{"id":887,"date":"2011-07-21T13:39:35","date_gmt":"2011-07-21T12:39:35","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=887"},"modified":"2019-06-10T21:22:37","modified_gmt":"2019-06-10T20:22:37","slug":"marketing-de-la-goutte-deau","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/fr\/business-marketing\/door-drop-marketing\/","title":{"rendered":"Ne laissez pas tomber la porte - la valeur du marketing direct imprim\u00e9"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p><!--more--><br \/>\nDire bonjour au marketing num\u00e9rique, c'est dire adieu au marketing direct imprim\u00e9, n'est-ce pas ?<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-21892\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2011\/07\/door-drops-poster.png\" alt=\"image d&#039;en-t\u00eate pour l&#039;article de blog sur la chute des portes\" width=\"600\" height=\"900\" \/><\/p>\n<p>C'est faux. Du moins, pas selon Royal Mail, dont le nouveau service de courrier interactif (cibl\u00e9 avec pr\u00e9cision) a \u00e9t\u00e9 mis en place par le minist\u00e8re de l'int\u00e9rieur. <a href=\"https:\/\/www.royalmail.com\/business\/services\/sending\/specialist-services\/door-to-door\">Marketing direct de porte \u00e0 porte<\/a> ) conna\u00eet un succ\u00e8s surprenant \u00e0 une \u00e9poque o\u00f9 il semble que d'autres moyens de marketing, tels que le marketing par courrier \u00e9lectronique, le marketing mobile, etc. fassent fureur.<\/p>\n<p>Mais, \u00e9tant donn\u00e9 qu'il est dans l'int\u00e9r\u00eat de Royal Mail de promouvoir son nouveau service interactif, c'est ce qu'ils diraient, n'est-ce pas ?<\/p>\n<p>Oui, mais les taux de r\u00e9ussite des campagnes de marketing direct (commun\u00e9ment appel\u00e9es \"campagnes de MD\"), lanc\u00e9es, g\u00e9r\u00e9es, suivies et examin\u00e9es par toutes sortes d'entreprises britanniques, font du MD une tactique qu'aucune entreprise ne devrait ignorer.<\/p>\n<p>C'est vraiment une erreur de consid\u00e9rer que les campagnes de marketing direct imprim\u00e9es sont \"distinctes\" des campagnes en ligne. Pourquoi ? Parce qu'aujourd'hui, d'un simple balayage de leur Smartphone, votre <a title=\"Flyers imprim\u00e9s\" href=\"https:\/\/www.solopress.com\/blog\/fr\/depliants-depliants\/\">d\u00e9pliant,<\/a>\u00a0<a href=\"https:\/\/www.solopress.com\/blog\/fr\/affaires-stationnement\/envelopes\/\">enveloppe<\/a>, un pack volumineux ou tout autre type de mailer peut emmener vos clients encore plus loin - jusqu'au c\u0153ur de votre espace Web, et AU-DEL\u00c0...<\/p>\n<p>Les taux de r\u00e9ussite des campagnes de marketing direct peuvent varier, bien s\u00fbr, en fonction d'un certain nombre de facteurs. Mais, sans aucun doute, votre priorit\u00e9 num\u00e9ro un lorsque vous cherchez \u00e0 concevoir, orchestrer et suivre une campagne de marketing direct est de faire en sorte que les informations que vous envoyez aux clients potentiels cibl\u00e9s soient utiles. De m\u00eame, lorsque vous leur parlez de vos produits ou services, essayez de le faire diff\u00e9remment de vos concurrents, et essayez \u00e9galement de pr\u00e9senter l'information diff\u00e9remment.<\/p>\n<p>En rendant votre enveloppe attrayante et en donnant au destinataire cibl\u00e9 un avant-go\u00fbt de l'offre sp\u00e9ciale qu'elle contient, vous pouvez augmenter votre taux de r\u00e9ponse typique jusqu'\u00e0 environ 3% - 4% (par rapport au taux de r\u00e9ponse de 1% - 2% qu'une simple enveloppe C4 blanche avec un affranchissement commercial rouge, contenant une lettre et quelques d\u00e9pliants, atteint g\u00e9n\u00e9ralement).<\/p>\n<p>Si votre campagne de marketing direct est con\u00e7ue pour inciter les clients potentiels \u00e0 se rendre en masse sur votre site web, assurez-vous, avant d'envoyer votre mat\u00e9riel de marketing imprim\u00e9, qu'une page d'atterrissage solide attend leur visite. (Si vous pr\u00e9f\u00e9rez qu'ils appellent, pourquoi ne pas mettre en place une ligne t\u00e9l\u00e9phonique d\u00e9di\u00e9e dans le cadre de votre campagne ?)