{"id":82520,"date":"2025-01-27T09:44:43","date_gmt":"2025-01-27T08:44:43","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=82520"},"modified":"2025-01-27T09:45:35","modified_gmt":"2025-01-27T08:45:35","slug":"marketing-tribal-chez-haagen-dazs-la-tribu-et-le-shoshin","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2025\/01\/27\/marketing-tribal-chez-haagen-dazs-la-tribu-et-le-shoshin\/","title":{"rendered":"Marketing tribal chez H\u00e4agen-Dazs"},"content":{"rendered":"

Le Marketing tribal est de retour. Nous attirons l’attention des lecteurs<\/a> depuis longtemps d\u00e9j\u00e0 sur la n\u00e9cessit\u00e9 de red\u00e9couvrir ses communaut\u00e9s de clients et de les travailler, en dehors des r\u00e9seaux sociaux. Laetitia Attali<\/a>, lectrice de longue date de nos \u00e9crits, a entendu le message. Interview\u00e9 il y a quelques jours par Visionary Marketing, elle nous a racont\u00e9 la gen\u00e8se de sa communaut\u00e9 H\u00e4agen-Dazs, judicieusement baptis\u00e9e \u00ab La Trib\u00fc \u00bb. Certes, la c\u00e9l\u00e8bre marque de glaces am\u00e9ricaine est l’arch\u00e9type d’une marque aim\u00e9e. Toutefois, f\u00e9d\u00e9rer une communaut\u00e9 de clients est un travail de longue haleine, \u00e0 effectuer avec humilit\u00e9 comme l’indique fort justement Laetitia, dont les \u00e9quipes ont appliqu\u00e9 le principe japonais du Shoshin (esprit du d\u00e9butant).\u00a0<\/em><\/p>\n

Marketing tribal chez H\u00e4agen-Dazs : la Trib\u00fc et le Shoshin<\/h2>\n
\"Marketing
Le marketing tribal impose l’humilit\u00e9. C’est ce que l’on professe aussi chez H\u00e4agen-Dazs avec le Shoshin, l’esprit du d\u00e9biutant. Visuel et explications sur le site Alchetron<\/a>.<\/figcaption><\/figure>\n

Une d\u00e9marche de marketing tribal chez H\u00e4agen-Dazs ?<\/h3>\n

\u00ab\u00a0Notre objectif prioritaire \u00e9tait d’\u00e9tablir une relation privil\u00e9gi\u00e9e avec nos consommateurs\u00a0\u00bb, m\u2019a expliqu\u00e9 Laetitia Attali. En tant que marque aim\u00e9e, H\u00e4agen-Dazs b\u00e9n\u00e9ficie d\u00e9j\u00e0 d’un capital affectif consid\u00e9rable. Le d\u00e9fi de la c\u00e9l\u00e8bre marque am\u00e9ricaine au nom faussement danois consistait \u00e0 consolider cette relation malgr\u00e9 un r\u00e9seau de distribution complexe – grande distribution, franchises, cin\u00e9mas – et l’absence de points de vente en propre en France.<\/p>\n

Il faut noter que l’attachement \u00e0 cette marque se manifeste de mani\u00e8re remarquable.<\/p>\n

Lorsque je leur dis pour qui je travaille, environ 8 personnes sur 10 ont le visage qui s\u2019\u00e9claire. Et ils me disent : \u201cH\u00e4agen-Dazs, pour moi, \u00e7a repr\u00e9sente ceci ou cela\u2026\u201d et de me raconter une anecdote d’un moment privil\u00e9gi\u00e9 avec la marque.<\/p><\/blockquote>\n

Ce partage spontan\u00e9 d\u2019anecdotes personnelles positives, illustre bien la force du lien \u00e9motionnel avec la marque. Quasiment un cas d\u2019\u00e9cole.<\/p>\n

\"Marketing
Les marques aim\u00e9es sont favoris\u00e9es pour le marketing tribal. Ce qui ne veut aucunement dire que cela est facile. Beaucoup de travail est requis pour bien travailler ses communaut\u00e9s. Nous d\u00e9crivons notre m\u00e9thode dans notre livre le marketing digital de @ \u00e0 Z<\/a>, dont est issu ce visuel (Eyrolles 2024)<\/figcaption><\/figure>\n

