The Mercuro Event Industry Interview Series: Glenn Diehl on EMS 2025
Today we’re joined by a true visionary in the world of trade show and experiential marketing, my long time colleague and friend, Glenn Diehl, CEO and President of Genesis Exhibits. With over four decades of leadership in the event marketing industry, Glenn has built Genesis Exhibits and Apprupo into internationally recognized brands, known for their strategic creativity, sustainable design practices, and exceptional client service.
As a thought leader, mentor, and trusted advisor, Glenn has guided hundreds of clients in elevating their brand at trade shows and private corporate events. From Fortune 500 companies to emerging startups, his approach is grounded in results-driven storytelling, innovative exhibit solutions, and a deep understanding of how people engage with brands in physical space.
Most recently, Glenn attended the Experiential Marketing Summit (EMS), the industry's premier event for brand experience professionals. Today, I’ll be speaking with him about what he learned there, what inspired him, and where he sees the future of experiential marketing heading.
TRANSCRIPT
Al Mercuro 0:01
Hi everyone, and welcome to the Mercuro Event Industry Interview Series. Today, we finally have a chance to catch up with Glenn Diehl, the President and CEO of Genesis Exhibits. Since I wasn't able to attend the EMS Summit recently—it’s been about a month since the event happened—we were just getting through our busy season. Now we finally have the chance to catch up and chat about it. I’m very anxious to hear Glenn’s reaction to this event. What was your key takeaway from attending the EMS Show?
Glenn Diehl 0:43
Well, thanks, Al. Good to catch up with you. Of course, this show, as opposed to other industry shows like the Exhibitor Show, is much more focused on the broader aspects of experiential marketing—as the title suggests—highlighting more of the technologies involved and some of the main themes that we'll discuss this morning.
A lot of the same exhibitors, suppliers, exhibiting companies, and builders were there, but it really caters not only to traditional marketers but also to tech-based marketers who are looking beyond the trade show environment. Many of the case histories focused on engaging audiences outside of trade show halls—things like mobile tours and special events. So it appeals to a slightly different audience and offers a much broader perspective.
Al Mercuro 1:54
So some of the trends you spotted involved non–trade show types of events?
Glenn Diehl 2:00
That’s right. The larger companies doing the case histories—your American Expresses and IBMs—are taking a holistic look at their marketing approaches. They're considering the entire landscape: social media, live events, virtual events, and how to fuse those together to curate their brand and reach target audiences.
Depending on the venue, sometimes they’re speaking to existing customers, sometimes potential ones. Sometimes they’re engaging employees, or positioning themselves within their own industry against competitors. So, depending on the target, the strategy shifts.
Just as an example, American Express spends a lot of time investing in the American Express brand experience. It’s not just about having a card to charge things—it’s about being part of the AMEX lifestyle.
Al Mercuro 3:19
So the result of using the card is having an experience?
Glenn Diehl 3:25
Exactly. Because you're an American Express member, you’re in the family. You get invites to exclusive concerts or special events. If you go to something like South by Southwest or Coachella, AMEX is there. And for their card members, there’s a VIP experience just for them.
They're building up the prestige of being an AMEX member. That’s more than a trade show strategy—it’s a holistic branding strategy: “How do we attract people, keep them loyal, and what are the benefits we’re really selling?”
Al Mercuro 4:18
Speaking of live events versus hybrid ones—I always felt we were moving in that direction. Was there any discussion about the future of hybrid events?
Glenn Diehl 4:33
Not to a great extent. I think the line between live and virtual has really blurred. There's no longer a hard distinction. We used to talk years ago about establishing and continuing conversations with your target audience, and that idea is even more important now.
Think about how it works in our world. You might meet someone at a trade show, but before that, you invited them to your booth. Afterward, you follow up with a virtual touch—a call, an email, an invitation to your website. That’s how brands operate now.
You and I have been friends for 30 years, Al...
Al Mercuro 5:38
Yes, right.
