{"id":568,"date":"2014-12-08T17:12:14","date_gmt":"2014-12-08T16:12:14","guid":{"rendered":"http:\/\/www.magazinemedia.be\/media-planning-schwarzkopf-plus-de-media-magazine-plus-de-roi\/"},"modified":"2022-12-19T10:56:57","modified_gmt":"2022-12-19T09:56:57","slug":"media-planning-schwarzkopf-plus-de-media-magazine-plus-de-roi","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/media-planning-schwarzkopf-plus-de-media-magazine-plus-de-roi\/","title":{"rendered":"Media planning Schwarzkopf : plus de m\u00e9dia magazine, plus de ROI"},"content":{"rendered":"<p><span lang=\"FR\">On s&rsquo;est servi d&rsquo;une mod\u00e9lisation \u00e9conom\u00e9trique sign\u00e9e Ohal, un bureau de consultance r\u00e9put\u00e9 en mati\u00e8re d&rsquo;efficacit\u00e9 marketing, pour d\u00e9velopper plusieurs sc\u00e9narios . Pour les produits de soins capillaires Gliss, trois sch\u00e9mas m\u00e9dia ont \u00e9t\u00e9 model\u00e9s : <\/span><\/p>\n<p><span lang=\"FR\">a. <\/span><span lang=\"FR\">un investissement de 29 % du budget TV dans les magazines \u2013 ceci \u00e9tait la strat\u00e9gie courante ; <\/span><\/p>\n<p><span lang=\"FR\">b. <\/span><span lang=\"FR\">la r\u00e9duction du budget magazine \u00e0 15 % de celui de la TV ; <\/span><\/p>\n<p><span lang=\"FR\">c. <\/span><span lang=\"FR\">l&rsquo;augmentation du budget magazine \u00e0 65 % de celui de la TV.<\/span><\/p>\n<p><span lang=\"FR\">Dans le premier sc\u00e9nario \u2013 d\u00e9marche classique pour Gliss Haircare \u2013, on a fait appel aux magazines apr\u00e8s la campagne TV, en deux vagues de deux semaines. L&rsquo;effet de vente de ce sch\u00e9ma m\u00e9dia avait un indice de 105, le ROI global de cam&rsquo;\u00adpagne (bas\u00e9 sur plusieurs KPIs) fut fix\u00e9 \u00e0 100, le budget \u00e9tait de 129 (100 TV + 29 magazines).<\/span><\/p>\n<p><span lang=\"FR\">Dans la deuxi\u00e8me strat\u00e9gie, la campagne magazine, amput\u00e9e de la moiti\u00e9 du budget, couvrait 2 semaines (au lieu de 4 dans le premier sc\u00e9nario) imm\u00e9diate&rsquo;\u00adment apr\u00e8s le volet TV. Le ROI chutait \u00e0 92, mais c&rsquo;est surtout l&rsquo;effet de vente qui subissait une \u00e9volution dramatique : indice 86.<\/span><\/p>\n<p><span lang=\"FR\">La troisi\u00e8me strat\u00e9gie donnait de l&rsquo;ampleur aux magazines pour atteindre 65 % du budget TV. Les r\u00e9sultats sont \u00e9tonnants. Le ROI de campagne restait inchang\u00e9 : indice 100. Le fait de doubler le budget magazine par rapport au premier sc\u00e9na&rsquo;\u00adrio n&rsquo;a donc pas entra\u00een\u00e9 de diminution du ROI. Pour les magazines, m\u00eame avec ce budget-ci, il n&rsquo;\u00e9tait donc pas encore question de rendements d\u00e9croissants. De plus, l&rsquo;effet de vente est mont\u00e9 en fl\u00e8che : d&rsquo;un indice de 105 dans le premier sc\u00e9nario \u00e0 134. <\/span><\/p>\n<p><span lang=\"FR\"><img decoding=\"async\" class=\"media-image\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/Picture1_0.png\" alt=\"\" width=\"480\" height=\"331\" \/><\/span><\/p>\n<p><span lang=\"FR\">M\u00eame si les chiffres sp\u00e9cifiques par marque et par march\u00e9 seront diff\u00e9rents, la tendance g\u00e9n\u00e9rale est claire : souvent, les magazines ne r\u00e9alisent pas leur plein potentiel parce qu&rsquo;il est question de sous-investissement. <\/span><\/p>\n<blockquote><p><span lang=\"FR\">\u00ab\u00a0\u0080\u009cIt was a great insight for us, on how to optimise the usage of magazines and TV in\u00a0<\/span>combination with other sales driving activities. With the well established brands that we have it will be cost efficient to use more magazines.\u00a0\u00bb\u0080\u009c<\/p><\/blockquote>\n<p><span style=\"font-size: 12px;\"><em><span lang=\"FR\">Catarina Tosic, Group Brand Manager, Henkel Sweden<\/span><\/em><\/span><\/p>\n<p>En savoir plus? <a href=\"http:\/\/www.magazinemedia.be\/fr\/academy\/topic\/roi\">Cliquez ici<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"\n<p class=\"MsoNormal\"><span lang=\"FR\">En Su\u00e8de, une \u00e9tude d\u2019envergure a \u00e9t\u00e9 men\u00e9e pour Henkel afin d\u2019identifier la ma\u00adni\u00e8re la plus effective et eff<\/span><span lang=\"FR\">icace d\u2019allouer le budget m\u00e9dia<\/span><span lang=\"FR\">. Le<\/span><span lang=\"FR\">s r\u00e9sultats sont spectaculaires\u00a0et montrent que l<\/span><span lang=\"FR\">e ROI et l\u2019effet de vente de campagnes domin\u00e9es par la t\u00e9l\u00e9vision <\/span><span lang=\"FR\">sont<\/span><span lang=\"FR\"> augment\u00e9s tout simplement en transvasant une partie du budget vers le m\u00e9dia magazine.<\/span><\/p>\n","protected":false},"author":1,"featured_media":569,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[],"class_list":["post-568","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Media planning Schwarzkopf : plus de m\u00e9dia magazine, plus de ROI - WE MEDIA Magazine Media<\/title>\n<meta name=\"description\" content=\"la tendance g\u00e9n\u00e9rale est claire : souvent, les magazines ne r\u00e9alisent pas leur plein potentiel parce qu&#039;il est question de sous-investissement\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/schwarzkopf-mediaplanning-meer-magazine-media-meer-roi\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Media planning Schwarzkopf : plus de m\u00e9dia magazine, plus de ROI - 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