Get the most out of the Finnish market with Sanoma

Making good marketing decisions from afar is a tricky business. A goal-oriented, data-driven collaboration with Sanoma brings our extensive data and expertise at your fingertips and gives you a clear vision of what to do next in Finland.

The best marketing and advertising is never done ad hoc – it’s built on careful planning and precise data. This is even more important when you’re targeting a market outside your everyday surroundings.

“It’s a fact that the further away from the market decisions are made, the more likely marketing is to fail. We offer a direct line of sight to the Finnish market and inside information to guide your decisions,” says Sanoma’s Client Manager Olavi Kajantie.

Sanoma’s service model is an end-to-end approach to advertising in Finland – and the way to get the most out of our expertise. A close collaboration grows both effectiveness and your success rate.

Going deep with a partnership based on trust

It all begins with a talk about your goals and strategy. When you decide to work with us, we’ll start by having a detailed discussion about the direction you want to take your business in Finland.

“This is, for sure, a question of trust, and we hope to establish our position as a partner you are willing to share your plans and aspirations with. An open dialogue allows us to deal with the biggest challenges together,” says Kajantie.

If you work with other entities such as local digital marketing agencies, we’ll include them in the discussion.

Your needs define the team. A deep understanding of the Finnish market as well as your industry and audiences helps us figure out the most effective solutions and media choices.

The wide array of expertise at Sanoma guarantees you don’t need to look any further for knowhow. If TV is the best way to reach your audience, we have the people to create impactful campaigns. If you’re going full digital, no problem there, either.

Sanoma’s own media have an Sanoma's media reach an overall of 97% of Finns every week, so your target demographic is sure to be among them.

Data puts an end to guesswork

Anything we do together is based on data and insight – no guessing games here! Backing up marketing efforts with insight cuts back waste.

It’s vital to collect data after a marketing campaign to mark successes and spot shortcomings, but every decision along the way, starting from which media to use, should also be directed by data.

“When your metrics match your goals, it’s easy to check what was done right and what could be improved upon. After evaluating the data, we can re-enter the loop wiser,” Kajantie illustrates.

Sanoma gains insight about your audience and content, but also keeps a close eye on changes in the Finnish market. This way, you’ll know when it’s time to rethink your strategy.

Experiment, benchmark and grow in Finland

Setting out to do long-term collaboration, of course, requires a bit of time spent on refining your objectives. What do you wish to gain from entering Finland?

In Olavi Kajantie’s experience, Finland is often an afterthought for international companies. He knows, however, that a bit of extra effort into Finland can bring impressive results. Entering the market with a bang is easy with the right partner.

“You don’t need to have everything figured out. Bring something to the table, and Sanoma will do 80 per cent of the work,” Kajantie says.

Finland is also a great experimental lab for testing and benchmarking.

“In a small market, you can try big campaigns with a modest budget. Finns have the means to buy but are generally more reserved than other Nordic people, so hitting the mark here will give you excellent experience for succeeding elsewhere.”

Finnish media usage is one of a kind – read our guide to succeed in Finland.

Continuous learning and business friendships

To build a dream team and find the most viable solutions, our people need to stay on top of their game and keep their knowledge and skillsets up to date. The leading player in Finnish media, Sanoma provides the perfect environment for learning. Research is one of our key areas of work.

A position as a trailblazer also brings with it a social responsibility.

“Sanoma’s mission is to make media for future generations, too. This is why we are committed to doing our share well,” shares Kajantie.

A close and personalised way of working with clients often builds relationships that last.

“I have become friends with many long-time clients. This is collaboration at its best.”

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