1. PROMOTING EU STATISTICS INCREASING AWARENESS OF THE WIDE SPECTRUM OF DATA PROVIDED BY EUROSTAT
Luxembourg | 1 April 2008
Workshop
ESDS Best Practices Exchange
Daniel O‘Donnell EDS European Data Service Statistisches Bundesamt

2. Structure of Presentation
The current status
Promotion and marketing: Basic principles
Promoting statistics
ESDS Berlin: Promotional activities
Ideas for discussion

3. The current status

4. Promoting EU statistics: Current status  Eurostat
Eurostat regularly publishes press releases in three languages
Also available: Free dissemination pocketbooks and leaflets
Eurostat only present at very selected trade fairs
Eurostat provide factsheets for some key products
Eurostat supports certain promotional activities carried out by the Member States

5. Promoting EU statistics: Current status
So how do Eurostat statistics reach the public?
Unless the press latch on to a Eurostat press release or actively request specific statistics, dissemination scope is limited
With 27 EU countries to cover, reaching the public can only really be effective if the ESDS network assists Eurostat and translates messages into its national environment

6. Promoting EU statistics: How can ESDS network help?
Example: In Germany the minimum wage or the lack thereof has been a large issue lately but it is perhaps not so high on the agenda in all EU Member States
In such cases the national ESDS centres should aim to focus on such topics
Idea 1: “topic of the month” on the website
Idea 2: A press release on a certain topic in conjunction with the national author service but highlighting the situation in the EU as a whole

7. Promoting EU statistics: How can ESDS network help?
Main question: If we don’t promote EU statistics, who will?
Obviously Eurostat strives to provide good data and a user-friendly database and website, but only the ESDS centres can reach the public in so many countries and in the respective native language

8. Promotion: Basic principles

9. Basic principles | Promotion and marketing
According to theory marketing consists of four Ps: product, pricing, promotion and placement (distribution)
Product is seen as high quality data
Pricing is no longer an issue
But promotion and placement are important

10. Basic principles | Requirements of good promotion
Attract attention
Stimulate interest
Create a desire
Bring about action
Create Awareness

11. Basic principles | Good promotion
This means that successful promotion involves more than the passive role of providing an information service and telephone hotline
We need to stimulate interest and create attention
Image of statistics is very ambivalent: That means there is potential

12. Promoting statistics

13. Promoting statistics
Online first: Attract attention in the environment most people turn to if they are looking for statistics
Target certain user groups: education, media and enterprises are generally regarded as the key clients
Make numbers interesting
An example: In the Destatis yearbook 2007 data showed that 4.5% of all households are not connected to the public sewage system

14. Promoting statistics
An idea for discussion – as an online eyecatcher or as a bookmark …

15. ESDS Berlin Promotional Activities

16. Promoting EU statistics in Germany
Key element: Our online platform for EU statistics
ings to promote Eurostat publications such as Regional Yearbook or Eurostat Yearbook using factsheets
Leaflet and bookmark promoting our ESDS service centre
Participation in key trade fairs such as Frankfurt and Leipzig book fair, Hannover trade fair, Didacta educational fair

17. Promoting EU statistics in Germany
Publications such as “Germany in the EU 2006” are published on an ad-hoc basis
This publication was released when Germany took over the EU Presidency in 2007
Leaflet “European Union” with key figures published on an annual basis
Further projects: A leaflet will be published to mark the Euro 2008 Football Championship offering key Eurostat data on the participating countries

18. Promoting EU statistics in Germany
Whenever possible the ESDS Berlin aims to publish press releases featuring Eurostat and Destatis data
In addition to the Eurostat press releases, these news releases focus more on the national context
Depending on topic the press releases are co-published by Destatis author service and ESDS

19. Ideas for discussion

20. Discussion points
Joint customer satisfaction survey for all ESDS centres to improve our service?
Promotional activities aimed at educational sector: What experiences do you have with “statistics internet for schools” or similar projects?
Promotional material provided by Eurostat: Does it meet the requirements of the ESDS centres?
How can we make numbers more interesting?

21. Thank you for your attention
Daniel O’Donnell | i-Punkt Berlin | Destatis
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