{"id":242149,"date":"2016-01-29T00:00:00","date_gmt":"2016-01-29T00:00:00","guid":{"rendered":"https:\/\/www.procarton.com\/packaging-provides-billions-of-effective-advertising-contacts\/"},"modified":"2021-11-07T16:00:04","modified_gmt":"2021-11-07T16:00:04","slug":"packaging-provides-billions-of-effective-advertising-contacts","status":"publish","type":"post","link":"https:\/\/www.procarton.com\/fr\/packaging-provides-billions-of-effective-advertising-contacts\/","title":{"rendered":"Les emballages offrent des milliards de contacts publicitaires efficaces"},"content":{"rendered":"

Les cartons sont l'un des supports publicitaires les plus efficaces de tous les temps. Avec leur \u00e9tude unique au monde, l'association europ\u00e9enne de marketing Pro Carton et l'association allemande de l'industrie du carton ont fait la une des journaux. L'\u00e9tude Touchpoint d\u00e9montre la fr\u00e9quence de contact \u00e9lev\u00e9e des emballages et prouve leur valeur pour le marketing en chiffres. Rien qu'en Allemagne, 664 millions d'emballages de confiserie vendus ont cr\u00e9\u00e9 22,3 milliards de points de contact. L'\u00e9tude est d\u00e9sormais disponible en cinq langues europ\u00e9ennes.<\/strong><\/p>\n

L'emballage permet de nombreux contacts avec les clients et cr\u00e9e ainsi une \u00e9norme valeur publicitaire pour les entreprises et leurs marques. Telle est la conclusion de l'\u00e9tude Touchpoint command\u00e9e par l'association europ\u00e9enne de marketing Pro Carton et l'association allemande de l'industrie du carton (FFI).<\/p>\n

L'\u00e9tude Touchpoint est bas\u00e9e sur une enqu\u00eate repr\u00e9sentative de 2 016 participants \u00e2g\u00e9s de 18 \u00e0 64 ans. L'achat, l'utilisation et la manipulation quotidienne de 16 groupes de produits importants (par exemple, les confiseries, les c\u00e9r\u00e9ales, les l\u00e9gumes surgel\u00e9s, les lingettes cosm\u00e9tiques et le th\u00e9) ont \u00e9t\u00e9 examin\u00e9s. Cette \u00e9tude a servi de base au calcul du nombre total de points de contact visuels et tactiles d'un carton.<\/p>\n

Le carton : Une \u00e9norme valeur publicitaire<\/h3>\n

Pour d\u00e9terminer la valeur \u00e9quivalente de ces points de contact, les chercheurs ont pris, \u00e0 des fins de comparaison, un plan m\u00e9dia type et ont utilis\u00e9 le prix moyen pour mille contacts (PTC) de deux m\u00e9dias : les panneaux d'affichage (6,52 EUR PTC) pour les contacts purement visuels et la presse \u00e9crite (20,85 EUR PTC) pour les contacts tactiles.<\/p>\n

Par exemple, un emballage du groupe de produits \"c\u00e9r\u00e9ales\" a g\u00e9n\u00e9r\u00e9 un mod\u00e8le d'utilisateur avec une moyenne de 45 points de contact : il est vu 32 fois (contacts visuels) et manipul\u00e9 13 fois \u00e0 la main (contacts tactiles). Si, par exemple, 10 millions de cartons sont vendus dans ce groupe de produits, nous arrivons \u00e0 un \u00e9quivalent m\u00e9dia impressionnant de 4,8 millions d'euros, comparable \u00e0 une petite campagne publicitaire.<\/p>\n

Les chiffres ont tendance \u00e0 varier : en moyenne, les barres de chocolat obtiennent autant de contacts visuels purs que de contacts tactiles dans le magasin. En revanche, le th\u00e9 est manipul\u00e9 beaucoup plus souvent : deux contacts visuels par trimestre contre une moyenne de plus de cinq contacts tactiles. \u00c0 domicile, l'emballage du th\u00e9 g\u00e9n\u00e8re un total de 78,6 points de contact - 61,4 contacts visuels purs et 17,2 contacts tactiles suppl\u00e9mentaires.<\/p>\n

Le nombre de points de contact - et donc la valeur d'\u00e9quivalence des m\u00e9dias - augmente en particulier pour les produits qui sont conserv\u00e9s plus longtemps dans le m\u00e9nage. Les responsables du marketing ont donc une raison suppl\u00e9mentaire de consid\u00e9rer et d'utiliser encore plus l'emballage - en particulier les cartons - comme un support publicitaire dans leur mix de communication.<\/p>\n

Roland Rex, pr\u00e9sident de Pro Carton, d\u00e9clare : \"Pour la premi\u00e8re fois, cette \u00e9tude montre que les cartons et leurs num\u00e9ros de contact constituent l'un des canaux publicitaires les plus importants et les plus \u00e9tendus au total, tant sur le lieu de vente qu'\u00e0 domicile. Notre derni\u00e8re \u00e9tude marketing, \"Emballage multicanal\", avait compar\u00e9 23 m\u00e9dias et d\u00e9montr\u00e9 l'importance de la brique carton pour le marketing.\"<\/p>\n

T\u00c9L\u00c9CHARGEZ ET COMMANDE T\u00c9L\u00c9CHARGEZ MAINTENANT !<\/strong><\/p>\n

>>\u00a0\"\u00c9tude des points de contact\"<\/a><\/em>
\n>>\u00a0\"L'emballage : Un moyen avec une puissance consid\u00e9rable\"<\/a><\/em><\/p>\n

Version imprim\u00e9e en anglais et plus d'informations sur <\/em>
\nPro Carton<\/em>
\nSuzanne McEwen<\/em>
\nmcewen@procarton.com<\/a><\/em>
\nwww.procarton.com<\/em><\/p>","protected":false},"excerpt":{"rendered":"

L'\u00e9tude Touchpoint d\u00e9montre la fr\u00e9quence de contact \u00e9lev\u00e9e des emballages et prouve leur valeur pour le marketing en chiffres.<\/p>","protected":false},"author":1,"featured_media":242150,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[44],"tags":[51],"class_list":["post-242149","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-trends","tag-studies"],"yoast_head":"\nPackaging provides billions of effective advertising contacts - Pro Carton<\/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:\/\/www.procarton.com\/fr\/packaging-provides-billions-of-effective-advertising-contacts\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Packaging provides billions of effective advertising contacts - 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