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MOPA Formation "Monter une régie publicitaire" - 27 et 28 mai 2015, Saint Jean de Luz

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Powerpoint allégé de la formation "Monter une régie publicitaire" du 27 et 28 mai 2015 à Saint Jean de Luz

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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MOPA Formation "Monter une régie publicitaire" - 27 et 28 mai 2015, Saint Jean de Luz

  1. 1. Monter une régie publicitaire Saint-Jean-de-Luz 27 et 28 mai 2015
  2. 2. Pourquoi cette formation? • 2013 : journée technique « développer l’autofinancement de l’office de tourisme » • 2013-2014 : groupe de travail autour de la régie • 2014 : Lancement du Club régie et identification de problématiques récurrentes liées à cette thématique
  3. 3. Les objectifs pédagogiques A l’issue de cette formation, les stagiaires seront en capacité́ de : • Comprendre le fonctionnement d’une régie • Déterminer l’intérêt d’internaliser ou d’externaliser sa régie • Extraire et évaluer les données relatives à la régie. • Définir et démontrer les bienfaits et opportunités de la mise en place d’un tel projet
  4. 4. Problématique des offices de tourisme Ressources financières : – Baisse ou stagnation des subventions publiques – Besoins en augmentation – Nouvelles activités à développer
  5. 5. Aujourd’hui Accueil = service public Editions = coûts d’impression Internet = coût d’hébergement
  6. 6. Ailleurs • Gares, aéroports, espace urbain
  7. 7. Ailleurs Grande distribution •Politique de «coopération commerciale »
  8. 8. Ailleurs • Distribution web
  9. 9. Gagner de l’argent avec du gratuit « Free ! Why $0.00 is the Future of Business», Chris Anderson, 2008 .
  10. 10. Flux de visiteurs = potentiel Flux de visiteurs (informations/contenus gratuits) Audience (potentiel de visiteurs exposés) Acheteurs (boutique, comptoir)
  11. 11. La publicité Information commerciale ≠ Publicité
  12. 12. La publicité • Association loi 1901  Cotisation  Services vendus à l’unité ou par pack  Publicité • EPIC  Services vendus à l’unité ou par pack  Publicité
  13. 13. Les tendances du marché de la pub en tourisme • Chute des investissements publicitaires sur l’ensemble des medias (-5%), surtout sur le print. Illustration : arrêt de Metro • Repli de l’affichage (mais recherche de nouveaux supports) • Le web en progression • Explosion de la pub sur Mobile Le marché de façon générale • Première progression en publicité Web • Le print n’est pas fini (le plan restera toujours) • La qualité des supports est aujourd’hui essentielle • Il faut réinventer la publicité dans ce secteur Coté tourisme
  14. 14. La rentabilité d’une régie
  15. 15. Les supports  Type de Support Plan de ville, Guide d’accueil, Guide animation, Site internet, Affichage dynamique, Billetterie…  Type d’emplacement Emplacements préférentiels, Page, ½ page, Bannière, Homepage…
  16. 16. Les flux Volumes 50 000 Guides distribués 200 000 visiteurs uniques sur mon site 100 000 visiteurs dans mon office
  17. 17. Le calcul du CPM Le CPM (Coût pour 1000) Internet : 20€ / 1000 Ecrans : 30€ / 1000 Presse : 40€ / 1000 Pricing Calcul du prix de vente Optimisation des tarifs Par Zone Par Période Tarif Local Tarif National
  18. 18. Le médiakit
  19. 19. Descriptif du produit Tirage Diffusion Date de parution Format fini Pagination Papier Finition Formats et tarifs Eléments techniques Contacts
  20. 20. Les stratégies de régie publicitaire
  21. 21. Les types d’annonceurs AnnonceursLocauxet Régionaux Restaurants,Hôtellerie, Produitslocaux, visites… Annonceurs nationaux Air France, Europcar, Bergasol, Quiksilver, Quechua…
  22. 22. Le fonctionnement technique
  23. 23. Graphisme et imprimerie • Qui crée l’insertion publicitaire ? • Coût de la création ? • BAT individuel • Contrôle avant impression
