Marketing as a force for good Derbigum No Roof To Waste Stefaan - - PowerPoint PPT Presentation

marketing as a force for good
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Marketing as a force for good Derbigum No Roof To Waste Stefaan - - PowerPoint PPT Presentation

Webinar The Shift 15/06/2020 Marketing as a force for good Derbigum No Roof To Waste Stefaan Valette, Head of Marketing about Derbigum about Derbigum / Imperbel Belgian family business since 1932 Producer of bitumen roofing


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Webinar The Shift 15/06/2020

Marketing as a force for good

Derbigum – No Roof To Waste Stefaan Valette, Head of Marketing

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about Derbigum

  • about Derbigum / Imperbel
  • Belgian family business since 1932
  • Producer of bitumen roofing

products

  • 100m € turnover, 65% export
  • corporate purpose : we care for
  • Customer: intimacy strategy
  • Owner: high-quality and durable

products

  • Planet : bitumen recycling unit
  • perational since 2000
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Derbigum assets

  • Durable product (40 years proven

lifespan)

  • 100% recyclable product
  • Waste collection chain set up for both

cutting waste on site and taking back

  • ld roofs
  • Patented recycling process in which new

raw material «Derbitumen» is created

  • Processing of recycled raw material in

new product «Derbigum NT»; so completely circular

Selected bituminous membrane waste Derbitumen

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SLIDE 4

Challenges for Derbigum and the building industry

  • Building industry
  • Responsible for 30% of GHG emissions in

Europe

  • at the same time conservative and price

driven

  • Recycled products often still have

negative connotation

  • Challenges for Derbigum:
  • How in this context successfully promote a

membrane, partly composed by old bituminous membranes, as a modern, high-quality and sustainable material?

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Derbigum answer: No Roof To Waste

  • Creation of a strong and recognizable logo and

an international "tagline"

  • Objectives:
  • Prove that our efforts are real and explain
  • ur actual contribution to the environment

(no greenwashing!)

  • Create commitment with our customers by

motivating them to collect their cut-offs on site and setting up and a network of “future- proof roofers”

  • Raising awareness among prescribers and

building owners, with a double message:

  • No waste
  • Roof as a functional space
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Campaign launch on Belgian Roof Day november 2019

  • 1 focus : motivate roofers to collect

their bitumen cut-offs from the building site

  • High-level, a-typical stand with modern

look & feel

  • Create ‘animation’ by signing charters,

giving free mini-bigbag & t-shirt, picture with hostess…

  • Company effort, including CEO

promoting the campaign

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  • Dedicated website www.norooftowaste.be

No Roof To Waste – marketing tools & communication

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SLIDE 8

No Roof To Waste – marketing tools & communication

  • Dedicated website www.norooftowaste.be
  • brochure No Roof To Waste
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SLIDE 9
  • brochure No Roof To Waste
  • Dedicated website www.norooftowaste.be
  • Roofers and distributors-charters +

events

No Roof To Waste – marketing tools & communication

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  • brochure No Roof To Waste
  • Dedicated website www.norooftowaste.be
  • Roofers and distributors-charters + events
  • CO2 reduction certificate

No Roof To Waste – marketing tools & communication

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  • brochure No Roof To Waste
  • Dedicated website www.norooftowaste.be
  • Roofers and distributors-charters + events
  • CO2 reduction certificate
  • Take-back certificate for old roofs

No Roof To Waste – marketing tools & communication

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SLIDE 12
  • brochure No Roof To Waste
  • Dedicated website www.norooftowaste.be
  • Roofers and distributors-charters + events
  • CO2 reduction certificate
  • Take-back certificate for old roofs
  • Environmental Product Declaration

No Roof To Waste – marketing tools & communication

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SLIDE 13
  • brochure No Roof To Waste
  • Dedicated website www.norooftowaste.be
  • Roofers and distributors-charters + events
  • CO2 reduction certificate
  • Take-back certificate for old roofs
  • Environmental Product Declaration
  • Social media campaigns

No Roof To Waste – marketing tools & communication

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SLIDE 14

No Roof To Waste – marketing tools & communication

  • brochure No Roof To Waste
  • Dedicated website www.norooftowaste.be
  • Roofers and distributors-charters + events
  • CO2 reduction certificate
  • Take-back certificate for old roofs
  • Environmental Product Declaration
  • Social media campaigns
  • Press releases and TV (example Kanaal Z)
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SLIDE 15

No Roof To Waste – marketing tools & communication

  • brochure No Roof To Waste
  • Dedicated website www.norooftowaste.be
  • Roofers and distributors-charters + events
  • CO2 reduction certificate
  • Take-back certificate for old roofs
  • Environmental Product Declaration
  • Social media campaigns
  • Press releases and TV (example Kanaal Z)
  • advertisements
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SLIDE 16
  • brochure No Roof To Waste
  • Dedicated website www.norooftowaste.be
  • Roofers and distributors-charters + events
  • CO2 reduction certificate
  • Take-back certificate for old roofs
  • Environmental Product Declaration
  • Social media campaigns
  • Press releases and TV (example Kanaal Z)
  • advertisements
  • More in preparation…

No Roof To Waste – marketing tools & communication

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SLIDE 17