C\u2019est l\u2019id\u00e9e de f\u00e9d\u00e9rer cette communaut\u00e9 qui a amen\u00e9 la marque \u00e0 lancer la Trib\u00fc H\u00e4agen Dazs, son programme de fid\u00e9lit\u00e9 communautaire il y a un an. Le but \u00e9tait de \u00ab\u00a0cr\u00e9er une relation privil\u00e9gi\u00e9e avec les consommateurs\u00a0\u00bb tout en l’approfondissant \u00e0 travers une approche communautaire structur\u00e9e et omnicanale.<\/p>\n

F\u00e9d\u00e9rer une communaut\u00e9 : un travail de fond<\/h3>\n

Malgr\u00e9 l’attrait naturel de la marque, la saturation de l’attention dans l’environnement digital, avec ses multiples canaux, repr\u00e9sentait un d\u00e9fi majeur.<\/p>\n

La marque a f\u00e9d\u00e9r\u00e9 30 000 membres actifs autour d\u2019une communaut\u00e9 de 140 000 membres au total. \u00ab\u00a0Ce sont 140 000 personnes qui ont dit \u201cJ’aime H\u00e4agen-Dazs, je veux faire partie de la Trib\u00fc et je veux recevoir des informations et avoir acc\u00e8s \u00e0 du contenu exclusif\u201d\u00bb.<\/p>\n

Pour les recruter, les d\u00e9fis ont cependant \u00e9t\u00e9 nombreux. Ce n\u2019est pas parce qu\u2019on est une marque aim\u00e9e que le travail est automatique. F\u00e9d\u00e9rer une communaut\u00e9 demande du travail et de l\u2019application.<\/p>\n

\u00ab\u00a0Pour recruter nos membres, nous avons volontairement gard\u00e9 \u00ab\u00a0l\u2019\u00e9tat d\u2019esprit du d\u00e9butant\u00a0\u00bb. En japonais, on parle de \u521d\u5fc3 Shoshin<\/a>\u00a0\u00bb explique Laetitia. Le principe est de ne pas se laisser influencer par ses propres id\u00e9es.<\/p>\n

Une d\u00e9marche omnicanale<\/h3>\n

L\u2019approche de H\u00e4agen-Dazs, pour l\u2019animation de cette communaut\u00e9, a \u00e9t\u00e9 r\u00e9solument omnicanale, \u00ab\u00a0car c’est ce qui correspond \u00e0 la demande des consommateurs\u00a0\u00bb, ajoute Laetitia. \u00ab\u00a0Ils veulent \u00eatre reconnus sur le canal qu’ils auront choisi\u00a0\u00bb.<\/p>\n

L\u2019entreprise a donc \u00e9tudi\u00e9 un grand nombre de points de contact pour en tester l\u2019efficacit\u00e9. \u00ab\u00a0Nous nous sommes rendu compte qu’il y avait surtout deux points de contact plus performants. Il s\u2019agit de la publicit\u00e9 sur Meta et la \u00ab\u00a0co-registration\u00a0\u00bb.<\/p>\n

\u00ab\u00a0Notre programme se distingue par son caract\u00e8re inclusif : nous acceptons tous les achats effectu\u00e9s en France, ind\u00e9pendamment du canal de distribution, apr\u00e8s une validation rigoureuse du ticket de caisse\u00a0\u00bb. C\u2019est une approche nouvelle pour l\u2019entreprise qui permet de faire le lien entre offline et on-line et de rassembler le parcours client. Elle rappelle un exemple que nous avions d\u00e9crit dans le cadre d\u2019un social drink-up d\u2019Adobe<\/a> il y a quelque temps.<\/p>\n

\"\"<\/em><\/p>\n

Ce programme va-t-il se d\u00e9velopper \u00e0 l\u2019international\u00a0?<\/h3>\n

\u00ab\u00a0Il s\u2019agit d\u2019un programme pilote en mode test and learn\u00a0\u00bb, explique Laetitia Attali. Il a d\u2019abord \u00e9t\u00e9 lanc\u00e9 sur Paris et sa r\u00e9gion Parisienne ce qui a permis de confirmer les leviers de communication qui fonctionnaient le mieux. Au printemps 2023, le programme a \u00e9t\u00e9 \u00e9tendu \u00e0 l\u2019ensemble de la France. Mais la r\u00e9flexion va au-del\u00e0.<\/p>\n

