Antoine JAMBARTAs founder of Boomerang Conseil, could you briefly present your company?

Companies and organisations like the CNE understand the need to use social media (Facebook, Instagram, LinkedIn, Twitter, YouTube, etc.) in order to improve business. Boomerang Conseil is here to help them.

For instance, we help our clients to develop their visibility, influence a target market and recruit personnel. We also help expand their customer base and build up loyalty (cross-selling) as well as win new accounts.

We work as a consulting firm and a training company. We do not manage our clients’ social media accounts for them; we help them become capable of handling them on their own.

Two years after Boomerang Conseil was founded, we now have dozens of clients all over France. All kinds of companies are represented. We are active all over France and particularly in the BtoB sector (manufacturers, consulting firms, etc.) but also in BtoC (stores, shops, etc.).

The world is clearly changing and social media have now become inevitable. Can you tell us how important they are for the impact of a communication campaign?

Social networks are not the ‘supreme channel’ destined to supersede all others – at least not yet.

However, to decide not to use them in 2016 is a little like deciding not to have a website in 2005. Influence on the Internet has shifted from the website towards social networks. Most people now consider – mostly unconsciously – that the Internet is one and the same with applications and social media environments.

Opinions have completely changed on this matter in the last few years.

Using social networks smartly involves deciding to be active on them regularly and in the long-term but mainly to connect with major actors in your sector. For instance, if you are connected with an influential journalist in your sector and succeed in making him or her an advocate for your brand, if he retweets your publications on Twitter, i.e. if he relays your message, then you are potentially reaching all his Followers, who happen to be your target. This way, you are triggering a well targeted potential influence, even if you have very few Followers of your own.

Could you tell us in a few words what you would advise the CNE to do to increase its visibility?


Think long-term. The CNE is running a marathon. Social networks will, and must be, part of a lasting daily routine. In other words, efficient social networking is like brushing your teeth. It has to be done every day.

  • Be surprising. The CNE should not speak about packaging in a manner that is too expected or ‘corporate’. It ought to identify and exploit all angles which are likely to catch the attention of its target audience and then maintain an active, or better yet, interactive connection.
  • Share it out. Letting a single person manage social networks without allowing others to play a role would be a bad idea. Effective social networking is a team effort.

Packaging is often considered to be a mysterious object little known to the general public, sometimes even depreciated. To what extent would social networking enable the CNE to prove that our modern societies need a minimum of packaging?

Social media are an excellent way to advocate your brand in a subtle manner. It is optimal ‘Permission Marketing’ (see Seth Godin

They help you define key messages (i.e. packaging and hygiene are indeed intertwined, but so are packaging and design, packaging and delight, etc.) and allow you to use Facebook, Twitter or LinkedIn as distribution channels using ‘drip marketing’ logic.

Messages should be short, very simple and often visual. They ought to be published regularly and over a long period of time as well as call for reactions, comments and discussion. That is the whole point: becoming viral.

Because of its nature, this means of communication is perceived as much less aggressive than traditional commercials on TV or on the radio for instance.

What are the main concerns facing packaging? Does the CNE have a legitimate claim in documenting some of these concerns?

From what I gathered, the main concerns regarding packaging nowadays are related to the environment and being green.

Clearly, the CNE has a central role to play in this matter. Packaging is its trade and it has deep knowledge of the subject. Its voice, the voice of all its members who will also be able to benefit from the influence the CNE, is going to develop on social media!

Do you have another topic you would like to discuss in this newsletter?

Well, as a young entrepreneur – not as young as you might think, I am 45 years old and Boomerang Conseil is actually my third company – desirous of growing my company, I would like to invite readers to contact us: – +33 (0)7 77 20 62 05

Boomerang Conseil is also a ‘training organisation’, so it is possible to have training costs reimbursed.

Mar 2016

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