Marketing & E-commerce | idéelisation

J’apprécie comme toujours les designs dans les musées, comme tu sais, parfois, les avertissements, les photos ou les affiches parlent comme elles sont vivantes:

MUSEE DU LOUVRE

CENTRE BELGE DE LA BANDE DESSINEE

Dans l’escalier principal à l’entrée. Maleureusement, j’ai aucune idée dans quelle aventure de Tintin ça a lieu. Et toi? Un peu d’idée, peut-être?

Les musiciens dans le métro parisien vous démonstrent 2 types de marketing: permission marketing & interruption marketing. Voici les différences de 2 type d’artistes musicaux:

MUSICIENS DANS LE TRAIN

(photo credit)

• Interruption Marketing
• RATP nous conseille de pas les encourager.
• Leurs arrivées sont toujours inattendues.
• Ils vous demandent de l’argent immédiatement à la fin de prestation.
• Aucun produit physique
• Pas de crédibilité: vous pensez à les contacter après?

MUSICIENS DANS LE COULOIR

(photo credit: cdryk)

• Permission Marketing
• RATP: chaque année, environ 350 musiciens sont accrédités par casting.
• Ils sont fixés ou bougent peu pendant une période dans le couloir.
• Ils vous donnent pas de pression de pourboires, par contre, ils vous laissent découvrir et apprécier; si vous êtes touchés, émus, convaincus ou amusés par leur performance, ca sera avec plaisir de donner des sou.
• Normalement, ils ont leurs propres oeuvres, telles que CD, etc.
• Crédible: parfois, ils sont approchés par les passagers, puis l’échange de données pour d’autres prestations possibles.

What’s your opinion?

CALL TO ACTION BUTTON:

The call-to-action button is important and could be of unusual shapes, but il seems that the email subscription button of Groupon, which, by the way, is essential for him, is peculiar.

Let’s make a comparison first:

The following is the Country-Level homepage, similar for all countries.

The yellow rectangular “Sign up!” is a common & safe call to action button.

However, my doubt is on the City-Level Page if you skip the homepage.

Of course, you could as usual click ENTER after the typing of your email address, but my experience was: when looking at that arrow button, I was expecting a scroll-down menu, or at least something that unfolds, instead of a confirmation message of successful subscription.

CITIES’ LIST:

What does it mean? Well, Groupon presumes that every consumer is subscribed to ONE city’s deals, which is not necessarily true. Take myself for exemple, deals for

• Paris
• Paris extra
• Paris Hauts-de-Seine
• Paris Val-de-Marne

go to my inbox everyday. I admit that it’s of zero difficulty to unsubscribe from the emailing list: just one click, but I’m hoping for a dashbord enabling me to

• have a global view of all the cities I’m subscribed to
• check and un-check any city in a single interface

(Sorry for the ugly illustration, as I’m not a web designer ^^. That would be enough if you get my point.)

I have read an interesting article What to do if my website were on TV? Similarly, the event websites are often short-lived, born before the event, abandoned immediately after that event (except for those events with a long history, like 10th year, etc). I’ve always been worried about the destiny of those websites. So, the question is: what to do after the event or before the next event?

The main objective is to

• Keep the CONTINUITY & ENGAGEMENT with the repeated and new visitors.
• Provide the added value to them.

E-Commerce Paris has done well in the fowllowing 2 things:

First of all, the organiser wisely adds 2010 into the URL to:

• Diffirentiate this year’s exposition from the past years
• Provide the EDNLESS possibilities for the coming years

What’s more, it makes a good transition of 2010 – 2011 by adding simply a countdown clock/calendar.

Beside that, the following suggestions should be considered:

• The photos of the Salon
• The filmed conferences of the salon, like those of TED. Youtube could be a good choice.
• The summary of the important conferences on Slideshare
• Blog
• Newsletter to keep informed
• Updates on Facebook, Twitter
• Community

Recently, I’ve been to plenty of salons in and around Paris. Before the visit, the search for information on the official website and related social media channels is necessary and useful. The Programme, among others, is certainly the most important info if there are many animations. A good strategy of leveraging the Programme will enable the visitors to better prepare their visits.

How to make a better version of Programme for the salons:

• Make a print-friendly version (PDF).
• Make sur the name of the Programme (PDF) downloaded is readable.
  • Example 1: Programme – Paris Manga 2010
  • Example 2: Programme – Conférences E-commerce Paris 2010
• Integrate the Programme (PDF) in your Transactional Email.
  • Example 1: the welcome mail of inscription
  • Example 2: the confirmation mail of buying the ticket
• Add a social bouton along the list of Programme.
  • Example 1:
  • Example 2:
• Add the Programme on the Facebook Page.

Anyway, all these solutions will give a better & more ORGANISED visiting experience before the real visit.