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Marketing a Business in Sweden

The international transition of a business when preparing to expand is more than just costs and procedures. It's more cultural acclimatisation than calculatory acumen. It's making sure your product or service fits the inclinations and idiosyncrasies of a nation; finding a way to culturalise your business in order to reap the same results your business has achieved domestically. This is accomplished through one simple step: effective marketing.

Marketing your business on indigenous soil is an art-form in itself; attempting to do it overseas is nigh-on miraculous. Countries may be becoming more heterogeneous, but the foundations of a culture rarely budge for anything: their sensitivities, traditions, humour, discourses, protocols are essentially unchanging and stubbornly unaccommodating. Therefore, the identity of your product or service needs to seamlessly fashion itself upon a nation, not the other way around, shoehorned in, hoping for the best.

Advertising and Sales promotions in Sweden

Sweden has strict advertising regulation, where all claims or statements must be verified. If you are setting up a business in Sweden, any promotions must be accurate and misleading statements could lead to prosecution under the Marketing Practices Act.

If you are expanding your business in Sweden, newspapers are the most important advertising avenues, with printed advertising accounting for around half of all expenditure. The major newspapers are run from Stockholm, Gothenburg and Malmo and have a national circulation. The second most important form of promotion is direct mail, which accounts for around 30% of expenditure. Until recently, television and radio were exclusively state controlled but commercial channels are now established and advertising is growing in broadcast media.

Internet usage in Sweden is also prevalent, with E-commerce firmly established in what is regarded as one of Europes leading internet societies.

For sales promotions, it is acceptable to present any literature in English although it is recommended that any material be of a high standard.

Cultural Sensitivity

Cultural sensitivity and understanding of protocol is paramount to effective marketing. The intricacies of a nation its beliefs, even its superstitions can make or break your business. Know the market; immerse yourself in it. Never assume your marketing strategy will be transplantable to a foreign country. There is only a slim chance language will translate well. Anglophonic countries may be susceptible, but if your product or service plays on a quintessentially British characteristic or joke the chances are, it will not be well received.

As for other countries, don't bank on using the same strap-lines or gimmicks. Unless they are perfectly transitional, your product or service could suffer especially if it relies on humour.

Unless you are certain your product or service can sell itself on indigenous merits, it is probably wise to revise its selling-points for a foreign market. As always, however, only your own fastidious research can conclude this.

If you are expanding a business in Sweden, it is important to acknowledge Swedish culture. Swedes are known for their egalitarianism and selfish or egotistical behaviour is frowned upon. Competition in schools is discouraged and culturally people are less inclined towards self-interest. Lagom or everything in moderation is also a common Swedish trait, where excessive or grandiose behaviour is unappealing. Family is also an integral part of Swedish society, with few barriers to children in places, such as restaurants, and most areas of life are family friendly.

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