Tools that celebrate tradespeople
How do you run sales activations for a community of tradespeople all year round?
Making tools for professional tradespeople is one thing. But designing first-rate power and pneumatic tools, conceived to fit the tradesperson's hand perfectly, is quite another. That is the mission of FESTOOL, which presents itself as the designer and manufacturer of "tools for the most demanding requirements".
To energise its sales relationship with construction tradespeople, the brand entrusted Convergence with designing and rolling out a relationship activation mechanism aimed at its targets.
A clear challenge: speaking up and nurturing the bond with tradespeople
The mission given to the agency was clear: to speak up and nurture the bond with construction tradespeople throughout the year, presenting innovations in combined systems, products and services.
The objective was to generate traffic in the various networks distributing FESTOOL systems: generalist and specialist builders' merchants, paint wholesalers, hardware stores, etc.
More than ever, tradespeople are becoming the specifiers of their own equipment with their distributor.
The timing of the action was essential: a first generalist campaign, "FESTOOL et vous !", was rolled out in spring 2016. It aimed to develop combined product/service offers, showcase innovations, and offer tradespeople gifts to be won throughout the year. This activation built on the strong closeness and engagement that exist between the brand and its customers (the "FESTOOL fans").
The brand spoke up again in autumn 2016 with two "specialist" campaigns aimed at painting and timber professionals (joiners, fitters, …). An opportunity to develop ultra-targeted messaging and showcase strong market expertise.
The tone of the communication is deliberately clear and direct: suited to the pragmatism of the tradesperson target. The brand explicitly demonstrates its expertise in the service of efficiency and comfort on the worksite. The presentation of innovations and offers is paired with relationship-building actions: newsletter sign-up, trade show invitations, the offer to receive the FESTOOL catalogue…
Results
FESTOOL delivers on its mission: guaranteeing the tradesperson's success and pride
By putting in place an annual relationship dynamic, FESTOOL delivers on its mission: guaranteeing the tradesperson's success and pride.
It provides the keys for construction professionals to focus on what matters most: their work.
By supporting every tradesperson and making their daily life easier, the brand earns the engagement it enjoys from its community.
Our finest collaborations, told by the people who know them best
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
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
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
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 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
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
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
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
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
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
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
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 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'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
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
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
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