Both had good locations. Both had needed products. The company with the great results went the extra mile. They worked at expanding their trade show effort by doing the extra things that contribute to a successful show, while the grouser did only what was necessary. Many times the extra elements are small and seen only by those that count - the client.
Many shows are eager to have attendees pre-register.
Many will imprint the registration forms with your company name. Send them to your clients to complete for advanced registration. For even more clout, your may want to get badges for them. No one likes to stand in registration lines. You will be a hero and increase your booth traffic at the same time.