{"id":61067,"date":"2019-06-17T09:00:43","date_gmt":"2019-06-17T08:00:43","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=61067"},"modified":"2022-08-27T20:18:05","modified_gmt":"2022-08-27T19:18:05","slug":"les-aviateurs-sont-ils-encore-efficaces","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/fr\/business-marketing\/are-flyers-still-effective\/","title":{"rendered":"Les prospectus sont-ils encore efficaces ?"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p>Depuis des d\u00e9cennies, <a href=\"https:\/\/www.solopress.com\/blog\/fr\/depliants-depliants\/\">Les mouches<\/a> ont \u00e9t\u00e9 utilis\u00e9s avec succ\u00e8s pour aider les entreprises \u00e0 promouvoir leurs produits et services. Mais les Flyers sont-ils efficaces \u00e0 l'\u00e8re num\u00e9rique ?<\/p>\n<p>Les statistiques officielles de la DMA sugg\u00e8rent que c'est le cas, puisqu'elles montrent que pr\u00e8s de 50% des personnes lisent le courrier adress\u00e9 et que plus de 60% lisent le courrier d\u00e9pos\u00e9 \u00e0 la porte.<\/p>\n<p>Voyons plus en d\u00e9tail ce qui fait d'eux un outil de marketing inestimable.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Qu'est-ce qu'un d\u00e9pliant ?<\/strong><\/h2>\n<p>Un flyer est une publicit\u00e9 sur papier, souvent imprim\u00e9e en masse pour \u00eatre distribu\u00e9e \u00e0 grande \u00e9chelle dans les lieux publics, par la poste ou directement distribu\u00e9e. Le <a href=\"https:\/\/www.solopress.com\/blog\/fr\/marketing-des-entreprises\/quest-ce-quun-depliant-10-questions-essentielles-sur-les-depliants\/\" target=\"_blank\" rel=\"noopener noreferrer\">objectif d'un d\u00e9pliant<\/a> est souvent de promouvoir une entreprise, un service ou un \u00e9v\u00e9nement.<\/p>\n<p>Nous avons pr\u00e9sent\u00e9 les statistiques relatives au d\u00e9p\u00f4t de porte et au courrier adress\u00e9, mais que signifient ces termes ?<\/p>\n<p>Ce sont les deux principaux types de Flyers :<\/p>\n<ul>\n<li><strong>Chutes de porte -<\/strong> Ces prospectus n'ont pas d'adresse et ne sont pas adress\u00e9s \u00e0 un \"propri\u00e9taire\" ou \u00e0 un \"occupant\".<\/li>\n<li><strong>Courrier adress\u00e9 - <\/strong>Ce type de prospectus est un courrier adress\u00e9 \u00e0 une personne sp\u00e9cifique du m\u00e9nage.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><strong>Histoire des d\u00e9pliants et des brochures <\/strong><\/h2>\n<p>Les <a href=\"https:\/\/www.solopress.com\/blog\/fr\/inspiration-en-matiere-dimpression\/letonnante-et-unique-histoire-des-600-ans-de-la-conception-des-flyers-et-des-depliants\/\">histoire de Flyers<\/a> remonte \u00e0 de nombreuses ann\u00e9es et constitue une histoire fascinante.<\/p>\n<p>Avant l'invention de l'imprimerie, les riches marchands de l'Italie de la Renaissance consignaient les informations importantes dans des bulletins \u00e9crits \u00e0 la main. Ces bulletins \u00e9taient distribu\u00e9s, d\u00e9taillant les derni\u00e8res nouvelles sur les guerres et l'\u00e9conomie.<\/p>\n<p>D\u00e8s l'invention de l'imprimerie, les militants ont commenc\u00e9 \u00e0 utiliser des documents imprim\u00e9s pour communiquer.<\/p>\n<p>Les d\u00e9pliants et les brochures ont \u00e9galement \u00e9t\u00e9 utilis\u00e9s dans la lutte pour le suffrage des femmes au d\u00e9but des ann\u00e9es 1900, lorsque les militants ont fait campagne pour obtenir le droit de vote des femmes. L'am\u00e9lioration de la technologie a facilit\u00e9 l'impression et la distribution des d\u00e9pliants.<\/p>\n<p>Cette \u00e9volution s'est poursuivie au milieu des ann\u00e9es 20<sup>th<\/sup> si\u00e8cle - de la propagande en temps de guerre et de l'information sur les services publics aux fanzines bricol\u00e9s de la musique punk dans les ann\u00e9es 1970.<\/p>\n<p>Andy Simons, conservateur des collections britanniques modernes \u00e0 la British Library, a d\u00e9clar\u00e9 : \"Au cours des ann\u00e9es 1970, la photocopie est arriv\u00e9e \u00e0 maturit\u00e9 et a permis \u00e0 ceux qui avaient quelque chose \u00e0 dire d'utiliser plus facilement des documents imprim\u00e9s pour le faire\".