Precom Habitat: successful transformation

Find out how DeepReach assisted one of Brittany’s leading advertising agencies through its digital transformation in this interview with Sébastien Lacombe, Director of Precom Habitat.

Philippine Rucho
Published on
October 1, 2020
by
Philippine Rucho
3
min. read time
Precom Habitat: successful transformation

Tell us a bit about Precom Habitat and its main operations. What are your objectives for 2020 and 2021 ?

Precom Habitat is an affiliate of Additi (Ouest-France group), which includes print titles such as Ouest-France, Le Courrier de l'Ouest, Le Maine Libre, Presse-Océan,etc., as well as their respective websites, the Régie Radio Régions and the AffiOuest poster network, and Ouest-France Multimédia, which specialises in advertising markets.

We manage everything related to housing in general : renovations, DIY, carpentry, garden, interior design, decoration... Our services are wide-ranging, and we cover the whole of the West of France.

Our strategy is to preserve the strength of print media through our historical publications, but also to develop new media. We want to focus on our customers' needs by offering them local and regional media in the major housing sectors. The web is also part of our development strategy.

 

Why did you choose to integrate digital marketing into your agency?

We want to monetise our audience. Our site is the 6th most visited website in , and we are always on the lookout for new offers to generate additional income. Whether it's display, programming... we want to be able to be where our customers are by developing solutions ourselves or via third parties.

This addresses one of the key issues facing the Ouest-France group: satisfying customer and market expectations.

 

Why did you choose DeepReach as a partner for your digital services?

We had a real problem with SEA and social, especially on Facebook. We quickly realised that our clients were waiting for proposals from us, and we were getting a lot of requests from prospective clients. We needed a fast, high-quality solution, and above all one that was delivered ready to use. We couldn't afford to wait to set up a project internally, it would have taken far too long. The technology developed by DeepReach appealed to us because of its simplicity and its rapid implementation. It saved us a lot of time!

 

How has the partnership with DeepReach worked out?

We did a preliminary three-month test by training three sales reps. The results were very positive : we managed to reactivate former customers, generate additional revenue - all without having to shift our print sales to digital. Our sales reps have fully integrated this solution and are easily able to promote it to their clients. Our customers are now very satisfied with their results.

Following the launch, the DeepReach digital solution was deployed to all Precom Habitat sales reps, aswell as to other entities of the group that also wish to diversify and broaden their digital options.

Not to mention the relationship of trust that was born out of this partnership. We felt supported from start to finish : training for our sales team, responsiveness and availability of the DeepReach teams... all of this gave rise to constructive dialogue and personalised relationships, which was very valuable.

 

What advice would you give to publishers or agencies wishing to develop their digital marketing solutions?

Keep in mind the specificities of digital solutions and how they work - especially in terms of billing. Don't remain focused on what the competition is doing, and open up to other media : consumers are on the Internet, so you have to be there too! There is enormous potential, which requires investment in training for sales staff, and enthusiasm for "new" media…
You really have to stay close to your end customer and adapt your services to your market.

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