{"id":106655,"date":"2014-05-28T04:40:00","date_gmt":"2014-05-28T04:40:00","guid":{"rendered":"https:\/\/ac-franchise.com\/article\/les-conseils-marketing-pour-sortir-de-la-crise"},"modified":"2020-01-27T11:22:23","modified_gmt":"2020-01-27T10:22:23","slug":"les-conseils-marketing-pour-sortir-de-la-crise","status":"publish","type":"post","link":"https:\/\/ac-franchise.com\/article\/les-conseils-marketing-pour-sortir-de-la-crise","title":{"rendered":"Les conseils marketing pour sortir de la crise"},"content":{"rendered":"
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Certaines PME profitent de cette crise pour changer leurs pratiques en professionnalisant leur approche du marketing. Elles sont \u00e0 la recherche d’un r\u00e9el levier pour prot\u00e9ger leur activit\u00e9, r\u00e9pondre \u00e0 une concurrence accrue<\/a> et s’adapter aux mutations des comportements clients, sur du long terme.\u00a0Vous voulez dynamiser votre franchise sachez que, plus que jamais, les entreprises ont besoin de mener des r\u00e9flexions marketing. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Cibler ses priorit\u00e9s<\/h2>\n<\/p><\/div>\n

Trop souvent le premier r\u00e9flexe en temps de crise est de se disperser, c’est une erreur, il est conseill\u00e9 plut\u00f4t d’identifier les deux ou trois cibles prioritaires <\/strong>et de concentrer les efforts commerciaux<\/strong> ou les investissements marketing sur elles. Il faut se poser non seulement la question du potentiel de chaque march\u00e9 (Combien de clients ? Quel chiffre d’affaires ?) mais aussi celles de l’attractivit\u00e9 de l’offre et de la faisabilit\u00e9 de la d\u00e9marche commerciale.<\/p>\n

Dans un contexte de morosit\u00e9, il faut prendre le temps d’anticiper, se recentrer sur les activit\u00e9s o\u00f9 l’entreprise a une bonne position concurrentielle et approcher les clients avec une offre diff\u00e9renci\u00e9e.<\/p>\n

Le fait de s’activer dans l’urgence est une perte d’\u00e9nergie. Les partenariats sont primordiaux, le r\u00e9seau se travaille, que ce soient les partenaires prescripteurs ou les revendeurs. On peut construire des actions commerciales ou de communication communes, animer ses forces de vente<\/b><\/a> pour rester pr\u00e9sent, imaginer des offres compl\u00e9mentaire<\/b>, c’est d’autant plus facile si on appartient \u00e0 un r\u00e9seau de franchise. Bien utilis\u00e9s, les partenariats permettent de proposer des actions plus offensives, d’\u00e9conomiser par des actions conjointes.<\/p>\n

Une conjoncture difficile est de plus le moment de penser \u00e0 des offres innovantes <\/em><\/strong>et de proposer de nouvelles approches \u00e0 ses clients. La mise en place de r\u00e9flexions et de remises en question en commun, notamment avec les \u00e9quipes commerciales et marketing, est le moyen le plus efficace pour partir sur la bonne voie. En les faisant travailler ensemble, les \u00e9quipes pourront tr\u00e8s rapidement identifier des innovations \u00e0 gain rapide, qu’elles concernent les prestations, l’offre commerciale, le discours ou les actions de promotion.<\/p>\n

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\u00a0Prendre des id\u00e9es, comparer et mettre en place de nouvelles offres<\/h2>\n<\/p><\/div>\n

Un bon conseil est d’\u00eatre toujours <\/em>tr\u00e8s \u00e0 l’\u00e9coute du march\u00e9<\/strong> gr\u00e2ce au personnel de terrain, et de pr\u00e9voir un temps d’exp\u00e9rimentation suffisant pour mesurer les r\u00e9sultats de chaque projet. Il est bon d’affiner le discours de l’entreprise, les prospects et clients peuvent tr\u00e8s vite avoir l’impression qu’ils ressemblent \u00e0 ceux des concurrents. Pour rassurer les prospects rien de plus infaillible qu\u00a0\u00bbun discours simple, coh\u00e9rent et concret.<\/p>\n

La n\u00e9gociation \u00e9tant devenue virulente en p\u00e9riode de crise, les entreprises anticipent et font \u00e9voluer leurs offres et mod\u00e8les \u00e9conomiques. Observez les mod\u00e8les \u00e9conomiques <\/em><\/strong>d’autres march\u00e9s et essayez d’imaginer des d\u00e9clinaisons dans le secteur de votre propre entreprise. Ainsi pourquoi ne pas mettre en place des formules d’abonnement, de locations, de packages ? N’y a-t-il pas des offres d’entr\u00e9e qui permettront \u00e0 vos prospects de r\u00e9pondre \u00e0 leurs besoins essentiels et \u00e0 votre entreprise d’agrandir son parc clients pour ensuite diversifier les services lorsque le march\u00e9 se portera mieux ?<\/p>\n

Cette p\u00e9riode demande d’\u00eatre plus proche de ses clients et de son march\u00e9, les comportements changent et nous sentons d\u00e9j\u00e0 une volont\u00e9 durable de consommer mieux. C’est donc en \u00e9coutant leurs besoins, attentes et freins, que se construiront de nouvelles offres r\u00e9ellement efficientes et un discours plus percutant.<\/p>\n

Consultez notre rubrique \u00ab\u00a0actualit\u00e9 marketing<\/a>\u00a0\u00bb pour d’autres articles<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Certaines PME profitent de cette crise pour changer leurs pratiques en professionnalisant leur approche du marketing. Elles sont \u00e0 la recherche d’un r\u00e9el levier pour prot\u00e9ger leur activit\u00e9, r\u00e9pondre \u00e0 une concurrence accrue et s’adapter aux mutations des comportements clients, sur du long terme.\u00a0Vous voulez dynamiser votre franchise sachez que, plus que jamais, les entreprises […]<\/p>\n","protected":false},"author":52,"featured_media":106656,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[450],"tags":[],"class_list":["post-106655","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","entry","has-media"],"acf":[],"yoast_head":"\nLes conseils marketing pour sortir de la crise<\/title>\n<meta name=\"description\" content=\"Certaines PME profitent de cette crise pour changer leurs pratiques en professionnalisant leur approche du marketing. 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