation you expect.

Open Meeting Tables

Suitable for short introductions and informal discussions.

Semi-Private Seating

Useful for longer conversations while keeping the stand visually open.

Enclosed Meeting Rooms

Suitable for confidential pricing, contracts, technical projects and distributor negotiations.

Avoid using too much space for private rooms unless scheduled meetings are a main objective.

Enclosed rooms may make a small stand appear closed and reduce product visibility.

Use glass, partial walls or screens when privacy is needed without completely separating the space.

19. Provide Practical Hospitality

Offering water, coffee or light refreshments can support longer business conversations.

Hospitality should remain connected to the stand objective rather than becoming the main attraction.

Plan:

• Serving counter
• Water supply
• Coffee equipment
• Refrigeration
• Waste collection
• Cup and glass storage
• Cleaning access
• Staff movement

Food and beverage service may be subject to event or venue rules.

Confirm the requirements before finalising the stand and ordering equipment.

20. Include Enough Hidden Storage

Storage is one of the most frequently underestimated stand requirements.

During the event, the team may need space for:

• Brochures
• Product samples
• Staff belongings
• Packaging
• Refreshments
• Cleaning supplies
• Spare equipment
• Giveaways
• Coats and bags
• Waste

Without proper storage, these items quickly create visible clutter.

Storage can be integrated into:

• Reception counters
• Display walls
• Benches
• Meeting rooms
• Lockable cupboards
• Raised platforms

High-value items should be kept in secure, lockable areas.

21. Design for Accessibility

The stand should be comfortable and usable for visitors with different mobility needs.

Review:

• Entrance width
• Floor level
• Ramp requirements
• Path widths
• Counter heights
• Seating
• Screen positions
• Demonstration access
• Meeting areas

Raised platforms can create trip hazards or access barriers when they are not planned carefully.

Avoid narrow spaces and unnecessary changes in floor level.

Accessibility should be considered during the first layout stage rather than added after the design is complete.

22. Choose Materials for Appearance and Function

Materials should support the design, safety requirements, budget and reuse plan.

Options may include:

• Timber
• Metal
• Glass
• Fabric graphics
• Reusable modular frames
• Laminated panels
• Recycled materials
• Rental furniture
• Vinyl flooring
• Carpet
• Reusable display systems

Not every surface requires an expensive finish.

Premium materials can be used in areas visitors see and touch, while simpler finishes may work in storage or staff areas.

All materials should meet the fire and safety requirements set by the organiser and venue.

23. Build Sustainability into the Stand

Sustainable exhibition design should focus on practical decisions.

Possible measures include:

• Reusable structural systems
• Modular walls
• Rental furniture
• Energy-efficient lighting
• Fabric graphics
• Digital brochures
• Recyclable materials
• Reusable flooring
• Local production
• Reduced single-use decoration
• Waste separation
• Storage for future use

Ask what will happen to the stand after the exhibition.

A structure should not be described as sustainable when most components will be discarded after a few days.

Design reusable elements so they can be adapted to different stand sizes and future brand campaigns.

24. Plan Local Transport and Installation

Istanbul’s size, traffic and venue locations can affect logistics.

Tüyap is located in Büyükçekmece, while Istanbul Expo Center is in the Bakırköy–Yeşilköy area. Istanbul Congress Center is in the central congress district. These different locations require separate plans for freight access, staff transport and installation schedules.

The logistics plan should cover:

• Material collection
• Freight transport
• Customs documentation
• Delivery appointments
• Loading access
• Vehicle restrictions
• Storage
• Installation equipment
• Empty-case removal
• Dismantling
• Return freight

International exhibitors should allow enough time for customs and local delivery coordination.

25. Review Technical Regulations Early

Each organiser and venue may issue separate technical requirements.

These can cover:

• Maximum stand height
• Structural stability
• Fire-resistant materials
• Electrical installations
• Suspended signs
• Raised floors
• Glass
• Emergency access
• Machinery
• Sound levels
• Water and drainage
• Food preparation
• Setup hours
• Contractor passes
• Dismantling deadlines

The rules for one Istanbul venue should not be assumed to apply to another.

Review the technical manual before the stand enters production.

Submit drawings and calculations by the stated deadline where approval is required.

26. Design Around the Stand Team

A stand may look impressive when empty but become difficult to use when staff and visitors arrive.

Confirm:

• Number of staff members
• Staff roles
• Shift schedule
• Demonstration team
• Meeting team
• Reception responsibilities
• Storage needs
• Break arrangements
• Lead-capture method

Provide enough working space without filling the public area with unnecessary staff furniture.