Glenn Diehl 5:40
…and we live “virtually” now. I’m in North Carolina, you’re in New Jersey, and we maintain a strong relationship on a tech platform. That’s how people live, and that’s how brands build loyalty today.
It’s not about live versus virtual—it’s about “What’s the next way I can keep the conversation going with a customer, a prospect, or an employee?”
Al Mercuro 6:17
That sounds great. Was there a keynote speaker at the event? Often, they can be really inspiring.
Glenn Diehl 6:28
Absolutely. The standout was the opening keynote by Phil Hansen, an artist who had specialized in pointillism. He shared a story about how that technique caused a kind of carpal tunnel syndrome—damaging his nerves and limiting his ability to paint with precision.
But he adapted. He called it "embracing the shake"—referring to the tremor in his hand. That shake led him to new forms of art. He started drawing with squiggly lines and even experimented with what I’d call “destructive art.”
For example, he created a portrait of Jimi Hendrix using colored match heads, and once it was done, he lit it on fire.
Al Mercuro 8:02
So he turned a disability into a creative force—and didn’t lose his art in the process.
Glenn Diehl 8:12
Exactly. And during the talk, he got the audience involved by having us scan a QR code that opened a shared drawing platform. He assigned "homework"—draw your dog, your house, whatever. Then he compiled all those images into one final artwork from the audience.
It was amazing to watch it come together in real time. He used technology to engage and collaborate with the audience while telling his story. It was incredibly creative—and the perfect keynote to open the Experiential Marketing Summit.
Al Mercuro 9:26
You wouldn’t expect that kind of impact from an artist speaker.
Glenn Diehl 9:32
Right? But it was the perfect fusion of storytelling, tech, and art—totally engaging.
Al Mercuro 9:44
Were there any ideas from the event that you think could help Genesis Exhibits move forward?
Glenn Diehl 9:51
Yes—two themes stood out in the breakout sessions. They kept using buzzwords like “experiential” and “immersive,” but the two real takeaways were sustainability and measurement.
Sustainability, I know, is close to your heart. More and more companies—large and small—are focused on repurposing materials. That impacts how we manage and design exhibits.
Measurement is the other key theme—tracking not just ROI in dollars, but also brand engagement across platforms. Are you really reaching your audience? And how do you go back and measure that after the event?
Al Mercuro 11:12
So the analytics are critical. Did you reconnect with any longtime industry friends?
Glenn Diehl 11:25
Absolutely. After 40 years in this business, there are always folks to catch up with. That’s one of the joys—not just the friendships, but the shared experience.
You remember, Al—when we started, we were selling portable displays. I used to walk into client meetings saying, “Wanna see what’s in my car trunk?” and doing demos on the spot!
We’ve seen every iteration—photo prints turned to digital, pop-up displays, banner stands, LED walls—it’s always evolving.
Al Mercuro 12:38
Yeah, we’ve had to adapt constantly. You can’t cling to the past. Whether it’s new tech or a new way of doing business, you have to move forward.
Speaking of which, were there any takeaways for new marketers attending their first event?
Glenn Diehl 13:17
Yes, I’d definitely encourage new marketers to attend EMS. It’s a gathering of technologists, producers, and innovators. I hadn’t been in years—I used to go when it started in New York—and this year I decided to go back and send someone else to the Exhibitor Show.
For new marketers, it’s a great place to see what’s current.
Back to your earlier point—what keeps me engaged after nearly 40 years is that we get to evolve with marketing. It keeps me creative.
Marketing used to be print ads, billboards, sandwich boards, maybe TV spots. Now, with so many tech platforms, there are countless ways to reach people—and overcommunicate, too.
Marketers today have to think broadly about their brand, their audience, and how to use every platform to connect.
One thing I’ve noticed: TV ads are now five to ten seconds long. I think it’s both exciting and challenging. But if you embrace it creatively, you can really connect.
Al Mercuro 16:00
This has been wonderful, Glenn. I wish we had more time, but I think that wraps it up for today.
Thanks for attending the event and filling me in. I hope everyone got some valuable insights, and we look forward to seeing you at the next session. Have a great day, everyone.
