SPOON Events

Turning trade show investments into memorable, high-impact experiences requires more than a booth and banner. Experienced trade show managers can make the event stand out while ensuring vendors stay within their allocated budget.

Herb Besaw, president and CEO of SPOON Exhibits and Events, brings nearly 45 years of industry expertise to orchestrate impactful and lively trade show events. Under his guidance, the high-end, boutique tradeshow and event management firm has become renowned for its consultative approach and creative solutions that exceed client expectations. For over 25 years, it has been a partner activator and creative ally to craft distinctive and lively event experiences that resonate with target audiences.

SPOON handles A-Z services for exhibits, product launches, sales events and educational sessions, which include booking exhibit space, onsite logistical support and managing registration. It is the answer for customers looking for a budget-friendly way to participate in the world of three dimensional marketing.

“We bring a tremendous amount of experience in arranging trade shows, with a particular focus on the creative and experiential aspects of our business,” says Besaw.

Besaw has successfully navigated through an evolution in the events industry. Pre-pandemic, the industry was modernizing itself to some degree with new materials and advanced technology. The pandemic facilitated a shakeup, with the realization that virtual solutions that worked elsewhere were not viable in this in-person marketing sector. As the industry reset itself, it became more focused on the experiential side for attendees.

Now looking for more, attendees arrive at events with a clear agenda— high-quality content and an understanding of how it affects their organization. Once they enter a booth, salespeople must be laser-focused and activations precisely aligned with needs and expectations. Recognizing these shifting trends early on, Besaw steered SPOON toward a more attendee-focused approach.

The firm ensures that event messaging is focused and relevant, directly impacting the attendee experience. To make sure the messaging is spot-on, it consults with clients to discuss their specific objectives for participating in the trade show, the impressions they aim to make and the demographics they are trying to reach. This information is combined with SPOON's extensive experience to customize creative, objective-based programs that deliver results.

Some of its customers have been in the business for quite a long time. They know what they want and how to reach their customers. But SPOON’S consultative approach helps refine and enhance their strategies. Understanding client goals is key to its approach. Besaw strongly believes in return of objectives over return on investments.

This return is realized through the firm's highly experienced employees, who excel in their roles and have the autonomy to make customer-focused decisions. The empowered workforce ensures exceptional service that brings clients' event objectives to life.

A customer who sought assistance in building a new trade show booth greatly benefitted from the consultative approach. Through collaborative discussions, the team determined the objectives and recommended reducing the investment on the trade show floor, applying it instead to a high-level VIP offsite activity. This adjustment was immensely successful. Using the same budget, the customer achieved greater impact and engagement.

Whether clients need a turnkey trade show setup or customized on-site support, SPOON Exhibits and Events fits the bill. The versatility makes it a trusted ally of companies seeking a partner known for its extensive events industry experience and people, creativity and consultative expertise.