<\/p>\n<p>La page de renvoi de votre site web peut contenir des informations sur votre nouveau produit, une vid\u00e9o \"comment l'utiliser\", une fonction permettant aux clients de \"s'inscrire pour recevoir des mises \u00e0 jour\" et m\u00eame une fonction de retour d'information.<\/p>\n<p>Le th\u00e8me de votre page d'atterrissage doit, bien entendu, \u00eatre facilement identifiable comme \u00e9tant \"li\u00e9\" \u00e0 votre mat\u00e9riel imprim\u00e9, et \u00eatre r\u00e9dig\u00e9 de mani\u00e8re convaincante pour encourager les clients potentiels \u00e0 acheter ; ce qui nous am\u00e8ne, les amis, aux appels \u00e0 l'action...<\/p>\n<p>Le marketing direct imprim\u00e9 et en ligne sans appel \u00e0 l'action est un peu comme une blague sans chute, ou un thriller sans point culminant - tout allait si bien jusqu'\u00e0 la fin, lorsque le public s'est rendu compte qu'il n'avait rien \u00e0 quoi r\u00e9agir, et que toute l'\u00e9laboration \u00e9tait en fait une perte de temps totale. Veillez donc \u00e0 ajouter \u00e0 votre message publicitaire un appel \u00e0 l'action qui incite les gens \u00e0 r\u00e9agir, ou plut\u00f4t \u00e0 AGIR : \u00e0 vous appeler, \u00e0 vous envoyer un courrier \u00e9lectronique, \u00e0 passer commande MAINTENANT pour une offre limit\u00e9e dans le temps \"avant que quelqu'un d'autre ne le fasse\", \"avant que le temps ne soit \u00e9coul\u00e9\", \"avant que les stocks ne s'\u00e9puisent\", avant que le produit ou le service que vous vendez \"ne revienne \u00e0 son plein prix \u00e0 minuit vendredi prochain, lorsque la lune (et le carnet de commandes) seront pleins !\"<\/p>\n<p>Capice ?<!--\/codes_iframe--><\/p>","protected":false},"excerpt":{"rendered":"","protected":false},"author":13,"featured_media":21892,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[547],"tags":[],"class_list":{"0":"post-887","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-marketing"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Value and Benefits of Direct Marketing | Solopress<\/title>\n<meta name=\"description\" content=\"Printed and online Direct Marketing without a call-to-action is a bit like a joke without a punch- line, or a thriller without a climax.\" \/>\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.solopress.com\/blog\/fr\/marketing-des-entreprises\/marketing-de-la-goutte-deau\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Value and Benefits of Direct Marketing | Solopress\" \/>\n<meta property=\"og:description\" content=\"Printed and online Direct Marketing without a call-to-action is a bit like a joke without a punch- line, or a thriller without a climax.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.solopress.com\/blog\/fr\/marketing-des-entreprises\/marketing-de-la-goutte-deau\/\" \/>\n<meta property=\"og:site_name\" content=\"The Latest Print and Design News | Solopress\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Solopress\" \/>\n<meta property=\"article:published_time\" content=\"2011-07-21T12:39:35+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-06-10T20:22:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2011\/07\/door-drops-poster.png\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Aron Priest\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@solopress\" \/>\n<meta name=\"twitter:site\" content=\"@solopress\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Aron Priest\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.solopress.com\/blog\/business-marketing\/door-drop-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/business-marketing\/door-drop-marketing\/\"},\"author\":{\"name\":\"Aron Priest\",\"@id\":\"https:\/\/www.solopress.com\/blog\/#\/schema\/person\/48b967ba047cb36781b5820a5bc366a2\"},\"headline\":\"Don\u2019t drop the door drops &#8211; 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