\u00ab\u00a0Depuis le d\u00e9but, nous pensons notre exp\u00e9rience client sans nous restreindre \u00e0 nos fronti\u00e8res\u00a0\u00bb, explique Laetitia. \u00ab\u00a0L\u2019extension internationale de la Trib\u00fc n\u2019est pas encore \u00e0 l’ordre du jour, mais le jour o\u00f9 nous voudrons le faire, ce sera possible\u00a0\u00bb.<\/p>\n

Avez-vous travaill\u00e9 seuls ou avec une agence\u00a0?<\/h3>\n

\u00ab\u00a0Nous avons con\u00e7u la strat\u00e9gie et l\u2019ADN de cette Trib\u00fc en interne avec la quasi-totalit\u00e9 de l’\u00e9quipe fran\u00e7aise\u00a0\u00bb, explique la responsable de H\u00e4agen-Dazs. \u00ab\u00a0Nous avons ensuite s\u00e9lectionn\u00e9 des partenaires pour d\u00e9velopper les diff\u00e9rents aspects de cette plateforme de fid\u00e9lit\u00e9. Et notamment, Dekuple pour la co-registration et le catalogue d’offres, de r\u00e9compenses et d’avantages\u00a0\u00bb. Le but \u00e9tait de \u00ab\u00a0proposer des avantages tr\u00e8s exp\u00e9rientiels\u00a0\u00bb, ajoute Laetitia Attali.<\/p>\n

Avez-vous utilis\u00e9 les LLMs comme ChatGPT ou votre travail a-t-il \u00e9t\u00e9 100\u00a0% humain\u00a0?<\/h3>\n

\u00ab\u00a0Jusqu’\u00e0 pr\u00e9sent, notre travail a \u00e9t\u00e9 100\u00a0% humain. La premi\u00e8re \u00e9tape consiste \u00e0 observer et comprendre la situation et nos membres. En fonction du volume de contenu qu’il va falloir produire, on ne s’interdira pas de faire appel sur le texte \u00e0 de l’intelligence artificielle pour pouvoir d\u00e9multiplier des contenus\u00a0\u00bb, conclut Laetitia Attali.<\/p>\n

\u00c0 propos de H\u00e4agen-Dazs<\/h4>\n

H\u00e4agen-Dazs est une marque du groupe General Mills, cr\u00e9\u00e9e \u00e0 New York en 1960 par Reuben et Rose Mattus. Les cr\u00e8mes glac\u00e9es et sorbets H\u00e4agen-Dazs sont fabriqu\u00e9s en France, \u00e0 Tilloy-l\u00e8s-Mofflaines, dans le nord de la France. Cette usine sert 90 pays dans le monde et emploie 500 personnes. Depuis 2022, on y trouve \u00e9galement le centre de Recherches et D\u00e9veloppement de la \u00a0 pour l\u2019international (hors Am\u00e9rique du Nord et Japon). H\u00e2agen-Dazs a remport\u00e9 le troph\u00e9e TOP\/COM d\u2019argent pour La Trib\u00fc H\u00e4agen-Dazs, son programme relationnel omnicanal qui rassemble d\u00e9j\u00e0 plus de 30 000 membres actifs<\/a>.<\/p>\n

https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2025-01-27-Haagen-Dazs-Tribu-mixdown.mp3<\/a><\/audio><\/div><\/div>

Podcast: Play in new window<\/a> | Download<\/a> (Duration: 23:38 — 19.8MB)<\/p>

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

Le Marketing tribal est de retour. Nous attirons l’attention des lecteurs depuis longtemps d\u00e9j\u00e0 sur la n\u00e9cessit\u00e9 de red\u00e9couvrir ses communaut\u00e9s de clients et de les travailler, en dehors des r\u00e9seaux sociaux. Laetitia Attali, lectrice de longue date de nos \u00e9crits, a entendu le message. Interview\u00e9 il y a quelques jours par Visionary Marketing, elle …<\/p>\n","protected":false},"author":2,"featured_media":82524,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6,69],"tags":[],"class_list":["post-82520","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-innovation-fr","category-marketing-viral"],"yoast_head":"\nMarketing tribal chez H\u00e4agen-Dazs : la Trib\u00fc et le Shoshin<\/title>\n<meta name=\"description\" content=\"Le Marketing tribal est de retour. 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