\u00ab Des conseillers injoignables ? Vous n\u2019avez pas le bon num\u00e9ro. Qonto \u00bb<\/em>, peut-on discerner en tr\u00e8s grosses lettres.<\/p>\n\n\n\nEn leur temps \u2013 mais c\u2019\u00e9tait au si\u00e8cle pass\u00e9 \u2013 des publicitaires comme David Ogilvy ou Pierre Lemonnier expliquaient qu\u2019il ne suffit pas d\u2019attirer l\u2019attention par tous les moyens \u2026 seul compte le message d\u00e9livr\u00e9.<\/p>\n\n\n\n
Et qu\u2019il vaut mieux que ce message se r\u00e9v\u00e8le POSITIF pour la marque !<\/p>\n\n\n\n
M\u00eame quand on s\u2019ennuie sur un quai de m\u00e9tro, on ne lit pas en d\u00e9tail les affiches qui couvrent les murs : notre cerveau enregistre rapidement un certain nombre d\u2019information, les plus \u00e9videntes, les plus perceptibles \u2013 et n\u00e9glige totalement les autres : n\u2019importe quel chercheur en sciences cognitives vous le confirmera.<\/p>\n\n\n\n
Donc, du message pr\u00e9c\u00e9dent, je ne retiendrai que \u00ab Qonto = conseillers injoignables \u00bb <\/em>– point barre ! Tout l\u2019art de faire une campagne contreproductive !<\/p>\n\n\n\nMais qui refl\u00e8te sans doute une r\u00e9alit\u00e9 : le soir m\u00eame, j\u2019en discutais avec un ami entrepreneur qui m\u2019avouait avoir d\u00e9sesp\u00e9r\u00e9ment cherch\u00e9 \u00e0 les joindre, en vain, avant de se tourner vers un autre \u00e9tablissement.<\/p>\n\n\n\n
Finalement : erreur publicitaire \u2026 ou lapsus r\u00e9v\u00e9lateur ?<\/p>\n","protected":false},"excerpt":{"rendered":"
Le probl\u00e8me avec bien des startups, c\u2019est qu\u2019elles travaillent toujours dans l\u2019urgence \u2013 premier travers \u2013 et qu\u2019elles estiment avoir la science infuse \u2013 second travers, bien plus grave ! Dernier exemple en date, la campagne Qonto, la n\u00e9o-banque \u2026 qui n\u2019en n\u2019est pas vraiment une…<\/p>\n","protected":false},"author":2,"featured_media":26529,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[394],"tags":[430],"yoast_head":"\n
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Il y a quelques jours, je re\u00e7ois un communiqu\u00e9 de presse pour \u00ab\u00a0Qonto, la n\u00e9obanque des entreprises et des ind\u00e9pendants dont l'offre r\u00e9pond aux besoins des professionnels de l'\u00e9v\u00e9nementiel, de la communication\u2026","rel":"","context":"Dans "Le marketing par les nuls"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2020\/06\/l-argent-en-psychotherapie.png?fit=750%2C500&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25336,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/ville-connectee-2\/","url_meta":{"origin":26528,"position":1},"title":"Dans une ville connect\u00e9e \u2026 #2","date":"13 f\u00e9vrier 2017","format":"gallery","excerpt":"Dans un post r\u00e9cent, j\u2019annon\u00e7ais la r\u00e9union du Club Exp\u00e9rience Digitale de l\u2019Adetem du jeudi 2 mars prochain consacr\u00e9e \u00e0 la Smart city, pour laquelle plusieurs membres du Comit\u00e9 Scientifique ont r\u00e9dig\u00e9 une nouvelle pour lancer les d\u00e9bats\u00a0: voici la mienne \u2013 suite du 6 f\u00e9vrier. Alors comme ce matin\u2026","rel":"","context":"Dans "C\u2019est d\u00e9j\u00e0 demain"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/02\/Mort.jpg?fit=1086%2C725&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":26595,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/carrefour-tomtom-signia-et-vive-lobsolescence-programmee\/","url_meta":{"origin":26528,"position":2},"title":"Carrefour, TomTom, Signia\u00a0: et vive l\u2019obsolescence programm\u00e9e\u00a0!","date":"19 septembre 2022","format":"gallery","excerpt":"Carrefour, TomTom, Signia, quel point commun entre un distributeur, un fabricant de syst\u00e8mes de navigation GPS, et un constructeur d'aides auditives\u00a0: rien, sinon une certaine fain\u00e9antise dans l\u2019\u00e9criture de logiciels favorisant fortement l\u2019obsolescence \u2026 Il y a quelques ann\u00e9es, j\u2019ai achet\u00e9 un navigateur TomTom\u00a0: r\u00e9guli\u00e8rement la marque proposait une mise\u2026","rel":"","context":"Dans "Coups de gueule"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2022\/09\/1626426065_Quest-ce-que-l-obsolescence-programmee-et-comment-cela-affecte-t-il-scaled-1.jpg?fit=800%2C562&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":24782,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/eric-larcheveque-et-la-maison-du-bitcoin\/","url_meta":{"origin":26528,"position":3},"title":"Eric Larchev\u00eaque et la Maison du Bitcoin","date":"13 octobre 2014","format":false,"excerpt":"En 2012, Eric Larchev\u00eaque, invit\u00e9 de la Nuit du Marketing de l\u2019Adetem, parlait de sa derni\u00e8re startup : Prixing. La semaine pass\u00e9e, au Colloque Prospective du LAB, il \u00e9voquait son nouveau b\u00e9b\u00e9\u00a0: la Maison du Bitcoin. Rencontre avec un serial entrepreneur.MarketingIsDead : Eric, tu viens de lancer la Maison du\u2026","rel":"","context":"Dans "Interviews 2.0"","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":25561,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/propheties-malheureuses-banques-daffaires\/","url_meta":{"origin":26528,"position":4},"title":"Les proph\u00e9ties malheureuses des banques d\u2019affaires","date":"20 novembre 2017","format":"gallery","excerpt":"Il est toujours dramatique de relire 10 ans plus tard les proph\u00e9ties des experts, et notamment les banquiers d\u2019affaires \u2013 ceux qui doivent absolument savoir quel sera le futur des entreprises pour les conseiller habilement. 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