When a conference doesn't have a similar competition, one can still make a big splash by using social media like Twitter leading up to the event. Most of these conferences leverage #hashmarks with the conference name used by attendees before, during, and after the event. Start sending our your message a few weeks prior to the conference using these hashmarks.
Also, it's a great idea to pre-seed traditional media, analysts, news outlets, potential customers, and social media that you have an exciting launch during the conference, and pointing everyone to your booth... it is a great way to ensure people come and check your company out!