To have taken your first 'FAM' is to have lived in the travel industry.  Good FAM stories abound!  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 does not mix well after traveling for 10 hours  and running to inspect 12 hotels in 2 hours).  Bottom line:  They all have something in common - a shared learning experience.  Whether you have inspected hotels in Hawaii, resorts in the Caribbean or inspected ships on seminars @ sea with the cruise lines, you can appreciate the time, effort and resources it takes to learn as much as you did in the short amount of time. 

 

FAM 2.0 is a new concept that takes your learning to the next level.  2.0 refers to the dot.com verbiage of the computer industry as a second generation or 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 employed them or truly maximized on them.  In my opinion, FAM 2.0 has three stages.  They are:

 

The first stage is the planning stage.  This is where a strategy is prepared and the thought process of how it fits into your larger marketing begins.  Do not waste your time or the supplier's time if the supplier's FAM you are attending is not part of your business plan and a preferred supplier of yours.  Time is money these days and your preferred partners feel the same way.  Business should be a win-win!  They want you to commit to them 150% and provide you with online and regional travel agent training programs to help you become more specialized and focused.  I DO NOT recommend taking a FAM without enrolling or graduating from the online training program.  You will miss out on vital information and not maximize on your opportunity.

 

The second stage is execution.  Experience is key here!  Do as much as you physically can but document it in the forms of a writing journal, using a digital camera, and cross-reference it all with the supplier's brochures.  Presenting you and your brand with a professional image to the host supplier, along with fellow colleagues is also key as perception is reality - and you never get a second chance to make a first impression - make it count!  Make sure your image (your brand) is telling everyone you are serious about success and a specialist on the product.  BLOGGING, Twittering, and Face booking while you are on your FAM is maximizing your FAM ROI by taking your experience to the next level. 

The third stage is following up when you get home.  A follow up email to your hosted supplier is essential to retaining that relationship with your preferred supplier.  Because you collected their business card while on the FAM, you are able to now communicate on a higher purpose-based level than before.  Remember - it's not who you know... it's who knows you!   Execute your marketing plan based on your new relationship with your hosted contact or regional BDM.  Nothing says I want to focus on your product like blocking a group!