The team should know where to stand, where to hold meetings and how to move visitors through the booth.

27. Prepare a Lead-Capture System

A successful stand should make it easy to record useful visitor information.

Lead details may include:

• Name
• Company
• Job role
• Country
• Email
• Phone number
• Product interest
• Business requirement
• Budget range
• Purchase timeline
• Decision-making role
• Agreed next action

Possible lead-capture tools include:

• Badge scanners
• Tablets
• CRM forms
• QR codes
• Appointment forms
• Paper backup forms

Collecting contact details without notes gives the sales team limited information.

Staff should record the visitor’s actual requirement and the promised next step.

28. Train Staff Before the Exhibition

Stand performance depends heavily on the people working inside it.

Training should cover:

• Event objectives
• Target visitors
• Main company message
• Product knowledge
• Demonstration process
• Qualification questions
• Meeting schedules
• Lead recording
• Competitor awareness
• Dress standards
• Break times
• Follow-up responsibility

Staff should avoid using personal phones, eating or sitting in visible areas when visitors are present.

They should know when to continue a conversation, transfer it to a specialist or politely end an irrelevant discussion.

29. Promote the Stand Before the Event

Do not depend only on people discovering the stand while walking through the exhibition.

Promote your participation through:

• Email
• LinkedIn
• Company website
• Sales outreach
• Partner networks
• Event platforms
• Press releases
• Client invitations
• Appointment links
• Industry groups

Mention:

• Event name
• Dates
• Hall and stand number
• Products being displayed
• Demonstration times
• Product launches
• Available meeting slots
• Reasons to visit

Directly invite priority buyers, distributors and partners.

Scheduled meetings can provide more value than relying entirely on passing traffic.

30. Test the Complete Stand Before Opening

Before the exhibition begins, test:

• Lighting
• Screens
• Internet
• Demonstration equipment
• Audio
• Doors and locks
• Storage
• Electrical outlets
• Lead forms
• QR codes
• Product displays
• Meeting areas
• Signage visibility

View the stand from the surrounding aisles.

Check whether the company name and message remain visible from likely visitor approaches.

Make sure packaging, tools and installation waste are removed before visitors arrive.

How to Create Maximum Visual Impact Without Clutter

Maximum visual impact does not mean filling every surface.

A strong stand often uses:

• One dominant message
• One clear focal point
• Consistent colours
• Visible products
• Controlled lighting
• Open space
• Limited text
• Organised displays

Too many screens, slogans, colours and decorative structures compete for attention.

Visitors should know where to look first.

Use empty space to separate important elements and make products easier to notice.

How to Design Small Exhibition Stands in Istanbul

Small stands can still perform well when the layout remains focused.

For a limited space:

• Use vertical branding
• Keep the entrance open
• Choose compact furniture
• Integrate storage into counters
• Use one main product display
• Avoid enclosed rooms
• Use a screen for additional content
• Limit printed material
• Keep staff numbers controlled

Do not attempt to copy every feature of a large stand.

A small booth with a clear message and confident team can outperform a larger but confusing display.

How to Design Large Exhibition Stands

Large stands require stronger zoning and visitor navigation.

Possible areas include:

• Reception
• Product zones
• Demonstration stage
• Private meeting rooms
• Open discussion areas
• Hospitality
• Presentation space
• Staff room
• Storage
• Technical room

Use lighting, flooring, overhead structures and furniture to define each zone.

Large stands also need careful planning for:

• Crowd management
• Multiple entrances
• Staff communication
• Security
• Cleaning
• Technical maintenance
• Scheduled presentations

The space should remain connected rather than feeling like several unrelated displays.

Common Exhibition Stand Design Mistakes

Using Too Much Text

Visitors rarely stop to read long paragraphs. Keep wall messages short and provide detailed information through other channels.

Blocking the Entrance

Large counters and furniture can discourage visitors from entering.

Hiding the Company Name

Logos placed too low or only on one side may be difficult to see.

Ignoring Storage

Insufficient storage quickly creates visible clutter.

Designing Only for Appearance

A visually attractive stand can still fail when it lacks practical meeting, demonstration or lead-capture areas.

Adding Technology Without a Purpose

Screens should support communication or interaction rather than act only as decoration.

Failing to Review Venue Rules

A non-compliant design may require costly changes before installation.

Starting Too Late

Late planning reduces design, material and logistics options.

Using the Same Design at Every Event

Messages and displays should be adjusted for each event audience.

