By Virginia M. Sheridan
When it comes to showcasing a property, destination, or attraction, the "Fam" trip remains a tried and proven method of introducing it to writers in the hope of landing future
feature stories. These familiarization trips - for those who may be unfamiliar with its full name - can yield great rewards for clients, but can definitely be a challenge.
With all the potential dangers and inherent landmines --- many leading travel publications do not accept Fam Trips; freelancers do not always have immediate assignments;
destinations/properties are reducing travel budgets; writers want exclusive story angles; producing a Fam Trip with broad-based appeal in an era of media segmentation is difficult
at best - it makes you wonder if they are worth doing at all.
Having crafted these for more than 35 years, we know they offer opportunities that benefit the client, their marketing partners, and the writers themselves. Also benefitting
are the avid readers who still count on travel publications to bestow their unparalleled insight, information, and credibility. To get the most out of your next Fam Trip, we
offer the following guidelines.
Who Makes The Cut?
In addition to planning specific details, logistics and amenities, the preliminary stage is when you determine the best and most appropriate media to invite. In making your
choices, there is the need to qualify candidates. This selection process, not unlike that for the NCAA tournament, results in some people being left out and disappointed. It is
important to remember that the time you do not work with editors is as important as when you do...always work to cement relationships with those who do not make the cut.
This early phase also affords an opportunity to learn all you can about the attendees. Our work for Chinatown in New York City uncovered an often overlooked factor...we
learned that select writers were allergic to certain foods and spices. By using questionnaires and engaging in personal conversation, we acquired information that helps prevent
headaches at the later stages (and we don't mean by leaving out MSG).
CVB, Please
The time spent on the Fam Trip is when the media learn about your clients and their marketing partners...whether it is a golf course, winery, attraction, water sports package
or spa. Based on our years of experience representing Greater Fort Lauderdale, where our goal has been to help the city evolve from a resort associated with Spring Break, to a
more sophisticated, upscale destination, we highly recommend that representatives of the local CVB be invited to meet the media over lunch or dinner. This will enable them to
learn more about the nuances of the location, newest hot spots, and what is on the horizon.
Hi Ho, CEO!
Needless to say, the same strategy should be employed for key executives of the destination. Whether the Executive Chef, General Manager, or CEO, it is always best to secure
quality time for everyone to meet face to face in a personal setting. That said, we also know that many writers enjoy a good amount of free, or at least unstructured, time.
Time as your ally
It is preferable not to over-produce or over-program a Fam Trip. Allow each writer sufficient free time to experience the property and destination. Each person brings a
special understanding of his or her audience. No amount of coaching or spinning works better than allowing them to absorb the particular flavors and subtleties in their own
way.
Another nice touch you can incorporate is to provide specific amenities based on the planned activities. Whether a branded golf or tennis shirt, monogrammed Spa Robe, or
customized keepsake that serves as a reminder, each will have a positive impact at that moment, as well as when the article is written.
It Ain't Over Until...
Perhaps the biggest mistake PR practitioners make is assuming the work is over when the trip ends. Besides hand-written thank you notes, we have picked up invaluable
information with follow-up questionnaires to learn what worked, what did not, and how our efforts could be improved.
Keep in mind that follow-up should not be limited to the editorial community. Share the results (and clips) with your partners and constituents. This can help play a role in
cementing vital relationships in your destination community, gain trust and confidence in your work, and lead to future business opportunities.
When all is said and done, the more familiar you are with all aspects associated with your trip, the more success you will have for your client and agency.
Contact: Virginia M. Sheridan is president of M. Silver Associates, New York. She can be reached at [email protected].