SECURIONE®: a system at the head of innovation
How do you cement a brand's leadership with specialist builders' merchants?
3,000 km of concrete poles, 2,000 km of drainage networks, 500 km of roads... That is what STRADAL, a subsidiary of the CRH group, the world leader in precast concrete, supplies every year. To cement its leadership with specialist builders' merchants, the brand undertook a wholesale rethink in 2018/2019.
Objective: to demonstrate its ability to listen, innovate and support.
How? By developing an approach based on analysing its target's needs, enabling it to innovate in a sector that rarely reinvents itself: civil engineering. STRADAL thus wanted to use the launch of its new range of safety culvert headwalls (T.A.S) to reclaim its voice and communicate effectively with distributors. Following a competitive pitch, Convergence was selected to develop the communication plan that carried this launch.
A strategic challenge: making a positive impact on its product listings and market share
Communications dedicated exclusively to specialist civil engineering merchants
STRADAL wanted communications dedicated exclusively to specialist civil engineering merchants, to demonstrate that it is THE partner brand that makes their daily lives easier and saves them time. The new-generation T.A.S system, specially improved to simplify the management of their materials yard, handling and safety, was therefore the ideal opportunity for the leader to speak up to its target.
Delivering a launch that is impactful, relevant and tailored to specialist builders' merchants
The agency first focused on analysing the merchants themselves — a crucial step in developing the right tools and pairing them with the right messaging.
The communications put in place had above all to demonstrate the brand's attentiveness to and support for specialist builders' merchants. Entitled "STRADAL écoute, STRADAL innove", this initiative was then confirmed by an innovation: the new "SECURIONE®" range of T.A.S. headwalls. Products specially designed to make handling easier and offer distributors greater safety. Convergence therefore developed tools that showcase the brand's field-focused approach and responsiveness
Le debriefing de Véronique Giraudeau, directrice de clientèle
An identity that speaks for itself: "SECURIONE®": a name that embodies STRADAL's leadership positioning and points to one of the product's flagship strengths: safety during storage and handling.
A print and digital activation:
- A brochure announcing the innovation. Comprehensive, it gives merchants all the essential information about the solution in one place. A clear, concise, visual, high-quality document.
- Two emailing campaigns and their landing pages: one aimed at merchants, to catch their attention and spark their interest, and the other aimed at contractors, to recap the product's advantages and give professionals and merchants a shared body of knowledge about the work, with future conversations in mind.
Results
With "SECURIONE®", STRADAL innovates and refreshes its image with builders' merchants.
Indeed, the communications put in place by Convergence highlighted the leading brand's attentiveness.
On the simple basis of a product launch, STRADAL achieved a double win: demonstrating to merchants its ability to support them and stand by their side, while bringing them a product range that combines safety and time savings.
It thus positions itself as THE leading brand capable of reinventing itself and working for those in the field.
Our finest collaborations, told by the people who know them best
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
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
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
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
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
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
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
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
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
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
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 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
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
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
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