{"id":10082,"date":"2022-03-02T06:00:00","date_gmt":"2022-03-02T11:00:00","guid":{"rendered":"http:\/\/a4cd73b9-d42f-499d-ae32-f7fe3f3feb0b"},"modified":"2023-03-01T15:55:55","modified_gmt":"2023-03-01T20:55:55","slug":"79-les-lois-des-rp-et-du-marketing-regle-no-19-la-loi-du-long-terme","status":"publish","type":"post","link":"https:\/\/natapr.com\/fr\/2022\/03\/02\/79-les-lois-des-rp-et-du-marketing-regle-no-19-la-loi-du-long-terme\/","title":{"rendered":"79- Les lois des RP et du marketing \u2013 r\u00e8gle no 19 : la loi du long terme"},"content":{"rendered":"<div class=\"powerpress_player\" id=\"powerpress_player_8108\"><!--[if lt IE 9]><script>document.createElement('audio');<\/script><![endif]-->\n<audio class=\"wp-audio-shortcode\" id=\"audio-10082-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/48416858\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2022-2-2%2F4872f5e3-3cfa-3c3f-2a3c-5593e93f24cc.mp3?_=1\" \/><a href=\"https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/48416858\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2022-2-2%2F4872f5e3-3cfa-3c3f-2a3c-5593e93f24cc.mp3\">https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/48416858\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2022-2-2%2F4872f5e3-3cfa-3c3f-2a3c-5593e93f24cc.mp3<\/a><\/audio><\/div><p>\u00cates-vous de ceux qui croient que l\u2019augmentation constante des ventes contribue \u00e0 la croissance d\u2019une entreprise ? &nbsp;Il est vrai qu\u2019\u00e0 court terme l\u2019augmentation des ventes peut contribuer \u00e0 accro\u00eetre le chiffre d\u2019affaires. Mais ceux qui sont pris au pi\u00e8ge des soldes vous diraient sans doute le contraire.<\/p>\n<p>Il y a quelques ann\u00e9es \u00e0 peine, le \u00ab Black Friday \u00bb \u00e9tait une pratique de rabais propre au march\u00e9 am\u00e9ricain. Ce vendredi \u00ab noir \u00bb (dernier vendredi de novembre) a lieu le lendemain de la Thanksgiving am\u00e9ricaine, f\u00eate plus importante que No\u00ebl pour les Canadiens. Eh bien, aujourd\u2019hui cette pratique est devenue courante sur le march\u00e9 canadien. Je me souviens m\u00eame de l\u2019ann\u00e9e o\u00f9 j\u2019avais achet\u00e9 au prix fort des v\u00eatements et des accessoires d\u2019une marque que j\u2019affectionne particuli\u00e8rement. Mais quelle ne fut pas ma d\u00e9ception quand, \u00e0 peine quatre semaines plus tard, ils se vendaient 30 % \u00e0 40 % moins cher. Inutile de vous dire que j\u2019ai cess\u00e9 d\u2019acheter des articles de cette marque au prix fort. Cette marque a depuis ferm\u00e9 sa seule boutique \u00e0 Montr\u00e9al, qui \u00e9tait pourtant situ\u00e9e dans un centre commercial achaland\u00e9.<\/p>\n<p>Serait-ce donc que les soldes nuisent aux profits des compagnies ? &nbsp;Quel message les marques envoient-elles aux consommateurs en r\u00e9duisant le prix de leurs produits ? S\u00fbrement que celui-ci est trop \u00e9lev\u00e9. La client\u00e8le fid\u00e9lis\u00e9e, qui constate ces rabais, cessera d\u2019acheter \u00e0 prix r\u00e9gulier, comme je l\u2019ai fait. Plusieurs d\u00e9taillants ont m\u00eame remarqu\u00e9 qu\u2019un client va \u00e9viter d\u2019acheter les produits de marques qui ont la r\u00e9putation de solder trop souvent leurs marchandises.<\/p>\n<p>Il n\u2019est pas formellement prouv\u00e9 que les soldes augmentent les profits \u00e0 long terme, \u00e0 moins que vous fassiez comme Walmart et mettiez en place une politique du prix le plus bas tous les jours, le fameux : \u00ab Every day low prices. \u00bb C\u2019est pourquoi les marques qui offrent des rabais constatent souvent des chutes vertigineuses \u00e0 la fin de cette p\u00e9riode.<\/p>\n<p>La loi du long terme vous demande de vous projeter et \u00e0 ne pas vous concentrer uniquement sur les ventes \u00e0 tr\u00e8s court terme. Nous avons un client \u00e0 l\u2019agence dans le domaine de la lingerie qui a d\u00e9cid\u00e9 d\u2019imposer un prix fixe \u00e0 tous les d\u00e9taillants qui choisissent de vendre ses produits. Bien que certains magasins aient d\u00e9cid\u00e9 de ne plus vendre cette marque, cette strat\u00e9gie s\u2019est r\u00e9v\u00e9l\u00e9e gagnante \u00e0 moyen terme. Je me souviens m\u00eame qu\u2019apr\u00e8s une ann\u00e9e seulement, notre client avait maintenu son chiffre d\u2019affaires, malgr\u00e9 la perte de plusieurs points de vente et, la 2eann\u00e9e, l\u2019augmentation souhait\u00e9e \u00e9tait au rendez-vous.<\/p>\n<p>J\u2019esp\u00e8re que cet \u00e9pisode vous a plu et que cette pause RP\/marketing stimule votre cr\u00e9ativit\u00e9.<\/p>\n<p>Inscrivez-vous sur nos listes pour obtenir toute information pertinente : <a href=\"https:\/\/natapr.com\/\">www.natapr.com<\/a><u>.<\/u><\/p>\n<p>Pour en savoir plus :<\/p>\n<p><a href=\"https:\/\/www.instagram.com\/natapr_\/?hl=en\">NATA PR Instagram<\/a><\/p>\n<p><a href=\"https:\/\/www.instagram.com\/nataprschool\/?hl=en\">NATA PR SCHOOL Instagram<\/a><\/p>\n<p><a href=\"https:\/\/www.facebook.com\/NATAPRMTL\">NATA PR FACEBOOK<\/a><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/company\/779709\/admin\/\">NATA PR LINKEDIN<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00cates-vous de ceux qui croient que l\u2019augmentation constante des ventes contribue \u00e0 la croissance d\u2019une entreprise ? &nbsp;Il est vrai qu\u2019\u00e0 court terme l\u2019augmentation des ventes peut contribuer \u00e0 accro\u00eetre le chiffre d\u2019affaires. Mais ceux qui sont pris au pi\u00e8ge des soldes vous diraient sans doute le contraire. Il y a quelques ann\u00e9es \u00e0 peine, [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[126,1],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>79- Les lois des RP et du marketing \u2013 r\u00e8gle no 19 : la loi du long terme - Nata PR<\/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:\/\/natapr.com\/fr\/2022\/03\/02\/79-les-lois-des-rp-et-du-marketing-regle-no-19-la-loi-du-long-terme\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"79- Les lois des RP et du marketing \u2013 r\u00e8gle no 19 : la loi du long terme - Nata PR\" \/>\n<meta property=\"og:description\" content=\"\u00cates-vous de ceux qui croient que l\u2019augmentation constante des ventes contribue \u00e0 la croissance d\u2019une entreprise ? &nbsp;Il est vrai qu\u2019\u00e0 court terme l\u2019augmentation des ventes peut contribuer \u00e0 accro\u00eetre le chiffre d\u2019affaires. 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