Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

[fra] Employer le Consumer insight dans la publicite'

3,728 views

Published on

Published in: Business, Self Improvement
  • 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, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (Unlimited) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/qURD } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/qURD } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/qURD } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/qURD } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/qURD } ......................................................................................................................... Download doc Ebook here { https://soo.gd/qURD } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... 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, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download Full EPUB Ebook here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download Full doc Ebook here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download PDF EBOOK here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download EPUB Ebook here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download doc Ebook here { http://shorturl.at/mzUV6 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that 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 that 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 That 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 That 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 that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download Full EPUB Ebook here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download Full doc Ebook here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download PDF EBOOK here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download EPUB Ebook here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download doc Ebook here { http://shorturl.at/mzUV6 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that 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 that 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 That 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 That 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 that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (Unlimited) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... 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, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

[fra] Employer le Consumer insight dans la publicite'

  1. 1. Employer le Consumer insight en publicité : de la publicité classique aux réseaux sociaux « Un instant d’identification est à la racine de la plupart de la bonne communication. C’est vrai pour une peinture et pour un roman. C’est vrai aussi pour la bonne publicité. » DAVID ABBOTT, concepteur-rédacteur Giulio BONINI 19 février 2009 Directeur de mémoire Professeur Marco Livi
  2. 2. <ul><li>Qu’est-ce que c’est un Consumer Insight ? </li></ul>1 Les quatre propriétés de l’Insight Le Benchmark du Consumer Insight en Publicité Des applications dans la Publicité Non conventionnelle Des applications dans la création des réseaux sociaux 4 3 5 2 Une introduction du point de vue du marketing 6 Plan
  3. 3. Une introduction du point de vue du marketing <ul><li>Les consommateurs en ont marre des marques qui imposent leurs produits en les présentant aussi parfaits que des dieux. </li></ul><ul><li>La credibilité des marques s’en est allée depuis longtemps ! </li></ul>1 Un exemple pour tous : Mc Donald’s
  4. 4. <ul><li>Il faut montrer qu’on est proche de notre consommateur </li></ul><ul><li>Il faut construir de la complicité avec l’EMPATHIE : il faut montrer qu’on connaît son monde et ses valeurs </li></ul><ul><li>LE MIEUX : LUI MONTRER QU’ON EST L’UN D’EUX </li></ul><ul><li>Les marques doivent reconquérir la confiances des consommateurs (et la loyauté va suivre) </li></ul>MAIS COMMENT ??! 1
  5. 5. <ul><li>La meilleure façon de montrer de la proximité et de l’empathie est d’utiliser une CONNAISSANCE, une INFORMATION que seulement notre cible partage </li></ul><ul><li>LE CONSOMMATEUR RECONNAITRA QU’ON N’UTILISE PAS DE STEREOTYPES </li></ul><ul><li>… mais une REELLE COMPREHENSION DE LUI </li></ul><ul><li>ON DOIT DONNER DE LA VALEUR A NOTRE CONSOMMATEUR </li></ul>1
  6. 6. <ul><li>« Quand tout mouvement semble impossible. » </li></ul>1 La pommade Voltaren Emulgel contre le mal au dos :
