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Informative. Sometimes disruptive. Maybe even a bit snarky.
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When Things Go Wrong at a Trade Show: The Real Value of an Event Partner
Trade shows rarely go exactly according to plan. Freight disappears, flooring gets misplaced, technology fails and schedules change. The real measure of an event partner isn't whether problems occur—it's how effectively they respond when they do. Drawing on firsthand experience from the show floor, this article explores why preparation, relationships and problem-solving matter when opening day is approaching.
Beyond Trade Show Booth Traffic: The KPIs That Actually Matter
Trade show booth traffic and badge scans only tell part of the story. The KPIs that matter most reveal whether visitors engaged, qualified opportunities emerged, sales conversations progressed and the trade show investment created measurable business value.
Choosing the Right Trade Show Booth Space
Choosing booth space is one of the earliest and most important decisions an exhibitor makes. Al Mercuro explains how to evaluate booth size, configuration, location, traffic, budget, show services, logistics, and sustainability before signing the space contract.
IMTS 2026 at McCormick Place: The Modern Exhibit Is More Than a Booth
IMTS 2026 brought more than 90,000 manufacturing professionals to McCormick Place in Chicago, but the bigger story was how exhibitors connected technology, live demonstrations, expertise, and conversation. The show offered a clear reminder that today’s most effective trade show exhibits are not simply physical booths—they are strategic touchpoints within a much larger customer journey.
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.
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.