Le marketing est un art comme les autres
Deux fleurons de la scène musicale belge ont sorti leur nouvel album : Stromae et Girls In Hawaii. Au-delà de la musique, leurs stratégies marketing interpellent et impressionnent. Analyse.
Le retour des enfants prodiges. A ma droite, Stromae, auteur du tube planétaire « Alors on danse ». A ma gauche, Girls In Hawaii, groupe rock chéri par ses fans, de nouveau actif après avoir perdu son batteur il y a trois ans.
Ces retours importent car chacun a obtenu un succès certain et mérité en Belgique comme à l’étranger (succès de masse pour Stromae, de niche pour GIH). Surtout, la communication et la façon dont ces retours ont été agencés impressionnent. Des stratégies marketing qui visent des publics différents, faites avec des moyens différents, mais qui s’inscrivent dans une même structure.
La stratégie du retour
L’un comme les autres ne partent pas de rien. Une base de fans a été construite, prête à répondre au quart de tour à toute nouveauté proposée. Encore faut-il retrouver leur attention après une longue absence et les convaincre. Stromae et les Girls In Hawaii s’inscrivent dans une stratégie du retour, ils ne partent pas de rien, mais reviennent vers leurs fans… Lire notre dossier dans notre édition de 17h.
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Total Voters: 587
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baguettemageek
5 septembre 2013 à 18 h 30 min
Le marketing est un art comme les autres – Le Soir http://t.co/riU6MdMWdG Please Retweet.
DimitriHommel
6 septembre 2013 à 9 h 43 min
Le #marketing est un art comme les autres | frontstage/ http://t.co/V8HI8GSlIs
Becarnen
7 septembre 2013 à 15 h 20 min
Le marketing est un art comme les autres | frontstage/ http://t.co/w7Hl83skYh