Choosing the most effective promotional channels in Saint Petersburg Greater Helsinki Promotion Oy

The objective of the study was to map and choose the best promotional channels for Greater Helsinki Promotion Oy, in order to target potential customers in Saint Petersburg. The research focused on identifying sources of information that current customers and partner organizations consult when they search for information relevant to their field of expertise, and why they prefer these particular sources. In addition, focus groups were interviewed about their experiences in attending business events and using social media for business activities. The conceptual framework is based on preliminary research of PR channels in Saint Petersburg and the Jim Blythe promotion mix. This framework was used as a basis for formulating interview questions in order to perform qualitative research. There were two focus groups: nine current customers and seven partner organizations. Interview questions were semi-structured and formulated differently for each focus group, in order to receive explicit answers regarding their particular field of expertise. By the end of this research, it was possible to conclude that the most effective promotional channels appeared to be internet marketing, PR and events. The result of the research showed that there is a lack of information about Finnish business environment and its advantages over other European countries. As a result, Russian decision-makers do not have enough information on services provided by Finnish inward investment promotion agencies. For this reason, it was suggested to have information in Russian on the corporate webpage, to expand the network through governmental organizations, to continue launching content-rich newsletters and to organize a specific event for one cluster at a time. Getting publicity in the Russian press would also be very critical for brand-building. Recommendations given will provide guidance when the organization decides on extra marketing of its services in Russia. This research was conducted in spring 2013