{"id":9405,"date":"2008-12-17T12:32:53","date_gmt":"2008-12-17T12:32:53","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=1107"},"modified":"2020-09-17T07:14:08","modified_gmt":"2020-09-17T05:14:08","slug":"campagnes-de-fidelisation","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2008\/12\/17\/campagnes-de-fidelisation\/","title":{"rendered":"La probl\u00e9matique du lancement des campagnes de fid\u00e9lisation"},"content":{"rendered":"

Lancer de nouvelles campagnes de fid\u00e9lisation est souvent une gageure et une prise de risque importante. Deux points sont pourtant \u00e0 retenir pour minimiser les risques et tendre vers le succ\u00e8s.<\/p>\n

La probl\u00e9matique du lancement des campagnes de fid\u00e9lisation<\/h2>\n
\"La<\/a>
La probl\u00e9matique du lancement des campagnes de fid\u00e9lisation<\/figcaption><\/figure>\n

Un concept clair et coh\u00e9rent<\/strong><\/p>\n

Lorsque l’on veut poser une strat\u00e9gie de fid\u00e9lisation, sp\u00e9cialement sur internet o\u00f9 tout va tr\u00e8s vite, o\u00f9 les clients zappent tout tr\u00e8s vite, il faut \u00eatre simple et coh\u00e9rent. L’internaute doit pouvoir comprendre son avantage en moins de 3 secondes, sinon, il est d\u00e9j\u00e0 sur le site de l’un de vos concurrents.<\/p>\n

L’entreprise doit donc r\u00e9aliser un message simple capable de susciter l’adh\u00e9sion de tout son c\u0153ur de cible. (A noter qu’il est possible de parler \u00e0 plusieurs communaut\u00e9s \u2013 raison pour laquelle je parle de c\u0153ur de cible, avec plusieurs messages diff\u00e9rents). C’est l\u00e0 que le responsable de la strat\u00e9gie marketing doit se poser les questions essentielles qui lui permettront de sortir la substantifique moelle de son message : quoi, \u00e0 ou pour qui et comment ?<\/p>\n

Barack Obama, par exemple, a su construire un message simple capable de susciter l\u00b4adh\u00e9sion de tous. Il a parl\u00e9 de changement, d\u00b4espoir et d\u00b4assurance maladie pour tous. Il n\u00b4a pas arr\u00eat\u00e9 de r\u00e9p\u00e9ter cette vision durant toute la campagne. N\u00b4importe quel am\u00e9ricain pouvait r\u00e9pondre \u00ab yes we can \u00bb \u00e0 la question, quel est le programme de Barack Obama ?<\/p>\n

Se focaliser sur un nombre limit\u00e9 de points, c’est se forcer \u00e0 simplifier le message et\u00a0 favoriser la m\u00e9morisation du public qui peut facilement se l’approprier et le diffuser autour de lui. Se forcer \u00e0 simplifier le message, c’est aussi travailler en profondeur et comprendre les faille de son organisation ou de son projet.<\/p>\n

Construire sans laisser de place au hasard
\n<\/strong><\/p>\n

D’une fois le message choisi, il faut le publier, le communiquer, le transmettre \u00e0 tout son c\u0153ur de cible. La r\u00e9alisation n\u00b4est pas la seule chose importante, mais sans elle le reste ne compte pas. Un planning rigoureux et minutieux doit \u00eatre pr\u00e9par\u00e9. Chaque sujet doit \u00eatre d\u00e9cortiqu\u00e9e en actions et sous-actions avec \u00e0 chaque fois un responsable et un d\u00e9lai.<\/p>\n","protected":false},"excerpt":{"rendered":"

Lancer de nouvelles campagnes de fid\u00e9lisation est souvent une gageure et une prise de risque importante. Deux points sont pourtant \u00e0 retenir pour minimiser les risques et tendre vers le succ\u00e8s. La probl\u00e9matique du lancement des campagnes de fid\u00e9lisation Un concept clair et coh\u00e9rent Lorsque l’on veut poser une strat\u00e9gie de fid\u00e9lisation, sp\u00e9cialement sur internet …<\/p>\n","protected":false},"author":14,"featured_media":44112,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4064],"tags":[],"class_list":["post-9405","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-crm-et-experience-client"],"yoast_head":"\nLa probl\u00e9matique du lancement des campagnes de fid\u00e9lisation<\/title>\n<meta name=\"description\" content=\"Lancer de nouvelles campagnes de fid\u00e9lisation est souvent une gageure et une prise de risque importante. 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