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8 décembre 2016

Les petites entreprises à l’ère de la saturation publicitaire

Saturation publicitaire

Aujourd’hui je mets les pieds dans le plat en abordant deux problèmes qui sont liés l’un à l’autre : l’insensibilité des consommateurs due en grande partie à la saturation publicitaire. Tu te dis : c’est quand même un comble de parler de saturation publicitaire quand on gagne sa vie en apprenant aux petites entreprises à mieux communiquer ! Pas vraiment en fait parce que comme tu l’as dit, mon rôle est d’apprendre à « mieux » communiquer et pas à « plus » communiquer. Et puis bien communiquer, c’est aussi tenir compte de ce phénomène pour ne pas en remettre une couche et être la énième entreprise de la journée à bombarder les gens de pub non sollicitée. Alors faisons ensemble un tour de la question pour voir comment réagir face à la saturation publicitaire, plus particulièrement quand on est une petite entreprise.

Pourquoi en parler

Parce que trop c’est trop. Les consommateurs se plaignent de plus en plus que la pub soit omniprésente et intrusive. Le record est pour les Nord-Américains qui sont exposés à près de 3000 messages publicitaires par jour ! Sans aller jusque-là dans toutes les régions du monde, il faut reconnaître que la publicité est partout autour de nous : que tu sois en Polynésie française ou ailleurs, tu passes devant des panneaux publicitaires que ce soit dans la rue ou à l’intérieur de bâtiments, tu en vois à la télévision, sur Facebook ou Internet (depuis les bandeaux publicitaires jusqu’aux fameuses Pop-up, en passant par les e-mailing), tu les entends à la radio, tu en reçois chez toi…

Stop pubMais en même temps, impossible de dire stop car les entreprises ont besoin de communiquer pour survivre. Et aujourd’hui elles peuvent et doivent le faire partout où tu es pour être sûres de toucher leur cible. De ton côté, même si tu es sur-sollicité, ça t’arrange parfois aussi d’être mis au courant de certains produits ou événements qui t’intéressent, de découvrir de nouvelles entreprises qui proposent des choses intéressantes …

Le problème c’est qu’à force d’être placé devant autant de messages publicitaires, on finit par ne plus les voir (cette fameuse insensibilité) … ou même par être vraiment agacé. Du coup certains prennent des mesures : en Suisse, c’est un foyer sur deux qui affiche un autocollant « pas de publicité ». On ne présente plus non plus les bloqueurs de pub sur Internet qui sont de plus en plus populaires ! Et même sans aller jusque-là, on est tout de même de moins en moins nombreux à cliquer sur des messages publicitaires. Alors jusqu’où ça va aller ? Comment continuer à communiquer sans agacer les consommateurs ?

Les clés de la communication du futur

1/ Varier

Bien sûr il y a régulièrement de nouveaux outils, notamment grâces aux smartphones, qui permettent de communiquer au plus près de ta cible, en fonction du lieu ou du moment de la journée. Et c’est bien d’apprendre à mettre ces outils au service de ton entreprise. Je ne peux que t’encourager à suivre ces évolutions et à te les approprier quand c’est possible, ce que je partage d’ailleurs sur mon blog. En plus, le fait de varier tes modes de communication te permet de ne pas assommer les personnes avec toujours le même style de pub sur les mêmes supports.

2/ Avoir la main légère

Comme dans beaucoup de domaines, il faut faire preuve de discernement et savoir se mettre à la place de tes clients. Un exemple tout simple : je rappelle régulièrement l’importance de publier fréquemment sur ta page Facebook, d’autant que toutes tes publications ne seront pas visibles auprès de tes fans à chaque coup. Mais le but n’est pas non plus d’inonder les lecteurs de publications ! Autant sur ton profil perso tu peux partager tout ce que tu aimes au fur et à mesure de la journée, autant sur ta page pro il faut sélectionner des publications vraiment en rapport avec ton activité et qui ont une réelle valeur ajoutée pour tes fans. Sinon ils finiront par ne plus y prêter attention alors même que certaines infos sont importantes, voire même se désabonneront pour ne plus être dérangés. Et sur Facebook, c’est vite fait !

