{"id":22634,"date":"2026-06-10T10:13:22","date_gmt":"2026-06-10T08:13:22","guid":{"rendered":"https:\/\/www.univ-smb.fr\/iae\/?p=22634"},"modified":"2026-06-10T10:13:22","modified_gmt":"2026-06-10T08:13:22","slug":"liae-savoie-mont-blanc-au-service-de-la-valorisation-des-fromages-igp-savoyards-savoicime","status":"publish","type":"post","link":"https:\/\/www.univ-smb.fr\/iae\/2026\/06\/10\/liae-savoie-mont-blanc-au-service-de-la-valorisation-des-fromages-igp-savoyards-savoicime\/","title":{"rendered":"L\u2019IAE Savoie Mont Blanc au service de la valorisation des fromages IGP savoyards (SAVOICIME)"},"content":{"rendered":"

Le vendredi 3 avril 2026, l\u2019IAE Savoie Mont Blanc, repr\u00e9sent\u00e9 par Lydie BONNEFOY-CLAUDET<\/a>, a pris part \u00e0 l\u2019assembl\u00e9e g\u00e9n\u00e9rale de SAVOICIME<\/strong>, organisme de d\u00e9fense et de gestion des trois fromages IGP savoyards : l\u2019Emmental de Savoie, la Tomme de Savoie et la Raclette de Savoie.<\/p>\n

\u00c0 cette occasion, Lydie BONNEFOY-CLAUDET, enseignante-chercheuse \u00e0 l\u2019Universit\u00e9 Savoie Mont Blanc depuis 14 ans et sp\u00e9cialiste du marketing et du comportement du consommateur, est intervenue aux c\u00f4t\u00e9s d\u2019Antoine LONGERAY,\u00a0<\/a> charg\u00e9 de projets \u00e9v\u00e9nementiels \u00e0 Savoicime et dipl\u00f4m\u00e9 du master Management et Ing\u00e9nierie des \u00c9v\u00e9nements de l’IAE Savoie Mont Blanc<\/a>, autour de la th\u00e9matique :<\/p>\n

\u00ab En quoi l\u2019\u00e9v\u00e9nementiel, \u00e0 travers l\u2019exp\u00e9rience propos\u00e9e aux consommateurs, constitue-t-il un levier essentiel d\u2019une strat\u00e9gie de communication capable de r\u00e9pondre aux objectifs marketing ? \u00bb<\/strong><\/em><\/p>\n

Pendant pr\u00e8s d\u2019une heure, devant une centaine de repr\u00e9sentants de la fili\u00e8re IGP savoyarde ( producteurs laitiers, fromagers, producteurs fermiers, partenaires financiers et \u00e9lus) les intervenants ont mis en lumi\u00e8re le r\u00f4le strat\u00e9gique de l\u2019\u00e9v\u00e9nementiel dans la communication des marques et des produits de terroir.<\/strong><\/p>\n

\"image<\/p>\n

L\u2019intervention s\u2019est articul\u00e9e autour de trois temps forts. Antoine LONGERAY a tout d\u2019abord pr\u00e9sent\u00e9 la place de l\u2019\u00e9v\u00e9nementiel dans la strat\u00e9gie de communication des trois fromages IGP de Savoie<\/strong>. Lydie BONNEFOY-CLAUDET a ensuite d\u00e9velopp\u00e9 l\u2019importance de concevoir une v\u00e9ritable exp\u00e9rience consommateur<\/strong> lors des \u00e9v\u00e9nements afin de marquer durablement les participants. Illustr\u00e9e par plusieurs exemples concrets men\u00e9s par SAVOICIME, son intervention a notamment montr\u00e9 comment l\u2019\u00e9v\u00e9nementiel permet de donner du sens aux messages de communication et de renforcer le lien \u00e9motionnel avec les consommateurs.<\/strong><\/p>\n

La conf\u00e9rence s\u2019est conclue par une r\u00e9flexion sur l\u2019impact de l\u2019\u00e9v\u00e9nementiel dans le processus d\u2019achat et sur la n\u00e9cessit\u00e9 de construire une strat\u00e9gie pens\u00e9e en trois temps : avant, pendant et apr\u00e8s l\u2019\u00e9v\u00e9nement. L\u2019objectif \u00e9tait de d\u00e9montrer qu\u2019une action \u00e9v\u00e9nementielle ne se limite pas au jour J, mais qu\u2019elle s\u2019inscrit dans une d\u00e9marche globale, coh\u00e9rente et pr\u00e9par\u00e9e en amont.<\/p>\n

Cette intervention a \u00e9galement permis de rappeler que les \u00e9v\u00e9nements constituent un levier particuli\u00e8rement efficace pour renforcer la notori\u00e9t\u00e9, l\u2019image et l\u2019attractivit\u00e9 des fromages IGP savoyards. En proposant une exp\u00e9rience immersive aux consommateurs, ils favorisent l\u2019adh\u00e9sion aux valeurs des produits tout en compl\u00e9tant efficacement les autres actions de communication d\u00e9ploy\u00e9es par la fili\u00e8re.<\/p>\n

Cr\u00e9dits photo\u00a0: Yohann BERDUGO SAVOICIME<\/p>\n","protected":false},"excerpt":{"rendered":"

Le vendredi 3 avril 2026, l\u2019IAE Savoie Mont Blanc, repr\u00e9sent\u00e9 par Lydie BONNEFOY-CLAUDET, a pris part \u00e0 l\u2019assembl\u00e9e g\u00e9n\u00e9rale de SAVOICIME, organisme de d\u00e9fense et de gestion des trois fromages IGP savoyards : l\u2019Emmental de […]<\/p>\n","protected":false},"author":490,"featured_media":22637,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"","_seopress_redirections_param":"","_seopress_redirections_type":0,"_seopress_analysis_target_kw":"","_seopress_news_disabled":"","_seopress_video_disabled":"","_seopress_video":[],"_seopress_pro_schemas_manual":[],"_seopress_pro_rich_snippets_disable_all":"","_seopress_pro_rich_snippets_disable":[],"_seopress_pro_schemas":[],"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-22634","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-iae-et-entreprises"],"acf":[],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/www.univ-smb.fr\/iae\/wp-content\/uploads\/sites\/115\/2026\/06\/image-a-la-une183.png","_links":{"self":[{"href":"https:\/\/www.univ-smb.fr\/iae\/wp-json\/wp\/v2\/posts\/22634","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.univ-smb.fr\/iae\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.univ-smb.fr\/iae\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.univ-smb.fr\/iae\/wp-json\/wp\/v2\/users\/490"}],"replies":[{"embeddable":true,"href":"https:\/\/www.univ-smb.fr\/iae\/wp-json\/wp\/v2\/comments?post=22634"}],"version-history":[{"count":1,"href":"https:\/\/www.univ-smb.fr\/iae\/wp-json\/wp\/v2\/posts\/22634\/revisions"}],"predecessor-version":[{"id":22643,"href":"https:\/\/www.univ-smb.fr\/iae\/wp-json\/wp\/v2\/posts\/22634\/revisions\/22643"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.univ-smb.fr\/iae\/wp-json\/wp\/v2\/media\/22637"}],"wp:attachment":[{"href":"https:\/\/www.univ-smb.fr\/iae\/wp-json\/wp\/v2\/media?parent=22634"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.univ-smb.fr\/iae\/wp-json\/wp\/v2\/categories?post=22634"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.univ-smb.fr\/iae\/wp-json\/wp\/v2\/tags?post=22634"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}