One of my most memorable experiences was the time I spent in Guatemala on a mission trip, where I was part of a team that helped build a school for kids living in extreme poverty. The school was going up next to the church that was spearheading its construction, and today there are about 700 students who attend. They are receiving an education that is much more than a competitive edge; it is a ticket that will help them escape poverty.
I had been to other parts of the world and seen some poor places, but nothing I experienced was quite like this. The church complex was built on a hill that overlooked a valley, and as far as I could see in any direction there were shacks built of cinder block, corrugated tin, pieces of plywood—and whatever else the residents could cobble together for a dwelling. The houses lacked running water and had dirt floors. No one knew for sure how many people lived in this valley, but the government estimated the population to be in the hundreds of thousands.
The majority of people who attended the church came from this valley. They were some of the warmest, most loving, friendly and joyful individuals I’d ever met. During the weekdays when we were engaged in construction, a number of mothers were working with us, using shovels, picks or even their bare hands to help out. They knew what this school would mean to their children, and they were determined to do their part to build it. I also got to spend some time in the valley visiting a child my family and I were sponsoring.
You can see pictures of poverty, but there’s no substitute for experiencing it in person and getting to know real people, by name, who are trapped in it. My time there certainly gave me a new perspective on the blessing we enjoy in America, and I look forward to returning to Guatemala someday, hopefully in the not-too-distant future.
Vision trips for news media and major donors have been used very successful by some of the world’s largest nonprofit ministries and humanitarian relief organizations precisely because such visits help them see the work being done first hand. They enable those who go to experience a situation personally in a way that words and images simply cannot convey adequately. Such trips also are great for getting news media and donors acquainted with people in areas affected by disasters, extreme poverty, etc.
While onsite trips to less exciting places, such as manufacturing plants, have much less emotional impact, they still can be used very effectively by ad agencies to build or solidify relationships with reporters who cover a particular industry.
Bringing a small group of journalists to a client’s facility for a day or overnight trip gives them an opportunity to meet top management; get briefed on new developments, plans and trends; and see for themselves the client’s operations in action. They should also have plenty of opportunities to ask questions and engage in discussion with management.
Here are two examples of such media trips that I was involved with personally. The first was an agency client that was a global supplier of hot-metal machines and solutions. You might be surprised at how many trade journalists there were at the time covering the adhesives industry, so we had a good pool of prospects from which to draw. Bringing news media onsite was a first for this company, and it resulted in about half a dozen very positive industry-specific stories running in the months that followed the trip.
The second example is when Saturn introduced its cars in Japan. Saturn invited several top Japanese auto journalists to Spring Hill, Tennessee, to test out its vehicles in a day-long ride-and drive event. And believe me, they did a thorough job of testing them, including seeing how well they could handle fast-paced curves in the Middle Tennessee countryside. (It’s also where I saw a memorable sign in a small-town grocery store we passed through that proudly proclaimed: “We sell Kroger ice cream.”)
The Japanese journalists got to meet with Saturn senior management and engineers; tour the plant; attend a briefing with short presentations about what’s going on with the company; and participate in group Q&As and even one-on-one meetings, if desired.
Both of these events generated post-event coverage, but even if media trips don’t produce immediate results, they are still important because they strengthen relationships with reporters who cover your client’s industry, giving them in-person access to senior management and the opportunity to be onsite. The dividends from such trips will unfold over time.