{"id":3498,"date":"2018-02-01T10:00:25","date_gmt":"2018-02-01T09:00:25","guid":{"rendered":"http:\/\/speedqueeninvestor.com\/lemotion-un-element-marketing-differenciateur\/"},"modified":"2019-10-09T12:23:49","modified_gmt":"2019-10-09T10:23:49","slug":"lemotion-un-element-marketing-differenciateur","status":"publish","type":"post","link":"https:\/\/speedqueeninvestor.com\/fr\/conseils-pro\/lemotion-un-element-marketing-differenciateur\/","title":{"rendered":"L\u2019\u00e9motion : un \u00e9l\u00e9ment marketing diff\u00e9renciateur"},"content":{"rendered":"<p>La qualit\u00e9 des mat\u00e9riaux de construction, la vitesse de prestation et le c\u00f4t\u00e9 innovant d\u2019une offre sont certes importants, mais ils n\u2019expliquent pas pourquoi un client reste attach\u00e9 \u00e0 une marque&nbsp;ou pourquoi il choisira tel produit plut\u00f4t qu\u2019un autre.<\/p>\n<p>L\u2019explication r\u00e9side dans l\u2019\u00e9motion, un \u00e9l\u00e9ment marketing non-mesurable et difficile \u00e0 cerner.<\/p>\n<h2 class=\"h2\">Qu\u2019est-ce qu\u2019une \u00e9motion&nbsp;?<\/h2>\n<p>L\u2019humain exp\u00e9rimente de grandes \u00e9motions&nbsp;et leurs variantes&nbsp;: tristesse, peur, col\u00e8re, joie\u2026 (cf. Mod\u00e8le Plutchik). Certaines \u00e9motions sont positives et agr\u00e9ables, d\u2019autres sont tout le contraire. Toutes sont susceptibles de provoquer un achat et il faut orienter votre communication autour de l\u2019une de ces \u00e9motions.<\/p>\n<p><u>Exemples&nbsp;<\/u>:<\/p>\n<ul>\n<li>Une publicit\u00e9 humoristique cherchera \u00e0 faire rire et imprimera l\u2019esprit du client en lui procurant du bien-\u00eatre.<\/li>\n<li>Les messages de pr\u00e9vention routi\u00e8res joueront davantage sur la peur et la tristesse. Les marques de produits m\u00e9nagers insisteront quant \u00e0 elles sur le d\u00e9gout suscit\u00e9 par la salet\u00e9\u2026<\/li>\n<li>Une marque pourra aussi associer son produit ou service \u00e0 une cause noble et provoquer une empathie ou une prise de conscience. Une partie des ventes pourra alors \u00eatre revers\u00e9e pour une \u0153uvre caritative ou pour pr\u00e9server l\u2019environnement\u2026<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"lazyload wp-image-58790 size-full aligncenter\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27400%27%20height%3D%27406%27%20viewBox%3D%270%200%20400%20406%27%3E%3Crect%20width%3D%27400%27%20height%3D%27406%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"http:\/\/speedqueeninvestor.com\/wp-content\/uploads\/les-emotions-par-robert-plutchik.png\" alt=\"les emetions de robert Plutchik\" width=\"400\" height=\"406\"><\/p>\n<p style=\"text-align: center;\"><em>La roue des \u00e9motions de Robert Plutchik<\/em><\/p>\n<h2 class=\"h2\">Le storytelling<\/h2>\n<p>Le <em>storytelling<\/em> c\u2019est l\u2019art d\u2019en faire toute une histoire\u2026 et de pr\u00e9senter les b\u00e9n\u00e9fices d\u2019un produit, plut\u00f4t que les caract\u00e9ristiques physiques du produit en soi. Et ces b\u00e9n\u00e9fices doivent \u00eatre \u00e9motionnels&nbsp;: en achetant votre produit, le client doit se sentir rassur\u00e9, consol\u00e9 ou \u00e9panoui.<\/p>\n<p><em>Emotion<\/em> vient du latin <em>emovere<\/em>, qui veut dire \u00ab&nbsp;mettre en mouvement&nbsp;\u00bb&nbsp;: c\u2019est l\u2019\u00e9motion qui d\u00e9clenchera l\u2019achat. En racontant une histoire \u00ab&nbsp;\u00e9mouvante&nbsp;\u00bb, vos publicit\u00e9s et communications marqueront toute une client\u00e8le et pourquoi pas toute une g\u00e9n\u00e9ration.<\/p>\n<h2 class=\"h2\">Les r\u00e9seaux sociaux<\/h2>\n<p>Ces nouveaux canaux de communication sont les plateformes privil\u00e9gi\u00e9es pour nouer une relation intime avec vos clients. C\u2019est par l\u00e0 qu\u2019ils entreront en contact avec vous, partageront leurs coups de c\u0153ur et leurs d\u00e9ceptions\u2026 les clients passant plus de temps sur leur smartphone que devant la t\u00e9l\u00e9, vous devez avoir une pr\u00e9sence forte sur les r\u00e9seaux sociaux et prendre le temps d\u2019interagir avec les personnes.<\/p>\n<p><u>Nota<\/u> : avant de prendre une d\u00e9cision d\u2019achat, un client ira surement consulter les avis des autres acheteurs sur le net. La grande majorit\u00e9 des opinions partag\u00e9es auront \u00e0 voir avec une \u00e9motion v\u00e9cue.<\/p>\n<h2 class=\"h2\">Les laveries Speed Queen<\/h2>\n<p>Speed Queen n\u2019est pas qu\u2019un simple fabricant de lave-linge. Nous vendons des concept stores qui marquent l\u2019exp\u00e9rience client&nbsp;: du design au discours commercial, en passant par les services annexes, tout est pens\u00e9 pour cr\u00e9er des environnements chaleureux et agr\u00e9ables.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La qualit\u00e9 des mat\u00e9riaux de construction, la vitesse de prestation et le c\u00f4t\u00e9 innovant d\u2019une offre sont certes importants, mais ils n\u2019expliquent pas pourquoi un client reste attach\u00e9 \u00e0 une marque&nbsp;ou pourquoi il [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":111435,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[73],"tags":[],"class_list":["post-3498","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-conseils-pro"],"yoast_head":"<!-- This site is optimized with 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