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

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

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

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?

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

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

• Dedicated website www.norooftowaste.be

No Roof To Waste – marketing tools & communication

No Roof To Waste – marketing tools & communication

• Dedicated website www.norooftowaste.be
• brochure No Roof To Waste

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

events

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

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

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

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

No Roof To Waste – marketing tools & communication

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)

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

• 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