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Remmers: how a strategy workshop led to a dedicated page and events for architects

Remmers is one of Europe’s leading providers of construction chemicals. Its motto »Vom Keller bis zum Dach« (from the basement to the roof) describes a comprehensive portfolio, but design practices often only see part of it. Instead of a full-range supplier, Remmers is often perceived as a specialist for individual cases. How can that change?

Client
Remmers
Period
April 2025
Service areas
Strategy Training
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Participant arranging coloured sticky notes on a glass wall during the »Day One« workshop at Remmers

The challenge: from specialist to partner on an equal footing

Remmers wanted to sharpen how it is perceived in the market and position itself with architects as the comprehensive partner the company already is. The interdisciplinary team from marketing and sales faced key questions:

  • Perception: how does the image of a problem solver for special cases become that of a full-range supplier?
  • Approach: how can differentiated communication add architects and specialist engineering consultants (building services, structure, fire safety) to the strong focus on installers?
  • Mindset: where is the overview missing internally, and how can a shared understanding of the strategic direction be created?
Presentation to the Remmers team, seated at long tables in a bright seminar room
Strategic input, discussed with the interdisciplinary team at Remmers.
Long wall banner in a corridor showing the strategy roadmap along the work stages defined in Germany’s fee scale for architects and engineers (HOAI)
The route to the goal: visualising the strategy for a shared understanding and a clear roadmap.

»The ›Day One‹ workshop with you was exciting. We noticed how differently we tick and that we sometimes lose sight of the bigger picture. A really valuable exchange, you can feel your expertise.«

Tim Thölenjohann Head of Target Group Marketing, Remmers

What we did

To answer these questions, we ran our »Day One« workshop at Remmers’ premises. Together with the team from marketing and sales, we worked through brand, target groups, competition and communication. By the end, there was to be content in place and a stance that both sides share.

The outcome

By the end of the day, there was a shared plan for the next steps. We visualised and documented everything and recorded it in the »Impact Navigator«.

  1. Sharper target groups & story: clear profiles and suitable storylines for design practices.
  2. New potential: ways to reach planners earlier in the decision process with the right content.
  3. Concrete actions: to-dos for marketing and sales, from training to better landing pages.
  4. Clear roadmap: goals and a timeline that apply to everyone involved.
The still empty »Impact Navigator« on the wall being explained in the workshop, with a participant listening in the foreground
Remmers headquarters with the logo above the entrance on a sunny day

What became of the roadmap

The »Day One« workshop was the starting point for an ongoing collaboration. Several actions have since come out of the roadmap:

  • A page for architects: Remmers has its own page for architects and engineering consultants with specialist planning services, events and direct contact. The wireframes and copy came from us.
  • Presence among architects: since 2026, Remmers has regularly attended events for architects, including the Heinze ArchitekTOUR.
  • Sales: Remmers has commissioned us to run training for its architecture sales team at three locations.

Since summer 2025, we have been working for Remmers on an ongoing basis, including on sustainability communication, architecture events and samples.

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