Marketing your business in Europe
Understand European marketing practices
To understand the marketing practices of your target European country, you need to:
- understand your customer base
- learn about any country-specific laws that may apply to your business
Research your market
Successful, well-researched marketing can make the difference between growth and failure. Making sure that customers understand the benefits of your products or services is vital. This is even more important when operating in another country. You will have to consider other factors, like:
- cultural differences - ideas that appeal in the UK may not work elsewhere in Europe
- language barriers - getting the right tone and message across is vital
- customer trust - if you are a foreign company, you may have to work harder to build trust with customers
- legal implications - advertising and marketing can be heavily restricted in some countries, with potential fines. Understanding legal restrictions on advertising in Europe is important to avoid penalties and ensure compliance.
Country-specific laws
A few European Union (EU) wide marketing laws exist. But, member states may apply them differently. In some cases there are hefty fines if you break these rules. In other countries you have more freedom to shape your campaigns. You should always check the local laws before launching any campaigns. Some examples of country-specific marketing laws in Europe are:
- bans on TV and radio ads in Sweden which are aimed at children under the age of 12
- German requirements that restrict the value of promotional offers due to anti-competition rules
- French legal requirements that you provide all marketing materials in French (or with a French translation)
Distance selling
For many small businesses, distance selling in the EU is a good option when expanding into another country. Distance selling is the supply of goods and services from one EU country to another. In it, the consumer and supplier do not meet face-to-face.
EU regulations cover distance selling. They also cover your marketing strategy. Distance marketing can include press advertising, online and email marketing.