How to Win Over the Finnish Consumer and Succeed in the Finnish Market

Conquering a new market always involves risks, but you can accelerate a successful market-entry with timely and well-targeted marketing efforts, says Sebastian Wikman, Sanoma's International Key Account Manager. 

Finland is a culturally diverse and technologically advanced country, offering a stable and competitive business environment with numerous opportunities for success. However, foreign companies should consider some key factors when aiming for Finland. 

"In Finland, it's surprisingly easy to make a breakthrough even as a lesser-known brand if you focus your marketing efforts in the right channels," says Sebastian Wikman. 

The Finnish market has undergone significant digitalization in recent years. The developments are especially evident in digital news media and the strong advertising network built around it, which delivers results for advertisers. However, Wikman emphasizes that Finland is still a real cross-media market when it comes to marketing. 

"Television and radio remain powerful advertising platforms, and print advertising still holds its ground. Unlike in many other countries, print advertising has been successfully commercialized in Finland and continues to be viable." 

Here is where Finns notably differ from their Nordic neighbors. 

Due to distinct media consumption and usage patterns, localizing marketing efforts is crucial for those eyeing the Finnish market.

Localization Means More than just Translating 

Localization goes beyond merely translating marketing materials used in other countries into Finnish. It also involves considering the Finnish media mix. 

"Instead of just translating the message, localization should focus on Finnish marketing channels. It's essential not to replicate what's done elsewhere in the world. The metrics and methods should align with regional goals and specific characteristics." 

The process of selecting marketing methods should begin with defining the Finnish target audience for the product or service, along with their interests and media usage habits. Finnish consumers welcome brands and services if they see value and a credible presence in correct channels. 

"For instance, if you're planning to establish a brick-and-mortar store in Finland, it's crucial to assess what works specifically for in-store shoppers here. In some cases, print could be more effective than digital, and vice versa. Taking the local media mix into account based on objectives is the key to success." 

Wikman provides an example of an international client that conducts digital advertising on a local level while running nationwide television campaigns: local presence serves their physical stores, while the larger coverage supports e-commerce. 

"Sanoma provides comprehensive recommendations on the best formats and channels for marketing content since we understand target audience behavior and media consumption."

The Media Environment Matters

One local peculiarity in Finland is a strong trust in news media, even by international standards. News media is consumed widely, both in print and digital formats. Consequently, the media environment significantly influences how we trust brands. 

"A robust and independent press enhances advertising credibility as a platform, and that's why it's worth being visible there," explains Wikman. 

Sanoma's media network reaches nearly all Finns, and besides credibility, brands aiming for success in the Finnish market benefit from exceptional coverage. 

"Finland also has a significant amount of direct home-delivered advertising, and things like advertising inserts are still popular. Many international brands have already capitalized this on special publications that we offer."

Build Trust, Reap Results 

Investing in marketing in Finland might appear risky as the market size might feel small. However, Wikman points out that this is a misconception. 

"Finnish income levels are high, and we have considerable purchasing power. Historically, we've embraced quality brands from Sweden, for instance, as we highly value quality and are willing to pay for it." 

Finland's relatively small size makes it easier for companies to achieve nationwide coverage. There are only a few commercial national TV channels, and regional differences are not so vast that a good brand could not potentially impact the entire country. 

Nevertheless, it's important to note that Finnish consumers are well-informed and contemplate factors such as ethics. According to Wikman, the key to success lies in trying different approaches and listening to local experts. 

"As a quick rule of thumb, it's advisable not to start off with a too tactical approach. Traditionally in Finland, the ratio has been 60% brand advertising and 40% tactical advertising. So, start by considering where you want your brand to be in a year or in five years. Investing in your brand wins over Finnish hearts – and the market. We may initially seem skeptical and slow to warm up, but we build long-lasting relationships with brands and remain loyal to them."

Now that you know what to do, read 4 things what not to do when starting advertising in Finland.

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