Ignoring Follow-Up

A successful stand still produces limited value when leads are not contacted after the event.

How to Measure Exhibition Stand Impact

Stand performance should be measured against the objectives established before the event.

Useful indicators include:

• Qualified leads
• Scheduled meetings
• Product demonstrations
• Visitor engagement
• Quotations requested
• Samples requested
• Distributor enquiries
• Orders
• Media contacts
• Partnership discussions
• Follow-up appointments
• Sales pipeline value
• Cost per qualified lead
• Revenue linked to the event

Do not rely only on total footfall.

A smaller number of relevant buyers can be more valuable than a large number of visitors with no commercial interest.

Post-Event Lead Follow-Up

The stand’s impact continues after dismantling.

After the event:

1. Organise leads by priority.
2. Assign each lead to a team member.
3. Send promised information.
4. Refer to the actual conversation.
5. Arrange follow-up meetings.
6. Add opportunities to the CRM.
7. Track quotations and sales.
8. Review event results.
9. Record lessons for the next exhibition.

Avoid sending the same generic message to every visitor.

Personalised follow-up shows that the team understood the visitor’s requirement.

Exhibition Stand Design Checklist

Strategy

• Define measurable objectives
• Identify target visitors
• Select promoted products
• Set lead targets
• Plan demonstrations
• Arrange priority meetings

Space

• Confirm venue and hall
• Check exact dimensions
• Confirm open sides
• Review height limits
• Identify columns
• Check utility points
• Study visitor approach

Design

• Create one main message
• Position visible branding
• Plan visitor flow
• Add product displays
• Include meeting space
• Provide storage
• Review accessibility
• Select suitable materials

Technology

• Confirm electrical requirements
• Arrange internet
• Prepare screens
• Test demonstrations
• Save offline content
• Check lead-capture tools

Operations

• Review venue regulations
• Submit technical drawings
• Plan transport
• Train staff
• Prepare hospitality
• Arrange cleaning
• Confirm installation
• Plan dismantling

Performance

• Record detailed leads
• Review daily results
• Follow up promptly
• Measure qualified opportunities
• Calculate exhibition return

Conclusion

Designing an exhibition stand for maximum impact in Istanbul requires a balance between visual appeal and practical performance. The stand must communicate the brand clearly, attract relevant visitors and support the team throughout demonstrations, meetings and lead collection.

Successful planning begins with clear objectives and accurate venue information. The layout should provide an open entrance, visible branding, organised product displays, suitable lighting, hidden storage and a simple visitor journey.

Businesses should also consider multilingual communication, accessibility, local logistics, technical approval and post-event lead follow-up. These elements determine whether a visually impressive stand produces meaningful commercial results.

Working with experienced Exhibition Stand Contractors in Istanbul can help businesses manage design, technical planning, local production, transport, installation, event support and dismantling through one coordinated process.

Frequently Asked Questions

How do you design an exhibition stand for maximum impact?

Begin with clear objectives and target visitors. Use one main message, visible branding, an open layout, focused lighting, practical demonstrations and a reliable lead-capture process.

What makes a successful exhibition stand design in Istanbul?

A successful stand combines strong branding with practical features such as visitor flow, product displays, meeting space, storage, multilingual communication and compliance with venue requirements.

How early should an exhibition stand be planned?

Planning should normally begin several months before the event. Large structures, machinery displays and stands requiring technical approval may need more time.

Which venues host major exhibitions in Istanbul?

Major venues include Istanbul Expo Center, Tüyap Fair Convention and Congress Center and Istanbul Congress Center.

Should I choose a custom or modular exhibition stand?

A custom stand provides greater design flexibility. A modular stand may be more suitable for companies attending several exhibitions or using different stand sizes.

How can a small exhibition booth attract visitors?

Use high-level branding, one clear message, a visible product display, an open entrance and compact furniture. Avoid overcrowding the space.

What should be included in an exhibition stand budget?

The budget may include design, production, graphics, flooring, lighting, furniture, technology, venue services, transport, installation, on-site support and dismantling.

How can technology improve an exhibition stand?

Technology can support product demonstrations, multilingual content, digital catalogues, appointment booking and lead capture when it serves a clear purpose.

How should exhibition leads be collected?

Record the visitor’s contact details, role, company, product interest, requirements, timeline and agreed next action.

How is exhibition stand performance measured?

Measure qualified leads, meetings, demonstrations, quotation requests, orders, partnerships, follow-up appointments and sales pipeline value.