Our blog.
Informative. Sometimes disruptive. Maybe even a bit snarky.
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The Mercuro Event Industry Interview Series: David Adler on Why the Room Still Works
In this Mercuro Event Industry Interview, David Adler, founder of BizBash and GatheringPoint.news, explains why live gatherings still matter in an age of AI, screens, and automation. From goosebumps and ritual to designed serendipity and the modern “tummler,” Adler makes the case that events are not just logistics; they are the architecture of human connection. For trade shows, the room still works because people still need each other.
The AI Infrastructure Boom Is Creating a New Need for Branded Experiences
AI may feel digital, but the infrastructure behind it is physical. Data centers, chips, power, cooling, networking, and skilled labor all need clearer storytelling. Genesis Exhibits explores how branded installations, trade show exhibits, road shows, and interactive environments can help AI infrastructure companies explain complex systems, recruit talent, and build buyer confidence.
Perfect Is the Enemy of Good...But Not in the Way You Think
In live events, “perfect is the enemy of good” isn’t about lowering standards. It means avoiding paralysis while still pursuing excellence. Al Mercuro of Genesis Exhibits explores how progress, preparation, adaptability, and professional judgment help event teams deliver successful trade shows, exhibits, and brand experiences when perfection is impossible but excellence is essential.
The Mercuro Event Industry Interview Series: Sandy Carter on How Top Leaders Operationalize AI
In this Mercuro Event Industry Interview Series Q&A, Al Mercuro connects with global technology leader Sandy Carter on what separates real AI strategy from AI theater. The conversation explores AI adoption, monetization, agentic AI, cybersecurity, digital identity, go-to-market strategy, executive accountability, and how emerging technologies may shape the future of business, brands, communities, and human connection.
Alternative Ways to Approach Face-to-Face Marketing
Trade shows are still one of the most powerful marketing tools available. But leading brands are strengthening their results by extending beyond the show floor using mobile tours, pop-ups, and semi-permanent branded installations to build momentum before, during, and after each show.
The Mercuro Event Industry Interview Series: The Psychology Behind Trade Show Engagement
Event Psychology Advisor Victoria Matey shares how attendees decide to “stay or walk” within seconds and why clarity, autonomy, and relevance drive engagement. She challenges myths about shrinking attention spans and calls for a human-first approach to trade show design focused on meaningful experiences, emotional connection, and measurable impact.
The Mercuro Event Industry Interview Series: Intel Program Manager Victor Torregroza
In this edition of The Al Mercuro Event Industry Interview Series, Victor Torregroza, Global Events Program Manager at Intel, shares how strategic frameworks, measurable KPIs, elite staff training, and disciplined experience design drive meaningful trade show ROI. From RFP precision to customer engagement, Torregroza reveals what separates average exhibits from unforgettable brand experiences.
A Great Trade Show Booth Isn’t What Most First-Time Exhibitors Think
Many first-time exhibitors assume booth space includes the exhibit. It doesn’t. Shows sell raw floor space, often paired with pipe and drape or shell schemes that define space but don’t attract attention. This article explains why those options fall short and how professionally designed rental booths help first-time exhibitors compete effectively.
AssetPRO: The Exhibit Management Advantage Exhibitors Need Now
The trade show floor delivers unmatched B2B marketing impact, but behind every successful exhibit is an enormous operational challenge. With smaller teams, tighter budgets, and unpredictable supply chains, exhibitors need smarter solutions. AssetPRO from Genesis Exhibits is a comprehensive online exhibit management system that combines powerful digital tools with full-service asset care.
Trade Show Marketing Boots on the Ground
International companies face unique challenges when exhibiting in the U.S., from union rules and drayage to design expectations and storage logistics. Genesis Exhibits helps global brands succeed at U.S. trade shows with turnkey exhibit design and build solutions, 35+ years of expertise, and a trusted partner network across Europe, Asia, and Oceania.
Are Trade Show Marketing Costs on the Rise?
Rising labor, freight, and drayage costs are reshaping trade show budgets, driven by post-pandemic labor shortages and supply chain pressures. Exhibitors face higher rates and tough participation choices, while industry groups push training and advocacy. Smart planning, modular design, and collaboration can help control costs and sustain event success.
What Effect Will AI Have on Trade Show Exhibit Design?
AI is reshaping exhibit design by improving client alignment, reducing revisions, and supporting sustainability. Tools like Genesis Exhibits’ Trade Show Maestro help clients explore layouts, styles, and budgets early, allowing designers to focus on strategy and creativity. Used as a starting point, AI leads to smarter, faster, more sustainable trade show booth designs.
The Mercuro Event Industry Interview Series: Crafting an Effective RFP with Candy Adams
In this expert Q&A session hosted by Al Mercuro, Candy Adams (The Booth Mom®) shares insider advice on crafting effective RFPs for custom trade show exhibits. Discover key tips on budgeting, timelines, sustainability, and selecting the right exhibit house partner. Ideal for marketers, procurement teams, and first-time exhibitors planning high-impact trade show programs.
The Mercuro Event Industry Interview Series: Glenn Diehl on EMS 2025
Join us for an insightful conversation with Glenn Diehl, CEO/President of Genesis Exhibits-Apprupo, as he shares highlights from the Experiential Marketing Summit. With 40+ years of expertise in trade shows, brand storytelling, and sustainable design, Glenn discusses what’s next for experiential marketing and strategic brand engagement.
From Grassroots to Green Booths: How Earth Day Sparked Trade Show Sustainability
Discover how Earth Day sparked a sustainability shift in the trade show and event marketing world. From reusable trade show booths and LED backwalls to eco-friendly swag and carbon-conscious shipping, the industry is evolving. Explore how brands now use Earth Day to showcase green innovations and rethink their exhibit strategies for a healthier planet.
Genesis Exhibits Launches “Trade Show Maestro” Custom GPT
Genesis Exhibits launches Trade Show Maestro, an AI-powered, no cost, custom GPT tool delivering expert trade show marketing guidance for booth design, show selection, budgeting, logistics, and sustainable strategies. Built on 40+ years of industry insight, it’s a smart solution for experienced marketers and new event pros planning exhibits, branded installations, or mobile activations.
Cut the Fluff: Keeping Trade Show Marketing Clear, Credible and Impactful
Avoiding "marketing fluff" is key to trade show exhibitor success. Here we offer practical tips for clear, credible messaging that connects with attendees. Learn how to ditch vague buzzwords, communicate real value, design with intention, and train your trade show booth staff for authentic conversations that convert.
Trade Show Booth Rentals Make Good Sense
Discover why renting a trade show booth is a cost-effective, flexible, and smart alternative to purchasing, especially during unpredictable economic times. Learn how rentals offer financial savings, design adaptability, and reduced logistical burdens while supporting sustainability and keeping your brand ahead of industry trends. A strong alternative to purchasing and storing an exhibit.
Cybersecurity at Trade Shows: Dos and Don’ts for Event Professionals
Stay cyber-safe at trade shows! This guide covers essential cybersecurity dos and don’ts for event organizers, exhibitors, and attendees. Learn how to secure Wi-Fi, protect data, avoid phishing scams, and prevent device theft. From VPNs to strong passwords, these expert tips help safeguard your digital presence and ensure a secure event experience.
Erik the Red: Ethical Marketing Strategist or Master of Manipulation?
One of history’s most intriguing examples of early Marketing Strategy comes from the 10th-century Norse explorer Erik the Red, who famously named a desolate, ice-covered land Greenland to attract settlers. Was this an act of brilliant but honest branding, or did Erik cross the ethical line into manipulation and misinformation?