{"id":3061,"date":"2010-09-10T07:17:59","date_gmt":"2010-09-10T07:17:59","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=3061"},"modified":"2025-01-27T17:16:59","modified_gmt":"2025-01-27T16:16:59","slug":"wait-marketing","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2010\/09\/10\/wait-marketing\/","title":{"rendered":"Le\u00e7ons chinoises de Wait Marketing"},"content":{"rendered":"

Connaissez-vous\u00a0le Wait Marketing ? Dans les villes chinoises, on prend vite l’habitude de faire la queue, m\u00eame si les Chinois partagent sans doute avec les Fran\u00e7ais le record du monde de resquillage dans les files d’attente. Eh oui, il y a du monde, partout, tout le temps.<\/span><\/p>\n

Le\u00e7ons chinoises de Wait Marketing<\/h2>\n

Les nouveaux cadres de l’Empire du Milieu, fra\u00eechement dipl\u00f4m\u00e9s de leur \u00e9cole de gestion chinoise ou internationale, ont su transformer ce temps d’attente en un filon. Dans des villes o\u00f9 la publicit\u00e9 est devenue omnipr\u00e9sente, chaque occasion de capter l’attention non sollicit\u00e9e du consommateur est exploit\u00e9e.<\/p>\n

\"Le\u00e7ons<\/a>
Le\u00e7ons chinoises de Wait Marketing (source : Chine-informations.com)<\/figcaption><\/figure>\n

Parmi les exemples qui me frappent le plus, je citerais volontiers :<\/p>\n

– les ascenseurs<\/strong><\/p>\n

Un \u00e9cran diffuse des spots aux \u00e9tages o\u00f9 l’on attend patiemment son ascenseur (les immeubles font en g\u00e9n\u00e9ral au minimum 15 \u00e9tages), quand il n’y en a pas \u00e0 l’int\u00e9rieur m\u00eame des cabines.<\/p>\n

– les salles d’attente<\/strong><\/p>\n

Dans les salles d’attente des banques, par exemple, on a tout le loisir de voir en boucle des spots pour les automobiles (le march\u00e9 chinois \u00e9tant le premier de la plan\u00e8te, les annonceurs se d\u00e9cha\u00eenent).<\/p>\n

– les taxis<\/strong><\/p>\n

Un \u00e9cran incrust\u00e9 dans le repose-t\u00eate du fauteuil en face de vous diffuse des annonces. Tactile, il vous permet de naviguer dans diff\u00e9rents menus. Ses fonctionnalit\u00e9s ne vont toutefois pas jusqu’\u00e0 vous permettre d’\u00e9teindre l’\u00e9cran. Seule possibilit\u00e9 pour \u00e9chapper aux messages : monter \u00e0 l’avant, \u00e0 c\u00f4t\u00e9 du conducteur (c’est fr\u00e9quent, en Chine).<\/p>\n

– le m\u00e9tro<\/strong><\/p>\n

Vous attendez votre train : des publicit\u00e9s sont dans les stations, comme chez nous ; vous \u00eates dans le train : des \u00e9crans diffusent \u00e9galement des films. Mais le plus fort, c’est l’affichage de messages publicitaires directement sur les parois du tunnel. Je serais curieux de conna\u00eetre la technologie employ\u00e9e car l’effet est tout \u00e0 fait saisissant : alors que le train se d\u00e9place \u00e0 vive allure, les messages apparaissent sur les parois, de mani\u00e8re fixe.<\/p>\n

Si les consommateurs occidentaux se pr\u00e9occupent de plus en plus de l’immixtion des marques dans leur vie personnelle, comme en t\u00e9moigne le barom\u00e8tre de l’intrusion<\/span>, en Chine, il devient de plus en plus difficile d’\u00e9chapper \u00e0 la pub.<\/p>\n","protected":false},"excerpt":{"rendered":"

Connaissez-vous\u00a0le Wait Marketing ? Dans les villes chinoises, on prend vite l’habitude de faire la queue, m\u00eame si les Chinois partagent sans doute avec les Fran\u00e7ais le record du monde de resquillage dans les files d’attente. Eh oui, il y a du monde, partout, tout le temps. Le\u00e7ons chinoises de Wait Marketing Les nouveaux cadres …<\/p>\n","protected":false},"author":5,"featured_media":3064,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-3061","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-innovation-fr"],"yoast_head":"\nLe\u00e7ons chinoises de Wait Marketing<\/title>\n<meta name=\"description\" content=\"Connaissez-vous\u00a0le Wait Marketing ? 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