{"id":96787,"date":"2024-04-10T15:50:39","date_gmt":"2024-04-10T13:50:39","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=96787"},"modified":"2024-04-10T15:50:41","modified_gmt":"2024-04-10T13:50:41","slug":"average-rob-phenomene-du-marketing-sortez-plus-souvent-des-sentiers-battus","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/average-rob-phenomene-du-marketing-sortez-plus-souvent-des-sentiers-battus\/","title":{"rendered":"Average Rob, ph\u00e9nom\u00e8ne du marketing: \u00ab\u00a0Sortez plus souvent des sentiers battus\u00a0\u00bb"},"content":{"rendered":"\n

En tant que cr\u00e9ateur de contenu, comment se d\u00e9marquer dans un paysage m\u00e9diatique en constante \u00e9volution ? N’ayez pas peur des risques, misez sur la cr\u00e9ativit\u00e9 et l’authenticit\u00e9 – et surtout, n’oubliez pas de vous amuser, conseille Robert Van Impe, mieux connu sous le nom d’Average Rob.<\/p>\n\n\n\n

Une marque de bi\u00e8re \u00e0 succ\u00e8s<\/h2>\n\n\n\n

Un Iron Man, un cyclocross, une randonn\u00e9e de 164 kilom\u00e8tres dans le froid glacial du Groenland ? Average Rob n’a pas froid aux yeux. L’influenceur s’est fait conna\u00eetre par des posts humoristiques sur les m\u00e9dias sociaux, a lanc\u00e9 une cha\u00eene YouTube sur les sports extr\u00eames, est actif en tant que DJ et a sorti un single en collaboration avec Lost Frequencies.<\/p>\n\n\n\n

Mais Robert Van Impe est aussi un marketeur pur sang (il est notamment titulaire d’un Master of Arts en publicit\u00e9 et marketing de l’Universit\u00e9 de Coventry) qui a entre-temps mis sur le march\u00e9 sa propre bi\u00e8re pils : Tout Bien, lanc\u00e9e en 2021. Chez Delhaize, cette bi\u00e8re s’est d\u00e9j\u00e0 vendue \u00e0 plus de 800 000 canettes, soit 25 000 canettes par mois. Avec le lancement r\u00e9cent d’une nouvelle saveur – Tout Bien Rouge – le d\u00e9taillant esp\u00e8re porter les ventes totales de la marque \u00e0 40 000 canettes par mois<\/a>.<\/p>\n\n\n\n

R\u00e9aliser des id\u00e9es folles<\/h2>\n\n\n\n

Lors du prochain congr\u00e8s RetailDetail, le 25 avril \u00e0 Anvers, Average Rob interpellera le monde du commerce de d\u00e9tail en plaidant pour la cr\u00e9ativit\u00e9 dans le marketing. Il montrera qu’il faut parfois prendre des risques pour r\u00e9aliser des id\u00e9es folles. Il parlera de l’\u00e9volution dans un paysage m\u00e9diatique en mutation rapide et du fait qu’il ne faut pas oublier de s’amuser en tant que cr\u00e9ateur de contenu : \u00ab Si vous voulez vraiment vous d\u00e9marquer, vous devez miser sur la cr\u00e9ativit\u00e9 et surtout sur une bonne dose d’authenticit\u00e9. Il y a tellement plus de place pour sortir des sentiers battus que pour rester dans les clous du guide de la marque. \u00bb<\/p>\n\n\n\n

Curieux de conna\u00eetre les id\u00e9es du ph\u00e9nom\u00e8ne Robert Van Impe ? Le 25 avril, vous pourrez \u00e9galement vous laisser inspirer par des intervenants de Jysk, The Good Roll, Planet B, Thrive, Stitchd, Mastercard, Dobit, CM.com, Hybrid Media et d’autres encore. Le professeur de commerce de d\u00e9tail Gino van Ossel (Vlerick Business School) et le fondateur de RetailDetail Jorg Snoeck se sont \u00e9galement engag\u00e9s \u00e0 faire des pr\u00e9sentations. Les tickets pour la conf\u00e9rence peuvent \u00eatre command\u00e9s via le lien ci-dessous.<\/p>\n\n\n\n

\n
Oui, je participerai au congr\u00e8s RetailDetail le 25 avril<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

En tant que cr\u00e9ateur de contenu, comment se d\u00e9marquer dans un paysage m\u00e9diatique en constante \u00e9volution ? 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