{"id":2814,"date":"2020-02-03T09:59:00","date_gmt":"2020-02-03T09:59:00","guid":{"rendered":"https:\/\/www.spot-hit.fr\/ressources\/?p=2814"},"modified":"2024-01-27T11:10:26","modified_gmt":"2024-01-27T11:10:26","slug":"campagne-marketing-locale-nationale","status":"publish","type":"post","link":"https:\/\/www.spot-hit.fr\/ressources\/campagne-marketing-locale-nationale","title":{"rendered":"Campagne marketing locale nationale"},"content":{"rendered":"\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">D\u00e9veloppez une strat\u00e9gie marketing \u00e0 la carte<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Il ne vous aura pas \u00e9chapp\u00e9 que le secteur de la distribution est en constante \u00e9volution. Quelle que soit la taille votre entreprise, vous devez faire face \u00e0 la gestion permanente de vos clients, fournisseurs, et autres interlocuteurs divers et vari\u00e9s, en rapport au d\u00e9veloppement de votre r\u00e9seau et du nombre de points de vente. Afin de vous diff\u00e9rencier de la concurrence, il est important de mettre en place une <strong>strat\u00e9gie marketing efficace et pertinente<\/strong>, qui s\u2019adapte \u00e0 l\u2019\u00e9volution de vos projets.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Quels sont les points importants \u00e0 ne pas n\u00e9gliger pour les campagnes nationales ou locales \u00e0 fort impact ? Comment vous assurez de l\u2019investissement total de vos \u00e9quipes tout en leur proposant une logique marketing \u00e0 la hauteur de vos investissements mutuels ?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Des solutions existent, nous allons de ce fait aborder le <strong>th\u00e8me du marketing distribu\u00e9<\/strong> qui vous aidera, sans nul doute, \u00e0 piloter <strong>vos campagnes de fa\u00e7on performante<\/strong>. ?<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">D\u00e9finition du marketing distribu\u00e9<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Il vous permet de g\u00e9rer et de diffuser des actions marketing entre la maison m\u00e8re qui se situe au niveau national et les boutiques qui sont, quant \u00e0 elles, davantage situ\u00e9es au niveau local, par exemple.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il s\u2019agit d\u2019<strong>\u00e9tablir un lien entre le national et le local<\/strong> par le biais d\u2019outils qui devront \u00eatre partag\u00e9s et compris par les diff\u00e9rentes \u00e9quipes. La strat\u00e9gie consiste \u00e0 distribuer les diff\u00e9rentes responsabilit\u00e9s qui incombent \u00e0 chacun des membres des diff\u00e9rentes \u00e9quipes (r\u00f4les et domaine d\u2019application), afin de responsabiliser chacun des intervenants.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Le marketing national<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">\u00c9tablir une strat\u00e9gie et g\u00e9rer le projet<\/h3>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">La maison m\u00e8re g\u00e8re le projet tant au niveau du choix de la strat\u00e9gie que de son application qui se doit toujours de suivre la ligne directrice de l\u2019entreprise, selon les id\u00e9es de l\u2019\u00e9quipe dirigeante.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">S\u2019en suivra l\u2019\u00e9laboration du cahier des charges et le choix de l\u2019outil en phase avec la strat\u00e9gie employ\u00e9e.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Analyse, rassemblement et fragmentation des donn\u00e9es<\/h3>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">La maison m\u00e8re regroupe la totalit\u00e9 des donn\u00e9es afin de les analyser, de les fragmenter par centre d\u2019int\u00e9r\u00eat, afin de mieux comprendre les clients pour leur proposer des campagnes marketing adapt\u00e9es, avec le bon discours dirig\u00e9 vers les bonnes personnes. S\u00e9lectionner la client\u00e8le cible en fonction du produit ou du service que vous souhaitez vendre permet d\u2019obtenir un taux de transformation beaucoup plus important lors de vos campagnes marketing.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">R\u00f4le du marketing central<\/h3>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Il est en charge du pilotage des diff\u00e9rentes actions et campagnes marketing de prime importance mises en place toute au long de l\u2019ann\u00e9e. Mais \u00e9galement de promouvoir l\u2019apprentissage et attiser la motivation des \u00e9quipes locales.