  7. 7. Qu’est-ce que c’est un Consumer Insight ? <ul><li>il s’agit de données à propos de la cible </li></ul>Il s’agit d’une connaissance unique à propos de la cible, laquelle a une efficacité particulière quand appliqué dans la relation avec lui 2 Ici on pense plutôt que… La plus part des personnes pense que…
  8. 8. Les quatre propriétés de l’Insight <ul><li>I. Profondeur </li></ul><ul><li>II. Originalité </li></ul><ul><li>III. Etre au fondement de la communication </li></ul><ul><li>IV. Spécificité par rapport à la cible </li></ul>3
  9. 9. I. Profondeur <ul><li>Le Consumer insight doit toucher la partie la plus profonde du cœur du consommateur </li></ul><ul><li>Il faut oublier la communication des tons extrêmes et créer un message qui puisse résonner avec le consommateur </li></ul>3
  10. 10. <ul><li>Les cinq niveaux de la profondeur d’un Insight : </li></ul>« Si vous ne léchez pas vos doigts, vous allez réjouir la moitié. » <ul><ul><li>Esthétique : gestes ou symboles qui sont partagés par les membres de la cible </li></ul></ul>3 <ul><ul><li>Frites Fonzies : </li></ul></ul>CONSUMER INSIGHT : l’habitude de se lécher les doigts en mangéant les frites
  11. 11. <ul><ul><li>2. Les problèmes quotidiens (voir Voltaren Emulgel au-dessus) </li></ul></ul><ul><ul><li>3. Croyances et attitudes : </li></ul></ul>Bière Goldstar : « Grâce à Dieu, t’es un homme. »
  12. 12. <ul><ul><li>4. Emotions et sensations : </li></ul></ul>AXN (une chaîne TV de film d’action) : « Détendez-vous, si vous y arrivez. » CONSUMER INSIGHT : la chaleur des émotions désirées ne permet pas de rester assis confortablement.
  13. 13. 5. Identité sociale ou individuelle <ul><li>CONSUMER INSIGHT : la mémoire de la DDR </li></ul>www.osthits.de www.ostprodukte.de www.ampelmann.com « Trabi Duft » : l’ eau de Trabant Les « Ostprodukte » : Le niveau le plus profond
  14. 14. II. Originalité <ul><li>La communication est un outil pour se différencier des concurrents (Jack Trout) </li></ul>3 Des consumer insights originaux conduiront à des messages originaux
  15. 15. <ul><li>Détersif pour lessive Tide : </li></ul><ul><li>« Parce que vous êtes ce que vous portez » </li></ul>
  16. 16. III. Etre au fondement de la communication <ul><li>Le cœur du message (et non un aspect périphérique) </li></ul><ul><ul><li>ou encore mieux… </li></ul></ul><ul><li>Le cœur de la relation (= tout message) </li></ul>Le Consumer insight doit être : 3
  17. 17. IV. Spécificité par rapport à la cible <ul><li>Le Consumer insight doit faire appel au sentiment d’appartenance à une subculture spécifique </li></ul>Play Station 2: « Nuits blanches » … jouez avec la Play Station et le jour après vous ne pourrez pas cacher la rougeur des yeux 3
  18. 18. Le benchmark du Consumer insight Comment peut-on encore travailler en stageur à 42 ans ? « Je ne lis jamais The Economist. » Stageur en management. Agé de 42 ans. 4
  19. 19. <ul><li>Profondeur : Le temps et la carrière constituent les deux valeurs les plus sensibles dans le monde des affaires </li></ul><ul><li>Originalité : Il s’agit de la première marque à utiliser cet insight </li></ul><ul><li>Il est au cœur de cette publicité </li></ul><ul><li>Il est spécifique pour les hommes d’affaires </li></ul>4 CONSUMER INSIGHT : « Dans les affaires le talent est de réussir tôt . »
  20. 20. Des applications dans la Publicité Non conventionnelle Consumer insight : les événements socio-économiques sont interconnéctés et leur équilibre est instable. 5
  21. 21. <ul><li>Plus de 30.000 usagers dans le département cible </li></ul><ul><li>Plus de 6.000 usagers par jour </li></ul>Des applications dans la création des réseaux sociaux Il s’agit d’un réseau social dont le nom est celui d’un très petit département italien Un grand succès ! Mais pourquoi ? 6
  22. 22. La cible: <ul><li>Petite (8 villages, dont le plus grand compte 27.000 habitants) </li></ul><ul><li>L’identité du lieu est très peu connue ailleurs </li></ul><ul><li>Elle est menacée par une forte immigration </li></ul>Fonctions du site <ul><li>Rencontrer des personnes en ligne (chat, blogs, profils, photosharing) et off-line (organisation de fêtes) </li></ul><ul><li>Promouvoir le département (pages sur les villages, possibilité d’utiliser le dialecte, actu du département) </li></ul>Il y a un Insight ! L’identité sociale 6
  23. 23. Conclusion <ul><li>L’emploi d’un bon Consumer Insight (voir les 4 propriétés) peut rendre une communication vraiment efficace </li></ul><ul><li>Cela est vrai pour toute forme de communication, à travers tous les médias (presse, ambient , sites Internet…) </li></ul>
  24. 24. <ul><li>Merci beaucoup pour votre attention. </li></ul>Avez-vous des questions ?

×