{"id":22334,"date":"2020-04-24T18:24:00","date_gmt":"2020-04-24T22:24:00","guid":{"rendered":"https:\/\/www.turko.ca\/casestudies\/comment-nous-avons-aide-balnea-a-augmenter-ses-revenus-en-ligne-de-74"},"modified":"2024-03-21T10:24:49","modified_gmt":"2024-03-21T14:24:49","slug":"balnea","status":"publish","type":"casestudies","link":"https:\/\/www.turko.ca\/fr\/etudes-de-cas\/balnea","title":{"rendered":"Comment nous avons aid\u00e9 BALNEA \u00e0 augmenter ses revenus en ligne de 74%."},"content":{"rendered":"\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<div class=\"ast-oembed-container \" style=\"height: 100%;\"><iframe title=\"Turko Marketing  helps health spa improve their web performance\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/Fipb1w6bGBY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<\/div><\/figure>\n\n<p>Balnea est une station thermale fond\u00e9e \u00e0 Bromont, au Qu\u00e9bec, en octobre 2005. Depuis, la marque est devenue une r\u00e9f\u00e9rence dans la r\u00e9gion et est tr\u00e8s innovante avec son design contemporain et ses exp\u00e9riences de bien-\u00eatre tout compris. La nature et le ressourcement sont au c\u0153ur d&rsquo;une image de marque qui se veut relaxante, luxueuse et inspirante.<\/p>\n\n<h3 class=\"wp-block-heading\">R\u00e9sultats<\/h3>\n\n<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-950561c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"950561c\" data-element_type=\"section\" data-settings=\"{\" background_background=\"\">\n<div class=\"elementor-container elementor-column-gap-default\">\n<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-1072ec3\" data-id=\"1072ec3\" data-element_type=\"column\">\n<div class=\"elementor-widget-wrap elementor-element-populated\">\n<div class=\"elementor-element elementor-element-b9d25da elementor-view-default elementor-position-top elementor-mobile-position-top elementor-widget elementor-widget-icon-box\" data-id=\"b9d25da\" data-element_type=\"widget\" data-widget_type=\"icon-box.default\">\n<div class=\"elementor-widget-container\">\n<div class=\"elementor-icon-box-wrapper\">\n<div class=\"elementor-icon-box-icon\"><span class=\"elementor-icon elementor-animation-\"><br\/><i class=\"fab fa-google\" aria-hidden=\"true\"><\/i> <\/span><\/div>\n<div class=\"elementor-icon-box-content\">\n<h3 class=\"elementor-icon-box-title\">54%<\/h3>\n<p class=\"elementor-icon-box-description\">r\u00e9duction du co\u00fbt par clic (CPC) sur Google Ads<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-d5fb1aa\" data-id=\"d5fb1aa\" data-element_type=\"column\">\n<div class=\"elementor-widget-wrap elementor-element-populated\">\n<div class=\"elementor-element elementor-element-5dec74a elementor-view-default elementor-position-top elementor-mobile-position-top elementor-widget elementor-widget-icon-box\" data-id=\"5dec74a\" data-element_type=\"widget\" data-widget_type=\"icon-box.default\">\n<div class=\"elementor-widget-container\">\n<div class=\"elementor-icon-box-wrapper\">\n<div class=\"elementor-icon-box-icon\"><span class=\"elementor-icon elementor-animation-\"><br\/><i class=\"fas fa-dollar-sign\" aria-hidden=\"true\"><\/i> <\/span><\/div>\n<div class=\"elementor-icon-box-content\">\n<h3 class=\"elementor-icon-box-title\">15x<\/h3>\n<p class=\"elementor-icon-box-description\">Retour sur investissement publicitaire (ROAS)<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-dbc7477\" data-id=\"dbc7477\" data-element_type=\"column\">\n<div class=\"elementor-widget-wrap elementor-element-populated\">\n<div class=\"elementor-element elementor-element-34df09e elementor-view-default elementor-position-top elementor-mobile-position-top elementor-widget elementor-widget-icon-box\" data-id=\"34df09e\" data-element_type=\"widget\" data-widget_type=\"icon-box.default\">\n<div class=\"elementor-widget-container\">\n<div class=\"elementor-icon-box-wrapper\">\n<div class=\"elementor-icon-box-icon\"><span class=\"elementor-icon elementor-animation-\"><br\/><i class=\"fas fa-chart-line\" aria-hidden=\"true\"><\/i> <\/span><\/div>\n<div class=\"elementor-icon-box-content\">\n<h3 class=\"elementor-icon-box-title\">+20%<\/h3>\n<p class=\"elementor-icon-box-description\">Augmentation d&rsquo;une ann\u00e9e sur l&rsquo;autre du trafic de r\u00e9f\u00e9rencement et de paiement au clic (PPC)<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n\n<h3 class=\"wp-block-heading\">Contexte<\/h3>\n\n<p>L&rsquo;industrie du bien-\u00eatre continue de cro\u00eetre d&rsquo;ann\u00e9e en ann\u00e9e, de nouvelles exp\u00e9riences sensorielles \u00e9tant cr\u00e9\u00e9es pour renouveler une offre qui est constamment en demande de nouveaut\u00e9. Hautement concurrentiel, ce march\u00e9 \u00e9volue \u00e0 un point tel que l&rsquo;exp\u00e9rience prime sur le produit et que le service est roi. De plus, la commercialisation doit se faire au niveau local.