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The beginning of any trade show is an exciting experience, full of glitz, glam and anticipation, everyone entering with a mental and/or physical checklist of goals in hand to learn, network and scope out what’s new. But as much as we start the week off strong, by the last day most of the crowd is mentally (or literally) on the plane home. 

There’s a common saying of “it’s not over until it’s over.” That goes for anything — including the last day of a trade show. We are all guilty of it — getting to the final day and thinking “I’ve done my due diligence for the week.” But the truth is, we haven’t. Nothing is off the table until the show floor officially shuts down; there are always ample opportunities to use those last few hours to have one more interaction or one more conversation, whether to turn prospects into customers or, as an attendee, find that right partner/supplier for your company. Most importantly, staying at a trade show until the very end, even on the last day when things seem quieter, is crucial for maximizing return on investment and leaving a positive, lasting impression on future potential partners.

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With CAMX taking place this week, this mindset is more important than ever — though it goes for any trade show or conference you might find yourself at. CW spoke to a few CAMX trade show regulars to get their take on the last day from an exhibitor’s perspective:

“The final day of a trade show often delivers some of the most valuable conversations. Early in the event, schedules are packed with pre-booked meetings, but as things begin to wind down, people tend to have more flexibility and are open to longer, more meaningful discussions. For exhibitors, it’s a chance to reconnect with attendees who may have been missed or rushed earlier in the show. For attendees, it’s an opportunity to ask in-depth questions and get a closer look at technologies that caught their attention. We always find the last day to be productive for relationship building and uncovering new opportunities.” — Tommy Acchione, advanced composite material leader, ST Engineering

“CAMX offers a fantastic opportunity to gain insights into the newest technologies, industry trends and creates networking opportunities. I have found that some of the best discoveries are created during the last day of the show.” — Kevin Casey, vice president of sales, Interplastic Corp.

“I have been to plenty of shows, CAMX included, as both an exhibitor and an attendee. And here’s my hot take: if you’ve already invested the time and budget to be there, don’t bail early. Day three has its own kind of magic. One of my favorite traditions? Scheduling those ‘we-should-really-chat’ meetings with people I ran into earlier in the week. This year at CAMX, I will make sure we grab a coffee and head to The Hive and actually connect. No booth interruptions, no badge scanner beeping mid-sentence. Just good conversation before everyone packs up.” — Marcy Offner, senior director strategic marketing and communications, McClarin Composites and founder and chair of Women in the Composites Industry

In summary, staying the entire duration of a trade show as an exhibitor is crucial for several reasons:

You maximize interactions with potential customers, enabling more in-depth conversations, because you have more time to get business done. In addition, some attendees might only be able to attend on the last day, and you don’t want to miss the opportunity to connect with them.

You present a professional and engaged image. Keeping your booth open and well-staffed and staying until the show floor closes demonstrates a commitment to your business and its presence.

You offer yourself some operational advantages, solidifying relationships and scheduling follow-up meetings, networking with competitors and learning about industry trends. 

You’re given the time to review that your leads are in order; walk the show to report on who has the most interest displays, demonstrations, giveaways; learn from your competitors (the good and the bad); assess your own show narrative and narrative for the next year (what worked and didn't work?).

“But what if I’m an attendee?” Well, the same proactive message goes for you, too! 

• Close the deal. Day three equals decision-maker availability and no lines at the booth. And to all you decision-makers… you need to stick around too for precisely this reason!
• Look pro. Leaving early says, “I came for the swag.” Staying says, “I came to play.”
• Snoop smart. See how competitors wind down, and who they are still talking to.
• Support the exhibitors. They have been on their feet all week long! At least pretend you are still interested.
• Snag the best giveaways. The pens, stress balls and mystery tech gadgets are yours for the taking.
• Social content. Empty aisles = great booth photos. 

This is not to mention the activities that are taking place outside of the booth that are being put on to maximize your time being at the show. For example, Thursday mornings are reserved for the Good Day, CAMX! panel. Last year, it featured disruptive startups. This year? Rockstars under 40. (“Nothing motivates like seeing someone 10 years younger changing the industry before you’ve finished your first coffee,” says Marcy Offner.) And coffee and a morning treat are included to further fuel your final lap around the show floor.

So rather than dreading the last day, make it goal to give it your best effort. You’re already there and you might as well make it worth your — and your company’s — time.