€UROBEST OVERVIEW – ALL COUNTRIES

English

AUSTRIA

v BEST COMMUNICATION STRATEGY WITH THE EURO AND EURO MOBIL PRODUCT FAMILY

v BEST DISTRIBUTION CHANNEL

EXAMPLES OF GOOD COMMUNICATION PRACTICE:

P The Austrian Federal Economic Chamber reached 90% of all national SMEs with some of their varied communication tools.

P The Austrian euro strategy is centralized and closely monitored through distribution records, feedback and follow-up.

P Electronic communication tools, such as a CD Rom, a Disc and the world wide web have been incorporated to address an even wider audience

P The euro introduction is managed with great enthusiasm and spirit

P Austria has not simply collected SME feedback, but designed a whole product family around it

P The proactive approach of the Euro Mobil initiative. Euro counsellors visit SMEs on their own premises – a fine example of communication practice

RECOMMENDATIONS:

• A registration form on the WWW may help to monitor the remaining
• 34000 unregistered SMEs (however an interactive contact link is already incorporated on the sites)
• Some tools like posters, stickers or currency converters to support SMEs to promote the Euro amongst their staff and suppliers
• Media tools could feature a glossary of terms to help SMEs with some of the more complicated expressions
• Design one brochure that deliberately uses standard Austrian German or even slang, to maximise user–friendliness and understanding for everybody.

BELGIUM

EXAMPLES OF GOOD COMMUNICATION PRACTICE:

P The bilingual euro newsletter from the Belgian General Commission for the euro offers support and accounts for both linguistic communities.

P The booklet “De Euro” by UNIZO uses very accessible language.

P All media tools feature the euro symbol on the front page and images of coins and notes throughout – a good, strong emphasis on the financial aspects of EMU.

P FEE Euro Clubs have been very well received thanks to the help and support on offer.

RECOMMENDATIONS:

• More communication in French would redress the slight bias towards Flemish speakers and reach out to Walloon businesses.
• All sole forms of media were brochures and booklets, a more innovative approach with posters, stickers or conversion tools could help to promote the euro more enthusiastically.
• Some positive case studies of other companies might help SMEs to warm to the idea of the Euro faster
• Proper distribution data would help measure the success of communications, this is especially important for the Ministry of Economic Affairs (no records available).
• Organisations should actively seek feedback from SMEs in order to tailor their services and to learn about businesses’ actual needs (follow-up, feedback etc.)
• More emphasis on the unifying influence of EMU for Europe could be given, through a stronger use of logos and symbols, especially the circle of stars.

DENMARK

EXAMPLES OF GOOD COMMUNICATION PRACTICE:

P Language easy to understand

P Views genuinely express

RECOMMENDATIONS:

• A publication or package presenting the issue in a less controversial perspective with branding, examples, Q&A, and pictures and images of euro coins and notes included. Views were genuinely presented, but structured in a radical way.
• Proactive communication and distribution strategy. More members need to be address, and a follow up is necessary after the distribution of printed material.
• Brochures, booklets, posters, stickers, CD ROMs, web pages, and conversion tools could help to promote the euro more enthusiastically and appealing to a wider audience.
• Positive case studies of other companies might help SMEs to promote the idea of the euro faster.

FINLAND

EXAMPLES OF GOOD COMMUNICATION PRACTICE:

P Finnish SMEs have had excellent access to basic information on the euro

P Conferences have been used to follow up the printed information, enabling questions to be answered and greater detail given.

P Overall, the use of colour images of notes and coins is much better than the representation of the euro and circle of stars logos. Case studies have been used widely to illustrate situations.

P CD ROMs were available to Finnish SMEs that didn’t have the time or desire to read long articles.

RECOMMENDATIONS:

• Brochures, booklets, posters, stickers, and conversion tools could help to promote the euro more enthusiastically and appeal to a more diverse audience.
• Only half of all items contained practical information, greater emphasis should be placed on advice and support instead of background information
• Material should be more consistently branded and associated with the EU.

FRANCE

v BEST COMMUNICATION TOOL IN TERMS OF INNOVATION

v BEST COMMUNICATION TOOL IN TERMS OF LEGIBILITY

EXAMPLES OF GOOD COMMUNICATION PRACTICE:

P The glossy brochure “Le guide de l`euro” was outstanding in terms of user friendliness and legibility, a good example of euro communication practice

P The change converter by APCM was the most innovative euro tool of the Eurobest contributions. The converter is a user-friendly small device, aimed to help SMEs with the initial currency confusions and calculations. A great little promotion gadget, with a very practical and useful idea behind it.

