How do you create brand preference among tradespeople?
Sharing knowledge, building skills and showcasing know-how
A technical subject that often gets sidelined
For plumbers and heating engineers, water treatment is a topic often relegated to the back burner. Too technical? Not profitable enough? Not visible enough? And yet it is a key subject: for the durability of installations, customer satisfaction and the energy performance of homes.
At BWT, the European leader, one conviction stands out: water treatment is a real opportunity for on-site pros. They just need to be given the means to seize it!
An e-magazine dedicated to professionals
To bring this ambition to life, together with BWT we designed and developed a medium unique on the market: the BWT PRO MAG, the water treatment blog dedicated to plumbing and heating installers.
A tool designed by and for on-site pros, with a clear editorial line: friendly, accessible, never preachy. We talk regulations, worksites, sales tips... but always with the tone and examples of the field.
It is a brand media with strong added value, designed to build connection and competence.
Useful, varied, actionable content
- In-depth articles on water treatment solutions, their uses and their benefits
- Expert insights into regulations and market challenges
- Interviews with pros, worksite feedback, customer case studies
- Sales tips and pitch techniques
- Downloadable practical fact sheets: checklists, infographics, guides
- Video web series with a relaxed tone, close to on-site realities
- Social media content to ensure effective distribution right where the pros are
RESULTS
Content that builds skills... and trust
The BWT PRO MAG enables the brand to build a direct, lasting and constructive relationship with installers.
- It repositions water treatment as a matter of skill and differentiation.
- It gives the pros practical keys to grow their business, build customer loyalty and showcase their expertise.
- It strengthens BWT's legitimacy as an expert brand that is useful and close to the field.
With the BWT PRO MAG, the brand isn't just selling water softeners: it is helping tradespeople become ambassadors for water quality. And that changes everything.
Our finest collaborations, told by the people who know them best
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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