<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Les Flyers fonctionnent-ils ?<\/strong><\/h2>\n<p>En termes simples, oui. D'apr\u00e8s le <a href=\"https:\/\/dma.org.uk\/article\/2018-direct-mail-facts-figures\">Statistiques DMA<\/a>Les d\u00e9pliants restent un outil de marketing efficace pour atteindre votre public cible, qu'il s'agisse de courrier adress\u00e9 ou de distribution de d\u00e9pliants en porte-\u00e0-porte. Voici les chiffres qui le prouvent.<\/p>\n<h3><strong>Courrier adress\u00e9<\/strong><\/h3>\n<ul>\n<li><strong>57%<\/strong> des personnes ont ouvert un prospectus adress\u00e9 lorsqu'il venait d'arriver<\/li>\n<li><strong>8%<\/strong> l'a ouvert dans une p\u00e9riode de 28 jours<\/li>\n<li><strong>5%<\/strong> l'a lu\/regard\u00e9\/regard\u00e9 et <strong>23%<\/strong> l'a fait dans un d\u00e9lai de 28 jours<\/li>\n<li>Les brochures et les d\u00e9pliants sont revisit\u00e9s <strong>6 fois<\/strong>en moyenne<\/li>\n<\/ul>\n<h3><strong>Chutes de porte<\/strong><\/h3>\n<ul>\n<li><strong>5%<\/strong> ont lu\/regard\u00e9 un prospectus non adress\u00e9 arrivant \u00e0 leur porte<\/li>\n<li><strong>16%<\/strong> le mettre de c\u00f4t\u00e9 pour le regarder plus tard<\/li>\n<\/ul>\n<p>Outre leur capacit\u00e9 \u00e0 attirer l'attention sur votre entreprise, votre produit ou votre service, les flyers sont \u00e9galement des outils de communication :<\/p>\n<ul>\n<li>Rentabilit\u00e9<\/li>\n<li>Disponible dans une gamme de <a href=\"https:\/\/www.solopress.com\/blog\/fr\/tutoriels\/a-guide-to-leaflet-sizes-styles-and-paper-types\/\" target=\"_blank\" rel=\"noopener noreferrer\">Taille des d\u00e9pliants<\/a><\/li>\n<li>Laisser libre cours \u00e0 votre cr\u00e9ativit\u00e9<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><strong>Qui utilise les Flyers aujourd'hui ?<\/strong><\/h2>\n<p>Les promoteurs de clubs ne sont pas les seuls \u00e0 utiliser le marketing par flyer aujourd'hui. Les petites et grandes entreprises, les entrepreneurs individuels, les organisations \u00e0 but non lucratif et les hommes politiques les utilisent tous \u00e0 des fins de marketing.<\/p>\n<p>Il est facile de comprendre pourquoi. Non seulement ils constituent un moyen abordable de faire passer des messages cl\u00e9s \u00e0 votre public, mais ils peuvent \u00e9galement cibler des groupes d\u00e9mographiques sp\u00e9cifiques et sont faciles \u00e0 lire.<\/p>\n<p>Voici quelques exemples d'utilisation de l'impression de flyers :<\/p>\n<ul>\n<li><strong>Caf\u00e9s<\/strong> distribuer des d\u00e9pliants dans des endroits tr\u00e8s fr\u00e9quent\u00e9s afin d'attirer les gens dans leur direction. Incluez des informations telles que l'emplacement et les r\u00e9ductions.<\/li>\n<li><strong>Coiffeurs<\/strong> qui proposent de nouveaux services ont souvent recours \u00e0 l'envoi de prospectus pour proposer au destinataire une offre sp\u00e9ciale de lancement.<\/li>\n<li><strong>Tatoueurs<\/strong> utilisent du mat\u00e9riel promotionnel tel que des d\u00e9pliants pour promouvoir leur boutique et leurs offres, mais aussi pour pr\u00e9senter leur art.<\/li>\n<li><strong>Politiciens locaux<\/strong> utilisent souvent <a href=\"https:\/\/www.solopress.com\/blog\/fr\/inspiration-en-matiere-dimpression\/tracts-electoraux-meilleurs-design-exemples\/\">D\u00e9pliants de campagne<\/a> de communiquer clairement leurs politiques et de montrer aux \u00e9lecteurs qu'ils sont actifs au sein de la communaut\u00e9.<\/li>\n<li><strong>Entra\u00eeneurs personnels<\/strong> utilisent des flyers pour promouvoir un nouveau programme, des camps d'entra\u00eenement ou pour faire conna\u00eetre leurs qualifications et leurs services.<\/li>\n<\/ul>\n<p>Un d\u00e9pliant bien con\u00e7u est d'une valeur inestimable pour la promotion de votre entreprise. Si vous consacrez du temps \u00e0 la planification du contenu et de la conception, vous vous assurerez que le d\u00e9pliant est visuellement attrayant et qu'il est tr\u00e8s lisible.