France Matériaux : How do you modernise a brand while strengthening sales activation?
Rethinking the identity and structuring the year with an operational marketing plan
A brand on the move,
between modernisation and on-the-ground pragmatism
France Matériaux, a national group of builders' merchants (250+ points of sale), is driving an ambitious agenda: modernising its brand image while strengthening the activation of its network. A strategy aimed at both industry professionals and private customers, with a clear stance: to be an accessible, friendly worksite partner, dedicated to the performance of its independent members.
BrandFrance Matériaux
SectorBuilding, construction
BusinessBuilding materials merchant
Website france-materiaux.fr
ChallengeBuilding a strong and distinctive brandGrowing your business through operational marketing
Delivered byConvergence, communication agency for construction and housing
Clarify the identity and structure the sales activation
Standardise the point-of-sale presence while taking account of local differences and constraints.
Assert the brand's stance: close, expert and useful, for both the pros and private customers.
Energise the network with regular, engaging highlights.
Convergence supported France Matériaux in overhauling its brand platform, visual identity and graphic guidelines.
The objective: to clarify the brand's DNA and give it the codes of a modern, impactful brand.
Particular care was taken over the retail branding guidelines, notably through window display staging, so that the brand concept can be applied operationally whatever the format or location of the point of sale.
Creating a commercial common thread: “Chantiers Gagnants”
To anchor the commercial momentum over time, we created a signature common thread, “Chantiers Gagnants”, which structures the three annual campaigns and brings consistency to all communications.
Each campaign keeps its own visual personality and its own mechanics, while fitting into a shared logic:
- Le Printemps des Pros (March-April): a start-of-year campaign designed to boost the average basket and re-engage account customers.
- Les Travaux d’Été (July-August): a campaign aimed at private customers, making the most of summer worksites and energising points of sale during the professional low season
- FESTI’PRO (September): the flagship event of the autumn, combining purchasing challenges with a convivial atmosphere.
For each campaign, we designed a turnkey kit for the distributor, including:
- Point-of-sale activation: posters, banners, bunting, flyers etc.
- Dedicated activation: emailing, web banners, SMS, promotional videos…
- Clear, easy-to-read rewards for each target audience (vouchers, gifts, discounts)
- A digital campaign relayed on Meta (Facebook/Instagram) with local targeting
RESULTS
A more visible, more dynamic, more embodied brand
France Matériaux now has a modernised identity, consistent across its entire network, and a structured, differentiating sales activation plan. Thanks to the “Chantiers Gagnants” concept, promotional campaigns take on a new dimension: they become eagerly awaited events that drive business and visibility, for members and their customers alike. The brand thus demonstrates its ability to combine commercial effectiveness with brand communication.
How about building together the activation plan that will make your brand shine?
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, France Matériaux
Facing a similar challenge?
Building a strong and distinctive brand
How do you build a meaningful brand strategy and identity? Convergence builds clear, consistent brands for the construction industry.
