{"id":136,"date":"2019-12-20T20:20:58","date_gmt":"2019-12-20T19:20:58","guid":{"rendered":"https:\/\/www.c-communication.be\/?p=136"},"modified":"2023-10-11T09:21:39","modified_gmt":"2023-10-11T07:21:39","slug":"communication-mode-demploi","status":"publish","type":"post","link":"https:\/\/www.c-communication.be\/nl\/marketing\/communication-mode-demploi\/","title":{"rendered":"Communication mode d&#8217;emploi"},"content":{"rendered":"\n<p class=\"lead\">La communication se d\u00e9finit comme l&#8217;acte par lequel un message charg\u00e9 d&#8217;information transite entre un \u00e9metteur et un r\u00e9cepteur.&nbsp;Rien de bien compliqu\u00e9 en somme si ce n\u2019est qu\u2019entre la cible \u00e0 laquelle on s\u2019adresse, le canal choisi et son niveau d\u2019information, le message peut s\u2019\u00e9roder, se transformer voire se perdre en chemin.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">La cible, la vraie&nbsp;!<\/h3>\n\n\n    <img decoding=\"async\" class=\"mr-5 shadow img-fluid rounded float-left\" src=\"https:\/\/www.c-communication.be\/nl\/wp-content\/uploads\/sites\/3\/2020\/05\/communication-mode-d-emploi-01.jpg\">\n\n\n\n<p>Une strat\u00e9gie de communication va d\u00e9finir plusieurs cibles et donc des canaux et messages adapt\u00e9s \u00e0 chaque cible. Faire un copier-coller de votre post Facebook dans un communiqu\u00e9 de presse ne fonctionnera pas et inversement.&nbsp;Ainsi un communiqu\u00e9 de presse se voudra informatif et factuel et contiendra un ou plusieurs verbatim de personnes bien plac\u00e9es dans l\u2019entreprise ou le d\u00e9partement adhoc, alors qu\u2019un post FB s\u2019adressera directement, sur un ton buddy\/friendly, \u00e0 des personnes d\u00e9j\u00e0 consommatrices ou en attente de l\u2019\u00eatre.<\/p>\n\n\n\n<p>Par ailleurs, m\u00eame si l\u2019\u00e9go peut en prendre un coup, il faut diff\u00e9rencier positionnement id\u00e9al et cible r\u00e9elle. Des \u00e9tudes approfondies sur vos consommateurs, men\u00e9es de fa\u00e7on r\u00e9currente, sont donc un r\u00e9el plus, ce qui ne vous emp\u00eache pas de donner une intention d\u2019\u00e9volution \u00e0 chaque campagne.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">D\u00e9finir le message<\/h3>\n\n\n    <img decoding=\"async\" class=\"ml-5 shadow img-fluid rounded float-right\" src=\"https:\/\/www.c-communication.be\/nl\/wp-content\/uploads\/sites\/3\/2020\/05\/communication-mode-d-emploi-02.jpg\">\n\n\n\n<p>Nombreux sont les communicants qui se perdent dans les diff\u00e9rents niveaux des messages \u00e0 transmettre. Entre brand awarness qui souvent prend un pourcentage important du canal\/support et le call to action qui empi\u00e8te sur la partie produit, disons-le honn\u00eatement&nbsp;: c\u2019est le bazar.<\/p>\n\n\n\n<p>Il y a donc des choix qui peuvent sembler restrictifs. Quels messages dois-je transmettre&nbsp;? Quels sont les points de diff\u00e9renciation que je souhaite mettre en avant&nbsp;? Sont-ils coh\u00e9rents avec ma vision \u00e0 moyen et long terme&nbsp;? En cas de classement par ordre d\u2019importance, quel serait mon top 5 ou mon top 3&nbsp;? Simple sur papier mais souvent draconien comme travail pr\u00e9paratoire.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Le canal de diffusion<\/h3>\n\n\n\n<p>Votre cible et vos messages sont d\u00e9finis. Vient donc ce moment parmi mes pr\u00e9f\u00e9r\u00e9s&nbsp;: la planification m\u00e9dia. Certains choix semblent \u00e9vidents&nbsp;: un communiqu\u00e9 de presse pour les journalistes. Oui mais quels journalistes&nbsp;? pour quelle presse&nbsp;? pour quelles \u00e9ditions&nbsp;? Encore un peu de finetuning et vous y serez&nbsp;!<\/p>\n\n\n    <img decoding=\"async\" class=\"mr-5 shadow img-fluid rounded float-left\" src=\"https:\/\/www.c-communication.be\/nl\/wp-content\/uploads\/sites\/3\/2020\/05\/communication-mode-d-emploi-03.jpg\">\n\n\n\n<p>Pour ce qui est des achats m\u00e9dias above the line (abl), transmettez les r\u00e9sultats de vos \u00e9tudes et vos messages clefs aux r\u00e9gies. Celles-ci auront alors tous les \u00e9l\u00e9ments pour vous proposer des achats classiques voire d\u00e9format\u00e9s vous permettant d\u2019atteindre rapidement vos KPI&nbsp;! Quant au below the line, soyez assur\u00e9s que sa production, look and feel et tone of voice soit coh\u00e9rent avec la campagne abl. Enfin, un rappel des campagnes en cours doit imp\u00e9rativement se retrouver sur votre site ou dans vos POS. N\u00e9gliger cet aspect peut non seulement porter \u00e0 confusion pour le consommateur mais vous emp\u00eache \u00e9galement de maximiser votre couverture. Apr\u00e8s autant d&#8217;efforts, ce serait dommage&nbsp;!<\/p>\n\n\n\n<p>Bien entendu ce premier article ne prend pas en compte des aspects de strat\u00e9gie tels les SWOT ou encore la mission, vision, production, saisonnalit\u00e9 et le discours&nbsp;: mais il brosse d\u00e9j\u00e0 des grandes lignes d\u2019un des aspects de la strat\u00e9gie de communication.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La communication se d\u00e9finit comme l&#8217;acte par lequel un message charg\u00e9 d&#8217;information transite entre un \u00e9metteur et un r\u00e9cepteur. Rien de bien compliqu\u00e9 en somme si ce n\u2019est qu\u2019entre la cible \u00e0 laquelle on s\u2019adresse, &#8230;<\/p>\n","protected":false},"author":1,"featured_media":53,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[12,13,14,15],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Communication mode d&#039;emploi - C! Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.c-communication.be\/nl\/marketing\/communication-mode-demploi\/\" \/>\n<meta property=\"og:locale\" content=\"nl_BE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Communication mode d&#039;emploi - C! 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