Marketing is the most crucial aspect of any business, and Swiss startups understand this well. In fact, FSO Business found that nearly 82% of new companies in Switzerland survive beyond their first year, which is good news for anyone planning to launch a Swiss company.

 

However, as with every market, Switzerland has its peculiarities. This is why choosing the right marketing strategies is critical to ensure your brand's long-term success. 

In today's column, I've collected seven essential tips from marketing professionals that will help anyone marketing their startup in Switzerland. 

1. Remember that they're highly educated.

Switzerland has the second-highest rate of tertiary degree completion of OECD countries, and its secondary education system is exceptional. 

To successfully market a product here, you must respectfully and intelligently communicate its qualitative features to your audience. Brash, sweeping declarations won't work; they will only be receptive to rational explanations. 

2. They're innovative but down-to-earth, so use that to your advantage.

 

Swiss consumers are notoriously environmentally conscious and firmly attached to nature and sustainability. At the same time, they are still one of the world's top five most digital countries.

Thus, when bringing a product to market, ensure it's sustainable, and your company has a strong social responsibility agenda. The Swiss will definitely research your reputation, and they appreciate gestures like donations to and participation in environmental causes.

3. Make a well-crafted plan focused on quality.

 

One important thing to remember is that Switzerland has a high standard of living. They are conscious consumers willing to pay more for a quality product, but they will not pay anything for something below their standards.

Conventional wisdom is often to move fast and attract customers as quickly as possible, but that doesn't work here. Instead, focus on developing a quality product and a detailed marketing plan that ensures your service and staff are completely prepared for the active marketing of a polished brand. 

 

4. Become a supportive, active member of the Swiss community.

 

Switzerland is a small country of only 9 million people, so the entire population is a tight-knit and supportive community. To succeed in this market, your brand must be ready to integrate entirely into this community. 

Swiss people are highly responsive and extremely loyal to those who are active, respectful members of their "clan." Maintain a positive reputation by participating in community improvement, offering genuine assistance and treating customers well. This is a straightforward path to getting the support and recommendations you need to establish a business and thrive long-term. 

5. Approach your marketing strategy with a 360° outlook.

 

It's true that a 360° marketing approach is often viewed as too expensive to be practical, especially for startups. However, taking a holistic approach that encompasses as many points of contact as possible can boost revenues and is an excellent strategy for the Swiss market in particular. 

Not only are the Swiss digitally competitive, but their high levels of education mean that they will spend more time searching across channels to get a feel for your product or service. Additionally, the country's high standard of living provides a simple path toward building a comprehensive marketing strategy that allows your brand to connect with customers on multiple levels.

7. Choose high-quality suppliers.

 

Conscientiousness and quality are staples of a great Swiss marketing strategy. Startups often have limited runways and tight budgets, but cutting corners with lower-caliber suppliers will negatively impact your product's overall presentation and worth in your target market's eyes. 

This, in turn, can harm your reputation. Remember that 98% of consumers research businesses online before ever trying their product, and a bad review or experience can make over half of consumers never want to try a company. This is even more true for the Swiss market, so always prioritize quality over cost.

8. Don't be afraid to take risks.

 

While there are some tried-and-true strategies for succeeding in Switzerland, don't forget that they are still receptive to innovative, exciting marketing approaches, just like the rest of the world. 

The difference here is that you should always take calculated risks because these will give you the highest chances of gaining substantial rewards. Despite how it may seem, being too conservative with your marketing strategy can limit your potential for growth and success.

Ultimately, with over 80% of new businesses succeeding, there is a high probability that your company will, too. Be bold, innovative, quality-focused and community-minded, and your startup will surely thrive in the Swiss market.