{"id":10995,"date":"2018-09-12T14:50:00","date_gmt":"2018-09-12T12:50:00","guid":{"rendered":"https:\/\/swissbaker.ch\/?p=10995"},"modified":"2022-05-25T11:06:47","modified_gmt":"2022-05-25T09:06:47","slug":"les-artisans-la-communication-et-le-marketing","status":"publish","type":"post","link":"https:\/\/swissbaker.ch\/fr\/panissimo-news\/les-artisans-la-communication-et-le-marketing\/","title":{"rendered":"Les artisans, la communication et le marketing"},"content":{"rendered":"\n

Pour C\u00e9dric Pilloud, m\u00e9daill\u00e9 de bronze \u00e0 la Coupe du monde de la p\u00e2tisserie et cofondateur du Swiss Team Pastry Club, savoir bien communiquer est primordial. Les artisans devraient s\u2019inspirer des industriels, sp\u00e9cialistes en la mati\u00e8re. \u00ab Le client doit savoir pourquoi il se rend chez son artisan ! \u00bb<\/strong><\/p>\n\n\n\n

Tout le monde aime le beau, le bon\u2026 Mais, la plupart du temps, malheureusement aussi, le \u00ab pas cher \u00bb. Cela n\u2019aide pas forc\u00e9ment l\u2019artisan. Il doit se battre contre les industriels qui redoublent d\u2019efforts pour attirer un maximum de clients vers leurs \u00ab nouveaux produits haut de gamme \u00e0 prix abordable \u00bb. N\u2019avez-vous jamais vu ces jolies publicit\u00e9s de l\u2019industrie agroalimentaire, aux phrases tr\u00e8s bien tourn\u00e9e \u00e0 leur avantage tels que :<\/p>\n\n\n\n

\u00ab Pain cuit sur Pierre \u00bb, \u00ab Fermentation longue de 6 heures \u00bb, \u00ab 100% pur beurre \u00bb, \u00ab Produits du terroir \u00bb, \u00ab Fabriqu\u00e9 \u00e0 la main \u00bb.<\/strong><\/p>\n\n\n\n

V\u00e9rit\u00e9 biais\u00e9e<\/strong>
De tels slogans sont cr\u00e9\u00e9s afin que le consommateur pense que c\u2019est encore mieux que chez l\u2019artisan. Cela est compl\u00e8tement faux !<\/p>\n\n\n\n

Tous les artisans, ou presque, utilisent des fours \u00e0 sols. Leur pain est donc cuit sur pierre. Idem pour la fermentation : la plupart d\u2019entre eux produisent leur p\u00e2te la veille et la laissent fermenter environ douze heures. Ce temps de fermentation repr\u00e9sente m\u00eame le double de celui des industriels. Certains artisans vont m\u00eame jusqu\u2019\u00e0 laisser reposer leur p\u00e2te entre 12 et 36 heures. Le pain n\u2019en est que meilleur et se conserve plus longtemps.<\/p>\n\n\n\n

H\u00e9las, ils sont bien trop rares ceux qui se mettent en valeur en communiquant sur leurs produits, leur passion du bon go\u00fbt et leur savoir-faire.<\/p>\n\n\n\n

Communiquons !<\/strong>
Il fut un temps o\u00f9 l\u2019industrie copiait l\u2019artisan. A pr\u00e9sent, c\u2019est \u00e0 nous d\u2019en faire de m\u00eame, en partie du moins. Il ne s\u2019agit pas d\u2019abandonner notre qualit\u00e9 ni notre savoir, mais de communiquer \u00e0 la mani\u00e8re des industriels. Ces grosses usines ont le pouvoir de s\u2019entourer de professionnels en marketing. Certes, ce n\u2019est pas \u00e0 la port\u00e9e de toutes les bourses. Inspirons-nous alors de leurs connaissances afin de nous positionner au premier rang : mettons en avant nos sp\u00e9cialit\u00e9s et notre terroir, nos producteurs locaux (meuniers, fromagers, fabricants de chocolat de couverture…). Communiquons non seulement dans les magasins mais aussi au travers des r\u00e9seaux sociaux. La client\u00e8le doit savoir que les artisans valorisent encore plus leurs produits et leurs mati\u00e8res premi\u00e8res que les industriels.<\/p>\n\n\n\n

C\u00e9dric Pilloud<\/h3>\n\n\n\n
  • 2007 \u2013 2010\u2009: apprentissage de boulanger-p\u00e2tissier, Guignard Dessert, Orbe (VD).<\/li>
  • 2011 \u2013 2014\u2009: demi-chef de partie \u00e0 l\u2019H\u00f4tel Crillon, Paris (F).<\/li>
  • 2012\u2009: chef de partie, Le Laurent, Paris (F).<\/li>
  • 2014\u2009: chef de partie, Hell of the North, Melbourne (AU).<\/li>
  • 2015\u2009: participation \u00e0 \u00ab\u2009Qui sera le prochain grand p\u00e2tissier\u2009\u00bb, France 2.<\/li>
  • 2015\u2009: chef de partie, Le Pont de Brent, Brent (VD).<\/li>
  • 2017\u2009: 3e \u00e0 la Coupe du monde de la p\u00e2tisserie, Lyon (F).<\/li>
  • D\u00e8s 2017\u2009: chef p\u00e2tissier, Eric Vuissoz, Sainte-Croix (VD).<\/li><\/ul>\n","protected":false},"excerpt":{"rendered":"

    Pour C\u00e9dric Pilloud, m\u00e9daill\u00e9 de bronze \u00e0 la Coupe du monde de la p\u00e2tisserie et cofondateur du Swiss Team Pastry Club, savoir bien communiquer est primordial. Les artisans devraient s\u2019inspirer des industriels, sp\u00e9cialistes en la mati\u00e8re. \u00ab Le client doit savoir pourquoi il se rend chez son artisan ! \u00bb Tout le monde aime le beau, le bon\u2026 Mais, la […]<\/p>\n","protected":false},"author":1,"featured_media":6568,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[53],"tags":[],"class_list":["post-10995","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-our-future-fr"],"acf":[],"yoast_head":"\nLes artisans, la communication et le marketing | SBC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/swissbaker.ch\/fr\/panissimo-news\/les-artisans-la-communication-et-le-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les artisans, la communication et le marketing\" \/>\n<meta property=\"og:description\" content=\"Pour C\u00e9dric Pilloud, m\u00e9daill\u00e9 de bronze \u00e0 la Coupe du monde de la p\u00e2tisserie et cofondateur du Swiss Team Pastry Club, savoir bien communiquer est primordial. 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