{"id":1719,"date":"2009-05-30T21:57:56","date_gmt":"2009-05-30T19:57:56","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=1719"},"modified":"2020-09-07T09:31:38","modified_gmt":"2020-09-07T07:31:38","slug":"lancement-de-produits","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2009\/05\/30\/lancement-de-produits\/","title":{"rendered":"Lancement de produits : la discussion prime la promotion"},"content":{"rendered":"<p>Lancement de produits : faut-il faire de la promo ou lancer la discussion ? Aux Etats-Unis, pour le lancement de Trop 50, un jus d\u2019orange dont la promesse est celle des \u2018bienfaits du jus d\u2019orange avec 50% de calories et de sucre en moins\u2019, Tropicana vient de cr\u00e9er \u2018The Juice\u2019, un espace comparable \u00e0 une table de discussion digitale sur le bien \u00eatre et l\u2019\u00e9quilibre alimentaire. Ce r\u00e9seau social est accessible sur <a href=\"https:\/\/web.archive.org\/web\/20100418060147\/http:\/\/www.blogher.com\/groups\/juice\" target=\"_blank\" rel=\"noopener noreferrer\"><span class=\"removed_link\" title=\"http:\/\/www.blogher.com\/thejuice\">http:\/\/www.blogher.com\/thejuice<\/span><\/a>.<\/p>\n<h2>Lancement de produits : la discussion prime la promotion<\/h2>\n<figure id=\"attachment_24289\" aria-describedby=\"caption-attachment-24289\" style=\"width: 650px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2017\/05\/31887349164_9089b435cf_o-e1576608808161.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-24289 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2017\/05\/31887349164_9089b435cf_o-e1576608808161.jpg\" alt=\"Lancement de produits : la discussion prime la promotion\" width=\"650\" height=\"434\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2017\/05\/31887349164_9089b435cf_o-e1576608808161.jpg 650w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2017\/05\/31887349164_9089b435cf_o-e1576608808161-449x300.jpg 449w\" sizes=\"auto, (max-width: 650px) 100vw, 650px\" \/><\/a><figcaption id=\"caption-attachment-24289\" class=\"wp-caption-text\">Lancement de produits : la discussion prime la promotion<\/figcaption><\/figure>\n<p>Cette d\u00e9marche illustre que la Promotion \u2013 l\u2019un des 4P du marketing mix fait aujourd\u2019hui place \u00e0 la <a href=\"https:\/\/visionarymarketing.com\/fr\/glossaire\/social-selling-b2b\/\">discussion<\/a> et \u00e0 l\u2019\u00e9coute. N\u00e9anmoins, pour y parvenir, une marque doit auparavant f\u00e9d\u00e9rer une communaut\u00e9, ce qui n\u2019est pas si simple\u00a0: dans ce cas pr\u00e9sent, Tropicana s\u2019est notamment appuy\u00e9 sur Blog Her, la communaut\u00e9 des femmes qui bloguent, r\u00e9seau social qui \u00e0 priori ne manquera pas d\u2019affinit\u00e9 avec le profil des consommatrices recherch\u00e9es par la marque\u00a0: un choix pertinent qui \u00e9vitera tout risque de suspicion et d\u2019authenticit\u00e9 des t\u00e9moignages, Blog Her b\u00e9n\u00e9ficiant d\u2019une bonne e-r\u00e9putation.<\/p>\n<p>En r\u00e9sum\u00e9, les marques doivent aller \u00e0 la rencontre de leurs consommatrices en dehors des lin\u00e9aires mais \u00e9galement de leur sph\u00e8re traditionnelle de communication (site internet, rp, communiqu\u00e9s de presse) pour d\u00e9marrer de v\u00e9ritables discussions. Enfin, en ces temps de crise o\u00f9 bien des questions sont pos\u00e9es aux marketeurs sur le r\u00e9el R.O.I des strat\u00e9gies 2.0, Tropicana a m\u00eame pr\u00e9vu un coupon de r\u00e9duction \u00e0 t\u00e9l\u00e9charger.<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-1720 size-large\" title=\"tropicana\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2009\/05\/tropicana-1024x217.jpg\" alt=\"tropicana\" width=\"1024\" height=\"217\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2009\/05\/tropicana-1024x217.jpg 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2009\/05\/tropicana-500x106.jpg 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2009\/05\/tropicana-768x163.jpg 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2009\/05\/tropicana-300x63.jpg 300w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2009\/05\/tropicana.jpg 1281w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><span class=\"removed_link\" title=\"http:\/\/promomagazine.com\/interactivemarketing\/news\/0521-tropicana-online-community-women\/\">Source\u00a0: Promomagazine<\/span><!--\/codes_iframe--><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Lancement de produits : faut-il faire de la promo ou lancer la discussion ? Aux Etats-Unis, pour le lancement de Trop 50, un jus d\u2019orange dont la promesse est celle des \u2018bienfaits du jus d\u2019orange avec 50% de calories et de sucre en moins\u2019, Tropicana vient de cr\u00e9er \u2018The Juice\u2019, un espace comparable \u00e0 une &hellip;<\/p>\n","protected":false},"author":6,"featured_media":24289,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-1719","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Lancement de produits : la discussion prime la promotion<\/title>\n<meta name=\"description\" content=\"Lancement de produits : faut-il faire de la promo ou lancer la discussion ? 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