3/ Etre intéressant

Rien que dans le message que tu véhicules, le fait d’être moins « agressif » dans la quantité et le style de publication, passera mieux. Tu peux communiquer sur ton métier ou partager des astuces qui apporteront de la valeur à tes lecteurs et te permettront de rester dans leur esprit, sans les avoir harcelé avec tes produits à vendre qui repassent en boucle dans toutes tes communications ! Si tu intéresses tes lecteurs, ils n’auront pas l’impression que tu fais de la communication sur ton entreprise, mais que tu partages des connaissances utiles. Et ça, ça passe beaucoup mieux !

4/ Cibler

Cibler tes clientsSi tu utilises les campagnes de pub Facebook, le fait de réaliser un ciblage de ton audience t’inscrit dans une démarche de qualité de communication : tu choisis vers qui tu veux être visible, ce qui te permet de ne pas payer pour rien et de ne pas saturer une partie de ton marché qui n’a rien demandé ou n’est pas concerné par ce que tu proposes.

Par exemple un magasin de vêtement qui fait une promo sur une tenue pour homme pourra cibler son audience en fonction du sexe, de la tranche d’âge et de la zone géographique idéale pour ce produit, alors qu’une autre fois pour un ensemble féminin le magasin réajustera son audience. Certes tu manqueras peut-être certains clients potentiels (une femme qui voulait offrir un cadeau à son mari), mais tu éviteras surtout d’apparaître encore et encore aux mêmes personnes pour des motifs qui ne les concernent pas. Au moins quand elles te verront, ce sera sans doute pour un produit qu’elles pourront potentiellement acheter.

5/ Etre original

Une autre clé du succès est la créativité : les consommateurs ne s’attardent plus sur des pubs classiques, vues et revues, avec juste un produit mis en scène et son prix. Tu dois innover, te démarquer, faire preuve d’imagination pour interpeller ton public. Et surtout toujours le faire avec une notion de partage, de complicité avec ton client.

Je te donne un exemple pour illustrer cette stratégie de communication qui se veut au plus proche de ses clients, sans les harceler. On reprend notre exemple de magasin de vêtement. Tu as fait une vitrine avec 2 tenues en promo en ce moment. Tu les as prises en photo et mises sur ta page Facebook. Pour toucher de nouveaux clients, tu fais une publicité sponsorisée mais où tu cibles bien ton audience. Pour personnaliser encore ta communication, tu décides d’envoyer un SMS à toutes tes clientes qui ont leur anniversaire ce mois-ci : « J’ai en vitrine une tenue en promo qui pourrait te plaire. Passe la voir quand tu veux, d’autant plus qu’à l’occasion de ton anniversaire, j’aurai le plaisir de t’offrir ce mois-ci 10% de remise supplémentaire sur 3 articles de ton choix. » Tu as ainsi optimisé au maximum tes possibilités de communication en variant les supports et les formes, sans solliciter des personnes qui n’étaient pas concernées. Et si tu te places côté client, ils ont eu plusieurs opportunités de connaître tes promos mais surtout, certaines de tes clientes vont davantage se sentir touchées de l’attention que tu leur portes en pensant à faire un geste commercial pour elles. Tu es dans les esprits, mais associé à une image positive, et pas comme une entreprise lourde qui balance ses promos à tous les coins de rue (et d’internet) et relance jour après jour pour marteler ses pubs.


Alors convaincu qu’il faut penser la communication différemment ? Comme je te l’ai déjà dit dans d’autres articles, être une petite entreprise est parfois un avantage, et là je pense que c’est le cas parce que tu peux bâtir une stratégie de communication plus individualisée, qui a moins de chance de rendre tes clients insensibles. Tu as la chance de bien les connaître la plupart du temps et de pouvoir être réactif et créatif à peu de frais. Alors à bas la saturation publicitaire, et vive le marketing personnalisé !

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