<\/p>\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><b>\u00ab\u00a0D\u00e8s les premiers mois, nous avons constat\u00e9 une augmentation des r\u00e9sultats. &#8211; <\/b><em>V\u00e9ronique Messier &#8211; Directrice Marketing et RH<\/em><\/p>\n<\/blockquote>\n\n<p>Notre d\u00e9fi majeur \u00e9tait donc d&rsquo;aider BALNEA \u00e0 se d\u00e9marquer de la concurrence malgr\u00e9 des calendriers promotionnels et des offres souvent identiques. Dans ce contexte, l&rsquo;accent a donc \u00e9t\u00e9 mis sur l&rsquo;accroissement de la notori\u00e9t\u00e9, de l&rsquo;influence et de la pr\u00e9sence de la marque sur le march\u00e9.<\/p>\n\n<h3 class=\"wp-block-heading\">Strat\u00e9gies<\/h3>\n\n<p>Tous nos efforts en mati\u00e8re de publicit\u00e9 payante r\u00e9sultent d&rsquo;une strat\u00e9gie visant \u00e0 accro\u00eetre la notori\u00e9t\u00e9 en ligne de BALNEA sans pour autant n\u00e9gliger l&rsquo;aspect transactionnel de l&rsquo;activit\u00e9. En outre, notre strat\u00e9gie s&rsquo;est concentr\u00e9e \u00e0 la fois sur les publics potentiels et sur les clients actuels :<\/p>\n\n<p><a>Structure compl\u00e8te des campagnes m\u00e9diatiques<\/a><\/p>\n\n<p>Nous mettons en place une structure compl\u00e8te de placements publicitaires pour cr\u00e9er un \u00e9cosyst\u00e8me num\u00e9rique sur Facebook, Instagram, Bing, Google Display, YouTube, Google Search et Google Shopping.<\/p>\n\n<p><a>Refonte compl\u00e8te du compte Google Ads<\/a><\/p>\n\n<p>Turko a restructur\u00e9 le compte Google Ads sur la base d&rsquo;une segmentation accrue du march\u00e9 et de techniques avanc\u00e9es, telles que la mise en \u0153uvre et la gestion des SKAG (Single Keyword Ad Groups).<\/p>\n\n<p><a>Design and management of micro audiences et gestion de micro audiences<\/a><\/p>\n\n<p>Nous avons con\u00e7u et g\u00e9r\u00e9 des micro-publics hautement qualifi\u00e9s et pertinents pour chaque segment. En outre, nous avons r\u00e9alis\u00e9 un travail approfondi sur la r\u00e9tention et la fid\u00e9lisation \u00e0 l&rsquo;aide de bases de donn\u00e9es sur les clients.<\/p>\n\n<p><a>Am\u00e9lioration du commerce \u00e9lectronique et du reciblage<\/a><\/p>\n\n<p>Turko a mis en place le Enhanced Ecommerce (EEC) sur Google Analytics pour mesurer l&rsquo;entonnoir de conversion et a cr\u00e9\u00e9 des audiences de reciblage sur Google Ads.<\/p>\n\n<p><a>Google Shopping et le reciblage dynamique sur GDN<\/a><\/p>\n\n<p>Nous avons configur\u00e9 le reciblage dynamique des produits sur Google Shopping pour recibler les acheteurs sur le R\u00e9seau Display de Google (GDN) avec des annonces li\u00e9es \u00e0 leurs achats.<\/p>\n\n<p><a>Collecte avanc\u00e9e de donn\u00e9es via un tableau de bord<\/a><\/p>\n\n<p>Nous avons cr\u00e9\u00e9 un tableau de bord qui affiche les donn\u00e9es cl\u00e9s en temps r\u00e9el ainsi qu&rsquo;un rapport d&rsquo;analyse complet par campagne.<\/p>\n\n<p><a>Strat\u00e9gies de r\u00e9f\u00e9rencement ex\u00e9cutables et mesurables<\/a><\/p>\n\n<p>Turko a cr\u00e9\u00e9 et mis en \u0153uvre plusieurs strat\u00e9gies de r\u00e9f\u00e9rencement pour maximiser les taux de clics pendant les p\u00e9riodes de promotion. Nous avons collabor\u00e9 \u00e9troitement avec l&rsquo;agence de d\u00e9veloppement web pour la mise en \u0153uvre technique des initiatives de r\u00e9f\u00e9rencement.<\/p>\n\n<p><a>Collaboration agile<\/a><\/p>\n\n<p>Nous avons mis en place une collaboration agile avec BALNEA pour r\u00e9pondre \u00e0 tous ses besoins et fournir un service flexible permettant de r\u00e9agir en temps r\u00e9el aux performances des campagnes.<\/p>\n\n<h3 class=\"wp-block-heading\">Services utilis\u00e9s<\/h3>\n\n<ul class=\"wp-block-list\">\n<li>Annonces Google<\/li>\n\n\n\n<li>Publicit\u00e9 sur Facebook<\/li>\n\n\n\n<li>Annonces sur Youtube<\/li>\n\n\n\n<li>Annonces Google Display<\/li>\n\n\n\n<li>Annonces Bing<\/li>\n\n\n\n<li>Strat\u00e9gie de r\u00e9f\u00e9rencement<\/li>\n\n\n\n<li>Annonces Shopping (Google Merchant Center)<\/li>\n\n\n\n<li>Tableaux de bord des performances marketing<\/li>\n\n\n\n<li>Google Analytics<\/li>\n\n\n\n<li>Google Tag Manager<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>D\u00e9couvrez comment Turko Marketing a augment\u00e9 la notori\u00e9t\u00e9 en ligne et les revenus de BALNEA sur un march\u00e9 concurrentiel.<\/p>\n","protected":false},"featured_media":7298,"menu_order":0,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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