When a distributor sets course for "Worksite Solutions"
How do you make tradespeople's daily lives easier by bringing them solutions suited to every type of worksite?
The only network reserved exclusively for professionals, La Plateforme du Bâtiment – a banner of the SGDB France group – maintains a strong, close relationship with its 150,000 customers.
In 2017, the brand, whose commitment is to "save you time and money", wanted to make every tradesperson's daily life even easier. To do so, it created "Solutions Pro": a selection of worksite products dedicated to 10 major themes.
It then turned to Convergence to develop the marketing and editorial approach for this new concept.
BrandLa Plateforme du Bâtiment
SectorConstruction, housing
BusinessBuilding materials merchant
Website laplateforme.com
The banner wanted to roll out its new "Solutions Pro" customer approach across 10 major construction themes.
A wise choice that perfectly matched its ambition: to guide all of its professional customers towards suitable construction solutions.
It therefore needed an omnichannel approach capable of:
- Pushing this new approach across the many touchpoints between the banner and its targets. All in step with the evolution of customer journeys, driven in particular by digital.
- Giving tradespeople a regular fixture, making the "Solutions Pro" concept a new benchmark tool, practical and useful whatever the worksite.
- Making "Solutions Pro" a strong marker of the brand's DNA.
- Supporting the banner's value promise: "Save time and money".
Our pragmatism and our knowledge of the field allowed us to propose a comprehensive solution suited to La Plateforme du Bâtiment's expectations, but also to the real needs of the target (tradespeople).
"It was not about providing information for information's sake. The objective was to enable the banner to speak to its customers more effectively, to create high-added-value content offering them a real plus, and to support them on their worksites but also in their own customer relationships," explains Véronique Giraudeau, project manager.
Convergence thus put in place a content strategy capable of upskilling tradespeople so they could specify better, advise better and respond better to their customers. "We gave them tools to help them sell their worksite solution. A good technician, the tradesperson also becomes a good salesperson!"
Creating accessible content tailored to the target
- Introduction of a new content typology (clear, structured sectioning, micro-content…)
- A variety of voices (opinions/field feedback, technical information from suppliers, advice from La Plateforme du Bâtiment's professionals).
- Legitimate, credible information sources (via external organisations).
"What better than a professional's opinion to get a sense of how a product and/or solution is installed!"
1 page = 1 worksite solution
This editorial choice was the best way for La Plateforme du Bâtiment to have relevant, accessible editorial materials, particularly given the large quantity of products presented. Clarified and segmented, readability and reading levels are now much improved.
"This approach also allowed us to give the materials rhythm and build a rapport with the target," explains Véronique Giraudeau.
Messaging in "3Cs"
Short - Clear - Concise. That was our answer to La Plateforme du Bâtiment's need for rhythm, particularly in its sales campaign materials. A stance particularly well suited to tradespeople, who have very little time to spare for reading. However, short, clear and concise does not mean abandoning the editorial rules that turn a plain slab of text into an article that is pleasant to browse and easy to digest.
"Headings, paragraphs, hooks, product descriptions and spotlights, interviews… Convergence worked meticulously to find the right balance between catalogue and newspaper."
A complete overhaul of the central section of the Memento 100% PRO
Until then it had been merely a catalogue within the catalogue, giving only a glimpse of the wide diversity of products available in La Plateforme du Bâtiment branches.
We transformed it into a genuine tool capable of making the pros' daily lives easier: a solutions provider serving sales, offering precise answers to worksite problems.
Page after page, tradespeople now benefit from relevant support and advice on both worksite themes and the products themselves.
Turning promotional flyers into a tool of choice!
Gone is the purely commercial angle: La Plateforme du Bâtiment's promotional flyers are yet another opportunity for the banner to communicate with its customers and bring them practical information linked to the "Solutions Pro" themes.
That is why we applied to them the same rules as for the central section of the Memento. Box-out headings, product descriptions, sales arguments, benefits and key figures…
The promotional flyer thus becomes a tool capable of guiding tradespeople in their own selling.
A landing page for additional content
To complement the materials above and maintain a direct, regular link between the banner and its customers, we adapted the 10 "Solutions Pro" themes into dedicated web pages on the La Plateforme du Bâtiment site. Each "Worksite Solution" is thus enriched with additional content specially selected by Convergence for tradespeople.
"The information tradespeople receive through the print materials is extended and regularly updated thanks to digital," explains Paul Ricateau, managing partner at Convergence.
Results
Communication materials aligned with a single editorial and marketing strategy
La Plateforme du Bâtiment now benefits from communication materials aligned with a single editorial and marketing strategy, in step with the objectives of the "Solutions Pro" concept. Every item, whether print (the Memento's central section, sales flyers) or web (landing page), brings genuine added value to construction professionals in terms of information and advice.
The banner's messaging is consistent whatever the material the tradesperson encounters throughout their customer journey.
The communication materials are no longer mere information or sales sheets: they are genuine practical tools that guide customers in their purchases and their worksite recommendations.
Our finest collaborations, told by the people who know them best
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
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 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
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
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
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
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
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
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
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 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 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
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
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
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
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
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