Full-scale support
How do you structure your brand messaging for the launch of a new range?
As we know, designing products that are healthier for people and the environment is becoming an obligation to which the construction sector must provide concrete, viable solutions.
As part of a vast research and development programme, PAREXLANKO, a major player in construction chemistry, launched the first product in its bio-based range (named PARNATUR) in 2019: the Corps d'Enduit Chanvre hemp render base coat.
The ambition? To eventually offer the market a full array of bio-based insulation solutions for facades, floors and construction in general. Following a competitive pitch, Convergence had the pleasure of supporting this launch.
Creating group synergy
"We are convinced that the success of any marketing launch (product, service, range, catalogue, digital platform...) lies in the brand's ability to bring its many internal areas of expertise to the fore. Unfortunately it is not so simple to align a technical, regulatory, sales and marketing vision all at once.
That is the challenge CONVERGENCE took on by proposing that PAREXLANKO bring R&D, marketing, sales, legal and communications together around the table!
The objective? To identify and understand all the benefits of PARNATUR Corps d'Enduit Chanvre and thus be able to align the right arguments with the right targets: internal teams, specifiers, distributors and facade installers," sums up Geoffrey Saugeon, associate director at Convergence.
End-to-end support! Immersion within the project teams, structuring the marketing messaging and the relationship between the brands involved, designing the communication territory, visual creation, proposing a multichannel communication programme, full copywriting, layout and production of the communication tools...
End-to-end support and strong mobilisation from the brand, which made this launch a success!
Structuring and rolling out the communications
The main challenge of these communications: designing them at the scale of a whole range while bearing in mind that only one product was actually on sale at the time. A strategy that would allow the brand to roll out the future bio-based solutions of the PARNATUR range with confidence.
Convergence, the communication agency specialising in the construction industry, proposed a comprehensive, multichannel communication programme enabling specifiers and installers to grasp in concrete terms the value, use and benefits of PARNATUR CORPS D'ENDUIT CHANVRE
Results
The marketing communication programme sparked curiosity
Since the launch of PARNATUR CORPS D'ENDUIT CHANVRE at the end of 2019, and in just a few months, the number of companies – already PAREXLANKO customers or specifiers – showing an interest in PARNATUR tripled.
The marketing communication programme sparked curiosity and encouraged specifiers and installers to discover hemp (a bio-based material) and find out about the concrete benefits of this first PARNATUR solution.
Our finest collaborations, told by the people who know them best
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
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 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
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
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
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
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
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 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 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 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 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
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
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
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 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
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