M A RC O M S Something to shout about Those in the mobility industry recognise that FAIM certification denotes a companys services will be of the very highest quality. But, says William Zamundu, Digital Marketing and Communications Officer for FIDI, there is also great potential to promote the standard when marketing directly to consumers, too I William Zamundu, Digital Marketing and Communications Officer, FIDI For any questions or ideas on how to use your FAIM for marketing purposes, please reach out to the FIDI marketing team at marketing@fidi.org t is a given that to be a FIDI Affiliate is to be among the very best in the industry. To be FAIM-certified carries such weight that, in some instances, it is a requirement for those seeking contracts with government, RMCs, and international partners. However, while FAIM credentials are widely understood among businesses, many movers are still finding it difficult to demonstrate its value to their end customers. Private clients are largely driven by price and reviews, so communicating that your services come with a solid guarantee of quality doesnt always resonate as real added value. With the increase of lumpsum assignments over recent years, the challenge is to be present where the assignee will be looking for answers that is, online - and to ensure they understand what FAIM is and why it is necessary. Here are three ways you can market FAIM to your end customers. While being audited by EY is a strong marketing point in B2B, it may mean nothing to private customers, and, in this case, it is your expertise that sets you apart. You can give examples of the risks inherent in international relocation and demonstrate how you are well prepared to counter these this shows the value of working with certified movers. You can use your company blog or social media account to share news stories of moves gone wrong and explain how you would have handled things differently using your FAIM certification as proof that you really do know what you are talking about. The financial health safeguards given by the Financial Assessment are also a powerful selling point for end consumers, ensuring that a move which may take several months will not be impacted part way by a poor financial situation. 1. Educate the customer The first challenge is how we educate the client about what FAIM stands for. End customers often dont know exactly what the move process entails, and providing them with clear explanations, infographics and videos can be an excellent way of showing them what to expect. The same approach can be taken for FAIM, creating easy-to-understand graphics and explaining simply what FAIM means for customers and their belongings. To help you with this, FIDI provides tools to explain FAIM to end customers, which include: l A FAIM marketing toolkit l What is FAIM leaflets l A FAIM promotional video 3. Marketing by affiliation The last recommendation is to market your FAIM accreditation by associating yourself with FIDI and other affiliated businesses whenever you can. Being part of this prestigious international network reflects well on the businesses involved. You can do this in the following ways: l Brand your website and documents with the FAIM logo l Redirect clients to the FAIM pages on the FIDI website l Make your company page visible and attractive on Find A FIDI Affiliate l Interact with FIDI, FIDI Focus and Affiliate content online. 2. Highlight differentiation By being a FIDI member, you are a part of a network of the most prestigious movers in the world. This is not just an interesting fact; its an asset to be leveraged. Movers can do this well by comparing the operations of FAIM movers to those of non-accredited businesses. By making a clear comparison between the guarantees offered by FAIM and the risks that could be incurred by commissioning a rogue mover, you justify the need for independently audited certifications and the added value to having FAIM. Being a part of the FIDI community means contributing to a collective positive perception of what it means to be FAIM-accredited. By branding your website and documents with the FAIM logo, you contribute, benefit from, and uphold the reputation of FAIM. In the same way that there is a collective perception of being a FIDI member, we should aim for there to be general knowledge of FAIM to end customers, so that when a new assignee must relocate, the FAIM certification is an implicit requirement. 50 FF312 Dec_Feb 23 pp50-51 FAIM.indd 50 05/12/2023 09:16 SO Sto