January 2010
FAM 2.0
by Cory Andrichuk
Good FAM stories abound within the industry. They bring out the best in us - and, sometimes, the worst. (Note to suppliers: Copious amount of tequila in Mexico and rum in the Caribbean do not mix well after traveling for 10 hours and running to inspect 12 hotels in two hours!) Whether you have inspected hotels in Hawaii, resorts in the Caribbean, or ships and seminars at sea with the cruise lines, you can appreciate the time, effort, and resources it takes to learn as much as you did in a short amount of time.
In order to help you make the most of your FAM and use it to your benefit, I have developed a program which I call FAM 2.0. It is a three-stage process that is designed to maximize your FAM experience and take your learning to a higher level. (2.0 refers to the dot.com verbiage of the computer industry, which means a change in the way it was done in the past.) Now, it is safe to say that many components of FAM 2.0 existed since the early days, but very few travel entrepreneurs employed them or truly utilized them to their advantage.
The first stage of FAM 2.0 is the planning stage. This is where a strategy is prepared and the thought process of how the FAM fits into your larger marketing begins. There are nine tasks I suggest you should accomplish before departing:
- Set your goals for your FAM by asking yourself what you want to get out of your FAM and what you would like to accomplish. Then, write those goals down.
- Develop some ideas for marketing to your clients and prepare to talk to your host about them.
- Make a list of areas to research while there (e.g., spas, family activities, golf courses, entertainment, cleanliness of the facility)
- Pack supplies for recording your research (e.g., notebooks, paper, clipboard, holders for brochures, sticky notes, a small digital camera).
- Make sure you have your clients' home mailing addresses as well as email addresses. You could save yourself some time by printing off client mailing address labels and/or writing out postcards ... and don't forget the stamps!
- Take lots of business cards to hand out.
- Take clothing that is appropriate and professional. Remember: You never get a second chance to make a good first impression!
- Enroll in and take the online training program offered by your FAM supplier. Otherwise, you will miss out on vital information and not fully maximize your opportunity. Do not waste your time on a FAM that is not a part of your business plan and/or not offered by a preferred supplier. Time is money these days, and your suppliers feel the same way.
- Finally, before you go, leave a voicemail message on your phone that lets everyone know where you are (music playing in the background helps set the mood of envy). Your out-of office assistant is set to advise everyone that you're investing in your business at sea or in Jamaica, mon!
The second stage is execution. Enjoying and making the most of your experience is key here!
- See and do as much as you physically can, and document it in the form of a written journal, a digital camera, etc. Cross-reference it all with the supplier's brochures.
- Present yourself and your brand with a professional image to the host supplier and fellow colleagues. Make sure your image (your brand) is telling everyone you are serious about success and are a specialist on the product.
- Exchange business cards and make notes regarding the interests/expertise of those you make contact with. Find a FAM "buddy" who will help take pictures of you while experiencing the product in exchange for your doing the same for them.
- Take a proactive approach with your supplier host by sharing your marketing plan with him or her!
- Maximize your ROI by blogging, Twittering, and Facebooking while you are on your FAM. How hip and professional would your clients think you and your business are when you blog from a cruise ship with pictures taken with the captain?! Or, you tweet from the beach while inspecting the newest property from Jamaica?
- The most important tip of all: Send actual handwritten postcards from the cruise ship or Jamaica to your clients – wishing they were here with you! By doing something like writing a personal handwritten postcard, you show you are thinking of them and taking the time to let them know you care.
The third stage is following up when you get home. You will most likely be exhausted from your whirlwind trip, but don't rest just yet. Make sure you complete the following tasks:
- Organize your notes, photos, and print information so that you can easily reference them.
- Add all phone numbers, email addresses, and relevant information regarding all contacts you made on your FAM to your database. Keep in contact with others that you met on your FAM. Remember, it's not who you know ... it's who knows you!
- Send a follow-up email "thank you" to your host suppliers. This is essential to retaining the relationship that you established while on your FAM. Because you collected their business card(s), you are able now to communicate on a higher purpose-based level than before by asking for co-op funds and their time to put together a promotion.
- Execute your marketing plan based on your new relationship with your host contacts or regional BDM. Nothing says I want to focus on your product like blocking a group!
Cory Andrichuk is president and founder of brandUcoaching.com, a business coaching service for home-based agents. He may be reached at cory@branducoaching.com.
(Credits: brandUcoaching.com; Sandals; Erik Christensen)
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