Do use your registration firm creatively. Ask them how they can proactively help you generate new attendees/reduce no-shows.
Don't mail guest passes for exhibitors. Instead, have them do this and pay them for results.
Do set a new financial baseline related to the present state of the event-producing industry. Don't expect to return to the glory years of '99-2000, at least this year.
Don't just spend more on attendance promotion. Do spend more wisely by expanding the attendance base, changing the message, targeting the message, improving the value-added offers, etc.
Do look into attendance certification. Don't be blind-sided when your exhibitors demand it.
Don't restrict attendance promotion to just your own members or subscribers. Reach out to everyone who could benefit from your show