In this episode Thom Singer talks about how to maximize your investment in sponsoring a trade show or other event. As "The Conference Catalyst" Thom attends dozens a trade shows a year, and sometimes the hosting association asks him to speak at a special session exclusively for vendors. Being a vendor at an event with a trade show is an important role. The event could not happen without sponsors, but many attendees forget this and look at the parade of sales professionals as a negative. Over time sales people have given trade shows a bad rap through their actions, and those who maximize the event do so by not trying to sell to everyone, but instead by participating as a peer attendee. What you do before, during, and after the event (both online and in person) makes a huge difference in your success. When a person looks for shortcuts (like bulk mailing or emails) they do nothing to build a relationship. Connections with other people are made individually and through shared experiences. If you are going to be sponsoring an event, listen to this episode and choose to make the right choices in how you engage with people.