{"id":240299,"date":"2023-05-31T15:46:07","date_gmt":"2023-05-31T13:46:07","guid":{"rendered":"https:\/\/rtrsports.com\/jump-start-sports-marketing\/"},"modified":"2026-09-08T14:57:12","modified_gmt":"2026-09-08T12:57:12","slug":"jump-start-sports-marketing","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/fr\/blog\/jump-start-sports-marketing\/","title":{"rendered":"La Th\u00e9orie du Jump Start Marketing dans le Marketing Sportif"},"content":{"rendered":"

Les professionnels du marketing sportif connaissent bien le nom de Jon Spoelstra<\/strong>, l’un des innovateurs et praticiens les plus c\u00e9l\u00e8bres du sports marketing des trente derni\u00e8res ann\u00e9es. Avec Veeck, Hagstrom, Levine<\/strong> et d’autres sp\u00e9cialistes des principales ligues professionnelles am\u00e9ricaines entre les ann\u00e9es 1980 et 1990, Spoelstra<\/strong> a cr\u00e9\u00e9 certaines des campagnes de communication sportive les plus m\u00e9morables jamais con\u00e7ues. La plus embl\u00e9matique fut ce qu’on appela le “rubber chicken day”<\/strong> : en 1994, en tant que directeur marketing des New Jersey Nets<\/strong>, Spoelstra fit exp\u00e9dier des milliers de poulets en caoutchouc \u00e0 tous les abonn\u00e9s qui n’avaient pas encore renouvel\u00e9 leur place, accompagn\u00e9s du message “Don’t Fowl Out”<\/strong> \u2014 un jeu de mots entre “ne te fais pas expulser” (foul-out) et le mot anglais fowl, signifiant volaille.<\/p>\n\n

Ce qui fait de cet \u00e9pisode bien plus qu’une anecdote marketing : les Nets \u00e9taient alors l’une des franchises les moins comp\u00e9titives de la NBA. Spoelstra n’avait pas un meilleur produit \u00e0 vendre. Il avait le m\u00eame produit \u2014 et devait trouver un moyen de le rendre d\u00e9sirable. C’est de cette tension, entre un produit immuable et un public qui n’en veut pas, que na\u00eet la th\u00e9orie du Jump-Start Marketing.<\/p>\n\n

Jump Start Marketing : qu’est-ce que c’est et d’o\u00f9 \u00e7a vient<\/h2>\n\n

La m\u00e9taphore choisie par Spoelstra n’est pas anodine. Le Jump-Start<\/strong> \u2014 d\u00e9marrer une voiture avec des c\u00e2bles quand la batterie est compl\u00e8tement \u00e0 plat \u2014 d\u00e9crit exactement la situation de d\u00e9part : un produit qui ne bouge pas, un public qui n’ach\u00e8te pas, et la n\u00e9cessit\u00e9 de trouver une \u00e9nergie externe pour remettre le syst\u00e8me en marche. L’objectif final, cependant, n’est pas un produit diff\u00e9rent : c’est le m\u00eame produit, vu diff\u00e9remment.<\/p>\n\n

La condition d’applicabilit\u00e9 est pr\u00e9cise : la th\u00e9orie du Jump-Start s’applique uniquement aux produits sportifs d\u00e9j\u00e0 existants, non modifiables dans leur nature, qui n’obtiennent pas le succ\u00e8s escompt\u00e9<\/strong>. Ce n’est pas une th\u00e9orie de d\u00e9veloppement de produit : c’est une th\u00e9orie de repositionnement.<\/p>\n\n

“Si les gens n’ach\u00e8tent pas votre produit \u2014 argumente Spoelstra \u2014 il y a une raison. Les choses ne se produisent pas par hasard. Le Jump-Start Marketing ne signifie pas prendre un produit que personne ne veut et le forcer aux consommateurs. Il s’agit plut\u00f4t de prendre un produit que personne ne veut et de le repositionner et le r\u00e9former jusqu’\u00e0 ce qu’il devienne quelque chose dont ils ne peuvent plus se passer.”<\/em><\/p>\n\n

