MA RC O M M S Using digital marketing to get the most from your FAIM certification Digitalisation in the industry is increasing the focus on reaching potential clients online and businesses are discovering new tools for doing this effectively. William Zamundu explains what he learnt speaking to FIDI Affiliates about their marketing efforts C William Zamundu, FIDI Marketing Intern onsidering the certifications of a partner when organising an international move is a no-brainer for moving companies. However, for the client or endcustomer, certifications generally come after reviews and price. This doesnt make the certification any less important, but it should challenge us to work out how to demonstrate the added-value and benefits of being FAIM certified. I am a business management and marketing graduate and during my internship at FIDI Global Alliance, I investigated how Affiliates market FAIM to their endcustomers. The goal of this was to better understand the Affiliate experience and develop solutions to better support them. I interviewed marketing managers from FIDI-affiliated companies. Here is a summary of my research findings. Research summary Without doubt, the moving industry is going through a digital transformation, including the introduction of digital marketing practices to promote services and products to clients online. These practices can vary from one region to another. Companies operating in Southern Africa, for example, relied more on LinkedIn to create and interact with potential partners; whereas a Hong Kong-based company mentioned its emphasis on Facebook groups to attract potential clients. Globally, the company website was the prize jewel. Marketing efforts focused on directing people towards their website, either by search engine optimisation (SEO) or content marketing. Here are examples of the digital marketing efforts of Affiliates: Simon Hood, owner and Sales and Marketing Director of John Mason International, believes content is key, and in striking a good balance between providing a resource and investing in digital marketing. Most of their marketing budget is spent on digital advertising, measuring each channel and ceasing to use it if it does not provide sufficient ROI. On a more experimental side, Jos Luis Tabuenca, from Spanish Affiliate SIT, shared his experience with influencer marketing on Instagram. SIT partners with parent and stay at home mum influencers who, for a special discount on a move, document their relocation on social media. This has led to organic client growth. Jordan McDaniel Hinkebein, from Hilldrup, takes a more traditional route, knowing that word-of-mouth and recommendations are central to client growth and referrals. The business invested in a review collection platform and related processes. This allows it to gather as many reviews as possible, reassuring new clients and improving their SEO results. Marketing FAIM Looking at FAIM specifically, I wanted to find out how FIDIs main certification fits into businesses marketing strategy. Interviewees mentioned that FAIM strengthens the companys position when negotiating agreements; not to mention being a requirement for certain clients and suppliers. More importantly, it allows the FAIM-certified mover to distinguish themselves from rogue movers. Essentially, the certification saves on the cost of gathering information. The FAIM logo attests to the companys quality credentials. However, a comment made several times was that there is a need for education in the industry. There are a number of certifications around, so it is important for movers to communicate easily to clients why and how FAIMs quality standard is unique. So how does one show this? Well, FIDI has developed different tools and assets for Affiliates to market the standard. However, my research shows that they 72 FF308 Dec-Jan 23 pp72-73 Marketing.indd 72 05/12/2022 17:19