Advertising in the land of four seasons – succeed with seasonal marketing in Finland

From inches of snow to the endless nights of summer, all seasons in Finland have their own distinct characteristics. Choose the right media at the right time and you’ll stay at the top of your audience’s mind in any season.   

The time of the year affects the way Finnish people consume media, spend their time, and make decisions, which is why making informed media choices is key when advertising in Finland. 

“You need to consider the way your main audience consumes media, but also the changes in that throughout the year,” says Sebastian Wikman, International Key Account Manager at Sanoma. 

Wikman believes there is still a lot of potential for advertisers to make bold moves in Finland. Seasonal planning is an effective way to tap into themes that the buyer is already thinking about. The seasons in nature and different holidays provide a map to the Finnish consumer’s mind.

The Finnish year in a nutshell: 

• Q1: New Year, wellness and new beginnings, Valentine’s Day (celebrated in Finland as Friend’s Day), winter break from school in February, winter sports 
• Q2: Easter, May Day, Mother’s Day, end of school year and graduation at the beginning of June, cottage and garden season begins, Midsummer 
• Q3: Summer festivals, main summer holiday season in July, back to school in early August, new hobbies and interests 
• Q4: Autumn break from school in October, Halloween, Father’s Day, Black Friday, Independence Day on 6th December, pre-Christmas parties, Christmas

Christmas sparks emotions

Although Finns are known for winter sports, a lot of time is also spent indoors during the cold time of the year. That means heightened consumption of slow media, TV, and magazines. 

In the dark months, Christmas is a bright beacon for many Finns. It truly is the season of giving, as we not only give gifts to each other but also donate to charities more often than in the rest of the year. 

“Christmas is an emotional and atmospheric time. For an advertiser, it’s a great chance to create a recognizable visual and auditory experience through TV and radio,” Wikman explains. 

After the Holiday season we welcome the ‘new year, new me’ energy. It’s time to act on your resolutions and start new hobbies. A seasonal quirk is Friend’s Day, the Finnish version of Valentine’s Day, that celebrates friendships above all. Week-long school breaks take place in February and October, a popular vacation time for families.

Easy summer living

Come spring, Finns wake up from their winter slumber and start to look forward to the summer. As soon as the snow melts, the garden and cottage season is in full swing, and the demand for garden furniture, fishing and outdoor gear as well as tools and cleaning supplies goes up – anything that helps shake off the dust of the winter past.

School’s out already at the beginning of June, when we also celebrate graduates. Unlike many other countries, in Finland the school holidays are in June and July, the latter also being the main holiday month at workplaces.

The short summer season invites Finns to live to the max, enjoy, and treat themselves. Many head to one of the over 500 000 summer cottages scattered across Finland. Especially the Midsummer celebrations in late June are a reason for many to leave the city for a couple of days.

“The Finnish way of enjoying the summer often means that TV has less importance while radio and mobile usage are amplified,” says Wikman. “In the summer, radio consumption is steadier throughout the day, compared to the rest of the year when the peaks are at the commuting hours of morning and afternoon.” 

Don’t hold back during Q4

The busiest time of the year is, without a doubt, the last quarter. With Black Friday boosting sales and Christmas quickly approaching right after, it’s the peak season for online shopping and digital marketing. Even in a B2B environment, deals are closing and the next year’s budgets are being made, so it’s time to get your say in decision making. 

Wikman encourages advertisers to claim their space during Q4 and be strongly visible in all relevant channels. Honing your message for a carefully specified audience will make the biggest impact. 

“The last months of the year offer big sales, but all your competitors will also be active at that time. In a loud and crowded market, your message is what makes you stand out. Choosing the right media or an unexpected one will also make a difference,” says Wikman.

3 + 1 tips to stay on top of your advertising game in Finland

1. Be sure to plan ahead. Turn your attention towards Black Friday and Christmas by the time you’re out of summer holidays. If you’re launching a new brand, allow plenty of time before the main season for the consumer to get to know your product and see it as a viable alternative to what they’re familiar with. 
2. Tailor your message and visual elements to match the season. While you’ll want to stand out from the crowd, meeting your audience where they’re at will make an impact. The mood and behavior of Finns change seasonally, and knowing those changes will help you hit the spot with your marketing. 
3. Keep an eye on the conversations going on. The cycle of planning and executing marketing is getting shorter. Alongside seasonal marketing, being aware of what’s going on in the market allows you to tweak your message and claim new market shares. 

+1. Advertising in print will have a big effect. When doing a disruptive campaign or reacting to hot topics, traditional print turns into a fast and reactive media. Finnish people have an exceptionally high trust in news media. Helsingin Sanomat, for example, reaches a vast audience across the Finnish society.

Read more: How to Win Over the Finnish Consumer and Succeed in the Finnish Market

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