Les 19 r\u00e8gles du Jump Start Marketing<\/h2>\n\n

19 sont les r\u00e8gles<\/strong> d’une campagne de Jump-Start dans le marketing sportif. Ces r\u00e8gles \u00e9taient tellement codifi\u00e9es que Spoelstra remettait \u00e0 tous ses collaborateurs un petit manuel avec les 19 points, pour s’assurer qu’ils \u00e9taient scrupuleusement suivis.<\/p>\n\n

    \n
  1. Si vous voulez des r\u00e9sultats, vous et toute votre \u00e9quipe devez \u00eatre hautement motiv\u00e9s<\/strong> \u00e0 essayer de nouvelles approches et des mod\u00e8les non conventionnels.<\/li>\n
  2. Ne croyez jamais \u00eatre quelque chose de diff\u00e9rent de ce que vous \u00eates<\/strong>. Acceptez les limitations r\u00e9alistes de votre produit.<\/li>\n
  3. Augmentez la fr\u00e9quence d’achat de vos clients<\/strong>. La premi\u00e8re chose est d’avoir des clients et d’augmenter le volume des ventes vers eux.<\/li>\n
  4. Trouvez toujours un moyen d’obtenir le nom, pr\u00e9nom, adresse et num\u00e9ro de t\u00e9l\u00e9phone de vos clients<\/strong>.<\/li>\n
  5. Ce n’est pas le concierge qui sonnera la charge. L’impulsion la plus efficace vient toujours du sommet<\/strong>.<\/li>\n
  6. D\u00e9clenchez de grands changements par de petites exp\u00e9riences<\/strong>. Spoelstra promouvait la cr\u00e9ation d’un “marketing terrorist group for innovation”<\/strong> au sein des \u00e9quipes avec lesquelles il travaillait.<\/li>\n
  7. N’attendez pas d’\u00eatre en crise pour essayer de nouvelles approches<\/strong>. Continuez \u00e0 innover en permanence.<\/li>\n
  8. Pour chaque action marketing, assurez-vous de trouver un bon moyen de la faire approuver par vos sup\u00e9rieurs<\/strong>.<\/li>\n
  9. Vendez uniquement des produits et services que les clients veulent acheter<\/strong>.<\/li>\n
  10. Le marketing sportif ne se fait pas depuis un bureau<\/strong>. Il se fait parmi les gens, au milieu du public.<\/li>\n
  11. Ne cherchez pas \u00e0 faire de tout le monde vos clients. S\u00e9lectionnez soigneusement votre cible<\/strong> et consacrez-leur temps et ressources.<\/li>\n
  12. Ne faites pas confiance aux recherches faites par d’autres<\/strong>. Si vous voulez savoir quelque chose sur vos clients, parlez-leur directement.<\/li>\n
  13. Faites de vos clients des h\u00e9ros<\/strong>. Produisez des rapports d\u00e9montrant que chaque euro d\u00e9pens\u00e9 est bien investi.<\/li>\n
  14. Cr\u00e9ez des incitations \u00e0 la cr\u00e9ativit\u00e9<\/strong>, \u00e0 la passion, \u00e0 l’innovation.<\/li>\n
  15. Rendez chaque accord trop avantageux pour \u00eatre refus\u00e9<\/strong>. Spoelstra cr\u00e9a un forfait famille avec 4 billets, d\u00eener et boissons au prix d’un billet ordinaire \u2014 sold-out, avec effet d’entra\u00eenement sur toute la saison.<\/li>\n
  16. Impliquez les autres d\u00e9partements de l’organisation<\/strong>. Le marketing ne peut pas rester enferm\u00e9 dans un seul bureau.<\/li>\n
  17. Diff\u00e9renciez entre petits et grands clients<\/strong>. Selon le principe de Pareto, 20 % des clients g\u00e9n\u00e8rent 80 % des revenus.<\/li>\n
  18. Dans les moments difficiles, au lieu de licencier, embauchez plus de personnes pr\u00eates \u00e0 travailler \u00e0 la commission<\/strong>.<\/li>\n
  19. Fixez-vous des objectifs ambitieux<\/strong> et trouvez la mani\u00e8re la plus agr\u00e9able de les atteindre.<\/li>\n<\/ol>\n\n

    Jump Start Marketing et parrainages sportifs : les applications en 2024<\/h2>\n\n

