Nordic Marketing Conference June 2005
The web as a marketing media
Workshop 7 by Lotte Buchbjerg

Agenda
• Presentations around the table - brief
• Experiences from Statistics Denmark
Experiences from:
• Estonia
• Lithuania
• Sweden
• Finland
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2005 in Finland

Experiences from Denmark
• Background
• Project in the Spring 2005
• Implementation Maj 2005
• A continuous process
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Nordic Marketing Conference June
2005 in Finland

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Nordic Marketing Conference June
2005 in Finland

Background
We want to establish:
• a horizontal marketing group
• a functional organisation
• a uniform design
• a customer related web site
- in Statistics Denmark
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Nordic Marketing Conference June
2005 in Finland

The spring project
• project group - horizontal
• schedule
• steering group
Main goals:
• increase sales in generel
• increase usability before June 2005
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Nordic Marketing Conference June
2005 in Finland

Four project goals
1. Customer feedback
2. New page for customers
3. Basic templates
4. Plan of implementation
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Nordic Marketing Conference June
2005 in Finland

Ask your customers
• Focus group interviews
• Personal contact
• Actual and potentiel needs
• Customer behaviour
• Satisfied customers return
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Nordic Marketing Conference June
2005 in Finland

Focus group interviews
• Three interviews in January
• Manuscript
• Concluding Report
• Follow- up procedure
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Nordic Marketing Conference June
2005 in Finland

Focus group interviews - results
• Change is needed
• Cross divisional solutions
• Is data for free?
• Active languages
• Customer service
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Nordic Marketing Conference June
2005 in Finland

New page for customers
• User friendly entrance
• Images/pictures
• Standardized/individual products
• References
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Nordic Marketing Conference June
2005 in Finland

2. New customer page
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Nordic Marketing Conference June
2005 in Finland

Subsites
• Status on the existing pages
• Uniformity
• Crossreference/linking
• Training - Courses in maj
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Nordic Marketing Conference June
2005 in Finland

Subsite template
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Nordic Marketing Conference June
2005 in Finland

Plan of implementation
• Training of the website editors
• Instruction
• New structure in list of subjects
• How to publish
• Maintenance - updating responsability
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Nordic Marketing Conference June
2005 in Finland

What ´s next?…..
• Registration of customer contact
• Continuous updating/developing
• Define our market
• E-commerce
• Customer Relationship Management
• www.dst.dk/service
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Nordic Marketing Conference June
2005 in Finland

Summary
• Feedback
• Organisational structure
• Schedule
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Nordic Marketing Conference June
2005 in Finland

Your turn…
• Estonia www.stat.ee
• Lithuania www.std.lt
• Sweden www.scb.se
• Finland www.stat.fi
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Nordic Marketing Conference June
2005 in Finland

Questions
• Who are your priority customers?
• What do you want to sell ?
• How do you sell?
• Do you have a sales departement?
• Have you organised your outbound sale? – and how?
• Have you organised your inbound sale? – and how
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Nordic Marketing Conference June
2005 in Finland