Our blog.
Informative. Sometimes disruptive. Maybe even a bit snarky.
Always worth it.
From the Trade Show Floor to a Second Life
Genesis Exhibits and Brumark are showing how practical recovery programs can make sustainability part of everyday exhibit operations. From reusing flooring and separating materials to documenting recycling and finding responsible end-of-life pathways, the article explores how thoughtful material management can reduce landfill waste and extend the useful life of exhibit materials.
Repeat Clients Will Always Matter More Than Going Viral
After 37 years in the trade show and exhibit industry, Al Mercuro has seen technology, marketing, and client expectations change dramatically. But one thing hasn’t changed: lasting success is built on trust. In this article, Al shares how repeat clients, referrals, and decades-long relationships have shaped his career and why loyalty will always matter more than going viral.
What Steve Jobs Taught Me About Great Trade Show Exhibit Design
Steve Jobs believed design was not decoration, but how something works. In trade show exhibit design, that means creating more than a beautiful booth. A successful exhibit attracts the right audience, supports meaningful conversations, guides visitors naturally, reinforces the brand, and helps exhibitors achieve measurable goals—from qualified leads to lasting customer relationships that endures.
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.
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.
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.
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.
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.
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.
The Newbie Exhibitor’s Guide to Choosing the Right Trade Show
Not all trade shows are created equal. While some attract a broad audience with general appeal, others cater to specific industries, markets, or even niche customer segments. Choosing the right one means gaining access to decision-makers who are already interested in your products or services.
The Mercuro Event Industry Interview Series: Understanding Disability Inclusion
In this session, we will be discussing the critical topic of disability inclusion with Rosemarie Rossetti, Ph.D. Dr. Rossetti is the founder and CEO of Rossetti Enterprises, a company she established in 1997. However, it was a life-altering event in 1998 that redefined her path.
The Hidden Cost of Procrastination: Maximizing Your Trade Show ROI
As event industry veterans with over 35 years of experience in designing custom trade show booths, we've seen firsthand how procrastination can significantly impact an exhibitor's return on investment (ROI). Consider the importance of proactive planning and how it can make or break your trade show success.
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Trade Show vs Digital [Marketing]: Maximizing Your Marketing Budget
Certainly, companies are constantly seeking the most effective ways to market their products and services. While digital marketing has become increasingly popular over the past two decades, trade show marketing remains highly relevant and continues to offer unique advantages that shouldn't be overlooked.
Is Artificial Intelligence Transforming the Event Industry?
Artificial Intelligence (AI) may be revolutionizing the event industry, offering innovative solutions for trade shows, live events, and exhibitions. Industry veterans and experts highlight AI's potential to transform pre-event planning, networking, and post-event lead follow-ups. From AI-powered apps like BackTrack that streamline lead management at trade shows to immersive technologies enhancing event experiences, AI is rapidly becoming an indispensable tool for event professionals.
Al Mercuro Appointed to High-Level Event Industry Advisory Role
Genesis Exhibits is thrilled to announce the advancement of our own Al Mercuro to the newly established role of Strategic Marketing & Client Engagement Advisor. This high-level position marks a significant step forward in Genesis Exhibits’ commitment to fostering innovation and driving positive change within the company and event industry at large.
Illuminate Your Next Trade Show Display with LED Video Walls
An innovative and eye-catching design element that has taken the trade show industry by storm is the trade show exhibit LED video wall. Incorporating an LED video wall into your trade show booth design offers numerous advantages that can elevate your brand's presence and leave a lasting impression on attendees.