<\/p>\n<p>Un excellent moyen de maximiser l'impact de votre d\u00e9pliant est d'y inclure une offre accrocheuse et un appel \u00e0 l'action. Vous trouverez plus d'informations utiles dans notre guide sur les <span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;how to create a leaflet&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:15233,&quot;3&quot;:{&quot;1&quot;:0},&quot;10&quot;:2,&quot;11&quot;:0,&quot;12&quot;:0,&quot;14&quot;:{&quot;1&quot;:2,&quot;2&quot;:0},&quot;15&quot;:&quot;Calibri, sans-serif&quot;,&quot;16&quot;:11}\"><a href=\"https:\/\/www.solopress.com\/blog\/fr\/tutoriels\/comment-concevoir-des-depliants-et-des-brochures\/\">comment cr\u00e9er un d\u00e9pliant<\/a>r\u00e9dig\u00e9 par notre \u00e9quipe de graphistes comp\u00e9tents.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Pourquoi utiliser des d\u00e9pliants ? <\/strong><\/h2>\n<p>Il y a plusieurs raisons pour lesquelles les flyers peuvent \u00eatre extr\u00eamement efficaces pour promouvoir votre entreprise, votre \u00e9v\u00e9nement, votre produit ou votre service.<\/p>\n<ul>\n<li><strong>Un moyen abordable de promouvoir - <\/strong>Les d\u00e9pliants d'entreprise sont un moyen rentable de diffuser le message de votre marque - ils sont peu co\u00fbteux \u00e0 imprimer et \u00e0 distribuer.<\/li>\n<li><strong>D\u00e9lai d'ex\u00e9cution rapide - <\/strong>Ils peuvent \u00eatre imprim\u00e9s rapidement. Partagez les nouvelles offres ou les nouvelles importantes avec les personnes qui ont besoin d'\u00eatre inform\u00e9es rapidement.<\/li>\n<li><strong>Id\u00e9al pour l'ouverture de nouveaux magasins - <\/strong>Informez les habitants de votre r\u00e9gion de l'ouverture d'un \u00e9tablissement \u00e0 proximit\u00e9. Utilisez un d\u00e9pliant bien con\u00e7u pour vous pr\u00e9senter \u00e0 des clients potentiels.<\/li>\n<li><strong>Parfait pour les \u00e9v\u00e9nements - <\/strong>Promouvoir un \u00e9v\u00e9nement \u00e0 court terme - par exemple une r\u00e9union inattendue d'un parti politique local ou un match de football de bienfaisance.<\/li>\n<li><strong>Compl\u00e8te le num\u00e9rique - <\/strong>Les m\u00e9dias imprim\u00e9s peuvent \u00eatre utilis\u00e9s parall\u00e8lement \u00e0 votre marketing num\u00e9rique, chacun renfor\u00e7ant le message de l'autre. Les m\u00e9dias sociaux sont un moyen particuli\u00e8rement efficace d'associer vos strat\u00e9gies de marketing en ligne et hors ligne.<\/li>\n<li><strong>Facilit\u00e9 de mesure du succ\u00e8s - <\/strong>Les codes QR, les URL sp\u00e9cifiques et les num\u00e9ros de prospectus peuvent tous \u00eatre suivis, ce qui en fait une forme de marketing mesurable.<\/li>\n<li><strong>La partie physique de votre marque - <\/strong>Les d\u00e9pliants sont quelque chose que les gens peuvent toucher. Un mat\u00e9riel de marketing tangible qui ne se perdra pas dans un dossier rempli d'e-mails.<\/li>\n<\/ul>\n<p>Vous avez appris les avantages de Flyers \u00e0 l'\u00e8re num\u00e9rique. Mais avant de diffuser votre message, vous avez besoin d'une strat\u00e9gie de distribution. <a href=\"https:\/\/www.solopress.com\/blog\/fr\/marketing-des-entreprises\/les-meilleures-facons-de-distribuer-vos-brochures-et-depliants\/\">comment distribuer les d\u00e9pliants<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>For decades, Flyers have been used, with great success, to help businesses promote their products and services. But are Flyers effective in the digital age? Official DMA stats suggest they are, showing almost 50% of people read addressed mail and more than 60% read door drops. Let\u2019s delve deeper into what makes them a priceless [&hellip;]<\/p>\n","protected":false},"author":23,"featured_media":61055,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[547],"tags":[634],"class_list":{"0":"post-61067","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-marketing","8":"tag-flyers-leaflets"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Are flyers still effective? | Solopress<\/title>\n<meta name=\"description\" content=\"Flyers have been used by everyone from punk bands to campaigning politicians. But are flyers still effective in the digital age? 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