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Experiencing is believing - the importance of familiarization (FAM) trips

Published Bernice on Tuesday, February 12, 2019

Dejan Trpkovic, Managing Director of the PRODIREKT Education Group and the Verbalists Language Network, has recently raised an interesting subject in the Communication and Languages Group on LinkedIn and we thought it would be great to share this topic with you and hear what you have to say about the importance of FAM trips in the Education Travel Industry. Here's what he had to say:

"There is a growing number of international educators who use fam trips to showcase the great things about their school, staff and students as well as their home city and location. Such tours also strengthen working relationships between schools and student recruitment agents. Nevertheless, there are still educators, especially the ones working at full capacity, that see fam trips as work disturbance and/or waste of money.

We at PRODIREKT believe that fam trips are very important for both academic advisors and schools. In fact, educators should be much more proactive in that respect and include the cost of fam trips in their annual marketing budgets, rather than wait until the competition and/or economic and political developments force them to do promotions like this. Regular fam trips are not only good for schools' and universities' branding and presentation; they are also a good way to keep the school's management and staff at their best all the time.

Here's an example of one of our fam trips which shows how this experiential marketing should be done - see at "In search of best boarding schools in the UK – we have found Stonar"

What is your experience with school visits? Do you think that fam tours are unnecessary cost for schools or an excellent marketing tool? What type of educators can benefit from fam trips?"

You can join the discussion on this topic and other interesting topics in the Communication and Languages Group on LinkedIn.



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