The sales are not only made at the trade show stand, but also before and after. It is thus important to mail clients before and after with specials ensuring that you get more from the trade show stand than planned. Also consider teaming up with a related business to help promote each others’ products before, during, and after the event. If you are a software developer, you can for instance, team up with a computer hardware provider to promote complimentary products. In addition also offer free stuff at your trade show stand and loads of brochures.  Create an open rather than close trade show stand which will be inviting and will have enough space to prevent traffic jams and customers leaving because they feel crowded.