Planning a trade show is like planning a wedding, only without all the fun dynamics of the in-laws, family and friends. What the two events share, however, is potential, both in rewards and misfortunes. With a little planning, you can greatly improve your chances for rewards at your next trade show. For most weddings, the guests make the day. The same goes for a trade show. Early promotion of your participation to registered attendees or prospects and customers in the area can increase attendance at your exhibit. Once the show starts, your job is to make sure you attract attendees and reward them by providing the attention, product knowledge and service they won't get at any other exhibit. Here are a few basic ways to do that: