How to communicate effectively with specifiers in the commercial-building sector?
A strategy to inform and convince construction decision-makers
A new service dedicated to construction decision-makers
Faced with soaring energy costs and new environmental requirements (France's tertiary-sector decree, among others), Wilo launched Wilo-Energy Solutions: a pioneering programme designed to reduce buildings' energy consumption, particularly in the commercial and multi-occupancy residential sectors.
The goal? To deliver concrete, measurable solutions for renovating buildings, while meeting the environmental challenges of tomorrow.
BrandWilo
SectorBuilding, water cycle
BusinessManufacturer of pumps and pumping systems
Website wilo.com/fr
When this manufacturer specialising in pumping systems for construction markets approached us, our role was clear: to help raise awareness of the brand through its Wilo-Energy Solutions service among decision-makers and specifiers in the commercial-building sector, such as design offices, project owners and facility operators.
To achieve this, we devised a campaign built on real-life feedback and flagship reference worksites. Proof by example: these “stories” would showcase the programme's concrete benefits – energy-related, economic and human alike.
We chose to bring these testimonials to life through an original format: “Histoires de Performance”. By meeting and giving a voice to the facility operators, installers, design offices and project owners involved in key projects, we were able to bring out the direct impact of Wilo's solutions. These stories are not just numbers; they illustrate tangible successes – evidence included – such as reduced energy consumption and optimised running costs for buildings.
In specification, social proof, authenticity and transparency are the keys to successful communication. By letting the pros do the talking, the brand positions itself as a catalyst for the project's success, giving rise to genuine “success stories” shared between the manufacturer and the project's various stakeholders (design offices, facility operators, installers, project owners, etc.)
A few examples of successful projects:
- The Malepère district, in Toulouse: an energy renovation project across a social housing estate, cutting costs while guaranteeing lasting comfort for residents.
- Béziers Hospital: the renovation of a public healthcare facility, where Wilo's solutions improved the efficiency of the pumping systems and reduced energy spend.
Content designed to spark interest, demonstrate and engage
To capture the attention of decision-makers, we opted for rich, varied content: detailed case studies, immersive videos and features, and “snack content”. Each format was designed to meet the specific expectations of each target audience, while remaining accessible and engaging. The idea was to give the project's players a voice and highlight their authentic testimonials to lend credibility to the approach and inspire others to follow suit.
A direct impact on sales
To go one step further, the Wilo sales force was trained in “social selling” best practice (using social media as part of the sales or specification process), enabling them to turn this campaign into a genuine revenue growth driver. By sharing these inspiring stories and sparking conversations online, Wilo boosted its visibility and generated qualified leads, opening up new business opportunities.
A multichannel strategy to reach every key player
The campaign was rolled out across multiple channels, with in-depth case studies, memo cards, social media posts and a web series, to maximise impact at every stage of the customer journey. These different formats reached a broad audience while showcasing the programme's concrete results.
CONCLUSION
Proof through facts
The “Histoires de Performance” campaign enabled Wilo to demonstrate the effectiveness of its service and position itself as a key player in the energy optimisation of commercial buildings. Through authentic testimonials, concrete evidence and a human approach, Wilo inspired and convinced decision-makers.
If construction and housing specifiers are also a strategic target for your brand, contact us!
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