Long relegated to the end of the chain, small renovation tradespeople now find themselves on the front line thanks to the changes reshaping the construction market. They therefore represent a formidable growth lever for manufacturers, opening up long-term opportunities. The objective: to become the “preferred” brand.
From distant supplier to everyday partner, the manufacturer must change its posture. Its mission: making the job a success.
But beware: to make the tradesperson your best ally, you will need to meet their expectations and help them rise to their many challenges (read our previous articles on the subject: here and there). To win them over, building bonds and closeness would appear to be major levers of influence. Here are 5 keys to approaching this as a long-term endeavour.
1. Differentiate your approaches
More often than not, communicating with construction tradespeople amounts to addressing a shapeless, nebulous mass. As if there were “THE” tradesperson — a single, unique profile serving as a miraculous marketing persona. Yet, as everywhere, there are many singularities and differences between profiles. Since perfect is the enemy of good, it seems essential, at the very least, to distinguish the “long tail” (i.e. the mass of small tradespeople who fly under the radar and yet account for nearly two-thirds of the renovation market) from the “mid-to-large accounts” (i.e. tradespeople identified as significant local players).
While the former is often tedious to identify, and therefore to reach, it represents small volumes of business which — added together — form genuine market opportunities. The latter calls for specific, flattering treatment. Why not turn them into ambassadors for your brand?
2. Consider a data-driven approach
Many communication channels exist for reaching tradespeople. However, to secure a return on investment, it is important to know your audience well and address them with the right content, at the right time and at the right point of contact. In this respect, data represents a major asset that will enable action plans with a long-term vision. To collect it, in a targeted way and in compliance with the GDPR regulations in force, it is best to rely on engaging initiatives (games, competitions, etc.) and to make the most of the various communication channels available.
Digital will be a good foundation for this (social media, email campaigns, webinars, e-learning and so on), but let's not forget that the distributor often holds a solid, long-established “data capital”. It would be a shame not to lean on them to encourage the flow of information from the field (sales promotions, roadshows and the like)!
The criterion for success remains the essential recentring of the brand's current discourse: from distant manufacturer, it must become a “service brand” whose sole vocation is to support everyday work.
3. Think omnichannel
Yes, the modern tradesperson is connected — we see it every day. That is no reason to steer your strategy towards 100% digital. The golden rule remains the complementarity of the customer journey across physical and digital channels. So you will need to think “phygital”: digital initiatives must be paired with physical levers that allow the brand to take shape locally (in-branch events, training sessions, technical mornings and so on).
While digital nurtures and enriches the customer relationship over the long term, physical channels are often more conducive to triggering a sales conversation and to engagement. Construction is a profoundly “hands-on” world that demands local roots and strong brand proximity. Your sales teams, on the front line, are therefore an essential relay for your strategies.
Relationship-building: which initiatives should you bet on?
Claire Jumeau, project manager at Convergence
“The right solution — or solutions — always depends on the brand, its specific characteristics and its ambitions. In every case, it is about embracing a new way of considering the audience and the initiatives aimed at it. Based on the objectives and an overall vision, the right actions and media can then be defined.”
For example:
- Online service platform: technical assistance, news, configurators, quotation support, site delivery, hotline, FAQs...
- Content strategy / inbound marketing: newsletters, magazines, ebooks, blogs, email campaigns, tutorials, social media...
- Training programme: webinars, academies, tutorials
- Community engagement programme: ambassadors, clubs, premium events, privileged and exclusive offers, sales support tools
- Field initiatives: roadshows, technical mornings, site or factory visits...
4. Towards a conversational approach
Slashed prices are certainly still a stimulus, but they are no longer enough to hope to win the switch! As we have seen, combining marketing initiatives aimed at tradespeople is essential. On the one hand, maintaining the time-honoured trade marketing mechanics designed to keep stock rotating at builders' merchants and thus energise the point of sale.
On the other, strengthening relationship strategies aims to develop brand preference by enabling the manufacturer to enter into conversation with the tradesperson. The objective: to train, support and make tradespeople's daily lives easier by providing genuinely useful tools and content.
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5. Think long term
Construction is one of the worlds where practices carry the greatest inertia. With usage and habits that are often deeply entrenched, getting the tradesperson to switch and convert to your brand remains a long process. It will therefore be essential to develop long-term strategies and visions to avoid swinging swords at water.
Rather than big “one-shot” initiatives, priority should go to developing simple formats that are easy to set up, recurring and driven by a long-term vision. The objective is to create a regular rendezvous and make everyday work tangibly easier. Keep in mind: a privileged relationship between a brand and construction tradespeople is not built in a month!
If you think a communication agency specialising in construction can help you shape this thinking, all that remains is for me to invite you to click here to arrange a first conversation!