P The French Department of Economy, Finance and Industry has designed a series of posters and stickers to promote the euro and educate SMEs, their staff, suppliers and customers alike

P Great innovative tools like posters, stickers or currency converters to support SMEs with promoting the euro amongst their staff and suppliers

P Universal front page appearance of the euro logos

P The euro introduction is communication with enthusiasm and spirit

P All publications are comparatively short and to the point

RECOMMENDATIONS:

• There is a need to set clear communication and distribution targets in order to monitor the effectiveness of euro initiatives
• The greatest ideas have no value if only a tiny minority of addressees get a chance to see it, the distribution record should reflect actual national needs
• Organisations should actively seek feedback from SMEs in order to tailor their services and to learn about businesses’ actual needs (follow-up, feedback)
• To include images of euro coins and bills in order to promote familiarization with the new money.

GERMANY

v BEST COMMUNICATION TOOL IN TERMS OF LEGIBILITY FOR THE COLOUR BROCHURE “DER EURO IM MITTELSTAND” (THE EURO FOR SMES) BY THE EURO INFORMATION CENTRE STUTTGART

EXAMPLES OF GOOD COMMUNICATION PRACTICE:

P The brochure “Der Euro im Mittelstand” was the most informative and best-presented communication tool out of the observed Eurobest coverage and is clearly a fine example of good communication practice

P The German communication tools are especially strong regarding the legibility of the information, its practical impact and examples given.

P Good euro branding presence.

RECOMMENDATIONS:

• Most contributed publications are at least two years old, leading to the possible conclusion that there has been no recent euro promotion.
• The majority of media were brochures and booklets, a more innovative approach with posters, stickers or conversion tools could help to promote the euro more enthusiastically
• Media tools like CDs should be properly tested for their user friendliness and functionality beforehand
• Proper distribution data would clearly help to measure and monitor the success of communication strategies

GREECE

EXAMPLES OF GOOD COMMUNICATION PRACTICE:

P Issues were presented positively from three different perspectives: SMEs, euro, and case studies

P Historical information was well documented

P Visual aides, particularly coins and bills were incorporated

P The content was clearly structured, the language was easy to understand, contact and phone numbers were given and examples used

P The information was mostly practical and easy to follow

RECOMMENDATIONS:

• Proper documentation of print and distribution records will enable an assessment the campaign’s effectiveness
• The incorporation of wider selection of tools would appeal to a more diverse audience
• Greater stress should be given to the EMU’s timetable
• The coverage must be increased to reach the majority of SMEs

IRELAND

v BEST DISTRIBUTION CHANNEL

EXAMPLES OF GOOD COMMUNICATION PRACTICE:

P Irish communication tools have clearly reached the majority of SME’s with euro information

P UEAPME registered SMEs had the opportunity to receive 1.5 copies of printed material, giving it one of the highest effective rates of the entire project. It is therefore a winner for best distribution channel.

P The history and political background of the euro introduction are well explained.

P Many publications feature the euro symbol on the front page and images of coins and notes throughout – a good, strong branding presence.

P Communication tools are supported by case studies and checklists

RECOMMENDATIONS:

• Provide alternative forms of communication, such as websites or CD ROMs.
• The only sources of practical information were the more lengthy magazines, containing a wealth of historic and economic data. Other media may provide the solution to this.
• Most of the sample material seems to have been designed with larger enterprises in mind, with little concentration on the specific concerns of SMEs. While the euro has been sold to SMEs, the focus should now be on how to support and guide the businesses concerned.
• Good information needs to reach more organisations. The few SME represented by IBEC had access to more, better-quality information than others.

ITALY

EXAMPLES OF GOOD COMMUNICATION PRACTICE:

P The colour brochure “Euro Kit” by Euro Info Centre Rete Artigianato was outstanding in terms of user friendliness and legibility. The booklet uses images of matchstick men to illustrate euro issues and divides different issues in assorted colours. This approach greatly contributes to the user friendliness of the booklet.

P Language is easy to understand

P Views genuinely expressed

RECOMMENDATIONS:

• There is a distinct need to set clear communication and distribution targets in order to monitor the effectiveness of euro initiatives
• The greatest ideas have no value if only a tiny minority of addressees get a chance to see it, the distribution record should reflect actual national needs
• Organisations should actively seek feedback from SMEs in order to tailor their services and to learn about businesses’ actual needs (follow-up, feedback)
• Images of euro coins and bills should be included in order to promote familiarization with the new money.
• More euro labels must be incorporated to promote the feeling of unity behind the new currency.

LUXEMBOURG

v BEST DISTRIBUTION CHANNEL

v BEST COMMUNICATION TOOL IN TERMS OF INNOVATION

EXAMPLES OF GOOD COMMUNICATION PRACTICE:

P The Federation of Handicrafts showed innovation with the highly informative multi lingual video “Euro”!

P The Federation of Handicrafts achieved a very high ratio of distribution per SME!

P All euro information was well presented and branded

RECOMMENDATIONS:

• Printed material was all in French, no other languages were covered
• The identified problem areas faced by SMEs in Luxembourg should be clearly addressed in future publications.
• Case studies of other companies might help SMEs to promote the idea of the euro faster.
• Organisations should actively seek feedback from SMEs in order to tailor their services and to learn about businesses’ actual needs (follow-up, feedback).

