{"id":1023,"date":"2008-11-20T21:50:39","date_gmt":"2008-11-20T21:50:39","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=1023"},"modified":"2020-09-17T11:03:33","modified_gmt":"2020-09-17T09:03:33","slug":"le-marketing-de-linvisible","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2008\/11\/20\/le-marketing-de-linvisible\/","title":{"rendered":"Campagnes : le marketing de l&rsquo;invisible dans la publicit\u00e9"},"content":{"rendered":"<p>Le marketing de l&rsquo;invisible me dites-vous ? Si vous pensiez lire un article sur les strat\u00e9gies marketing des mouvements religieux, je me dois de vous d\u00e9tromper (cela fera peut-\u00eatre l&rsquo;objet d&rsquo;un futur billet). Non, ici, je souhaite m&rsquo;int\u00e9resser \u00e0 un probl\u00e8me diablement (pardon !) compliqu\u00e9 : comment vendre ce qui ne se voit pas ?<\/p>\n<h2>Campagnes : le marketing de l&rsquo;invisible dans la publicit\u00e9<\/h2>\n<p>La publicit\u00e9 s&rsquo;att\u00e8le \u00e0 cet exercice avec souvent beaucoup de cr\u00e9ativit\u00e9. On peut par exemple citer deux films qui passent en ce moment sur nos \u00e9crans :<\/p>\n<ul>\n<li>Maroc, il y a des pays qui font grandir l\u2019\u00e2me<\/li>\n<\/ul>\n<div>\n<dl id=\"attachment_1024\">\n<dt><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2008\/11\/image-188.jpg\"><img decoding=\"async\" class=\"alignnone\" title=\"Maroc\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2008\/11\/image-188.jpg\" alt=\"Campagnes : le marketing de l'invisible dans la publicit\u00e9\" width=\"479\" height=\"270\" \/><\/a><\/dt>\n<dd>Maroc, il y a des pays qui font grandir l\u2019\u00e2me<\/dd>\n<\/dl>\n<\/div>\n<p><span title=\"http:\/\/word.toutes-les-pubs.com\/2008\/10\/18\/maroc-il-y-a-des-pays-qui-font-grandir-lame\/\">Voir le film<\/span><\/p>\n<p>L&rsquo;enrichissement personnel voire spirituel y est repr\u00e9sent\u00e9 par ce cube blanc aspirant toutes les exp\u00e9riences et impressions du voyageur.<!--more--><\/p>\n<ul>\n<li>La campagne de l&rsquo;INPES pour la pr\u00e9vention des maladies respiratoires<\/li>\n<\/ul>\n<div>\n<dl id=\"attachment_1026\">\n<dt><\/dt>\n<dt>\n<p><figure id=\"attachment_1027\" aria-describedby=\"caption-attachment-1027\" style=\"width: 322px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2008\/11\/image-1901.jpg\"><img decoding=\"async\" class=\"wp-image-1027 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2008\/11\/image-1901.jpg\" alt=\"Campagnes : le marketing de l'invisible dans la publicit\u00e9\" width=\"322\" height=\"231\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2008\/11\/image-1901.jpg 322w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2008\/11\/image-1901-300x215.jpg 300w\" sizes=\"(max-width: 322px) 100vw, 322px\" \/><\/a><figcaption id=\"caption-attachment-1027\" class=\"wp-caption-text\">microbes<\/figcaption><\/figure><\/dt>\n<\/dl>\n<\/div>\n<p><a href=\"http:\/\/www.cyes.info\/actualite\/themes\/inpes-risques-infection.php\" target=\"_self\" rel=\"noopener noreferrer\">Voir le film<\/a><\/p>\n<p>Ici, ce sont les microbes qui sont repr\u00e9sent\u00e9s par des chiffres, pour nous inciter \u00e0 nous couvrir la bouche quand nous toussons !<\/p>\n<p><!--more-->Mais ce qui est un peu plus nouveau, c&rsquo;est que cette \u00ab\u00a0mat\u00e9rialisation\u00a0\u00bb de l&rsquo;invisible se retrouve d\u00e9sormais sur les lieux de vente. On peut penser aux coffrets vacances de type Week-endesk et aux \u00ab\u00a0smartboxes\u00a0\u00bb qui permettent d&rsquo;acheter un voyage comme un produit sur \u00e9tag\u00e8re.<\/p>\n<div>\n<dl>\n<dt><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2008\/11\/image-191.jpg\"><img decoding=\"async\" class=\"aligncenter\" title=\"smartbox\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2008\/11\/image-191.jpg\" alt=\"smartbox\" width=\"274\" height=\"269\" \/><\/a><\/dt>\n<\/dl>\n<p>Plus r\u00e9cemment, ce concept vient de trouver un univers d&rsquo;application suppl\u00e9mentaire : l&rsquo;\u00e9nergie. C&rsquo;est ainsi qu&rsquo;EDF, dans ses <a href=\"http:\/\/www.paperblog.fr\/1046939\/edf-habille-ses-boutiques-en-bleu-ciel\/\" target=\"_blank\" rel=\"noopener noreferrer\">nouvelles boutiques<\/a>, propose au client de prendre lui-m\u00eame ses produits, services et options sur des \u00e9tag\u00e8res, et de les ramener au comptoir pour les acheter&#8230;tout simplement.<\/p>\n<\/div>\n<div>\n<dl id=\"attachment_1028\">\n<dt><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2008\/11\/energiebox-1.jpg\"><img decoding=\"async\" class=\"alignnone\" title=\"energiebox\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2008\/11\/energiebox-1.jpg\" alt=\"Campagnes : le marketing de l'invisible dans la publicit\u00e9\" width=\"510\" height=\"535\" \/><\/a><\/dt>\n<dd>energiebox<\/dd>\n<\/dl>\n<\/div>\n<div>\n<dl id=\"attachment_1033\">\n<dt><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2008\/11\/maisonedf1.jpg\"><img decoding=\"async\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2008\/11\/maisonedf1-e1600333163639.jpg\" alt=\"\" width=\"520\" height=\"339\" \/><\/a><\/dt>\n<dd>maisonedf<\/dd>\n<\/dl>\n<\/div>\n<p>C&rsquo;est un pendant assez int\u00e9ressant \u00e0 la tendance de plus en plus grande \u00e0 la virtualisation, vous ne trouvez pas ?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le marketing de l&rsquo;invisible me dites-vous ? Si vous pensiez lire un article sur les strat\u00e9gies marketing des mouvements religieux, je me dois de vous d\u00e9tromper (cela fera peut-\u00eatre l&rsquo;objet d&rsquo;un futur billet). Non, ici, je souhaite m&rsquo;int\u00e9resser \u00e0 un probl\u00e8me diablement (pardon !) compliqu\u00e9 : comment vendre ce qui ne se voit pas ? &hellip;<\/p>\n","protected":false},"author":5,"featured_media":1033,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-1023","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-innovation-fr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Campagnes : le marketing de l&#039;invisible dans la publicit\u00e9<\/title>\n<meta name=\"description\" content=\"Le marketing de l&#039;invisible me dites-vous ? 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