Mémoire-projet

Abstract

This thesis addresses a practical question for a centenary Belgian dealer group : how to build an internal commercial communication strategy which increases the visibility of the Spirletautomobiles Group, particularly on digital channels while reducing dependence on external agencies, implemented through the #RestonsBranchés EV test-drive program. The work combines a structured literature review (digital/omnichannel, B2B communication, persuasion) with a qualitative study using semi-structured interviews with business decision-makers. This approach was chosen to understand motivations, barriers and preferred touchpoints with the depth a purely quantitative design would miss. Results show that companies are open to longer EV trials when the process is simple and support is provided. Clear proof points like total cost of ownership (TCO), driving range, and charging process and peer testimonials work better than generic promises. Email/newsletters, industry media, and LinkedIn are effective first touchpoints, supported by targeted in-person meetings for high-value deals. From these insights, the thesis proposes a practical step-by-step plan : build a small internal marketing “core” to plan, produce, and measure owned/paid content ; run #RestonsBranchés as a B to B proof of-concept funnel, from brief to debrief, with light support to reduce friction ; adapt channels and messages by sector, using LinkedIn, newsletters, and expert content to create demand, then events or technical reviews to convert ; apply persuasion methods that start from pain points and end with measured gains. Expected results: higher awareness, more qualified leads among fleet stakeholders, faster learning on EV objections, and greater autonomy in digital communication.