How to boost your sales and generate volumes in the short term?
Increasing the visibility of its solutions in builders' merchants
Shrinking home sizes, concern for indoor air quality, reconfigured living spaces…: today's housing needs are driving the French towards more technical solutions. The challenge for manufacturers? Better informing the pros that these solutions exist, and driving volumes through builders' merchants and among tradespeople.
It was to meet this need that Knauf, a major player in interior fit-out, called on the agency. The objective? To energise its premium board offering – the KA Diamant 13 Cleaneo C board and the KA 13 Phonik board, renowned for their high strength and acoustic properties.
A major sales campaign to energise builders' merchants and renovation tradespeople!
Aware of the brand's ambition to win share of the renovation market among the “diffus” segment (i.e. small renovation tradespeople), the agency devised a wide-reaching sales campaign to:
- help builders' merchants push an offering of high-added-value boards, grow their margins and increase their penetration rate among account customers
- create brand preference among users (drywall installers, ceiling fitters, painters, tradespeople, DIY enthusiasts) by getting them to play… and win!
On the distributor side, for every purchase of one or more pallets of Diamant 13 CLEANEO C and KA 13 PHONIK boards, the distributor receives rewards for its teams. Their loyalty has never paid off so well!
On the user side, Knauf and the agency opted for a progressive two-stage mechanism.
- An immediate “instant win” reward: the customer buys one of the two boards and receives free goodies from the builders' merchant (Post-it pads, pens, t-shirts, notebooks…).
- A deferred “premium” reward: for the purchase of one of the boards, whatever the amount spent in the branch, the tradesperson receives an entry form for a national prize draw. 5 regional winners are then selected. Up for grabs: 5 x €1,000 in gift vouchers. Their worksites have never paid off so well!
To dress their sales areas and create real excitement around the campaign, each partner distributor was given an activation kit including posters and totems, as well as a ballot box and entry forms.
The campaign was rolled out in nearly 350 points of sale, including 150 branches of the Point P network, backed by a digital action plan!
To unite and engage internal teams around this annual brand highlight, the sales teams got into the game thanks to a dedicated sales argument book.
Results
A positive impact and target audiences won over!
Our finest collaborations, told by the people who know them best
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 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
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 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
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
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 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
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
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
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
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 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
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 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
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
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
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