{"id":294969,"date":"2010-09-20T02:00:00","date_gmt":"2010-09-20T01:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/communiquer-essentiel-en-franchise-aussi"},"modified":"2010-09-20T02:00:00","modified_gmt":"2010-09-20T01:00:00","slug":"communiquer-essentiel-en-franchise-aussi","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/communiquer-essentiel-en-franchise-aussi","title":{"rendered":"Communiquer, essentiel en franchise aussi"},"content":{"rendered":"
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M\u00eame si un des premiers atouts de la franchise est la notori\u00e9t\u00e9 qu’elle peut provoquer, il lui faut aussi faire preuve de capacit\u00e9 \u00e0 communiquer, surtout en local.<\/p>\n

Une enseigne doit se rendre visible.<\/em><\/strong> En effet, m\u00eame si elle b\u00e9n\u00e9ficie de cet atout majeur qu’est la notori\u00e9t\u00e9, elle doit aussi pouvoir montrer son adaptation en fonction des projets de cr\u00e9ation. Lorsqu’un candidat fait le choix d’un r\u00e9seau le rayonnement de l’enseigne fera souvent la diff\u00e9rence, ainsi que les moyens qu’elle d\u00e9ploie pour se faire conna\u00eetre. La reconnaissance imm\u00e9diate par le consommateur et l’association \u00e0 une image de marque facilitent une implantation nouvelle. <\/p>\n

Le leurre serait de croire que la notori\u00e9t\u00e9 nationale fait tout. Il y a la notori\u00e9t\u00e9 locale, celle de proximit\u00e9<\/em><\/strong>. Sans dynamisme commercial, un point de vente ne pourra profiter de l’effet produit par une ouverture ni fid\u00e9liser les clients. Aussi un petit r\u00e9seau, en phase de d\u00e9veloppement, peut se r\u00e9v\u00e9ler aussi efficace qu’un r\u00e9seau national d\u00e9j\u00e0 bien install\u00e9. L’important est de donner toute l’\u00e9nergie n\u00e9cessaire pour continuer le travail r\u00e9alis\u00e9 sur l’image de l’enseigne, d\u00e8s l’ouverture du nouveau magasin. <\/p>\n

La communication n’est pas qu’une question de moyens, c’est aussi une question de pertinence<\/em><\/strong>. Une communication est pertinente lorsqu’elle propose les arguments qui conviennent bien \u00e0 la cible vis\u00e9e. D’abord il est important d’identifier clairement l’offre, puis de d\u00e9terminer le cur de cible, \u00e0 qui je m’adresse ?, ensuite il reste \u00e0 trouver le bon message, le bon moment et l’espace de communication.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

M\u00eame si un des premiers atouts de la franchise est la notori\u00e9t\u00e9 qu’elle peut provoquer, il lui faut aussi faire preuve de capacit\u00e9 \u00e0 communiquer, surtout en local. Une enseigne doit se rendre visible. En effet, m\u00eame si elle b\u00e9n\u00e9ficie de cet atout majeur qu’est la notori\u00e9t\u00e9, elle doit aussi pouvoir montrer son adaptation en […]<\/p>\n","protected":false},"author":1,"featured_media":294970,"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-294969","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","entry","has-media"],"acf":[],"yoast_head":"\nCommuniquer, 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