How to grow in the Baltic markets in 2019
BalticBest 2018 invited Ranno Pajuri from Telia Estonia, Sven Nuutmann from Estonian Media, Asta Margeviciene from Swebank and Anna Celmiņa from DDB Latvia to share some insights and give some tips to marketers for 2019.
BALANCE SHORT-TERM ACTIVITIES AND LONG-TERM BRAND COMMUNICATION
Ranno Pajuri: “The performance pressure makes short-term activities like sales activation more and more attractive and leaves strategic communication to the background. The key to success is in finding the right balance between short-time activities and long-term strategic communication. There is no universal formula: 60% of this and 40% of that, because every company is unique. But the need for having both is universal - you have to have a strategic framework to make short-terms campaigns more effective.”
Anna Celmiņa adds: “Marketing people are often judged by short-term goals and that makes it a little complicated to maintain strategic scope - strong brand purpose. I am convinced that brand purpose is the key to success. All your short-term actions should based on that.”
FOCUS ON CUSTOMER EXPERIENCE
Asta Margeviciene: “In our marketing customer experience is number one. Contemporary marketing is not just about telling your story. Of course, we invest into media and events as well, I am not saying it is not important at all, but mostly we work together with our customers to create the best experience. And it is really crucial that the whole organization is included in this process. For example, from customers point of view excellent customer service could be easily more important õthan relevant media.”
SCALE YOUR LOCAL ACTIVITIES TO PAN-BALTIC AND PAN-EUROPEAN SCOPE
Ranno Pajuri: “Estonian market is really small, but it also means that it pushes you to be more creative, to achieve more with less. You also cannot fail too many times, because people actually will remember that. It is a good place to test ideas, but you should set your goals higher than that.
Anna Celmiņa: “We in the Baltics are more similar than we think. We should think more across the border. Successful brands from the Baltics should definitely think at least on pan-Baltic level, and then step up to pan-European level.“ Asta adds: “Let´s focus on similarities, not on differences. From customers perspective the trends in the Baltics are actually quite similar: how we use media, how we buy services.”
MEDIA HOUSES AND ADVERTISING AGENCIES MERGE MORE AND MORE
Media houses are building inhouse creative agencies and traditional advertising agencies double as media agencies. Insourcing trends merge the agencies and this trend is going up not only in media segment but in other advertising service fields as well. From brands perspective it means more direct relationships with media and less middle-men. Asta Margeviciene from Swedbank describes her teamwork: The competition between agencies is increasing, but for me it is not about competition, it is about teamwork. As a customer l am not playing games with my partners, l am transparent. My goal is to find the best team for every task. The merging trend makes trust between partners, transparency, and teamwork even more important than before.”
Sven Nuutmann: “It is actually more complex than just insourcing some services. My message is " lets be friends", because future teams will be more flexible and the right combinations more mobile than before.”