"Les pros de la Réno" commit to worksite success
How do you support tradespeople in a way that truly meets their expectations?
For tradespeople, succeeding on a renovation worksite no longer just means getting it done. Keeping to schedule, efficiency, quality and protecting their health are just as essential! And the result? Satisfied customers and the pride of impeccable-quality work!
To this end, Hilti wanted to roll out a communication campaign aimed at small construction tradespeople.
The objective: to engage them around the brand's solutions — also an opportunity to innovate in its communications. Without further ado, with "Les pros de la Réno" Hilti and Convergence hand renovation tradespeople the keys to success.
Innovating in brand communications
Renovation tradespeople were, until then, only addressed by Hilti through a price/product pairing twice a year (promotions, special offers, etc.). This sales-driven approach encourages a wait-and-see attitude among the target, fails to build engagement and ultimately dilutes the brand's highly technical DNA. To regain its voice on the renovation market, Hilti decided to explore a new approach in its messaging. Shifting the focus away from its solutions and towards its customers' expectations, the manufacturer rolled out a strategy aimed at engaging small tradespeople with relevant content, ultimately building brand preference and showcasing its products.
A unifying concept and the common thread of the communications, "Les pros de la Réno" carries the entire campaign and — in time — the manufacturer's whole approach to small renovation tradespeople. A promise resolutely focused on worksite success, pride in quality work and celebrating the tradesperson's expertise. It is built around 4 trade applications:
- Drilling and through-drilling, for a clean and tidy worksite!
- Light demolition, making "chiselling" rhyme with "cleanliness"!
- Sanding and finishing, for a quality finish without the fatigue!
- Partitions and interior insulation, for work done fast and (super) well!
Formats that work towards worksite success
"A facilitator, genuinely useful in tradespeople's day-to-day work". That is the common thread guiding the various communication formats and content driving the "Les pros de la Réno" campaign, now refocused on tradespeople's needs, concerns and expectations.
Talking straight, talking from the field: by bringing Hilti's messaging back to everyday life on the worksite, the brand moves from "supplier" to "partner" in success. Physical strain, health prevention and musculoskeletal disorders, safety, working comfort, precision and productivity, cleanliness: all themes that make up daily life on a renovation worksite, and which then become springboards for useful, engaging communication.
By supporting its customers as closely as possible to their needs, solving their pain points and enabling them to work "better and faster", Hilti builds a bond with tradespeople and develops brand preference. Its solutions then become the pathway to worksite success.
4 trade applications, 1 omnichannel approach
To attract new customers, increase purchase frequency and build brand preference, Hilti supports the pros throughout their journey with an omnichannel approach:
- A library of "expert" content for each trade application: blog articles, infographics, a white paper, videos, snackable content, etc.
- Activation levers: landing page, social media, emailing, media plan and web partnerships, etc.
- An in-store relay: POS displays and a leaflet
- An influencer initiative run in partnership with content creator French Renovation
Electricians get plugged in too!
A fine success for this campaign, which reached and engaged a great many tradespeople.
Good news: the campaign has been extended and is now aimed specifically at electricians. "Les pros de l'Elec" now share all their advice on chasing and fixing work. And of course, we'll keep you plugged in! ;-)
Our finest collaborations, told by the people who know them best
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
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
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
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 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
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
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
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
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
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
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
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
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 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 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
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