1. Denmark >
2. Starting a Business >
3. Marketing a Business

Marketing a Business in Denmark

The international transition of a business 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 in Denmark.

Marketing your business on indigenous soil is an art-form in itself; attempting to do it in Denmark 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 Denmark

Advertising in Denmark is big business and roughly DDK4 billion is spent on advertising and communications. There are several ways to advertise in Denmark. Although only the television channel TV2 shows commercials, radio advertising is very popular. The two free newspapers are popular and the main newspapers Berlingske Tidende and Politiken are strong in Copenhagen and Jyllandsposten in Jutland. Internet is the fastest growing medium for advertising and lets not forget the importance of trade press. Trade press is extensive and the publications are strong.

Although English is the international language of business and many Danish people can speak it, at the initial stage of the relationship with a Danish commercial partner, trade literature may be presented in English. However, as the contact develops, it will be expected that all trade literature and technical manuals for use in Denmark are translated into Danish.

It is worth considering using advertising and/or press activities to increase the awareness of a new product in the Danish market.

Cultural Sensitivity

Cultural sensitivity and understanding of protocol is paramount to effective marketing in Denmark. 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.

When greeting a person in Denmark, remember to greet with a firm handshake, direct eye contact and smile. Always greet and say goodbye to everyone individually. Shake hands with woman first and remember that Danes usually introduce themselves with their first names. Woman in Denmark are highly respected in business and out of business. Danes are usually modest about their accomplishments and believe people should act in a certain way, expecting courteous behaviour from everyone. If some is not acting in a certain way or is out of term, they will be told. Do not do anything to call attention to yourself and talk in moderate tones.

Click here to Ask an Expert about Marketing a Business in Denmark