{"id":292958,"date":"2013-02-26T01:00:00","date_gmt":"2013-02-26T00:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/communication-nationale-et-locale-en-franchise"},"modified":"2013-02-26T01:00:00","modified_gmt":"2013-02-26T00:00:00","slug":"communication-nationale-et-locale-en-franchise","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/communication-nationale-et-locale-en-franchise","title":{"rendered":"Communication nationale et locale en franchise"},"content":{"rendered":"
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<\/a> <\/div>\n
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Si en th\u00e9orie le franchiseur s’occupe de la notori\u00e9t\u00e9 et de l’image de l’enseigne<\/strong> au niveau national, il n’est pas question pour le franchis\u00e9 d’en faire l’impasse, \u00e0 son \u00e9chelle, au niveau local <\/strong>: le franchiseur g\u00e8re cette image et f\u00e9d\u00e8re les actions locales pour assurer la coh\u00e9rence ; le franchis\u00e9, quant \u00e0 lui, doit se charger de d\u00e9velopper localement cette notori\u00e9t\u00e9 et cette image pour cr\u00e9er du trafic et augmenter ses ventes.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Seule une communication bien \u00e9tudier sera efficace pour les jeunes r\u00e9seaux<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Pour les cha\u00eenes ayant atteint une taille nationale, ce sch\u00e9ma semble \u00eatre appliqu\u00e9 <\/strong>sur le terrain et avoir d\u00e9pass\u00e9 le stade th\u00e9orique. Pour les petits r\u00e9seaux qui ne disposent pas de moyens suffisants pour organiser des campagnes nationales, le quotidien est tout autre ! <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Ainsi, pour les tr\u00e8s jeunes r\u00e9seaux, seule la communication locale op\u00e8re<\/strong> et la notori\u00e9t\u00e9 de la cha\u00eene se fait en premier lieu par un syst\u00e8me de rebonds de notori\u00e9t\u00e9 d’un point de vente sur un autre. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Pour des r\u00e9seaux comportant entre 20 et 30 points de vente, des solutions group\u00e9es peuvent \u00eatre envisag\u00e9es,<\/strong> pour agir mutuellement sur une ville, un d\u00e9partement ou une r\u00e9gion. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Des r\u00e8gles en communication quelle que soit la taille du r\u00e9seau : avoir un message clair, traduire les sp\u00e9cificit\u00e9s de son savoir-faire dans un langage compr\u00e9hensible, montrer en quoi l’enseigne se positionne avec pertinence sur un march\u00e9 Vendre ce n’est pas faire et dire n’importe quoi ! Il faut savoir communiquer !<\/p>\n

La r\u00e9daction vous recommande cet article : <\/i>La communication d’une bonne franchise<\/i><\/a> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Audrey Caudron <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Si en th\u00e9orie le franchiseur s’occupe de la notori\u00e9t\u00e9 et de l’image de l’enseigne au niveau national, il n’est pas question pour le franchis\u00e9 d’en faire l’impasse, \u00e0 son \u00e9chelle, au niveau local : le franchiseur g\u00e8re cette image et f\u00e9d\u00e8re les actions locales pour assurer la coh\u00e9rence ; le franchis\u00e9, quant \u00e0 lui, doit […]<\/p>\n","protected":false},"author":1,"featured_media":292959,"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":[137],"class_list":["post-292958","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","entry","has-media"],"acf":[],"yoast_head":"\nCommunication 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