At the most recent trade show I attended, I was scheduled to teach a social media workshop at the end of the day. Before the show, I researched (online) the vendors who would be exhibiting, checked out their social media outposts, and found several who were doing a good job with their social media marketing
I visited their booths during the show, introduced myself to the owners, and told them I’d be mentioning them during my workshop. All of these introductions resulted in in-depth conversations during which I collected background info on their social media marketing strategies. During my workshop, I presented up-to-the-minute, relevant info featuring vendors who were exhibiting at the show.
Adding those little extra touches makes a difference to conferees, who realized that I was not just delivering a generic presentation, but that I was customizing my case studies just for them. Whenever you can provide real-world examples that are relevant for your target audience (when speaking at a trade show or conference), it gives the workshop attendees confidence that they can achieve this, too. (Plus, it builds credibility for you, the speaker.)