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Le contr\u00f4le de la communication<\/h3>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Ce qui manque tr\u00e8s souvent dans la plupart des entreprises, c\u2019est la communication entre les diff\u00e9rents services. En effet, le message ne passe pas toujours, ce qui peut \u00e9videmment conduire \u00e0 un \u00e9chec de la campagne marketing. Au plus il y a de membres du personnel et d\u2019antennes locales, au plus il faut multiplier les messages et s\u2019assurer que tout le monde \u00e0 bien re\u00e7u et compris l\u2019ensemble des consignes telles que : une charte graphique identique pour toutes les agences, le respect de l\u2019image de marque de la soci\u00e9t\u00e9 et de la strat\u00e9gie de communication \u00e0 adopter avec les clients. La maison m\u00e8re peut \u00e9galement \u00eatre appel\u00e9e \u00e0 g\u00e9rer des litiges.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">D\u00e9chiffrer les performances des campagnes marketing et v\u00e9rifier les d\u00e9penses li\u00e9es \u00e0 celles-ci<\/h3>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Le marketing central v\u00e9rifie les performances des campagnes (ROI et KPI, entre autres), afin d\u2019instaurer des actions rectificatives quand cela s\u2019av\u00e8re n\u00e9cessaire, ou partager les techniques ayant rencontr\u00e9 un franc succ\u00e8s aupr\u00e8s des clients, dans l\u2019optique d\u2019am\u00e9liorer le r\u00e9sultat des campagnes tout en prenant garde \u00e0 ne pas d\u00e9passer le budget allou\u00e9 pour chacune d\u2019entre elles.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En mati\u00e8re de marketing national, une entreprise peut tout \u00e0 fait r\u00e9duire ses d\u00e9penses en ne chargeant qu\u2019une seule \u00e9quipe de l\u2019ensemble des d\u00e9marches \u00e0 effectuer en respectant les frais de conception et de production. Pour cela, elle n\u2019utilisera qu\u2019un seul outil multicanal pour l\u2019ensemble de la strat\u00e9gie de marketing direct mise en place, ce qui repr\u00e9sente un gain de temps consid\u00e9rable pour l\u2019\u00e9quipe en charge tout en am\u00e9liorant leur productivit\u00e9.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Le marketing local<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Le maillage territorial<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Il correspond \u00e0 une client\u00e8le locale, en qu\u00eate d\u2019informations toutes aussi locales comme : les coordonn\u00e9es d\u2019une boutique, ses horaires d\u2019ouvertures, les avis\u2026<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Le contact direct<\/h3>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Les boutiques locales sont \u00e0 proximit\u00e9 du lieu de vie des clients o\u00f9 ils ont leurs habitudes, ils ressentent g\u00e9n\u00e9ralement un sentiment d\u2019attachement \u00e0 leurs boutiques et au personnel pr\u00e9sent plus qu\u2019\u00e0 une marque en particulier. La proximit\u00e9, le contact direct, et la fid\u00e9lisation de la client\u00e8le, restent l\u2019atout majeur qui permet de faire face \u00e0 la concurrence des boutiques en ligne.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Exemple de SMS : \u00ab Venez d\u00e9couvrir notre toute nouvelle collection printemps \u00e9t\u00e9 ce samedi d\u00e8s 9 h dans notre boutique \u00bb<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Personnaliser votre message<\/h3>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019\u00e9change se fera plus facilement gr\u00e2ce \u00e0 la personnalisation du message, c\u2019est une excellente mani\u00e8re de mettre le client en avant et qu\u2019il se sente consid\u00e9r\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il ne faut pas h\u00e9siter \u00e0 se pr\u00e9senter de fa\u00e7on nominative et \u00e0 s\u2019adresser \u00e9galement aux destinataires en employant leur pr\u00e9nom ou leur nom, afin d\u2019optimiser la personnalisation de votre message.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Action r\u00e9action<\/h3>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Les consommateurs actuels sont habitu\u00e9s \u00e0 une \u00e9volution rapide des offres tout au long de l\u2019ann\u00e9e, les \u00e9quipes locales se doivent d\u2019\u00eatre r\u00e9active en toute circonstance, exemple :<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00ab Venez profiter d\u2019une r\u00e9duction de -40 % aujourd\u2019hui seulement dans votre boutique TopFringues de 17 h 30 \u00e0 19 h 30, il n\u2019y en aura pas pour tout le monde ! \u00bb<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les \u00e9quipes locales ont donc un r\u00f4le crucial \u00e0 jouer, car ce sont elles qui prennent le pouls de la client\u00e8le chaque jour en direct. Elles sauront adapter les campagnes afin de les rendre plus efficaces et proposer des id\u00e9es concernant l\u2019optimisation de la vente gr\u00e2ce \u00e0 une bonne connaissance du terrain.