{"id":5397,"date":"2015-12-03T08:00:58","date_gmt":"2015-12-03T08:00:58","guid":{"rendered":"http:\/\/blog.360.agency\/?p=2773"},"modified":"2017-07-12T20:59:53","modified_gmt":"2017-07-12T20:59:53","slug":"il-etait-une-fois-la-communication-narrative","status":"publish","type":"post","link":"https:\/\/360.agency\/fr\/blog\/il-etait-une-fois-la-communication-narrative\/","title":{"rendered":"Il \u00e9tait une fois la communication narrative"},"content":{"rendered":"

<\/h3>\n

Passer par l\u2019\u00e9motion pour atteindre la raison<\/span><\/h3>\n

On aime tous les histoires. Celles qui commencent par\u00a0\u00abil\u00a0\u00e9tait une fois\u2026\u00bb et qui nous font\u00a0r\u00eaver, celles plus courtes qui nous font rire ou r\u00e9fl\u00e9chir, entre amis,\u00a0 pr\u00e8s d\u2019un feu de bois, autour d\u2019un caf\u00e9 ou avant de se coucher.<\/span><\/p>\n

Dans un contexte de marketing, l\u2019art de raconter des histoires consiste \u00e0 s\u00e9duire le public en faisant travailler son imaginaire et en jouant sur ses \u00e9motions.<\/span><\/p>\n

Plus vos histoires \u00e9voqueront les d\u00e9sirs et les envies de votre cible, plus celles-ci seront r\u00e9ceptives. Qu\u2019elles soient sous forme d\u2019anecdote ou sous forme de long discours, elles aident \u00e0 faire passer des messages plus complexes, qui sont ainsi transmis avec plus d\u2019efficacit\u00e9, suivant l\u2019adage : \u00abpour parler \u00e0 la t\u00eate, il faut d\u2019abord toucher le c\u0153ur.\u00bb<\/span><\/p>\n

De l\u2019audace dans votre strat\u00e9gie de communication<\/span><\/h3>\n

Le consommateur d\u2019aujourd\u2019hui est continuellement bombard\u00e9 de messages publicitaires de tous genres voulant lui vendre un produit ou service quelconque. Il devient alors de plus en plus difficile de percer le mur cognitif d\u00e9ploy\u00e9 par la majorit\u00e9 d\u2019entre nous face aux publicit\u00e9s intempestives.<\/span><\/p>\n

Si l\u2019on souhaite rejoindre nos clients cibles, il faut faire preuve de cr\u00e9ativit\u00e9, d\u2019originalit\u00e9 et il faut surtout raconter une histoire qui m\u00e9rite d\u2019\u00eatre \u00e9cout\u00e9e.<\/span><\/p>\n

Le storytelling donne une \u00e2me \u00e0 votre entreprise : il la rend plus humaine et plus r\u00e9elle. Il cr\u00e9e de l\u2019attachement et de la pr\u00e9f\u00e9rence. Il propose \u00e0 votre cible de comprendre l\u2019esprit, la vie et les valeurs de la marque. Finalement, les consommateurs n\u2019ach\u00e8tent pas ce que vous faites, mais ce que vous leur faites ressentir!<\/span><\/p>\n

Quelques exemples de storytelling digital r\u00e9ussi :<\/span><\/h3>\n

John Lewis – Christmas Advert 2015 – #ManOnTheMoon<\/a><\/span><\/p>\n

\"Man<\/a><\/p>\n

Guinness<\/a><\/span><\/p>\n

\"Guiness\"
\n<\/a><\/p>\n

Google – Parisian Love<\/a><\/span><\/p>\n

\"Google<\/a><\/p>\n

Extra gum – The story of Sarah & Juan<\/a><\/span><\/p>\n

\"\"<\/p>\n

 <\/p>\n

Peugeot Hybride 4
\n<\/a><\/span><\/p>\n

\"\"
\nVous l\u2019aurez compris, si vous souhaitez profiter de la communication narrative, il faut s\u2019\u00e9loigner de la promotion, des avantages techniques de vos produits ou services et se tourner plut\u00f4t vers une histoire qui saura g\u00e9n\u00e9rer une \u00e9motion chez vos clients et cr\u00e9er une pr\u00e9f\u00e9rence durable et solide pour vous diff\u00e9rencier de la concurrence.<\/span><\/p>\n

\u2026To be continued\u2026<\/span><\/p>\n

 <\/p>\n

 <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

<\/p>\n","protected":false},"author":26,"featured_media":5576,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-5397","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"\n360.Agency • Il \u00e9tait une fois la communication narrative<\/title>\n<meta name=\"description\" content=\"Chez 360.Agency :\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/360.agency\/fr\/blog\/il-etait-une-fois-la-communication-narrative\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"360.Agency • Il \u00e9tait une fois la communication narrative\" \/>\n<meta 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