{"id":285322,"date":"2017-09-01T06:37:00","date_gmt":"2017-09-01T05:37:00","guid":{"rendered":"https:\/\/ac-franchise.be\/la-communication-des-franchises-dun-reseau-de-franchise-par-la-directrice-dune-agence-specialisee-3321"},"modified":"2017-09-01T06:37:00","modified_gmt":"2019-03-07T16:01:06","slug":"la-communication-des-franchises-dun-reseau-de-franchise-par-la-directrice-dune-agence-specialisee-3321","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/la-communication-des-franchises-dun-reseau-de-franchise-par-la-directrice-dune-agence-specialisee-3321","title":{"rendered":"La communication des franchis\u00e9s d\u2019un r\u00e9seau de franchise par la directrice d&rsquo;une agence sp\u00e9cialis\u00e9e"},"content":{"rendered":"<div id=\"730119\" class=\"widget full_text row-fluid\" data-name=\"full_text\">\n<div class=\"span12\">\n<div class=\"editable\" data-type=\"wysihtml5\" data-pk=\"730119\" data-url=\"\/crezeo_widgets\/730119\/update_parameter\"          data-name=\"text\">\n<p>La\u00a0<b>communication en franchise\u00a0<\/b>: la redevance publicit\u00e9, la communication locale, le manuel de communication \u00a0par Lise Fercoq Dugu\u00e9, directrice de l&rsquo;agence ZuGGA media<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div id=\"730125\" class=\"widget left_picture_title_text\" data-name=\"left_picture_title_text\">\n<div class=\"row-fluid\">\n<div class=\"span12\">\n<div class=\"thumbnail widget-media-thumbnail span4\" data-name=\"media1\" data-pk=\"730125\">                            <a href=\"https:\/\/ac-franchise.be\/wp-content\/uploads\/2017\/04\/21\/20170421110156-643f23f14e7b46d56ad5db946f295f4f.jpg\" data-remote=\"true\">      <img decoding=\"async\" src=\"https:\/\/ac-franchise.be\/wp-content\/uploads\/2017\/04\/21\/20170421110156-643f23f14e7b46d56ad5db946f295f4f.jpg\" title=\"Lise Fercoq Dugu\u00e9, directrice de l&#x27;agence ZuGGA media \"\/>     <\/a>              <\/p>\n<div class=\"image-caption\">         Lise Fercoq Dugu\u00e9, directrice de l&#x27;agence ZuGGA media       <\/div>\n<\/p><\/div>\n<div class=\"widget-content\">\n<div class=\"editable\" data-type=\"wysihtml5\" data-pk=\"730125\" data-url=\"\/crezeo_widgets\/730125\/update_parameter\"            data-name=\"text\">\n<div class=\"\" style=\"\">\u00ab\u00a0La <b>communication de notori\u00e9t\u00e9 et de d\u00e9veloppement est faite par le franchiseur<\/b> pour son enseigne. La redevance publicit\u00e9 sert \u00e0 la communication au niveau national pour l&rsquo;ensemble des franchis\u00e9s du r\u00e9seau. L\u2019enseigne mets en place un plan de communication annuel pour l\u2019utilisation de cette redevance, qui doit \u00eatre approuv\u00e9 par les franchis\u00e9s du r\u00e9seau. En parall\u00e8le, le franchis\u00e9 doit aussi communiquer en locale, non seulement en ouverture de l\u2019unit\u00e9 franchis\u00e9, pour faire savoir qu\u2019il est pr\u00e9sent sur le secteur, mais tout au long de l\u2019ann\u00e9e pour des op\u00e9rations promotionnelles ou autres. Un budget de communication sp\u00e9cifique doit donc \u00eatre pr\u00e9vu dans son business plan. Cette communication locale peut venir en appui d\u2019une op\u00e9ration faite au niveau national ou pour les op\u00e9rations commerciales que le franchis\u00e9 va mettre en place individuellement.<\/div>\n<div class=\"\" style=\"\"><\/div>\n<div class=\"\" style=\"\">Pour permettre aux <b>franchis\u00e9s de communiquer localement,<\/b> il est essentiel que le <b>franchiseur lui apporte les outils n\u00e9cessaires.<\/b> Pourquoi ? Parce-que l\u2019image de l\u2019enseigne doit \u00eatre la m\u00eame sur tout le territoire, cela fait partie des signes de reconnaissance d\u2019une marque et est une partie int\u00e9grante de son concept. Comment ? Le <b>manuel op\u00e9ratoire de l\u2019enseigne est \u00e0 la fois un manuel technique<\/b>, un manuel de normes qui \u00a0doit comporter une partie souvent oubli\u00e9e ou tr\u00e8s peu pr\u00e9sente, la communication. Le manuel de communication reprend tous les \u00e9l\u00e9ments de la charte graphique de publicit\u00e9 \u00e0 destination du franchis\u00e9. C&rsquo;est l&rsquo;outil de r\u00e9f\u00e9rence que doit utiliser le franchis\u00e9 pour faire sa communication en local. \u00ab\u00a0<\/div>\n<div class=\"\" style=\"\"><\/div>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"<p>La communication en franchise : la redevance publicit\u00e9, la communication locale, le manuel de communication  par Lise Fercoq Dugu\u00e9, directrice de l&rsquo;agence ZuGGA media<\/p>\n","protected":false},"author":45,"featured_media":285321,"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":[10],"tags":[],"class_list":["post-285322","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interviews-des-experts","entry","has-media"],"acf":[],"yoast_head":"<!-- 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