LESSON TERM RH MONDAY THE 16 TH OF MARCH

 

LESSON TERM RH MO NDAY THE 16 TH OF MARCH

WORDS OF THE DAY

 My pitch

So let’s do so without furtherado = let’s get cracking = let’s put that show on the road = let’s start

 

STEP 1 DO YOU NEED HELP WITH YOUR PITCH

Write it down for me to collect and correct

 

STEP 2 WHERE WOULD YOU SELL YOUR PRODUCTS ?

On social media

 On the internet with the ecommerce

In a brick and mortar shop

 

WHAT ARE THE PROS AND CONS OF EACH SYSTEM ? GROUP WORK

 

STEP 2 ECOMMERCE VERSUS BRICK AND MORTAR

Read and decide where you would sell your product 

Ecommerce and brick-and-mortar: the main differences

Whether you're an entrepreneur starting a new business or an industry observer keen on market trends, understanding the eCommerce vs. brick-and-mortar debate is crucial for navigating the evolving landscape of retail, both as a seller or consumer.

When comparing eCommerce and brick-and-mortar, several key factors highlight their differences. Understanding these can help you decide which retail model aligns with your business goals or shopping preferences.

 

• Convenience(commodité) : Ecommerce wins on convenience, offering shopping from the comfort of your home. Brick-and-mortar requires a physical trip to the store.
• Reach(portée/ atteinte ) : Online stores have a global reach, while physical stores are limited to their very specific, set geographical location.
• Customer experience: Brick-and-mortar stores provide a sensory experience and personal interaction, which eCommerce tries to replicate with detailed product descriptions and customer reviews.
• Overhead costs(les frais généraux) : ECommerce generally has lower overhead costs than brick-and-mortar, which must contend( faire face à )  with expenses like rent and utilities( les charges) .

Is eCommerce killing brick and mortar?

 

The question of whether = if eCommerce is killing brick-and-mortar stores is a hot topic. To address this, let's look at a few current trends and ecommerce statistics.

• Adaptation: Many brick-and-mortar stores are integrating eCommerce elements to stay competitive. Many businesses are choosing to have both an eCommerce website and physical store—it's common amongst large brands, for example, Zara and H&M.
• Coexistence: Statistics show that while eCommerce is growing, there's still a significant demand for in-store experiences. A CX trends survey, for example, found that 70% of US shoppers still visit a physical retail store once a week.
• Digital transformation: Traditional stores are undergoing digital transformation, using technology to enhance the in-store experience. Such as click and collect services where a retail store will  receive on site a purchase that you have done on the internet for you to collect .

 

So maybe it's not so much a case of eCommerce killing brick-and-mortar but rather an evolution of retail where both can coexist and complement each other. The key for traditional stores is to adapt and find ways to leverage the strengths of both models.

 

Ecommerce	Brick and mortar shop = physical shop
It enables you to be a digital nomad    It enables you to have a broader customer base   It is easier to publicize = to make ads about your business = venture     Ecommerce is convenient = practical and suitable to your needs It offers a shopping experience from the comfort of your home   Ecommerce allows you to be competitive       It lowers the costs such as rent   It offers more choices	. it allows you to interact with customers It allows you to have a relationship with clients   It provides a sensory experience and personal interactions   It is easier to access especially for older generations

 

 

 

 

STEP 3 WHERE WOULD YOU PROMOTE YOUR PRODUCT ?

now time to promote your product SO WHERE WOULD YOU DO SO ?

 social media, tik tok …

READ AND DECIDE

A marketing strategy is a comprehensive plan that outlines how a business will promote its products or services to its target audience.

Traditional Marketing

Traditional marketing includes offline methods that have been used for decades, such as:

• Print advertisements in newspapers and magazines
• Television and radio commercials
• Billboards and signage
• Direct mail campaigns

While traditional marketing still has a role, its effectiveness often depends on the target market and industry. For example, print ads may work well for local businesses targeting older demographics, while radio spots might be ideal for reaching commuters.

