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.

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