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Personnalisation des campagnes off line

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Personnalisation des campagnes off line

  1. 1. TABLE RONDE N°3 Laure Klotchkoff – Quotidiens Associés Olivier Lê Van Truoc – Com>Quotidiens Campagnes publicitaires en PQR et sensibilités régionales : le cas de la distribution 1 1
  2. 2. La démarche de Com>Quotidiens et Quotidiens Associés• Bâtir en collaboration avec le SPQR, une très large Base de Données propriétaire sur l’efficacité du média • Agréger l’ensemble des post-tests IFOP réalisés de 2007 à 2010 : • 687 vagues / 140 400 interviews… une volumétrie rare ! • Possible grâce à la méthodologie extrêmement normée de l’IFOP• ET • Qualifier les campagnes post-testées sur de nombreux attributs liés à la création et au dispositif média  Mieux comprendre les ressorts de l’efficacité du media selon : • les cibles de lecteurs, les caractéristiques du dispositif media, les registres de communication, certains attributs créatifs… • Et… les caractéristiques des territoires, les régions ?… 3 3
  3. 3. Nb visuels 3 Hétérogénéité des visuels sagaLa codification des campagnes Message Essentiel Institutionnel co Ton Descriptif Accroche Non• 80 critères décrivant le dispositif Campagne "sponsor" Multi-messages Non Non de la campagne, l’annonceur, le Présence produit Nombre de produits par visuel Oui 1 message exprimé, les visuels, l’offre, Nombre de produits par campagne 3 Alimentaire 1 grand sa mise en scène, l’identification de Sous secteur Instit Marque entreprise Photo packshot 1 grand l’annonceur… Typo Non Signature Oui• 1167 visuels codifiés Mascotte Logo Non Un Taille du logo annonceur MoyenneEx : campagne Carrefour Juin 2010 Coupon Non Nb de prix 0 Avantages client 1 Prix Economie / gain euros explicite Non Valeur produit appel 0 Code coloriel / Ambiance Multi-couleur Ratio texte/visuel 50/50 Aéré Oui Charté aux couleurs de lannonceur Non Catalogue Non Beaucoup à lire Non Incarnée Non Présence dune personnnalité Non Epurée Non Mise en scène élégante Non Evénement / Opération commerciale Oui Portes Ouvertes Non Urgence / call to action Non 4 4
  4. 4. « Y a-t-il des sensibilités régionales en matière de communication publicitaire ? »• Une (petite) pierre à l’édifice sous forme d’illustrations : – sur les campagnes du secteur distribution, en PQR – sur l’indicateur d’incitation : « donne envie d’acheter des produits / de faire vos courses dans le magasin annonceur»• Le corpus : – 143 post-tests / 29 255 interviews / 17 annonceurs différents : GSS, GSA … 5 5
  5. 5. L’analyse effectuée  Les leviers pour optimiser l’incitation à se rendre en magasin diffèrent-ils d’une région à l’autre ? 1890 Nb d’interviews / région  Une illustration sur … 1957 – Une sélection de 9 régions INSEE : 2864 2805 1851 1381 • Caractéristiques variées : structures, localisations,… • Garanties de représentativité : 2832 2143 – Un nombre d’interviews conséquent 2837 – Un redressement spécifique par région (*) – Quelques caractéristiques ayant une influence au niveau national • Ton du message, contexte, présence de produit d’appel, urgence de l’offre… • Pour mieux comparer l’incidence sur chaque région, on travaille en indices : Base 100 = score d’incitation moyen de chaque région(*) Sexe, âge, CSPI, cat. d’agglo., habitude de lecture PQR 6 6
  6. 6. Le ton de la communication En indices - Base 100 = score d’incitation moyen de chaque région 116 Explicatif, pédagogique, humoristique… « Réclame » / Promo 121 105 Nord 69 116 103 103 102 Aquitaine 71 115 111 Rhône Alpes 77 111 115France entière 88 106 106 PACA 89 106 Bretagne 90 105 Centre 94 103Pays de Loire 95 103 Bourgogne 97 102 Alsace 87 121 7 7
  7. 7. Le contexte de l’annonce En indices - Base 100 = score d’incitation moyen de chaque région 102 Pas de contexte Pouvoir d’achat / Economie 109 130 Alsace 90 130 105 99 110 Bourgogne 96 110 105 Bretagne 95 109 105 102Pays de Loire 98 105France entière 99 103 Nord 101 102 Centre 99 PACA 98 102 Aquitaine 93 105 Rhône Alpes 93 105 8 8
  8. 8. La présence de produit(s) d’appel En indices - Base 100 = score d’incitation moyen de chaque région 118 Pas de produit d’appel Produit(s) appel présent(s) 105 100 Nord 105 104 87 118 102 Aquitaine 90 116 111 Rhône Alpes 91 111 116 105France entière 95 107 Bretagne 97 105 Paca 96 105Pays de Loire 105 Alsace 100 Bourgogne 98 102 Centre 94 104 9 9
  9. 9. L’urgence du message, l’effet « call to action » En indices - Base 100 = score d’incitation moyen de chaque région 106 Pas d’urgence Urgence 101 107 Bourgogne 85 119 102 102 119 Aquitaine 89 113 111 Rhône Alpes 90 111 113 100 Bretagne 94 107 Nord 95 106France entière 96 105 Centre 102Pays de Loire 102 PACA 100 Alsace 98 101 10 10
  10. 10. En guise de conclusion…• Les leviers qui agissent sur l’incitation semblent varier selon les régions• Ces différences sont probablement imputables en partie à la variété des structures sociodémographiques, des implantations urbaines, …• Elles sont aussi des révélateurs de la diversité des cultures, des habitudes de consommations, des attitudes…dans nos territoires  Des investigations à poursuivre…• Une application de cette démarche : documenter des good practices pour stimuler l’incitation, par région ALSACE NORD PAYS DE LOIRE Tonalité « non » promo 121 (vs 87) Ton « réclame/promo » 116 (vs 69) Peu d’aspérité (Indices < 105) Contexte pouvoir d’achat 130 (vs 90) Produit d’appel 118 (vs 87) Mais … … …• Une BDD qui permet de creuser encore d’autres critères (prix produits appel, nombre de produits…), cibles (sexe, client/non client…), dispositif média (nb d’insertions, dates)… 11 11

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