Finnish media usage is one of a kind
Here’s how to gain the Finns’ trust with your brand
Finland might look like your average Nordic country, but there are tricks to the way we use media and react to new brands. A little extra effort into marketing in Finland might just turn good results into excellent ones.
It’s easy to assume one advertising strategy is enough to cover the Nordics as a whole, but we will stop you right there with one question: are you getting the best possible results by tackling big areas at once?
If your goal is 5% of growth in the Nordics, a little extra focus on Finland could give you 5,2%. The difference between good and excellent lies in that tiny extra push.
We believe taking a closer look at Finland as a market of its own is a decision that will pay off.
Our clients’ numbers reveal that the same tactics that work in Sweden or Norway might not work here. We’ll give you an example: there was a big international online store that saw good conversion in other Nordic countries, but for some reason, with the same actions, Finland was lagging.
Amplify your reach with offline media
Why is this, then? We see a slight conservatism to the way Finns approach media and buying. Research shows that offline media holds its ground in Finland. Going all digital in Finland might not do the trick, while print media or TV will give your brand and message a nice reach and a more attentive audience.
In younger generations, the differences compared to other Nordic countries are smaller, but our population pyramid is very top-heavy and traditions sit tight. Of course, this also means we will see big changes in the coming years.
Learn more – download our free, research-based guide to Finnish media usage
The biggest factor that makes Finns different from their Nordic counterparts is suspiciousness. For us, it generally takes a little longer to trust new things and offers. Finns like to compare and hear recommendations.
Build trust with localization
When speaking to the Finnish audience, building trust is the key component. This can be done by first getting to know the Finnish market and consumers, then translating and localizing your brand and message to fit the surroundings.
Finnish is a small language but all the more meaningful to its speakers. Domestic media is exceptionally strong in Finland, and even international TV formats see a surge in popularity when they are done in Finnish, with Finnish participants. Finnish music is highly popular compared to domestic music in other parts of the world.
Locality, of course, is a global megatrend but it’s especially apt in the case of Finland. Here is a powerful piece of advice:
Be a boldly international brand that speaks Finnish to your Finnish customers. Apply localization to all other aspects of your brand, too – it’s a big factor for a brand to look like it belongs. Go the extra mile for Finns, and we will reward you with our loyalty. This is what we in Finland call being customer centric!
Nordic, but different
– download our guide to Finnish media usage and make the most of your media presence in Finland!
Want to talk? Contact us!
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