{"id":294915,"date":"2010-09-28T02:00:00","date_gmt":"2010-09-28T01:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/le-courrier-un-moyen-de-communication-toujours-efficace"},"modified":"2010-09-28T02:00:00","modified_gmt":"2010-09-28T01:00:00","slug":"le-courrier-un-moyen-de-communication-toujours-efficace","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/le-courrier-un-moyen-de-communication-toujours-efficace","title":{"rendered":"Le courrier : un moyen de communication toujours efficace"},"content":{"rendered":"
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A l’heure d’internet et du t\u00e9l\u00e9phone, ce m\u00e9dia est encore tr\u00e8s actif pour ceux qui appliquent les m\u00e9thodes du marketing direct m\u00eame si sa part de march\u00e9 d\u00e9croit.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Le message \u00e9crit, transmis par la poste ou d\u00e9pos\u00e9 dans la bo\u00eete aux lettres, garde son efficacit\u00e9, surtout pour les grands distributeurs. Mais il reste \u00e9galement le bon moyen pour inviter \u00e0 l’inauguration de votre magasin ou le lancement d’une vente priv\u00e9e… <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Le m\u00e9dia courrier\u00a0se place en cinqui\u00e8me position derri\u00e8re la presse, la t\u00e9l\u00e9vision, la radio et internet mais devance la publicit\u00e9 ext\u00e9rieure, en terme de budget. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Si les annonceurs utilisent plusieurs supports, les distributeurs consacrent au courrier plus de la moiti\u00e9 de leurs investissements.<\/em><\/strong> Les V\u00e9adistes restent les professionnels qui l’utilisent le plus, mais \u00e9galement l’ensemble de la profession textile. Cela permet d’annoncer les nouvelles collections ou les promotions en magasin. Notons que majoritairement il s’agit d’envois globaux ou de publicit\u00e9 non adress\u00e9e. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La plus forte p\u00e9riode d’envoi de courriers se situe \u00e0 l’automne<\/em><\/strong>, surtout en octobre, tandis que les p\u00e9riodes de soldes sont moins dynamiques de ce point de vue. Le mouvement cr\u00e9\u00e9 par les soldes rend ce m\u00e9dia inutile. Pourtant il semble que le m\u00e9dia courrier soit moins sensible aux mouvements saisonniers que les autres supports de communication. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Son principal atout reste sontrapport prix\/impact<\/em><\/strong>. En effet un mailing co\u00fbte en moyenne 50 \u00e0 80 centimes, m\u00eame si aujourd’hui les utilisateurs doivent apporter une \u00e9co-contribution. Si celle-ci semble avoir peu d’impact sur la m\u00e9thode, elle pourrait n\u00e9anmoins inciter les annonceurs \u00e0 mieux cibler leurs envois, mais \u00e9galement les entra\u00eener davantage vers l’e-mail. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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(illustration emprunt\u00e9e \u00e0 devispresto) <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

A l’heure d’internet et du t\u00e9l\u00e9phone, ce m\u00e9dia est encore tr\u00e8s actif pour ceux qui appliquent les m\u00e9thodes du marketing direct m\u00eame si sa part de march\u00e9 d\u00e9croit. Le message \u00e9crit, transmis par la poste ou d\u00e9pos\u00e9 dans la bo\u00eete aux lettres, garde son efficacit\u00e9, surtout pour les grands distributeurs. Mais il reste \u00e9galement le 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