{"id":294673,"date":"2010-11-04T19:37:00","date_gmt":"2010-11-04T18:37:00","guid":{"rendered":"https:\/\/ac-franchise.be\/a-quoi-sert-la-redevance-communication-explication-dune-specialiste-en-communication-reseaux"},"modified":"2010-11-04T19:37:00","modified_gmt":"2010-11-04T18:37:00","slug":"a-quoi-sert-la-redevance-communication-explication-dune-specialiste-en-communication-reseaux","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/a-quoi-sert-la-redevance-communication-explication-dune-specialiste-en-communication-reseaux","title":{"rendered":"A quoi sert la redevance communication ? Explication d’une sp\u00e9cialiste en communication r\u00e9seaux."},"content":{"rendered":"
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Description de l’activit\u00e9 :<\/h3>\n
Qu’est ce que la redevance communication ? Comment est-elle employ\u00e9e ? Quel est son montant ? Fabienne Herv\u00e9 est la directrice et g\u00e9rante de l’agence de communication FH Conseil. L’agence est sp\u00e9cialis\u00e9e dans la communication des entreprises en r\u00e9seaux. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Point de vue de l’expert :<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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<\/a> <\/div>\n
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Ac-Franchise<\/strong> : Pouvez-vous expliquer ce qu’on entend par redevance communication ?<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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F.Herv\u00e9 : Avant de parler de la redevance communication, je reviendrai sur la notion de redevance. Il y a la redevance initiale qui est pour le franchis\u00e9<\/strong> l’acc\u00e8s au savoir-faire, au manuel op\u00e9ratoire, aux droits d’usage de l’enseigne et apr\u00e8s il y a la mise en place de 2 types de redevances : la redevance sur le chiffre d’affaires et puis la redevance communication. La premi\u00e8re va permettre au franchiseur de d\u00e9velopper des outils pour ses franchis\u00e9s<\/strong>, de faire de l’animation mais aussi pour le franchiseur de d\u00e9velopper sa communication pour le recrutement. Le co\u00fbt de cette communication est pris sur la redevance sur le chiffre d’affaires. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La redevance communication <\/strong>pay\u00e9e par le franchis\u00e9<\/strong> qui peut \u00eatre de 1 \u00e0 4% du chiffre d’affaires doit \u00eatre utilis\u00e9e par le franchiseur pour un b\u00e9n\u00e9fice au profit du franchis\u00e9 : pour l’image de l’enseigne ou de la marque qui va lui permettre de d\u00e9velopper du business. Elle ne doit en aucun cas \u00eatre utilis\u00e9e par le franchiseur<\/strong> pour sa propre communication de recrutement et de d\u00e9veloppement. Par exemple, notre pr\u00e9sence sur un salon professionnel pour recruter des partenaires. C’est tr\u00e8s important de dissocier les deux parce qu’il est essentiel pour le franchis\u00e9 de savoir comment est utilis\u00e9e cette redevance qu’il va payer chaque mois. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Les postes d’affectation de cette redevance sont en fonction du r\u00e9seau. Si c’est un jeune r\u00e9seau avec peu de franchis\u00e9s ou si c’est un r\u00e9seau tr\u00e8s important avec 300 ou 400 unit\u00e9s, la manne budg\u00e9taire ne sera \u00e9videmment pas la m\u00eame. Dans le cas de jeunes r\u00e9seaux, il y a plusieurs cas de figures : certains veulent atteindre un minimum de franchis\u00e9s avant de percevoir cette redevance, d’autres la demande d\u00e8s la cr\u00e9ation du r\u00e9seau afin de cr\u00e9er des outils communs. Cela est destin\u00e9 \u00e0 la mise en place d’outils, de kits de communication destin\u00e9s aux franchis\u00e9s. Dans le cas de grands r\u00e9seaux o\u00f9 la redevance repr\u00e9sente une somme importante, elle peut \u00eatre destin\u00e9e \u00e0 faire des campagnes de communication nationale.
Cela va cependant d\u00e9pendre du maillage du territoire : \u00e0 quoi servirait une campagne nationale pour un r\u00e9seau de 150 unit\u00e9s mais pas pr\u00e9sentes partout en France ? Mais de toute fa\u00e7on, le franchis\u00e9 <\/strong>doit savoir \u00e0 quel usage est destin\u00e9e cette somme qui est g\u00e9r\u00e9e par le franchiseur<\/strong>. Le franchis\u00e9 peut demander des comptes s’il estime qu’il en est fait mauvais usage. C’est pourquoi, il est recommand\u00e9 dans un r\u00e9seau de cr\u00e9er des commissions de travail, dont une commission communication publicit\u00e9. Ainsi les franchis\u00e9s vont participer \u00e0 la dynamique de la communication, ils vont accompagner. Dans un jeune r\u00e9seau, ils vont participer \u00e0 la cr\u00e9ation des outils, donner leur point de vue car ils connaissent de terrain et peuvent dire qu’ils ont besoin de plus de tracts par exemple. Un r\u00e9seau national important pourra avoir acc\u00e8s \u00e0 des medias comme la TV qui donne une notori\u00e9t\u00e9 importante mais n’est pas forc\u00e9ment le meilleur outil de communication. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Voir la vid\u00e9o de l’expert dans la rubrique \u00ab\u00a0Communication et publicit\u00e9<\/a>\u00a0\u00bb <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Rendez-vous sur AC Franchise<\/a> TV pour plus de vid\u00e9os <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Description de l’activit\u00e9 : Qu’est ce que la redevance communication ? Comment est-elle employ\u00e9e ? Quel est son montant ? Fabienne Herv\u00e9 est la directrice et g\u00e9rante de l’agence de communication FH Conseil. L’agence est sp\u00e9cialis\u00e9e dans la communication des entreprises en r\u00e9seaux. Point de vue de l’expert : Ac-Franchise : Pouvez-vous expliquer ce qu’on […]<\/p>\n","protected":false},"author":45,"featured_media":294672,"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-294673","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interviews-des-experts","entry","has-media"],"acf":[],"yoast_head":"\nA quoi sert la redevance communication ? 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