You gotta see it to believe it.
Familiarization (FAM) tours… wait for it… ~familiarize~ meeting planners with your destination firsthand, showing them in person all the unique attributes that’ll provide their group with a signature, unforgettable experience they can only have by attending the event in your city. This method of promoting a destination to meeting and event profs isn’t new, but Digital Edge has some fresh insights from the recent FAMs we helped our clients coordinate to help your destination organization’s sales team get booked business and boost the marketing team’s efforts.
View four FAM tour tweaks your destination organization can make to get planners to fall in love with your destination.
Include Perception Surveys
You may have heard, but we’re all about bridging the gap between travel & tourism organizations’ sales & marketing teams. Use your destination’s FAM as an opportunity to close it. While FAMs are geared toward generating leads for the sales team, Digital Edge’s Destination Experiential (FAM) program was crafted to benefit the marketing team, too. We make sure to get participants’ opinions of the destination before and after the experience, and these focus group insights from prospects and research provide important insights for the marketing team to draw upon and better speak to planners. Not only that — but getting planners’ perspectives and feedback shows them your destination organization:
- Values their opinions and recognizes their perspectives
- Wants them to feel a sense of belonging and ownership in possible future decisions
- Cares about building a connection and relationship with them
Ask More Questions!
You’ll be amazed at what insights both your sales & marketing teams will gain when you ask open-ended questions (in addition to the pre- and post-perception surveys!) that spark meaningful conversations with planners while y’all are out ‘n’ about touring properties. During a tour, ask planners one-off questions about their needs. This elevates the experience with engagement versus giving them a one-sided tour.
And during tours, try incorporating interactive elements like trivia about the venue or hotel or sharing insider knowledge and insights that can’t be easily found on your destination organization’s website. These make the FAM feel truly valuable and exclusive.
Incorporation Personalization
Personalization drives meeting attendance and engagement — and enhances planners’ experience during your FAM. Try breaking up the tours based on space. Can you make the tours more tailored to certain planners’ needs? It is worth noting that during another recent FAM that Digital Edge participated in, some planners said that although the destination’s convention center might not get used for their groups, they saw the benefit of seeing it so they could refer it to their network.
Planners also tell Digital Edge they’d appreciate some time built into the FAM itinerary for solo exploration or activities with their spouses.
Don’t Forget About F&B Options
Planners are seeing more food & beverage (F&B) restrictions and need options for caterers and restaurants that’ll accommodate. Highlight F&B options while on the tours, especially any versatile dining choices. Many planners have to build these costs into the budget, so ensure that these options are discussed and that additional costs are communicated upfront, particularly during the budget planning process. Talk about the strategies for managing high F&B costs effectively within planners’ budgets.
If you need help coordinating a FAM, that’s where Digital Edge comes in. We take a full-service approach to FAM planning and work with your destination organization. Hit us up to learn more.
