Le Tour de France : origines et développement marketing

Le cyclisme se décline en plusieurs épreuves plus ou moins extrêmes avec des deux-roues de calibres différents. Si la course d’obstacle et les figures privilégient le VTC ou le VTT, bien plus résistant aux chutes ainsi qu’aux intempéries, la course de vitesse et d’endurance, elle, s’effectue avec un vélo de course, fin et léger comme pour le Tour de France qui s’est déroule cet été.
Mais d’où vient le Tour de France ? Et comment a-t-il été utilisé pour des opérations marketing ?

Le Tour de France

Le Tour de France, une idée d’Henri Desgrange et du journal de L’Auto – existe depuis 1903, il fêtera donc ses 110 ans l’année prochaine. Lors de son apparition, c’était une soixantaine de coureurs cyclistes qui se sont retrouvés au départ d’une course traversant tout le pays sur une distance de 2 500 kilomètres, ce qui semblait, à l’époque, une véritable épreuve de force. Seuls 21 coureurs ont réussi à franchir la ligne d’arrivée et ont subjugué, par la même occasion, tout le pays. Depuis ce jour, cette course se produit chaque année en été pour le plus grand bonheur des grands comme des plus petits, amateurs de courses cyclistes.

Le Street Marketing

Mais le Tour de France n’échappe pas, comme l’organisation des grands événements sportifs quel que soit le sport choisi, à des opérations marketing, savamment orchestrés. Le Tour de France fait la part belle au street marketing, qui convient à interpeller les gens dans la rue, pour leur faire connaître et aimer un produit. Cela peut aller de la distribution de flyers ou échantillons, à la transformation urbaine : prise de possession des lieux et de l’environnement. Le Tour de France étant un événement qui attire un large public toute tranche d’âge et toute catégorie socio-professionnelle confondue. De ce fait, des marques telles que Vittel, Banette, Alcatel ou encore Sojasun dépensent des millions d’euros pour être présentes pendant le Tour de France et distribuent des bons de réduction et goodies. Un positionnement cohérent pour accentuer sa notoriété et sa visibilité, qui aujourd’hui s’adaptent aux nouvelles technologies et attirent Garmin. Seulement, les marques pourraient, à terme, se faire prendre à leur propre jeu. En effet, la multiplication des marques et leur attrait pour le Tour de France peut noyer le public sur de nombreuses marques et développer l’effet contraire à celui escompté. En effet, trop de visibilité tue la visibilité. Le street marketing et le marketing sauvage sont en effet devenus des spécialités et des corps de métier à part entière, en raison de l’importance de ces stratégies en termes de connaissance.

 

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