How to generate tradesperson/specifier leads and increase the visibility of your solutions?
Recticel Insulation, a major player in insulation, recently called on the agency's services. First, the brand wanted to roll out a marketing campaign around its Powerdeck+ solution, an external thermal insulation system for flat roofs. A few months later, the agency's teams worked on a second project: promoting its Eurosol® floor insulation. For both campaigns, the challenges were clearly defined: raising awareness and visibility of the products among the various target audiences, and generating leads for the Recticel Insulation sales force and specification teams.
In highly competitive markets, the brand and the agency rolled up their sleeves to develop a differentiating tactical and creative approach, and to deploy a communication set-up that creates value and business for the manufacturer.
BrandRecticel Insulation
SectorBuilding, construction
BusinessFinishing works, insulation
Website recticelinsulation.com
Powerdeck+ is a thermal insulation board for flat roofs, dedicated to commercial buildings and public-access buildings (ERP), combining light weight and high coverage. The evolution of an existing product (Powerdeck), its official launch had already taken place in September 2021.
The project therefore aimed to put the spotlight back on this solution with high technical and environmental added value, and to promote it to applicators (carpenters, waterproofers, installers…) and specifiers (design offices, quantity surveyors, project owners, contractors…).
At the agency, we opted for a communication strategy geared towards creating value for the target audiences. The aim was not to promote the Powerdeck+ insulation board directly, but to position Recticel Insulation as a solutions partner offering concrete answers to the pros' challenges. More than a product, Powerdeck+ became a springboard for solving the problems of applicators and specifiers, addressing their challenges (performance, durability, ease, etc.).
With such highly solicited audiences, this strategy required a message that was both creative and proof-driven. To generate leads, a simple “ad” campaign was not enough: we needed to share knowledge and help the targets build their skills. In short, to give information before receiving interest!
Recticel Insulation and the agency wanted to give concrete meaning to the product's name by orienting it towards the benefits for the target audiences. The objective: communication that is clear, impactful, memorable and proof-driven.
The creative concept is built on the principle "Faire + avec -" (do more with less). Powerdeck+ meets the audiences' expectations for flat-roof insulation that is higher-performing, more responsible and easier to install. Professionals can thus unlock the potential of roofs while embracing durability, efficiency and ease of installation. With Powerdeck+, professionals have the power to do + with -!
On the graphic side, the agency's creative teams developed a modular identity principle, evoking construction and adaptability. The aim is to give concrete expression to the product's ability to “faire + avec -”.
The right content for the right audience, at the right time, in the right place
On the operational side, Convergence and Recticel Insulation opted for an “inbound marketing” tactic to support every stage of the customer journey. When well designed and structured, the funnel naturally guides prospects towards specification, increasing the chances of conversion (and therefore the lead!)
Phase 1: awareness
This phase aimed to raise awareness of Powerdeck+ through informative, engaging content. This is where you capture the attention of prospects who are not yet familiar with the product and the brand. To do this, we developed several key pieces of content that strengthened the brand's visibility while delivering the messages in a fun, educational way. SEO, a web series, a podcast, an article: the objective was to lend credibility to the product's image by giving pros a voice, and to spark the audiences' interest with appealing, relevant content on social media.
Phase 2: consideration
At this stage, the prospect is aware of the product offering but has not yet made a decision. They are comparing the various solutions available on the market. This deep-dive phase was designed to nurture the audiences' interest with more detailed information and to demonstrate the brand's full know-how and expertise. To do this, we rolled out a series of “expert” content pieces. The objective: to turn interest into serious consideration, guiding prospects towards a specification decision.
Phase 3: specification
At this stage of the project, we considered that the target audiences had heard about the brand and its solutions, and had understood that it was able to support them. It was therefore essential to offer operational, personalised content to enable the audiences who had reached the bottom of the funnel to take action, in other words, to contact the Recticel Insulation sales force. "Worksite-project" tools thus enabled us to collect qualified leads, which were then handed over to the Recticel sales force.
In parallel, Recticel Insulation and the agency capitalised on social media (Facebook, LinkedIn, YouTube) to reach specifiers and installers through two joint campaigns: a campaign sponsoring the posts and content published during each phase (awareness, consideration, specification) and an ongoing campaign making use of the various content pieces.
Following the success of the Powerdeck+ campaign, Recticel Insulation wanted to increase the visibility of its “star” product: Eurosol®, a floor insulation board. The challenge: escaping the price war and standing out from competitors with a more premium positioning.
On top of its high thermal performance, Eurosol® also boasts remarkable acoustic performance. We made this the anchor point for the communication concept, highlighting the promise of uncompromising standards and absolute performance.
RESULTS
Objectives well and truly achieved!
In the space of 3 months, around a hundred leads were collected for the Powerdeck+ campaign.
By choosing to be supported by a communications agency specialised in the construction industry on two occasions, Recticel Insulation succeeded in standing out from its competitors and driving specification of its solutions.
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Juliette T. Communications Manager
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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
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
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Eugénie C. Communications Manager
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Priscille T. Operational Marketing Manager
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Virginie Q. Operational Marketing & Communications Manager
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Lauren C. Publishing 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
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Stefen W. Communications Officer
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Maxime B. Communications, Marketing and Specification Manager
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