The G.P.S catalogue
How do you support tradespeople as closely as possible to their needs?
A subsidiary of the Saint-Gobain Distribution Bâtiment France group, DISPANO – a specialist merchant of timber products and derivatives – provides its tradesperson customers with a price catalogue every year: "L'Intégral". In 2017, for its 5th edition, the brand wanted to optimise the way it steers professionals.
Objective: to help them boost their performance and offer them solutions even better suited to their worksites.
To do so, it called on CONVERGENCE, whose task was to give this long-standing tool new, positive and innovative momentum.
BrandDISPANO (Groupe Saint-Gobain)
SectorConstruction – building – housing
BusinessBuilders' merchant specialising in timber and panels
Website dispano.fr
Challenges
The banner wanted to rethink the way it steers, informs and supports its customers — professional timber construction tradespeople — through its annual price catalogue.
The banner wanted to rethink the way it steers, informs and supports its customers – professional timber construction tradespeople – through its annual price catalogue. A wise choice, given that for tradespeople, saving time is a major challenge, as is being more responsive and effective in the solutions they recommend to their own customers.
" The catalogue needed a root-and-branch transformation to become a genuine practical guide," explains Geoffrey Saugeon, project lead.
We worked hand in hand with our client to rethink the catalogue's ergonomics. The priority: intuitive reading and searching.
As a result, 10 product categories are now clearly identified by a colour code, and the descriptions give pride of place to technical and installation information. The iconography — so important both for energising the pages and for guiding tradespeople through their reading — was not neglected either. Numerous visuals punctuate each of the 6 regional versions of this guide, for a total of nearly 2,500 pages !
The Convergence solution
Finding a new name more in keeping with the document's purpose
To become a genuine guide, "L'Intégral" became the " GPS ". A name perfectly in tune with the value proposition DISPANO offers professionals through its price catalogue. The proof :
- G FOR GUIDE: DISPANO offers a unique choice of rigorously selected products to support every tradesperson in their project. As well as full details of the banner's services.
- P FOR PRICE: Professionals find clear, transparent and accessible pricing to prepare their quotes without wasting time.
- S FOR STOCK: Over 20,000 product references are listed, accompanied by clear, direct and guaranteed information on their availability by branch.
Communicating effectively about this new tool
Choosing to improve a tool intended for your customers is all well and good! But for it to be used to best effect, the target needs to be properly informed! CONVERGENCE therefore put in place a complete launch programme: an in-store and digital communication plan relayed by DISPANO's 40 branches.
- A motion-design presentation video
- E-mailing campaigns
- In-store signage: counter displays, mobile POS displays, banners, etc.
"And above all… logistical support to ensure a coordinated launch of GPS to professionals across all branches, at the same time," explains Geoffrey Saugeon, managing partner at CONVERGENCE.
Under the magnifying glass
A personalised support methodology: the DISPANO case
- Setting up a dedicated project team
- Marketing diagnostic, analysis of targets, practices and behaviours
- Design: flatplan, art direction, prioritising and segmenting the information, highlighting high-added-value content...
- Production and delivery of the document using automated layout solutions that cut production times by nearly 60%
- Print management, production follow-up
Results
Every DISPANO customer now holds a comprehensive, easy-to-use tool.
By moving from " L'Intégral " to " GPS ", the banner left the simple catalogue behind.
It equipped itself with a genuinely unique guide : a benchmark working tool for professionals. Useful information, easy to consult, tailored to tradespeople's needs…
" GPS " allows DISPANO to stand by professionals more than ever, helping them perform ever better.
Our finest collaborations, told by the people who know them best
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
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
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
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
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
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
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'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 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
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
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
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 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 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
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
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
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