10 days to boost the pros' back-to-work season and energise the network
How do you build a meaningful sales campaign to drive purchases and build loyalty?
Asturienne – the roofing materials specialist – has been roofers' favourite banner for over 160 years.
For the construction industry's autumn 2017 restart, it wanted to energise its network of 60 branches through a major sales campaign. A large-scale mission it ultimately entrusted to Convergence after a consultation.
Our role: to design and roll out the new edition of the "JOURS ASTU", a campaign the brand had been building on for several months.
BrandASTURIENNE Saint-Gobain
SectorConstruction – housing
BusinessSpecialist roofing merchant
Website asturienne.fr
Building a sales highlight around the back-to-work season
Designing and rolling out a sales campaign raises many questions: how do you put in place promotional mechanisms that drive purchases and loyalty? How do you guarantee a campaign's success through impactful, differentiating communication?
It was by sharing the same #CULTUREPROS that Convergence enabled this benchmark banner for construction professionals to achieve its many objectives:
- Energising and driving the branch network during a key moment of the year
- Optimising the brand's visibility among the target audiences: tradespeople, roofers and construction professionals
- Involving and engaging professionals through a meaningful in-store activation
- Promoting "ASTU Le Club": the Asturienne customer loyalty programme, along with the banner's various services
To make this activation a successful large-scale campaign, it was imperative that it be rolled out and relayed through a specific communication plan both externally (to end customers) and internally (for the branches). Convergence therefore created an operational kit, made available to the various points of sale, to maximise the chances of success in the field.
Le témoignage de Mathilde Cuveillier, cheffe de projet
The project required separate thinking on substance and on style.
On substance, Convergence rolled out a sales mechanism based on a prize pyramid tied to cumulative purchases (or tiers). On style, the agency proposed that the banner embrace the codes of the space race! The idea: each tradesperson could make the Asturienne rocket lift off by accumulating points with their purchases. Notably via "boosters" placed on must-have products from the top 20% sellers. All of which allowed them to win numerous gifts.
In addition, various levers were activated to carry the sales campaign to the different targets:
- Promotional flyers mailed out and distributed in branches and to targeted tradespeople
- An in-store programme to be assembled according to each branch's ambitions: posters, POS displays, banners...
- A digital programme: banners, web pages, e-mailing, text messages...
This type of programme remains highly effective in the construction sector because it is easy to grasp and efficient. It is perfectly suited to customer acquisition and loyalty objectives.
Results
Asturienne was able to draw a very positive initial assessment of this new edition of the " JOURS ASTU "
Even though the campaign's results would only be known at the end of the second half of 2017, Asturienne was able to draw a very positive initial assessment of this new edition of the " JOURS ASTU ".
With good reason: the brand, like the branches taking part in the campaign, quickly recognised the value and potential of the sales mechanism rolled out by Convergence.
An initiative that notably allowed the " JOURS ASTU " to become an unmissable fixture between Asturienne and its professional customers.
Our finest collaborations, told by the people who know them best
Convergence's specialisation makes all the difference! I particularly appreciate their responsiveness, their ability to listen and the thinking they bring to our projects. Their strategic and operational support makes for a valuable, effective collaboration.
Virginie Q. Operational Marketing & Communications Manager
Convergence has been able to adapt to our organisation and has become a genuine day-to-day support as a hyper-specialist in communication for the construction industry.
Maxime B. Communications, Marketing and Specification Manager
Beyond the support we receive throughout a project, what is particularly valuable when working with Convergence is the upstream phase: they take the time to analyse the environment and the target audiences, and to take a step back. That is very important for our strategic projects!
Nicolas B. Client Marketing and Training Manager
Convergence has supported us for 5 years, on one-off projects as much as on more strategic challenges. Their knowledge of the sector, of our clients and of our challenges is genuine added value, and our collaboration grows richer project after project.
Aurélie B. Client Marketing and Communications Manager
When the time came to unveil our new brand platform, Convergence found just the right words to create a clear, impactful identity for us. Clients and employees alike embraced it immediately.
Priscille T. Operational Marketing Manager
Convergence imagined and delivered the tools best suited to the launch of our Elixair range, thanks to their knowledge of our sector, the quality of their work and their ability to push our thinking ever further. A true partnership of equals where we challenge each other to keep improving!
Katerina V. Global Communication Manager Pam Building
Thank you for your support — a successful campaign on every level, with KPIs that put a big smile on our faces 🤩
Anaïs G. Digital Specialist
The Convergence teams supported us in defining and structuring our new range. They helped us design a universe, messages and tools perfectly suited to our target audience, to convey the key information clearly and powerfully.
Alexandre P. Product, Communications and Digital Manager
Convergence stands out for its agile, professional support, offering excellent expertise across all of our launch projects. Strategies are tailor-made to our objectives and communication is always transparent!
Juliette T. Communications Manager
Working with Convergence means being able to put yourself in the hands of an enthusiastic, efficient team that understands our business challenges perfectly. Thank you for bringing our projects to life.
Alizée E. B2B2C Marketing Project Manager
In CONVERGENCE we found much more than a marketing agency: a true strategic partner, able to understand our challenges, take ownership of our objectives and turn them into impactful campaigns, always delivered with professionalism, creativity and positive energy.
Nadine C. & Marion C. Marketing and Communications Officers
Attentiveness, responsiveness, expertise and creativity are the words that best sum up our collaboration with Convergence. The agency has supported JELD-WEN in developing the brand for several years and has created a genuine campaign tone that quickly became the brand's signature.
Anne R. Marketing and Communications Manager
A responsive, available and highly rigorous team, with solid expertise in the construction sector and consistently sound advice. Their creative approach gave our catalogue a real boost. A big thank you to the whole Convergence team for their commitment and the quality of this great collaboration.
Lauren C. Publishing Manager
Thanks to Convergence's expertise in the construction sector, we were able to move forward much faster, developing tools perfectly suited to the specific needs of our B2B audience.
Rami J. Marketing and Communications Director
Convergence provides us with high-quality support, delivered by a responsive and fully committed team. Their excellent understanding of our challenges and specific needs, combined with their creativity and ability to deliver, is a real asset.
Eugénie C. Communications Manager
Since I arrived in the construction sector, working with Convergence has been a real asset. Their understanding of the market and its customers, their creativity and the quality of their support bring genuine added value to our campaigns. A trusted partner who is a pleasure to work with.
Valentine G. Marketing Manager
Working with Convergence makes a real difference on the various topics that concern us as a construction manufacturer. We don't need to train them — they already know the market.
Stefen W. Communications Officer
A great day-to-day collaboration: the team immediately understood the PUM universe, while bringing innovative ideas to the table. Special thanks to Véronique for the quality of our exchanges and her responsiveness, which make projects smooth and efficient.
Lea C. Commercial Communications Officer
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