{"id":2677,"date":"2016-01-14T00:00:00","date_gmt":"2016-01-13T23:00:00","guid":{"rendered":"https:\/\/globe-group.com\/non-classifiee\/expertise-marketing-experientiel\/"},"modified":"2021-04-09T15:31:25","modified_gmt":"2021-04-09T14:31:25","slug":"expertise-marketing-experientiel","status":"publish","type":"post","link":"https:\/\/www.globe-shopper.fr\/fr\/article\/expertise-marketing-experientiel\/","title":{"rendered":"Le marketing exp\u00e9rientiel"},"content":{"rendered":"<p>L\u2019agence GLOBE Groupe con\u00e7oit et orchestre des op\u00e9rations de marketing exp\u00e9rientiel visant \u00e0 faire vivre une exp\u00e9rience unique pour marquer l\u2019esprit du consommateur et le rapprocher de la marque : <a href=\"https:\/\/www.globe-shopper.fr\/fr\/case-study\/roadshow-andros-tour-france-2\/\">Foodtruck<\/a>, <a href=\"https:\/\/www.globe-shopper.fr\/fr\/?p=5407\">Pop-up store<\/a>, <a href=\"https:\/\/www.globe-shopper.fr\/fr\/metiers\/roadshow\/\">Roadshow<\/a>, <a href=\"https:\/\/www.globe-shopper.fr\/fr\/article\/operation-marketing-experientiel-milka\/\">Photocall<\/a>, <a href=\"https:\/\/www.globe-shopper.fr\/fr\/case-study\/animation-commerciale-make-up-kate-moss\/\">Make-up podium<\/a>\u2026tout est permis !<\/p>\n<h2>Qu\u2019est ce que le marketing exp\u00e9rientiel ?<\/h2>\n<p>Le marketing exp\u00e9rientiel est une forme contemporaine de marketing qui vise \u00e0 engager le consommateur dans une relation avec la marque en le plongeant dans un univers gr\u00e2ce \u00e0 une exp\u00e9rience forte et immersive. Le marketing exp\u00e9rientiel vise \u00e0 faire de l\u2019achat ou de la d\u00e9couverte d\u2019un produit un moment de d\u00e9couverte unique.<br \/>\nLe marketing exp\u00e9rientiel a pour but de cr\u00e9er ou re-cr\u00e9er de l\u2019attractivit\u00e9 aux points de vente, et d\u2019en transformer la fonctionnalit\u00e9. Les points de vente, les centres commerciaux et la rue, se pr\u00e9sentent alors comme des lieux de loisir et d\u2019interaction avec le consommateur.<\/p>\n<p><strong>Quatre grands leviers co-\u00e9xistent pour mener des strat\u00e9gies de marketing exp\u00e9rientiel :<\/strong><\/p>\n<ul>\n<li>Surprendre le consommateur en proposant des animations inhabituelles afin de cr\u00e9er une rupture avec l\u2019environnement quotidien.<\/li>\n<li>Proposer de l\u2019\u00abextraordinaire\u00bb : le consommateur doit avoir une impression de gigantisme, de spectaculaire, de f\u00e9\u00e9rique, d\u2019authentique\u2026<\/li>\n<li>Stimuler les 5 sens pour r\u00e9veiller les instincts du consommateur et lui faire vivre des exp\u00e9riences sensorielles fortes.<\/li>\n<li>Cr\u00e9er un lien avec le consommateur pour \u00e9tablir une relation personnelle et de proximit\u00e9<\/li>\n<\/ul>\n<p>Le marketing exp\u00e9rientiel place le consommateur au c\u0153ur de la d\u00e9marche. En effet, dans cette d\u00e9marche, le consommateur devient \u00ab consom\u2019acteur \u00bb car il adopte une attitude active par rapport \u00e0 la marque. Ce levier cr\u00e9\u00e9 ainsi une atmosph\u00e8re sp\u00e9cifique autour du produit, ou du service, en s\u2019appuyant sur les qualit\u00e9s et caract\u00e9ristiques intrins\u00e8ques du produit, de sa communication, ou de son environnement.<\/p>\n<h2>Un exemple GLOBE Groupe : Une incroyable campagne pour Pepsi\u00ae Next !<\/h2>\n<p>A l\u2019occasion de son lancement, <a href=\"https:\/\/www.globe-shopper.fr\/fr\/article\/roadshow-innovant-experientiel-pepsi-next\/\">Pepsi\u00ae Next a fait appel \u00e0 l\u2019agence GLOBE Groupe pour concevoir une campagne de marketing exp\u00e9rientiel<\/a> hors norme.<br \/>\nD\u00e9clin\u00e9 autour du th\u00e8me \u00ab Il faut le boire pour le croire \u00bb, le Roadshow enti\u00e8rement customis\u00e9 \u00e0 l\u2019effigie de la canette a d\u00e9cha\u00een\u00e9 les foules \u00e0 travers les plus grandes villes de France. Plus de 500 000 fran\u00e7ais ont ainsi pu d\u00e9guster Pepsi Next.<\/p>\n<p>En entrant dans la canette g\u00e9ante, les buveurs de <a href=\"https:\/\/pepsi.fr\/\">Pepsi<\/a> Next ont pu participer \u00e0 la NEXT\u2019perience. Un photoshoot incroyable qui les a propuls\u00e9 dans les situations les plus d\u00e9jant\u00e9es. Sur la lune, en train de sauter dans une foule en d\u00e9lire ou encore en train de surfer\u2026 tous les participants sont repartis avec une photo souvenir d\u00e9jant\u00e9e de cette animation surprenante. Une exp\u00e9rience qui s\u2019est poursuivi sur Facebook via un jeu-concours.<\/p>\n<p><strong>Une op\u00e9ration de marketing exp\u00e9rientiel au bon go\u00fbt de cola qui a permis d\u2019augmenter les ventes par 7!<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/www.globe-shopper.fr\/fr\/article\/expertise-animation-commerciale\/\">Animation commerciale<\/a><\/li>\n<li><a href=\"https:\/\/www.globe-shopper.fr\/fr\/article\/expertise-diffusion-presse-gratuite\/\">Diffusion presse gratuite<\/a><\/li>\n<li><a href=\"https:\/\/www.globe-shopper.fr\/fr\/article\/equipe-globe-groupe\/\">Notre \u00e9quipe<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>L\u2019agence GLOBE Groupe con\u00e7oit et orchestre des op\u00e9rations de marketing exp\u00e9rientiel visant \u00e0 faire vivre une exp\u00e9rience unique pour marquer l\u2019esprit du consommateur et le rapprocher de la marque : Foodtruck, Pop-up store, Roadshow, Photocall, Make-up podium\u2026tout est permis ! Qu\u2019est ce que le marketing exp\u00e9rientiel ? Le marketing exp\u00e9rientiel est une forme contemporaine de [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":2678,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[33],"tags":[84,177,89],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.13 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Campagne Marketing Exp\u00e9rientiel - Expertise Shopper Globe<\/title>\n<meta name=\"description\" content=\"Contactez l&#039;agence Globe pour la strat\u00e9gie et la mise en \u0153uvre de vos campagnes de marketing exp\u00e9rientiel !\" \/>\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.globe-shopper.fr\/fr\/article\/expertise-marketing-experientiel\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Campagne Marketing Exp\u00e9rientiel - 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