There are basically two types of swap. One type is where each person actually trades one for one with another person. The other type is the "grab and go" type; each person sets plants down so others can grab them. The swap host can create rules that are simple or complicated.
Our local swap has been going on for about 20 years. I believe the first swap attracted only about 7 or 9 people; now it attracts more than 100 and the rules remain the same. When organizing and advertising a swap I thinks it's best to keep things very simple; not too many rules and keep the advertisements short and to the point.
I looked to see how or local swap was mentioned in the newspaper...
1-name of the swap
1-address
3-date and time
4-free and open to the public
5-participants do not have to bring plant
6-directions
7-phone number (or email) if more information is needed.
Having a Fabebook page for the swap is also a plus.