by Christine Otsuka
One of the main reasons that participants give for attending conferences and trade shows is “for the networking.” When networking does not meet their expectations, chances are they will not be back next year. Associations face a similar challenge, members who are not satisfied with the quality of networking won’t renew their memberships.
Sometimes, event organizers assume that networking will happen automatically. Bring a group of individuals together and serve them hors d’oeuvres and beverages and you’ll end up with a reception or cocktail party, not a networking event. Effective networking events are strategic, structured, and focused.
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