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Le mot de la fin<\/h3>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Le marketing distribu\u00e9 est un v\u00e9ritable d\u00e9fi pour les soci\u00e9t\u00e9s dont elles ne peuvent cependant pas se passer, car il ouvre le champ des possibilit\u00e9s en mati\u00e8re d\u2019am\u00e9lioration de la relation client et de la connaissance de ses habitudes et de ses exigences.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u00e9finir une strat\u00e9gie puis s\u00e9lectionner un outil adapt\u00e9 \u00e0 sa diffusion, sans oublier de former les \u00e9quipes \u00e0 cet outil, sont l\u2019assurance d\u2019un marketing distribu\u00e9 r\u00e9ussi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Avec l\u2019aide de notre plateforme d\u2019envoi en ligne, il est possible de configurer un dispositif rapidement, capable de r\u00e9pondre \u00e0 vos besoins gr\u00e2ce \u00e0 sa maniabilit\u00e9 et \u00e0 sa flexibilit\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pilotez d\u00e8s aujourd\u2019hui vos campagnes marketing nationales et locales avec Spot-Hit ! ?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>D\u00e9veloppez une strat\u00e9gie marketing \u00e0 la carte Il ne vous aura pas \u00e9chapp\u00e9 que le secteur de la distribution est en constante \u00e9volution. Quelle que soit la taille votre entreprise, vous devez faire face \u00e0 la gestion permanente de vos clients, fournisseurs, et autres interlocuteurs divers et vari\u00e9s, en rapport au d\u00e9veloppement de votre r\u00e9seau [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2991,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19],"tags":[],"class_list":["post-2814","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Campagne marketing locale nationale - Spot-Hit<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.spot-hit.fr\/ressources\/campagne-marketing-locale-nationale\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Campagne marketing locale nationale - Spot-Hit\" \/>\n<meta property=\"og:description\" content=\"D\u00e9veloppez une strat\u00e9gie marketing \u00e0 la carte Il ne vous aura pas \u00e9chapp\u00e9 que le secteur de la distribution est en constante \u00e9volution. Quelle que soit la taille votre entreprise, vous devez faire face \u00e0 la gestion permanente de vos clients, fournisseurs, et autres interlocuteurs divers et vari\u00e9s, en rapport au d\u00e9veloppement de votre r\u00e9seau [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.spot-hit.fr\/ressources\/campagne-marketing-locale-nationale\" \/>\n<meta property=\"og:site_name\" content=\"Spot-Hit\" \/>\n<meta property=\"article:published_time\" content=\"2020-02-03T09:59:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-01-27T11:10:26+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.spot-hit.fr\/ressources\/wp-content\/uploads\/2023\/10\/campagne-marketing-locale-nationale.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1050\" \/>\n\t<meta property=\"og:image:height\" content=\"520\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Gr\u00e9gory Presle\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Gr\u00e9gory Presle\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.spot-hit.fr\/ressources\/campagne-marketing-locale-nationale#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.spot-hit.fr\/ressources\/campagne-marketing-locale-nationale\"},\"author\":{\"name\":\"Gr\u00e9gory Presle\",\"@id\":\"https:\/\/www.spot-hit.fr\/ressources\/#\/schema\/person\/2de6f3ce2c730df0a4b310bb0532d6b1\"},\"headline\":\"Campagne marketing locale nationale\",\"datePublished\":\"2020-02-03T09:59:00+00:00\",\"dateModified\":\"2024-01-27T11:10:26+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.spot-hit.fr\/ressources\/campagne-marketing-locale-nationale\"},\"wordCount\":1207,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.spot-hit.fr\/ressources\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.spot-hit.fr\/ressources\/campagne-marketing-locale-nationale#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.spot-hit.fr\/ressources\/wp-content\/uploads\/2023\/10\/campagne-marketing-locale-nationale.jpg\",\"articleSection\":[\"Blog\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.spot-hit.fr\/ressources\/campagne-marketing-locale-nationale#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.spot-hit.fr\/ressources\/campagne-marketing-locale-nationale\",\"url\":\"https:\/\/www.spot-hit.fr\/ressources\/campagne-marketing-locale-nationale\",\"name\":\"Campagne marketing locale nationale - 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