How do you turn the RE2020 regulation into a prime communication opportunity with construction specifiers?
Substance, style and flawless operational delivery
Like every French manufacturer in the construction and housing sector, the heating systems specialist brand Chaffoteaux (part of the Ariston group) found itself facing a newcomer in 2020: the RE2020 regulation!
Should the brand speak up on the subject or not? If so, what should it talk about, to whom and on which channels ? How could this message find its place within the brand's overall communication strategy? It was to find impactful and, above all, fruitful answers to these questions that Chaffoteaux entrusted us with setting up its communication programme around the new energy regulation.
BrandChaffoteaux (Ariston Group)
SectorHousing
BusinessHeating and domestic hot water
Website chaffoteaux.fr
Should you talk to your targets about regulatory topics?
Sharing knowledge about new standards is a communication opportunity
The construction and housing sectors are punctuated by the introduction of new standards, regulations and laws (Agec, REP, RE2020, DTU, etc.). For manufacturers whose customers and targets are affected, it is not always easy to know whether or not to speak up. To say what? To whom? And with what objective?
At the agency, we encourage you to position yourself as a partner to your targets in order to build brand preference and strengthen the bond that unites you with them.
Seen in this light, speaking up on regulatory topics such as RE2020 becomes a fantastic opportunity to prove to them that you are by their side to make their lives easier. Far more than an "industrial supplier", you will share knowledge with them and help them build their skills by turning this new standard into a communication opportunity.
Speaking up, yes — but never just for the sake of it
Chaffoteaux trusted Convergence to deliver a message with genuine added value
Convinced of the merits of speaking up about RE2020 to its targets (design consultancies, quantity surveyors, facility operators), the Chaffoteaux brand (whose gas heating solutions are directly affected by this new environmental regulation for buildings) also trusted us to deliver a message with genuine added value.
This took the form of a communication programme that was both ambitious in its style and demanding in its substance, built around comfort and the energy of the future.
The 5 pillars of Chaffoteaux's communications around RE2020
- Showcasing and giving visibility to the work Chaffoteaux had already been doing for many years
- Meeting a concrete need of the targets (getting a clear picture of RE2020)
- Adopting evidence-based messaging that provides clear solutions
- Strengthening the brand's leadership, in the wake of the Ariston group
- Communicating consistently throughout the year, not just as a one-off when the new regulation came out
A key message
#RE2020: TOWARDS A #RENEWAL OF THERMAL COMFORT WITH CHAFFOTEAUX
The RE becomes the common thread of Chaffoteaux's communications.
A message that plays visually on the initials " RE ", which embody the new 2020 Environmental Regulation (RE2020), and on the potential of the prefix " RE ", which begins many words belonging to the sphere of action and renewal in construction (REthink, REact, REvalue, etc.). The RE becomes the common thread of Chaffoteaux's communications. As for the programme, it is built around a variety of solutions such as:
- A dedicated web page on the brand's site, a genuine guide to RE2020 and Chaffoteaux solutions
- Articles in a variety of formats, produced by an editorial committee of experts, on specialised topics relevant to the brand's different targets
- A webinar bringing together experts
- A sales pitch document for its sales force
- Newsletters and an e-magazine to push out these different pieces of content
- Social media activity, primarily on LinkedIn
Results
A structured communications programme that genuinely gave Chaffoteaux unique leadership on topics relating to RE2020 and heating solutions.
Speaking up over the long term: a choice that pays off in building relationships
Chaffoteaux chose to communicate on a regular basis. It is the most effective strategy for truly turning a regulatory constraint into a marketing opportunity with construction specifiers (design consultancies, quantity surveyors, facility operators).
By addressing its targets regularly, Chaffoteaux gave itself the opportunity to build a relationship with them, while establishing a genuine fixture around RE2020. In doing so, it demonstrates its leadership across the sector.
This approach requires the ability to sustain pinpoint-accurate, ultra-efficient operational delivery over time. Which is handy, because that is our speciality at Convergence. 😉
Supporting the sales force
Chaffoteaux's communications around RE2020 also answered another of the great challenges shared by all construction and housing brands: giving its sales force the tools to convey the brand's messages effectively.
With the right weapons (a clear sales pitch and a self-explanatory PowerPoint presentation), the brand's account managers are then on the front line to carry the communication programme into the field.
A challenge that's not so hard to #REsolve when you have the right support!
Speaking up at the time of a regulatory change can be quite a challenge.
To turn this " constraint " into a communication opportunity and use it to build a special bond with your targets, you need to be able to count on an agency specialising in the construction industry , one that fully understands your challenges. Strategy, quality of messaging and operational delivery are essential to meeting this challenge.
That is exactly what we have been doing for over 30 years!
Our finest collaborations, told by the people who know them best
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
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
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 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
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'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
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
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
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
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
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
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
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 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
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
Discover our projects and work through our client case studies
Discover all our case studies
How do you celebrate a brand anniversary alongside the trade? A campaign that celebrates the brand by talking about others
How do you turn a sales campaign into a must-attend event? When a sell-out campaign is fully embraced on the ground
How do you turn a loyalty programme into an engaging relationship lever? Convergence supports Socoda in modernising its B2B loyalty programme
How do you relaunch a range in an ultra-competitive market? Creating preference among tradespeople by turning a technical task into a source of pleasure.
How do you turn a technical brand into a strategic partner for architects? Showcasing expertise to create value and anchor the B2B relationship for the long term.