THE NETHERLANDS

v BEST COMMUNICATION TOOL IN TERMS OF INNOVATION

EXAMPLES OF GOOD COMMUNICATION PRACTICE:

P The ‘Euro Info’ card index book was rated as one of the most innovative forms of information in this survey. This enabled businesses to keep a reference of all the terms and implications, presenting information in a clear and accessible way. This is a good example of communication practice!

P The vast majority of the information is practical and of particular relevance to SMEs. The use of checklists and the printing of contact details for further information would have been especially useful. The coverage focuses on problem areas that need to be overcome.

P Dutch agencies use a wide variety of different tools to spread the Euro message. Many of these associate the EU and the Netherlands by using colourful designs, combining orange and blue.

RECOMMENDATIONS:

• The reader has the impression that the Euro and its possible advantages are somewhat downplayed in the communications. Positive messages about the launch do not appear regularly, while problems do. While this may reflect Dutch priorities, the idea of the Euro could and should have been promoted more actively.
• Some positive case studies and examples of other companies might help SMEs to warm to the idea of the Euro faster
• There is a need to set clear communication and distribution targets in order to monitor the effectiveness of euro initiatives
• Proper distribution data would help measure the success and reach of communications!
• More emphasis on the unifying influence of EMU for Europe could be given, through a stronger use of logos and symbols, especially as the circle of stars did not appear at all.

PORTUGAL

EXAMPLES OF GOOD COMMUNICATION PRACTICE:

P Information about the euro has been well supported with graphs and statistical data.

P SMEs have strongly being made aware of IT issues surrounding the single currency.

RECOMMENDATIONS:

• Differentiation in the branding layout especially in the currency’s logo and images of coins and bills could make the publications more effective and interesting to SMEs. Reproduction of all publications in colour printing with a content clearly structured and well organised will attain that goal.
• The distribution strategy must be diversified in order to reach the vast majority of SME members.
• Brochures, booklets, posters, stickers, CD ROMs, web pages, and conversion tools could help promote the euro more enthusiastically and appeal to a wider audience.
• Case studies of other companies might help promote the idea of the euro to SMEs faster.
• Organisations should actively seek feedback from SMEs in order to tailor their services and to learn about businesses’ actual needs (follow-up, feedback)

SPAIN

EXAMPLES OF GOOD COMMUNICATION PRACTICE:

P Language easy to understand.

P Adoption of an effective communication channel as it is address to the entire business community.

P All media tools feature the euro symbol on the front page and images of coins and notes throughout – a good, strong emphasis on the financial aspects of EMU.

RECOMMENDATIONS:

• The magazine reports on general business affairs. A more specialised publication between the euro and SMEs is necessary to deal with the more practical and specific issues. Higher coverage must be essential, as current distribution needs substantial improvement.
• Brochures, booklets, posters, stickers, CD ROMs, web pages, and conversion tools could help to promote the euro more enthusiastically and appealing to a wider audience.
• Positive case studies of other companies might help SMEs to promote the idea of the euro faster.
• Organisations should actively seek feedback from SMEs in order to tailor their services and to learn about businesses’ actual needs (follow-up, feedback)

SWEDEN

EXAMPLES OF GOOD COMMUNICATION PRACTICE:

P UEAPME branding

P The information produced by Foretagarna was well structured, concise and easy to understand

P Foretagarna succeeded in distributing all of their euro material, although the quantities must be increased

RECOMMENDATIONS:

• A clear communication and distribution strategy should be established to monitor the success and effectiveness of the Swedish initiatives
• Content and branding could be improved
• Too few SMEs would have been exposed to the material
• All the items contributed are brochures, a more innovative approach with posters, stickers or conversion tools could help to promote the euro more enthusiastically
• Positive case studies of other companies might help to promote the idea of the euro faster.

UNITED KINGDOM

v WINNER BEST NON - EUROLAND COMMUNICATION TOOL WITH THE FPB’S “EURO-SME-ADVISOR” TRAINING MANUAL

EXAMPLES OF GOOD COMMUNICATION PRACTICE:

P The content of the material available to UK SMEs tended to be concise and informative.

P Information was easy to understand and follow.

P Timetables for change and further contact details were readily available.

P The Treasury’s booklet ‘Euro: are you ready’ was the most widely distributed publication addressing the issue of the Euro.

P The ‘Euro preparation Workbook’ was the only publication across the whole project that adopted the format of a training manual.

P The CDs are worthy of note, particularly the interviews.

RECOMMENDATIONS:

• Despite the Treasury’s booklet reaching 44% of SMEs, in total less than half were in receipt of information from the sources identified.
• With a few exceptions, improvements in branding and printing quality.