The far-reaching transformation of the construction sector now puts tradespeople at the forefront of marketing activity: they have become a highly strategic audience, enabling manufacturers to win significant market share. The goal: to become the brand of choice. But be warned — to make tradespeople your best allies, you will need to meet their expectations and help them tackle their many challenges!
To build brand preference among tradespeople, the future lies in ever-stronger relationships that create connection and closeness. Specialising in the construction and housing markets, we help you build a virtuous, winning relationship with construction tradespeople.
Construction manufacturers: go from "supplier" to "partner" in the success of the worksite
Purchasing habits and product reflexes die hard in the construction sector! So how do you win tradespeople over from a competitor brand to your solutions? Manufacturers are now embracing a reality that is changing their approach to communication: yes, tradespeople can act as specifiers with their distributor, but above all with their own customers!
By making their day-to-day easier, saving them time and money, and enabling them to showcase their expertise: you position yourself as a "partner" rather than just a "supplier".
By providing them with useful, practical information, you turn tradespeople into professionals committed to working alongside you. They become genuine ambassadors for your brand.
With private customers now better informed than ever, tradespeople need a sales pitch of their own! Manufacturers play an essential role in supporting new, more competitive sales models.
Promotions, competitions, games: the same commercial mechanics are often recycled year after year. To restore value to your products, win customers over and build brand preference, you need to think about evolving your marketing activities towards greater value, connection and meaning.
The tradesperson's customer journey is resolutely omnichannel, with numerous touchpoints depending on the stage of their project. Manufacturers therefore need to think "phygital": digital activities must be paired with physical levers that allow the brand to establish a local presence, as close as possible to the pros.
- Defining your target audiences and the challenges: customer insight is at the heart of our expertise. We help you clarify the needs and expectations of your target audiences so you can address them with communication that makes sense.
- Creating proof-based messaging: we craft concrete communications that align the added value of your solutions with the real needs of tradespeople.
- Designing and producing genuinely useful 360° tools: we create and roll out communication materials and content (emailing, sales pitches, point-of-sale displays, content, social media, catalogues and more) to build engagement with the pros.
- Building and deploying an impactful, distinctive communication strategy: we design and activate tactical operational campaigns that help you achieve your brand or commercial objectives across a range of touchpoints (print, in-store, digital, social media, influencer marketing, events, media, etc.).
Our finest collaborations, told by the people who know them best
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 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
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
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
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
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
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
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
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
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
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
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
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'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
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
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
Our agency addresses every challenge faced by brands in the building and construction sector
Launching a product, range or service
Building preference among tradespeople
Inspiring and guiding specifiers
Building a strong and distinctive brand
Energising your distribution networks (builders' merchants, DIY superstores)
Growing your business through operational marketing
Designing high-impact communication campaigns
Creating targeted content and communication materials
How can you raise your profile among construction tradespeople?
Claire Jumeau, project manager at Convergence