A bonding agent that bonds with the pros!
How do you energise and engage a community of tradespeople around a brand's values?
A benchmark player in clay construction materials for over 150 years, TERREAL offers innovative solutions for roofing, structure, facades and decoration. In 2016, the brand rolled out Califix: a ready-to-use single-component bonding agent for precision-ground bricks. A genuine alternative to traditional adhesive mortar, saving up to 50% of working time on worksites thanks to simple, fast application.
To guarantee optimal use of its process, the brand chose to train its customers – tradespeople and masonry companies – so they could become " approved installers ". A year later, it wanted to take its initiative to the next level.
It then turned to Convergence to energise and engage a community of tradespeople around the brand's values.
Challenges
How do you energise and engage a community of tradespeople around a product like Califix?
The brand wanted to go further in its customer-focused communications by creating a win-win partnership with tradespeople. Its ambitions:
- To energise a community of over 200 certified mason-installers
- To promote the Califix approval among its professional users
- To make other tradespeople and companies want to get trained
- To unite and retain the community's members, and build a sense of belonging to the brand
Regular, varied and selfless communication is the key to closeness. However, the real impact of this type of action can only be measured over the medium term, which is why the programme devised by the agency was planned over a period of at least 1 year and publicised through durable communication tools that are simple to activate. Ultimately, two words sum up the agency's recommendation: regularity and simplicity.
Le point de vue de Paul Ricateau, directeur associé
How do you engage the community's members so they become spokespeople for the brand and its Califix approval among construction industry players?
To frame and illustrate the communication programme, Convergence recommended using a guiding thread serving as identification and a reference point for the community's members.
At the same time, we made sure positive values were associated with our client TERREAL's brand.
How? By creating a communication territory: "Califix becomes the bonding agent that creates bonds".
Objectives: to give TERREAL's annual communications a steady rhythm and bring the notion of "bonds" to life.
- the commercial bond: setting up a promotional / trade marketing campaign at builders' merchants
- the bond of passing expertise on to future generations: running an initiative for apprentices in construction training centres (CFAs)
- the bond between people: creating an event-based initiative
To support and roll out each of these actions, Convergence relied on an omnichannel activation aimed at the different targets: print and digital materials, social media, videos, sales and decision support tools, POS displays…
IN BRIEF
TERREAL turned installers into genuine brand ambassadors
TERREAL strengthened its "approved installer" initiative by giving its communications to the community of tradespeople a steady rhythm and rolling out a programme closely matched to expectations in the field. By choosing to celebrate the People rather than the Product, the brand was able to engage its targets and turn them into genuine long-term brand ambassadors.
Le retour d’expérience de Geoffrey Saugeon, directeur associé
Our finest collaborations, told by the people who know them best
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
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
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
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
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 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
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 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
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
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 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 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
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
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
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