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Vendre plus ou mieux avec
du son ?
Etat de l’art et enjeux du marketing
sonore
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•
La piste retenue :

Le « brouillon » interne :
Etude de cas : Picwic, chaîne de magasins de jouet de
Stéphane Mulliez
•

•
•
•
•
•

•
•
•
•
•
•

•
•

•
Des questions ?
Marketing sonore en magasin : la musique influence le client !
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Marketing sonore en magasin : la musique influence le client !

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Dans le cadre de la Semaine du Son 2014, voici les slides de mon intervention dans la conférence du 29/01/214 sur le thème : "Vendre plus ou mieux avec du Son ? Enjeux et Impact du marketing sonore...". La conférence s'est déroulée au Conseil Economique Social et Environnemental de Paris. En voici le programme :

Séance animée par Alice Debonnet-Lambert, directrice du Centre d’information et de documentation sur le bruit

Les architectures sont habitées par des « ambiances », choisies ou subies, appréciées ou pas. Centres commerciaux, restaurants… on échappe rarement à une musique d’ambiance. Pourquoi ? Comment sont-elles choisies ? Qu’en est-il attendu ? Quel impact sur nos comportements ? Le silence est-il un luxe ?

La conférence était accessible aux personnes malentendantes, appareillées ou non , grâce au concours de la société Maintenance Audio Congrès-MAC qui leur propose une solution composée de boîtiers portatifs, de boucles magnétiques et de casques.

Ouverture par Christophe Bouillon, Député de Seine-Maritime, président du Conseil national du bruit

Introduction par Christine Kelly, conseillère au Conseil supérieur de l’audiovisuel - CSA

1. Ambiances sonores dans les centres commerciaux et les points de vente - Observations et illustrations sonores
par Patrick Romieu, anthropologue
Intervenant en école d’architecture, chercheur associé au Cresson (Centre de recherche sur l’espace sonore et l’environnement urbain), fondateur de l’association Archimeda/Acousson

2. Vendre plus ou mieux avec du son ?

Piloter son capital de marque sonore
par Olivier Covo, président de Sound Value, institut d’étude et de recherche sur l’impact du son

Etat de l’art et enjeux du marketing sonore
par Alain Goudey, entrepreneur et professeur de marketing
Directeur Associé AtooMedia, Professeur Associé NEOMA Business School, Chercheur Associé Université Paris-Dauphine

3. La perception et l’audition dans les ambiances bruitées
Les troubles fonctionnels
par Pr Hung Thai-Van
Chef du Service d’Audiologie et d’Explorations Orofaciales, Hôpital Edouard Herriot – Hôpital Femme Mère Enfant – Hôpital Lyon Sud, Hospices Civils de Lyon, Centre de Recherche en Neurosciences de Lyon ISERM U1028 CNRS UMR 5292

Les troubles de l’audition
par Dominique Dufournet, président de Bucodes SurdiFrance
Revue 6 millions de malentendants

La perception de l’espace
par Thierry Mignot, architecte acousticien

4. Vers une architecture des milieux
par Chris Younès
Philosophe, professeure à l’Ecole nationale supérieure d’architecture de Paris-La Villette et à l’Ecole spéciale d’architecture, dirige le laboratoire Gerphau et le réseau international PhiLAU

5. Le point de vue du psychanalyste
par Edith Lecourt, professeur de psychologie clinique et de psychopathologie à Paris Descartes, psychanalyste

Published in: Marketing
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Marketing sonore en magasin : la musique influence le client !

  1. 1. Vendre plus ou mieux avec du son ? Etat de l’art et enjeux du marketing sonore
  2. 2. • •
  3. 3. La piste retenue : Le « brouillon » interne :
  4. 4. Etude de cas : Picwic, chaîne de magasins de jouet de Stéphane Mulliez
  5. 5. • • • • •
  6. 6. • • • • •
  7. 7. • • • • •
  8. 8. Des questions ?

×