Découvrez le modèle marketing écologique zéro pub. VEJA, sans publicité encourage le commerce équitable et incite à la consommation écologique.
VEJA est une marque française emblématique de la mode écologique, fondée en 2004, qui fabrique des baskets écologiques qui respectent la nature et les principes du commerce équitable. Le lieu de fabrication est le Brésil, un choix écologique de proximité aux matières premières afin de minimiser le gaspillage et les émissions de CO2 dues à leur transport. Les baskets VEJA, sont faites avec du coton récolté de manière agroécologique en partenariat avec des coopératives brésiliennes qui assurent un commerce équitable, du caoutchouc issu des arbres sauvages pour lutter contre la déforestation et du cuir produit conformément aux normes de l’agriculture biologique. Cependant, il n’y a pas que les pratiques de fabrication chez VEJA qui respectent le commerce équitable, mais aussi les pratiques de vente et de commercialisation, notamment l’approche marketing innovante : VEJA sans pub.
La nouvelle approche marketing écolo de VEJA: Ne pas faire de pub
Si l’on effectue une recherche sur internet concernant les techniques de marketing durable et les idées de publicité écoresponsable, on trouvera de nombreuses astuces, techniques et conseils sur la manière de réussir en marketing et en publicité écolo. Selon VEJA, la publicité en elle-même est un investissement dans l’irréel. La marque perçoit la pub comme un gaspillage d’argent qui aurait pu être utilisé pour renforcer leur chaîne de production axée sur le commerce équitable, contribuant ainsi au bien-être des travailleurs de la marque, et augmentant l’impact social de celle-ci.
“Éliminer la pub, les coûts marketing, se passer d’égérie, de 4 par 3 dans le métro, c’est investir dans le réel plutôt que dans la fiction, c’est remonter le chemin de la production et le changer”
Pourtant, on sait aujourd’hui qu’il est quasiment impossible de s’imposer sur le marché et de se faire remarquer sans investir dans des actions marketing, particulièrement la publicité. Alors, qu’est-ce qui a fait du modèle VEJA sans pub un succès ?
Les alternatives durables à la publicité
Se démarquer avec la stratégie de marque et le positionnement :
VEJA est la marque préférée des consommateurs engagés. Elle se positionne sur le marché comme une marque respectueuse de la nature et de l’environnement qui rétribue correctement ses collaborateurs. En achetant des baskets VEJA, on contribue à ce processus et on donne une dimension sociale à notre consommation de baskets. C’est un atout majeur de la marque qui la distingue des autres marques sans recourir à la publicité. Lorsque l’on achète des baskets VEJA, on partage l’engagement de la marque et son impact positif sur l’environnement. L’approche sans pub est donc une preuve solide de ce positionnement.
« Le but : créer un nouveau chemin où les échanges entre producteurs et consommateurs deviennent plus équilibrés. »
VEJA mise sur la transparence et l’honnêteté concernant les matériaux de fabrication et le processus de fabrication, ainsi que sur la qualité. VEJA propose des baskets à la mode avec une grande variété de modèles. Selon les avis trouvés sur Google, les baskets sont assez solides et de bonne qualité. Cela renforce la confiance entre les consommateurs et la marque, sans avoir besoin de recourir à la publicité.
La puissance du bouche-à-oreille :
Au lieu de diffuser des publicités à grande échelle, VEJA mise sur le bouche-à-oreille. Les clients satisfaits deviennent les ambassadeurs de la marque, partageant leur enthousiasme pour des chaussures éthiques et élégantes. Cela crée une communauté fidèle de consommateurs, ce qui est un atout inestimable pour VEJA.
Bien que le modèle zéro publicité soit un bon exemple de pratique RSE qui ait bien fonctionné pour la marque VEJA et ait même contribué à son succès, il n’est pas évident qu’un tel modèle soit applicable à toutes les marques. Certes, l’approche VEJA sans pub aura du succès si elle est bien exécutée dans d’autres entreprises, mais ce n’est pas le cas pour toutes les marques. Plutôt que de simplement copier le modèle tel qu’il est dans un contexte de consommation où la publicité est vitale pour la survie de la marque, il faudra s’inspirer des fondements de cette innovation et rechercher un modèle de publicité qui respecte les principes du marketing écolo et durable tout en assurant la survie de l’entreprise.
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