{"id":8491,"date":"2020-04-08T13:19:25","date_gmt":"2020-04-08T12:19:25","guid":{"rendered":"https:\/\/webdev.topymedia.com\/refontetopymedia\/?p=8491"},"modified":"2020-04-08T13:19:25","modified_gmt":"2020-04-08T12:19:25","slug":"face-a-la-crise-de-communiquer-est-une-erreur-majeure","status":"publish","type":"post","link":"https:\/\/webdev.topymedia.com\/refontetopymedia\/face-a-la-crise-de-communiquer-est-une-erreur-majeure\/","title":{"rendered":"Face \u00e0 la crise, d\u00e9-communiquer est une erreur majeure"},"content":{"rendered":"

La d\u00e9cision de d\u00e9-communiquer reste pourtant, \u00e0 tort, souvent l\u2019un des premiers r\u00e9flexes observ\u00e9s en p\u00e9riode de crise.<\/strong> La communication, au sens large, \u00e9tant l\u2019une des premi\u00e8res variables d\u2019ajustement.<\/p>\n

De la communication \u00e0 la publicit\u00e9 en passant par l\u2019\u00e9v\u00e9nementiel, nombre d\u2019entreprises sont frontalement impact\u00e9es par cette crise. Ces acteurs \u00e9conomiques adoptent une prudence extr\u00eame avec des contractions de budgets, des d\u00e9calages de d\u00e9cisions et des investissements qui passent \u00e0 la trappe. Touch\u00e9es par la crise, ces entreprises vont faire passer un rude printemps aux agences de communication et de publicit\u00e9 mais aussi aux m\u00e9dias.<\/p>\n

C\u2019est paradoxal. En effet, jamais l\u2019attention des Fran\u00e7ais n\u2019aura \u00e9t\u00e9 aussi disponible<\/strong>.<\/p>\n

Comment renoncer raisonnablement \u00e0 communiquer, c\u2019est-\u00e0-dire \u00e0 exercer l\u2019action qui permettra de faire conna\u00eetre votre produit et d\u2019inciter \u00e0 l\u2019acqu\u00e9rir ? Comment renoncer \u00e0 miser sur cette d\u00e9pendance vis-\u00e0-vis des \u00e9crans, r\u00e9sultat d\u2019une m\u00e9canique de neurosciences alors que les consommateurs sont confin\u00e9s ? La force de cr\u00e9ation et d\u2019imagination des agences est un moyen de r\u00e9pondre \u00e0 leur frustration. R\u00e9ussir \u00e0 hame\u00e7onner de mani\u00e8re innovante le consommateur\u00a0est un bouclier contre la crise.<\/p>\n

\n

Les agences de communication, de publicit\u00e9 et les m\u00e9dias ne devraient pas conna\u00eetre la crise.<\/h3>\n<\/blockquote>\n

Elles ne devraient pas avoir \u00e0 se s\u00e9parer de leurs collaborateurs ces prochaines semaines.
\nLa crise est plus que jamais le moment de communiquer. La communication est une arme au service des entreprises face \u00e0 leurs concurrents.<\/strong><\/p>\n

Stopper sa communication est commercialement suicidaire. C\u2019est ab\u00eemer la performance de son produit. C\u2019est mettre en danger la relation tiss\u00e9e patiemment avec ses publics.<\/strong><\/p>\n

La crise ne devrait pas \u00eatre une opportunit\u00e9 que pour les agences de communication de crise. Les marques devraient lancer, sans attendre, leurs offensives marketing afin de prot\u00e9ger leurs march\u00e9s. De la conservation des parts de march\u00e9 d\u00e9pend la survie des marques.<\/strong><\/p>\n

Surtout, la p\u00e9riode est propice \u00e0 conqu\u00e9rir de nouveaux clients, en ce moment historique o\u00f9 des millions de Fran\u00e7ais confin\u00e9s modifient leurs habitudes de consommation.<\/p>\n

Dans toutes les crises, il y a des opportunit\u00e9s \u00e0 saisir.<\/strong> La crise fait na\u00eetre de nouveaux besoins.<\/p>\n

Offrir aux consommateurs, notamment les clients de vos concurrents, des raisons d\u2019avoir envie de votre produit sera n\u00e9cessairement r\u00e9compens\u00e9 \u00e0 l\u2019heure o\u00f9 les forces de\u00a0vente sont an\u00e9mi\u00e9es et les managements all\u00e9g\u00e9s.<\/p>\n

Les d\u00e9penses publicitaires ne devraient jamais \u00eatre aussi hautes que quand la conjoncture est mauvaise afin de ne pas aggraver les sympt\u00f4mes \u00e9conomiques de la crise sanitaire.<\/p>\n

La nature a horreur du vide. Ceux qui l\u2019ignorent le font \u00e0 leurs risques et p\u00e9rils.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

La d\u00e9cision de d\u00e9-communiquer reste pourtant, \u00e0 tort, souvent l\u2019un des premiers r\u00e9flexes observ\u00e9s en p\u00e9riode de crise. La communication, au sens large, \u00e9tant l\u2019une des premi\u00e8res variables d\u2019ajustement.<\/p>\n","protected":false},"author":3,"featured_media":8492,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[30],"tags":[13,14,9,10,12],"class_list":["post-8491","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication-de-crise","tag-communication-de-crise-coronavirus","tag-communication-de-crise-covid19","tag-communication-entreprise-covid-19","tag-communication-pme-coronavirus","tag-coronavirus-communication-entreprise"],"acf":[],"yoast_head":"\nFace \u00e0 la crise, d\u00e9-communiquer est une erreur majeure • Topymedia<\/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:\/\/webdev.topymedia.com\/refontetopymedia\/face-a-la-crise-de-communiquer-est-une-erreur-majeure\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Face \u00e0 la crise, d\u00e9-communiquer est une erreur majeure • Topymedia\" \/>\n<meta property=\"og:description\" content=\"La d\u00e9cision de d\u00e9-communiquer reste pourtant, \u00e0 tort, souvent l\u2019un des premiers r\u00e9flexes observ\u00e9s en p\u00e9riode de crise. 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