{"id":10117,"date":"2021-06-30T07:00:00","date_gmt":"2021-06-30T11:00:00","guid":{"rendered":"http:\/\/6914e178-9772-4cb5-8fad-36791bd64f62"},"modified":"2023-03-01T16:33:03","modified_gmt":"2023-03-01T21:33:03","slug":"44-les-lois-des-rp-et-du-marketing-regle-no-6-la-loi-de-leffet-compose","status":"publish","type":"post","link":"https:\/\/natapr.com\/fr\/2021\/06\/30\/44-les-lois-des-rp-et-du-marketing-regle-no-6-la-loi-de-leffet-compose\/","title":{"rendered":"44- Les lois des RP et du marketing : r\u00e8gle no 6 La loi de l\u2019effet compos\u00e9"},"content":{"rendered":"<div class=\"powerpress_player\" id=\"powerpress_player_192\"><!--[if lt IE 9]><script>document.createElement('audio');<\/script><![endif]-->\n<audio class=\"wp-audio-shortcode\" id=\"audio-10117-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/36341056\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2021-5-28%2Fec56de64-bab6-c0af-f7c1-4412e52ab656.mp3?_=1\" \/><a href=\"https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/36341056\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2021-5-28%2Fec56de64-bab6-c0af-f7c1-4412e52ab656.mp3\">https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/36341056\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2021-5-28%2Fec56de64-bab6-c0af-f7c1-4412e52ab656.mp3<\/a><\/audio><\/div><p>Cette r\u00e8gle s\u2019inscrit litt\u00e9ralement au c\u0153ur de notre profession des relations publiques. Elle est aussi vraie en marketing, mais ne se pratique pas de la m\u00eame mani\u00e8re.<\/p>\n<p>On conna\u00eet l\u2019effet compos\u00e9 sur nos placements et nos \u00e9conomies. Cette loi est aussi puissante en communication. Comment la mettre en \u0153uvre? Je vous donne tout de suite un exemple d\u2019une strat\u00e9gie d\u2019effet compos\u00e9 pour vous illustrer comment nous l\u2019appliquons.<\/p>\n<p>Un client nous a un jour confi\u00e9 le mandat de faire conna\u00eetre les avantages des fen\u00eatres en PVC, une mati\u00e8re qui peut sembler peu attirante dans un univers o\u00f9 l\u2019on croit, souvent \u00e0 tort, que seuls le bois ou les mati\u00e8res naturelles sont \u00e9coresponsables.<\/p>\n<p>Nous leur avions propos\u00e9 une strat\u00e9gie sur 3 axes afin d\u2019activer la loi de l\u2019effet compos\u00e9.<\/p>\n<p>1er axe : saviez-vous que les fen\u00eatres en PVC sont vertes?<\/p>\n<p>2e axe : les fen\u00eatres en PVC sont un choix cr\u00e9atif et tendance<\/p>\n<p>3e axe : l\u2019expert \u2013 nous avions choisi un architecte qui ne jure que par les fen\u00eatres en PVC pour ses projets.<\/p>\n<p>Il nous fallait ensuite cr\u00e9er des nouvelles autour de chacun de ces axes en publiant 1 ou 2 communiqu\u00e9s.<\/p>\n<p>Nous avons cr\u00e9\u00e9 aussi un calendrier pour les envois strat\u00e9giques de chaque communiqu\u00e9.<\/p>\n<p>Il faut savoir que lorsque vous envoyez votre communiqu\u00e9, personne ne l\u2019attend de l\u2019autre c\u00f4t\u00e9. Il est tout \u00e0 fait possible que des journalistes soient int\u00e9ress\u00e9s par votre premier communiqu\u00e9, mais ne r\u00e9agissent qu\u2019au 3e envoi.<\/p>\n<p>Rien de plus efficace pour un tel sujet que le PVC, qu\u2019une communication sur plusieurs axes pour b\u00e9n\u00e9ficier de l\u2019effet compos\u00e9.<\/p>\n<p>J\u2019aime demander \u00e0 mes amis s\u2019ils ont entendu parler de certaines marques. Si la r\u00e9ponse et oui, je leur demande o\u00f9 ils ont vu (ou entendu parler de) cette marque.<\/p>\n<p>Si leur r\u00e9ponse est positive et vague : \u00ab Il me semble avoir lu cela, ou je crois bien avoir entendu parler de cette marque par un influenceur ou une radio. \u00bb Alors vous savez que l\u2019effet compos\u00e9 fonctionne.<\/p>\n<p>Il y a un \u00e9quilibre entre faire parler d\u2019une marque, de ses cr\u00e9ateurs et de ses nouveaut\u00e9s, juste assez et avec une fr\u00e9quence qui fait en sorte que la marque entre dans l\u2019esprit des gens. Rien de tel que la r\u00e9p\u00e9tition intelligente avec des informations pertinentes pour mettre en \u0153uvre la loi de l\u2019effet compos\u00e9.<\/p>\n<p>En marketing, cette loi s\u2019appuie sur la mise en \u0153uvre d\u2019une campagne de publicit\u00e9. Aujourd\u2019hui, il est complexe de choisir les bons canaux pour se faire conna\u00eetre : Facebook, Google, Instagram, YouTube, la publicit\u00e9 en ligne? Les choix sont tr\u00e8s nombreux.<\/p>\n<p>Petit secret : les RP sont votre outil pour ajouter la fameuse partie \u00ab organique \u00bb \u00e0 toute campagne de publicit\u00e9 que vous souhaitez d\u00e9velopper.<\/p>\n<p>Vous avez envie d\u2019\u00e9changer et de pousser plus loin votre r\u00e9flexion? N\u2019h\u00e9sitez pas \u00e0 vous inscrire \u00e0 une consultation gratuite.<\/p>\n<p><a href=\"https:\/\/calendly.com\/natapr\/15?month=2021-03&amp;date=2021-03-17\">Consultation gratuite<\/a>.<\/p>\n<p>Inscrivez-vous sur nos listes pour obtenir toute information pertinente : <a href=\"https:\/\/natapr.com\/\">www.natapr.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cette r\u00e8gle s\u2019inscrit litt\u00e9ralement au c\u0153ur de notre profession des relations publiques. Elle est aussi vraie en marketing, mais ne se pratique pas de la m\u00eame mani\u00e8re. On conna\u00eet l\u2019effet compos\u00e9 sur nos placements et nos \u00e9conomies. Cette loi est aussi puissante en communication. Comment la mettre en \u0153uvre? Je vous donne tout de suite [&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>44- Les lois des RP et du marketing : r\u00e8gle no 6 La loi de l\u2019effet compos\u00e9 - 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\/2021\/06\/30\/44-les-lois-des-rp-et-du-marketing-regle-no-6-la-loi-de-leffet-compose\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"44- Les lois des RP et du marketing : r\u00e8gle no 6 La loi de l\u2019effet compos\u00e9 - Nata PR\" \/>\n<meta property=\"og:description\" content=\"Cette r\u00e8gle s\u2019inscrit litt\u00e9ralement au c\u0153ur de notre profession des relations publiques. 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