Why it’s Crucial to Build Memorable Trade Show Displays with Bruce Ulrich of Productive Displays


Creating a memorable trade show experience begins with the booth itself. This may seem obvious, but there are a number of decisions that need to be made regarding a booth for a trade show. What size is your booth going to be? Are you going to rent the materials or purchase them? What are your AV display needs?

Bruce Ulrich, President of Productive Displays, joined us on the Pro AV podcast to advise the industry: we need change the way we think about trade show displays. “It’s viewed as an expense and not as a marketing investment opportunity,” he said. “It’s a channel just like email, direct mail, radio, print, and TV are. Thinking of it in that vein is helpful for the client because it changes their planning perspective.”

Ulrich equated trade show booths with billboards along the highway, with the goal being that you’re trying to catch people’s attention and get them to leave the highway, or in this case, the literal path they were walking along. Planning ahead and utilizing the right materials are essential to finding success in this process.

For the latest news, videos, and podcasts in the Pro AV Industry, be sure to subscribe to our industry publication. A new episode of the Pro AV Show drops every Thursday.

Follow us on social media for the latest updates in B2B!

Twitter – @ProAVMKSL
Facebook – facebook.com/marketscale
LinkedIn – linkedin.com/company/marketscale

Follow us on social media for the latest updates in B2B!


Finishing Industry Trends and Challenges: Manufacturing A Stronger Standard
July 2, 2022
This episode of Manufacturing A Stronger Standard is live from FABTECH 2021. Host and President of LestaUSA and DeGeest Corp. Derek DeGeest, talked with Scott Francis, editor-in-chief of Products Finishing, the Read more
Manufacturing a Stronger Standard: Richard Wilcox and LestaUSA Increasing Customers’ Production with New Automation Systems
July 2, 2022
Achieving automation on the finishing side requires many pieces—two of the most important being the conveyor system and robotics. Host of Manufacturing a Stronger Standard Derek DeGeest spoke with Systems Sales Read more
Manufacturing a Stronger Standard: Nordson Customer Success with LestaUSA Technology
July 2, 2022
Derek DeGeest was back at FABTECH 2021 for another Manufacturing a Stronger Standard conversation. He spoke with Frank Mohar, Regional Sales Manager at Nordson, about the partnership between the companies and Read more