QUESTIONS

1.    Give examples of traditional marketing strategies ?

Print advertisements ( publicité) in newspapers and magazines

Television and radio commercials ( la publicité à la télévision )

Billboards ( les panneaux publicitaires ) and signage

Direct mail ( courrier)  campaigns

2.    What is  the main target audience with traditional marketing strategies ?

older demographics

 

Digital Marketing

Digital marketing leverages online platforms and technologies to connect with audiences. Core components include:

• Social media marketing
• Search engine optimization (SEO)
• Email marketing
• Pay-per-click (PPC) advertising
• Content marketing

Digital marketing offers precise targeting, real-time analytics and cost-effective campaigns, making it a cornerstone of modern strategies. It’s particularly effective for reaching tech-savvy and younger audiences who spend significant time online.

 

QUESTIONS

3.    Give examples of digital marketing  strategies ?

Social media marketing

Search engine optimization (SEO)

Email marketing

Pay-per-click (PPC) advertising

Content marketing

 

4.    What is  the main target audience with traditional marketing strategies ?

 tech-savvy (savvy = CONNAISSEUR) and younger audiences

 

Embracing Artificial Intelligence (AI) in Marketing

AI is transforming marketing by automating processes, enhancing personalization and analyzing large datasets. Tools powered by AI can:

• Predict customer behavior
• Optimize ad placements
• Generate dynamic content

Chatbots, AI-driven email marketing campaigns and predictive analytics are just a few ways businesses can leverage this technology to stay ahead.

QUESTIONS

In what way can Ai help you improve your marketing strategy ?

• Predict customer behavior ( comportement)
• Optimize ad placements ( optimiser les lieux ou vous allez placer votre publicité)
• Generate = create  dynamic content

………………………………………………..

Social Media Strategies

Social media continues to be a powerful marketing channel, especially given the democratization of content creation through these sites and apps. Authenticity and community-building will be key to humanizing your brand. Platforms like LinkedIn and Twitter also remain essential for business-to-business (B2B) marketing. In 2025, prioritize:

• Short-form video content for platforms like Instagram Reels and TikTok
• Collaborations with micro-influencers
• Engaging stories and live streams

QUESTIONS

 Which social media strategies do you believe is the most effective ?

Short-form video content for platforms like Instagram Reels and TikTok

Collaborations with micro-influencers

Engaging stories and live streams

……………………………………………………..

Video Marketing

Video marketing remains one of the most effective ways to capture attention and convey messages. Live video, in particular, offers real-time interaction opportunities that can significantly boost engagement. Consider using:

• Behind-the-scenes footage to humanize your brand
• Tutorials and how-to videos to educate customers
• Shoppable videos (interactive videos allowing direct purchases) to drive conversions

QUESTIONS

1.    What is video marketing ?

Behind-the-scenes footage ( des prises de vues filmées pendant le tournage pour montrer ce qui se passe derrière )  to humanize your brand

Tutorials  and how-to videos to educate customers

Shoppable videos (interactive videos allowing direct purchases) to drive conversions

 

2.    …………………………

3.    Which video marketing strategy is the most effective ?

YOUR CHOICE …………………………………………………………………………………………………………..

Sustainability and Social Responsibility

Consumers increasingly prefer brands that align with their values. Highlighting your brand’s positive impact fosters loyalty and attracts socially conscious customers. You might showcase your commitment to sustainability and ethical practices through:

• Transparent supply chains
• Eco-friendly packaging
• Community involvement initiatives

QUESTIONS

1.    Why is it crucial for your company to be sustainable ?

BECAUSE Consumers increasingly prefer brands that align with their values ……………………………………………………………………………………………………………………..

2.     Which strategy  would you choose for your company ?

Your choice

 HOMEWORK : apprendre le vocabulaire en rouge 

employer le cours pour expliquer quelle stratégie vous adopteriez pour votre entreprise au moment de votre pitch