{"id":12117,"date":"2014-01-24T09:00:23","date_gmt":"2014-01-24T08:00:23","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=12117"},"modified":"2020-06-05T07:26:43","modified_gmt":"2020-06-05T05:26:43","slug":"marques-aimez-vos-clients-vos-clients-vous-aimeront","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2014\/01\/24\/marques-aimez-vos-clients-vos-clients-vous-aimeront\/","title":{"rendered":"Marques : \u00ab\u00a0Aimez vos clients et vos clients vous aimeront\u00a0\u00bb"},"content":{"rendered":"

\"marquesPatrice, Tu viens de sortir le marketing \u00e9motionnel aux \u00e9ditions Kawa<\/a>, le sous-titre est \u00ab l’humain plus que le fric \u00bb, donc en gros, c’est le marketing pour ne pas faire d’argent ?<\/b><\/p>\n

Pas du tout, c’est le marketing vu du client, c’est-\u00e0-dire que le client ach\u00e8te des produits, ce n’est pas l’id\u00e9e qu’il faudrait faire un marketing des bisounours, c’est comment faire du marketing qui corresponde aux souhaits du client.<\/p>\n

Le marketing \u00e9motionnel : remettre le marketing dans le c\u0153ur des clients<\/h2>\n
\"marketing
Patrice Laubignat : auteur du marketing Emotionnel chez Kawa<\/figcaption><\/figure>\n

On entend souvent l’expression \u00ab client au c\u0153ur du marketing \u00bb c’est n’importe quoi ?<\/b><\/p>\n

Disons que c\u2019est convenu maintenant. Ce qui m’int\u00e9resse, c’est plut\u00f4t de remettre le marketing dans le c\u0153ur des clients.<\/p>\n

Le marketing \u00e9motionnel comment \u00e7a fonctionne ?<\/b><\/h3>\n

\u00c7a fonctionne sur l’id\u00e9e que quand je suis un client d’une marque<\/a>, je souhaite aimer cette marque. Je souhaite aimer ce que j’ach\u00e8te et si j\u2019aime une marque parmi les autres marques, je vais la pr\u00e9f\u00e9rer et j’ai besoin de cette pr\u00e9f\u00e9rence, parce que dans mon univers, j’ai besoin de pr\u00e9f\u00e9rences pour me rep\u00e9rer. J’ai besoin de pr\u00e9f\u00e9rences pour avoir une vie sociale, et c’est pour \u00e7a que je vais partager mes pr\u00e9f\u00e9rences. C’est la fonction humaine, de dire aux autres que j’aime ce pull-over, ce film ou cette voiture, et que \u00ab toi aussi tu devrais en profiter \u00bb. Et m\u00eame en allant plus loin, que j’ai d\u00e9couvert un site pour pr\u00e9parer mes vacances, une nouvelle fa\u00e7on de consommer tel ou tel produit, et que \u00ab toi aussi tu pourrais en profiter \u00bb. Et \u00e7a c’est ce que chaque client r\u00eave de faire.<\/p>\n

L\u2019exemple du dernier carr\u00e9 de chocolat Milka<\/a> <\/b><\/p>\n

C’est une tr\u00e8s belle op\u00e9ration, qui propose aux gens de garder le dernier carr\u00e9 de chocolat d\u2019une plaque et de l’offrir \u00e0 quelqu’un qu’ils aiment, ou en tout cas \u00e0 quelqu’un qu’ils ont envie de faire plaisir. Et donc Milka<\/a> a enlev\u00e9 un carr\u00e9 de chocolat de leurs tablettes de chocolat, et ils proposent \u00e0 leurs consommateurs d’envoyer ce carr\u00e9 \u00e0 la personne de leur choix.. \u00c7a les implique compl\u00e8tement, car \u00e7a part du processus<\/a> industriels (il faut enlever un carr\u00e9 dans l\u2019usine). Et ensuite il y a un processus client, car celui-ci va aller sur le site Internet<\/a> et d\u00e9clarer qu’il veut partager ce carr\u00e9 de chocolat avec quelqu’un. Cela correspond \u00e0 la marque qui dit \u00ab oser la tendresse \u00bb.<\/p>\n

Ceci correspond \u00e0 une sorte de processus que tu d\u00e9cris dans ton livre<\/b><\/p>\n

Oui, c\u2019est le processus qui est, je rencontre et je teste et si je rencontre et je teste une marque ou une offre c’est pour l’aimer, et si je l’aime, je vais me b\u00e2tir des pr\u00e9f\u00e9rences, et au final, je veux partager ma pr\u00e9f\u00e9rence avec les gens autour de moi. Les gens qui nous aiment, ce ne sont pas que des gens qui \u00ab likent \u00bb sur Facebook<\/span>.<\/p>\n

Est-ce que toutes les marques peuvent devenir des marques aim\u00e9es ?<\/b><\/p>\n

Oui je pense que toutes les marques sont aim\u00e9es par certains clients, d\u00e8s l’instant qu’elles aiment leurs clients. C’est \u00e7a la cl\u00e9 en fait. Il faut aimer ses clients et vos clients vous aimeront !<\/p>\n

https:\/\/media.blubrry.com\/visionarymarketing_les\/visionarymarketing.com\/files\/podcasts\/patrice-laubignat-mktg-emotionnel-09014.mp3<\/a><\/audio><\/div><\/div>

Podcast: Play in new window<\/a> | Download<\/a> (Duration: 3:39 — 5.0MB)<\/p>

Subscribe: Apple Podcasts<\/a> | Spotify<\/a> | Android<\/a> | RSS<\/a><\/p>","protected":false},"excerpt":{"rendered":"

Patrice, Tu viens de sortir le marketing \u00e9motionnel aux \u00e9ditions Kawa, le sous-titre est \u00ab l’humain plus que le fric \u00bb, donc en gros, c’est le marketing pour ne pas faire d’argent ? Pas du tout, c’est le marketing vu du client, c’est-\u00e0-dire que le client ach\u00e8te des produits, ce n’est pas l’id\u00e9e qu’il faudrait …<\/p>\n","protected":false},"author":2,"featured_media":53620,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-12117","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-innovation-fr"],"yoast_head":"\nMarketing Emotionnel : aimez vos clients et vos clients vous aimeront !<\/title>\n<meta name=\"description\" content=\"Aimez vos clients et ils vous aimeront : de ce constat simple, Pascal Laubignat auteur du marketing Emotionnel conseille les marketeurs\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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He is a speaker and author of many books. In 2014 he went from intrapreneur to entrepreneur, when he created his digital marketing agency. Yann Gourvennec a cr\u00e9\u00e9 visionarymarketing.com en 1996. Il est conf\u00e9rencier et auteur de plusieurs livres. En 2014, il est pass\u00e9 d'intrapreneur \u00e0 entrepreneur en cr\u00e9ant son agence de marketing num\u00e9rique.","sameAs":["https:\/\/visionarymarketing.com","http:\/\/facebook.com\/ygourven","http:\/\/linkedin.com\/in\/ygourven","https:\/\/x.com\/ygourven","https:\/\/www.youtube.com\/c\/visionarymarketingagency"],"url":"https:\/\/visionarymarketing.com\/fr\/author\/yann-gourvennec\/"}]}},"_links":{"self":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/12117","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/comments?post=12117"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/12117\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media\/53620"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media?parent=12117"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/categories?post=12117"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/tags?post=12117"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}