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
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?
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
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
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
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
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
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
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
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
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 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 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
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
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'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
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