Reaching the Consumer in Finland

Overview by

Marketing Opportunities

Growing Sectors
Telecommunications, biotechnology, environment technologies, machinery and scientific instruments, medical equipment, safety/security
Consumer Behavior
The most important factors affecting the Finnish consumer behavior are quality, safety and the origin of the product. Brand is considered a strong signal of quality. Finns favor national products especially when it is a question of food products. Conformity with European norms (CE marking) is seen by the consumer as a guarantee of quality. In the same way, the ecological label encourages consumers to buy the product. In case of products that are good quality, technologically advanced and conformed to the criteria of environmental protection, the price is a much less important factor in the consumer's choice.
Consumer Profile and Purchasing Power
The Finnish consumer is open to new products and concepts. There is a large demand for goods with high added value. In terms of food, ready-cooked meals that are healthy and easy to prepare are becoming more and more popular among Finns. Finnish consumers like simple and practical products with simple packaging, non-harmful for the environment.
The increase in the Finnish consumers' purchasing power has boosted Finnish imports.
Consumer Recourse to Credit
The use of consumer credits is quite high. Finns feel confident regarding their financial situation and have increased their level of debt.
Consumers Associations
Kuluttajavirasto , The National Consumer Administration
ECC , the European Consumer Centre Finland
BEUC , the European Consumers' organization

Media in Which to Advertise

Expensive but reaches consumers massively

Main Televisions
Nelonen - Tv 4
Bonnier Group (MTV3, Subtv)
SanomaWSOY Group (Nelonen, JIM and Urheilukanava; and pay TV channels KinoTV and Urheilu+kanava)
YLE, Finland's national public service broadcasting company
Quite expensive but reaches consumers effectively; most Finnish households are subscribers of at least one newspaper.
Traditional media still in use; may not be very effective.
In Transportation Venues
In major cities in buses and at the the stations: hanging flyers, framed posters, stickers, and flat-panel video. Reach a lot of consumers.

Market Leaders:
Finnish Outdoor Advertising Association
Most stations are local and highly profiled in terms of listeners. Advertising worth investigating.

Main Radios
Radio Nova
New Technologies (E-Marketing, SMS, etc.)
Online advertising is growing rapidly; most of all advertising on websites but also email advertising. Advertising through sms is effective and thus used more and more.

Market Leaders:
Main Advertising Agencies
Bob Helsinki
Carat Finland
Pool Media International

Main Principles of Advertising Regulations

Not permitted if in connection with driving a vehicle.
Not permitted.
Must be approved by the authorities.
Other Rules
Advertising for children under 18 is more strict. Word "free" is not allowed unless the product is free of charge with no further involvement.
Use of Foreign Languages in Advertisement
Allowed. In Finland a lot of advertising is done in simple English today.
Organizations Regulating Advertising
Finnish Consumer Agency

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