{"id":6397,"date":"2018-11-29T14:13:48","date_gmt":"2018-11-29T13:13:48","guid":{"rendered":"https:\/\/lili-cast.com\/?p=6397"},"modified":"2019-12-16T16:34:40","modified_gmt":"2019-12-16T15:34:40","slug":"la-radio-a-t-elle-quelque-chose-a-vendre","status":"publish","type":"post","link":"https:\/\/lilicast.com\/fr\/blog\/la-radio-a-t-elle-quelque-chose-a-vendre\/","title":{"rendered":"La radio a-t-elle quelque chose \u00e0 vendre ?"},"content":{"rendered":"<p>Je ne suis pas retourn\u00e9 sur les bancs de l\u2019\u00e9cole, je suis juste retomb\u00e9 par hasard hier sur mon livre de Marketing, mon vieux K\u00f6tler &amp; Dubois. Mon esprit a alors imagin\u00e9 mon ancien prof, en face de moi, m&rsquo;annon\u00e7ant le sujet de l&rsquo;examen : \u00ab\u00a0<em><strong>Quel est le produit (ou service) des radios ? <\/strong>Vous avez 2 heures\u00a0\u00bb<\/em><\/p>\n<p>Ah qu\u2019ils sont loin ces moments o\u00f9 mon voisin major de promo profitait de ces \u00e9tudes de cas pour me rappeler pompeusement la le\u00e7on du cours pr\u00e9c\u00e9dent&nbsp;: <em>\u00ab D\u00e9marre par le client, donc celui qui paye. Dans le cas des radios c\u2019est l\u2019annonceur.&nbsp;\u00bb<\/em> Et celui qui \u00e9coute&nbsp;alors ? <em>\u00ab&nbsp;Bah c\u2019est le consommateur&nbsp;\u00bb<\/em>.<\/p>\n<p>Le consommateur, le client\u2026 Mais alors il y aurait 2 produits&nbsp;? L\u2019un vendu \u00e0 l\u2019annonceur et l\u2019autre consomm\u00e9 par l\u2019auditeur&nbsp;? Et donc on s\u2019occupe duquel en premier&nbsp;? &#8230;Chapitre 1&#8230; Chapitre 2&#8230; Chapitre 3\u2026 Je creuse.<\/p>\n<p>Si on peut avoir des auditeurs sans annonceur, l\u2019inverse semble carr\u00e9ment impossible. Donc le consommateur semble le plus prioritaire. Retour \u00e0 la case d\u00e9part. Quel est le produit vendu au consommateur ? De la musique&nbsp;? De l\u2019humour&nbsp;? De l\u2019info&nbsp;? De l\u2019analyse&nbsp;? Du reportage&nbsp;? Des \u00e9missions&nbsp;? D\u2019ailleurs les \u00e9missions c\u2019est le contenu ou c\u2019est du packaging&nbsp;?<\/p>\n<p>Entre 2 graphes et 3 sch\u00e9mas, je sens que je patine un peu, mais apparemment le produit serait le contenu. Il faut que je me rassure. Que je v\u00e9rifie. Si le produit c\u2019est le contenu des \u00e9missions, alors je vais le trouver partout o\u00f9 les radios font leur promotion, \u00e0 commencer par les r\u00e9seaux sociaux. Bonne id\u00e9e !<\/p>\n<p>Je suis donc all\u00e9 v\u00e9rifier sur les pages Facebook de RTL, NRJ, Alouette, Skyrock\u2026 Pour me rassurer.<\/p>\n<p>J\u2019ai trouv\u00e9 du texte, de la TV, de la vid\u00e9o, des dessins, des photos\u2026 Pas de contenu audio, aucun extrait radio. Rien. Ainsi donc on pourrait promouvoir la radio sans jamais faire \u00e9couter de radio&nbsp;? Promouvoir une cr\u00e8me anti ride sans montrer ni cr\u00e8me ni ride&nbsp;? Vendre un livre de marketing sans parler ni de livre&nbsp;ni de Marketing&nbsp;?<\/p>\n<p>D\u00e9cid\u00e9ment il faut que je retourne \u00e0 l\u2019\u00e9cole.<\/p>\n<p>Arnaud<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/lili-cast.com\/fr\/pro\"><strong>PROMOUVOIR SON CONTENU RADIO SUR LES RESEAUX SOCIAUX<\/strong><\/a><br \/>\n<em>Par Arik Azoulay &#8211; Editions LiLiCAST<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Je ne suis pas retourn\u00e9 sur les bancs de l\u2019\u00e9cole, je suis juste retomb\u00e9 par hasard hier sur mon livre &#8230; <\/p>\n<p class=\"read-more-container\"><a title=\"La radio a-t-elle quelque chose \u00e0 vendre ?\" class=\"read-more button\" href=\"https:\/\/lilicast.com\/fr\/blog\/la-radio-a-t-elle-quelque-chose-a-vendre\/#more-6397\" aria-label=\"Plus sur La radio a-t-elle quelque chose \u00e0 vendre ?\">Lire plus<\/a><\/p>\n","protected":false},"author":1,"featured_media":7596,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_trash_the_other_posts":false,"footnotes":""},"categories":[287],"tags":[328],"class_list":["post-6397","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-radio","tag-actualite","infinite-scroll-item","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-33"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>La radio a-t-elle quelque chose \u00e0 vendre ? - LiLiCAST<\/title>\n<meta name=\"description\" content=\"Quel est le porduit ou service que propose la radio ? 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