If your company is investing time and money to sponsor a trade show, convention or other industry event, why would you not want to educate your team on how to maximize the ROI on participating in the show?
I witness companies spend tens of thousands of dollars on the sponsorship fees, travel, booth design, handouts, logoed items, shipping, and time away from the office...... and then invest nothing on creating a platform of understanding of how to enhance their conference participation.
A little planning in can insure that your company benefits from being a sponsor and an active member of the convention's mini-society.
If you can't see the video... here is the link: http://www.youtube.com/watch?v=007QIfIqLwg
Hire Thom Singer, "The Conference Networking Catalyst" to work with your team to help them get the most from their time at the multi-day conference.
Have A Great Day