    Ce qui frappe, en relisant ces 19 r\u00e8gles presque trente ans plus tard, c’est combien elles ont peu vieilli. Elles parlent d’\u00e9couter le client plut\u00f4t que de se fier \u00e0 des \u00e9tudes de march\u00e9 abstraites. Ceux qui \u00e9valuent les parrainages dans le motorsport<\/a> \u2014 Formule 1, MotoGP, WEC \u2014 trouvent dans ces principes un guide direct pour construire des packages de sponsoring qui soient impossibles \u00e0 refuser.<\/p>\n\n

    La r\u00e8gle 6 \u2014 petites exp\u00e9riences avant les grands investissements \u2014 et la r\u00e8gle 13 \u2014 documentez les r\u00e9sultats pour les sup\u00e9rieurs de fa\u00e7on convaincante \u2014 d\u00e9crivent exactement le d\u00e9fi d’un marketing manager qui doit apporter la justification d’un budget de parrainage devant le conseil d’administration.<\/p>\n\n

    Ice to the Eskimos<\/h2>\n\n

    Le livre dans lequel Spoelstra expose ses th\u00e9ories s’appelle “Ice to the Eskimos”<\/em> \u2014 notre version de “vendre des gla\u00e7ons au p\u00f4le”. Le titre n’est pas une plaisanterie : c’est une d\u00e9claration de m\u00e9thode. Tout produit, m\u00eame celui qui semble impossible \u00e0 vendre, a un public \u2014 \u00e0 condition de trouver le bon cadre pour le pr\u00e9senter.<\/p>\n\n

    C’est quelque chose que les sponsors, les agences et les propri\u00e9t\u00e9s sportives dans le motorsport ne peuvent plus se permettre d’ignorer. Et qui, dans un march\u00e9 o\u00f9 l’attention s’est fragment\u00e9e et les audiences se sont multipli\u00e9es, devrait \u00eatre exploit\u00e9 aujourd’hui avec encore plus de syst\u00e9maticit\u00e9.<\/p>\n\n

    Questions fr\u00e9quentes sur le Jump Start Marketing<\/h2>\n\n
    Qu’est-ce que le Jump Start Marketing ?<\/strong>

    C’est la th\u00e9orie de marketing sportif d\u00e9velopp\u00e9e par Jon Spoelstra pour relancer un produit sportif existant qui n’obtient pas le succ\u00e8s attendu.<\/p><\/div>

    Qui est Jon Spoelstra ?<\/strong>

    C’est l’un des sp\u00e9cialistes du marketing sportif les plus influents des \u00c9tats-Unis. Il a th\u00e9oris\u00e9 le Jump Start Marketing dans le livre “Ice to the Eskimos” (1997).<\/p><\/div>

    Quand doit-on appliquer le Jump Start Marketing ?<\/strong>

    Uniquement \u00e0 des produits sportifs d\u00e9j\u00e0 existants qui ne fonctionnent pas sur le march\u00e9.<\/p><\/div>

    Comment le Jump Start Marketing s’applique-t-il aux parrainages sportifs ?<\/strong>

    Les principes de Spoelstra guident la construction de packages de sponsoring impossibles \u00e0 refuser.<\/p><\/div>

    Quelle est la diff\u00e9rence entre le Jump Start Marketing et le marketing sportif conventionnel ?<\/strong>

    Le Jump Start Marketing part du principe que le produit a des limites immuables et que le travail du marketeur est de le faire fonctionner quand m\u00eame.<\/p><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"

    Les professionnels du marketing sportif connaissent bien le nom de Jon Spoelstra, l’un des innovateurs et praticiens les plus c\u00e9l\u00e8bres du sports marketing des trente derni\u00e8res ann\u00e9es. Avec Veeck, Hagstrom, Levine et d’autres sp\u00e9cialistes des principales ligues professionnelles am\u00e9ricaines entre les ann\u00e9es 1980 et 1990, Spoelstra a cr\u00e9\u00e9 certaines des campagnes de communication sportive les […]<\/p>\n","protected":false},"author":2,"featured_media":177467,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20128],"tags":[],"class_list":["post-240299","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportif"],"acf":[],"contentshake_article_id":"","yoast_head":"\nJump Start Marketing Sportif : Les 19 R\u00e8gles de Spoelstra | RTR Sports<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez la th\u00e9orie du Jump Start Marketing de Jon Spoelstra : 19 r\u00e8gles pour repositionner des produits sportifs. 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