The LDP has a document titled "Guide to Managing Media and Public Relations in the Linux Community". One section is titled "Working The Trade Show".
http://tldp.org/LDP/Linux-Media-Guide/html/trade_show.html
Also, with a little updating and removal of what little Windows bashing exists in the document, the "Why Linux?" document on SEUL.org would make a good set of positive Linux PR talking points to keep in mind when manning the ITEC booth. The document was last updated in 1998 so I suspect a bit has changed since then.
http://www.seul.org/docs/whylinux.html
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