{"id":291270,"date":"2015-03-23T10:29:00","date_gmt":"2015-03-23T09:29:00","guid":{"rendered":"https:\/\/ac-franchise.be\/le-franchise-est-vraiment-acteur-de-sa-communication-8584"},"modified":"2015-03-23T10:29:00","modified_gmt":"2015-03-23T09:29:00","slug":"le-franchise-est-vraiment-acteur-de-sa-communication-8584","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/le-franchise-est-vraiment-acteur-de-sa-communication-8584","title":{"rendered":"Le franchis\u00e9 est vraiment acteur de sa communication"},"content":{"rendered":"
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Pour g\u00e9n\u00e9rer du trafic dans le magasin, vous devez d\u00e9ployer tous les moyens possibles, ceux du franchiseur mais aussi les v\u00f4tres. M\u00eame si un bon<\/b> franchiseur vous apporte un concept parfaitement au point<\/b>, il vous appartient n\u00e9anmoins de bien l’appliquer dans votre point de vente car la fa\u00e7on dont vous tenez les promesses que le franchiseur fait aux clients est le premier vecteur de communication<\/b>, le plus efficace et le plus redoutable aussi car des promesses non tenues g\u00e9n\u00e8rent un bouche \u00e0 oreille n\u00e9gatif et de fortes d\u00e9ceptions de la client\u00e8le.<\/p>\n

La plupart des franchiseurs d\u00e9finissent dans le contrat de franchise la redevance destin\u00e9e \u00e0 la communication nationale mais aussi le pourcentage qui devra \u00eatre allou\u00e9 \u00e0 la communication locale<\/b>, celle que vous mettez en \u0153uvre, en g\u00e9n\u00e9ral avec les outils que le franchiseur vous fournit mais aussi avec vos propres initiatives que vous devrez le plus souvent soumettre \u00e0 son approbation pour \u00e9viter que les actions des diff\u00e9rents franchis\u00e9s soient dissonantes.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Type de communication<\/h3>\n
Apr\u00e8s la fa\u00e7on dont vous tenez les promesses que le r\u00e9seau de franchise fait \u00e0 la client\u00e8le par sa communication nationale, les signes de reconnaissance de l’enseigne sont des vecteurs de communication \u00e9vidents<\/b> : la marque, le \u00ab\u00a0look\u00a0\u00bb, la charte graphique, l’am\u00e9nagement du magasin, le rangement des produits, etc. mais aussi parfois les relations publiques, voire les contacts avec la presse locale. <\/p>\n

Le franchis\u00e9 est parfois incit\u00e9 \u00e0 s’impliquer dans des associations<\/b>, telles qu’une association de commer\u00e7ants, une association caritative ou un club de foot qu’il soutiendra. Son nom sera associ\u00e9 \u00e0 celui de l’enseigne. Cela contribuera \u00e0 cr\u00e9er une image plus ou moins dynamique.<\/p>\n

Certaines enseignes, tr\u00e8s connues, mais peu nombreuses, ne font pas ou peu de publicit\u00e9 locale. Ce sont g\u00e9n\u00e9ralement des enseignes qui paient des loyers tr\u00e8s chers dans les rues N\u00b0 des villes; pas toutes, mais certaines. Elles consid\u00e8rent \u00e0 juste titre que loyer et publicit\u00e9 locale sont les deux choix possibles pour faire venir des clients en magasin et le raisonnement se tient. Cela ne veut pas dire qu’elles ne communiquent pas, ne font pas partie d’associations, etc…mais qu’elles ne font pas de publicit\u00e9 (annonces presse, affichage, etc…. puisque leur emplacement, tr\u00e8s cher, suffit \u00e0 faire venir les clients)<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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La marque impose une certaine homog\u00e9n\u00e9it\u00e9 nationale. Il est important que le client retrouve localement la promesse v\u00e9hicul\u00e9e par la franchise dans les m\u00e9dias nationaux. Si le r\u00e9seau est naissant, le franchis\u00e9 contribue \u00e0 construire la qualit\u00e9 de cette image. Posez donc toujours les bonnes questions \u00e0 votre futur franchiseur \u00e0 propos de la communication nationale et locale, de son financement, des actions pr\u00e9vues, de l’aide qu’il vous apporte, de ce qu’il vous conseille de faire.<\/b><\/p>\n

C’est encore plus important si vous n’avez pas une franchise avec un magasin super bien plac\u00e9, si vous exercez dans les services et l’artisanat par exemple. Comment ferez-vous venir vos clients ? Comment le franchiseur vous aide-t’il \u00e0 les trouver ? <\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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La r\u00e9daction vous conseille cet article : <\/i>Lancer son entreprise c’est aussi cr\u00e9er sa communication<\/i><\/a> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Pour g\u00e9n\u00e9rer du trafic dans le magasin, vous devez d\u00e9ployer tous les moyens possibles, ceux du franchiseur mais aussi les v\u00f4tres. M\u00eame si un bon franchiseur vous apporte un concept parfaitement au point, il vous appartient n\u00e9anmoins de bien l’appliquer dans votre point de vente car la fa\u00e7on dont vous tenez les promesses que le franchiseur […]<\/p>\n","protected":false},"author":1,"featured_media":291271,"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":[3],"tags":[135],"class_list":["post-291270","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-franchise-informations","entry","has-media"],"acf":[],"yoast_head":"\nLe franchis\u00e9 est vraiment acteur de sa communication<\/title>\n<meta name=\"description\" content=\"Pour g\u00e9n\u00e9rer du trafic dans le magasin, vous devez d\u00e9ployer tous les moyens possibles, ceux du franchiseur mais aussi les v\u00f4tres. 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