  24. 24. Site internet 2/ Le Ad Serving ? Un « ad server » (ou serveur de publicités) est un gestionnaire publicitaire qui permet de gérer de manière centralisée les affichages publicitaires de plusieurs sites. La plupart des adservers du marché gèrent les affichages de bannières publicitaires en format standard (images) ou rich media (vidéos). Un adserver permet non seulement de gérer efficacement les affichages de vos créations média, mais assure également un rôle statistique pour un suivi efficace des campagnes : nombre d’impressions (nb de vues) / taux de click 1/ Gestion de la campagne sur le site en direct ou
  25. 25. Vaison la Romaine Notre-Dame-de-Monts Hossegor Ecrans
  26. 26. Objectifs : •Gérer les flux de clientèle •Séduire •Suggérer •Rentabiliser son espace accueil
  27. 27. Déploiement : 1 TV TV TV
  28. 28. Déploiement : 2 TV TV TV BIT BIT
  29. 29. Déploiement : 3 TV TV TV BIT PRESTATAIRES
  30. 30. Matériel Un écran Un logiciel de gestion de contenu Un moyen de diffusion ou @
  31. 31. La solution Jimdo : http://ecran- coeurdubassin.j imdo.com/ Ou http://ecran- coeurdubassin.j imdo.com/pub2
  32. 32. Ecrans La solution professionnelle : fiche technique sur le site de la MOPA
  33. 33. Et aussi… • Bornes extérieures d’informations touristiques • Panneau grand format • Véhicule OT • Habillement personnel • Evénements
  34. 34. Les justificatifs de diffusion Contrôle des insertions Qualité Emplacement Timing Tirage // Diffusion Bilan de campagne Nbre d’ex // dates de sorties  tirage papier Nombre d’affichage  Google Analytics Nombre de visiteurs  compteurs de visiteurs
  35. 35. Les systèmes de compteur
  36. 36. Ma régie interne
  37. 37. En terme de RH • Avoir dans son équipe ou trouver « l’oiseau rare » • Des missions à part par rapport au reste de l’équipe • Salaire de base + commission de 10% sur chaque vente
  38. 38. En terme de moyens • Véhicule • Téléphone portable • Tablette ou portable
  39. 39. Pour faire quoi ?? Etablissement des devis clients Contrôle des dispositions d’espaces Bons de commandes Contrôle des documents de l’annonceur Envoi des docs de l’annonceur au format Evaluer le potentiel de la régie Créer le médiakit Prospecter
  40. 40. Pour faire quoi ?? Facturation Suivi diffusion Relance impayés
  41. 41. Vendre de la publicité • Synthèse : – Démarche commercial de l’office lié à l’animation prestataires – L’office de tourisme dispose d’arguments différenciants grâce à son statut – Mais il génère par ce même statut des contre-arguments
  42. 42. Mutualiser de la force commerciale entre plusieurs offices de tourisme • Nécessité de construire préalablement une stratégie cohérente de supports • Privilégier l’intérêt de l’annonceur pour lui apporter un conseil en matière d’insertion • Atout : une meilleure audience, donc plus de possibilités de vente
  43. 43. Ma régie externe
  44. 44. Types de mandat Le mandat de publicité et d’édition Le mandat de publicité L’édition déléguée
  45. 45. Retroplanning
  46. 46. De l’été à …  Réflexion sur les supports à commercialiser  Lancement appel d’offres impression  Fixation tarifs  Passage en CA ou en Comité de Direction
  47. 47. De l’été à … Commercialisation (vérifier les impayés année n-1) Facturation dans le mois qui suit la parution
  48. 48. Argumentaire de conviction
  49. 49. Plusieurs étapes • Construire ou reconstruire son projet avec des indicateurs. Essentiel • Procéder à une segmentation (ressource metteur en scène de territoire) • Construire un argumentaire
  50. 50. Construire un argumentaire • Se mettre à la place de son interlocuteur • Identifier ses craintes • Décrypter ses arguments • Comprendre ses gains potentiels selon sa position • Adapter son discours de vente (produit avantages bénéfices) en fonction des craintes et des gains potentiels de l’interlocuteur • Adapter légèrement la composante produit
  51. 51. Merci de votre attention Saint Jean de Luz 27 et 28 mai 2015

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