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Provence-Alpes-Côte d'Azur craftsmen invest 300 K€ to strengthen the craftsman-customer link




Jean-Pierre Galvez wants to restore confidence among the craftsmen's customers (photo: F.Dubessy)
Jean-Pierre Galvez wants to restore confidence among the craftsmen's customers (photo: F.Dubessy)
FRANCE. The Provence-Alpes-Côte d'Azur Chamber of Trades and Crafts (CMAR) officially launched a communication campaign on Monday 21 September 2020 in Marseille. Called "My craftsman enchants the everyday life", it is based on five visuals borrowed from the texts of five great classics of French song*.

At a cost of 300 K€ with 914 posters throughout the region and 478 radio spots, "this campaign reinforces the artisan-customer relationship in these complicated times. We wanted to convey a resolutely positive message", comments Jean-Pierre Galvez.
The president of CMAR refuses any alarmist speech. "Even if the economy is experiencing difficulties, the health crisis has only reinforced an existing situation. It is necessary to restore confidence with the faithful customers, those to be reconquered, and those to be conquered", he underlines. "This is not just a reaction to the consequences of the pandemic, but the continuation of our policy of local economic development," says Jean-Pierre Galvez.

Over the first half of 2020, the craft industry in the regions has seen a decline of more than 25% of its turnover (- 24.5% nationally) with declines of between 23% for construction and 33% for services, passing through 30% for production. "The recovery and the summer season have generally helped to slow down the halt in construction sites and orders noted during the containment," notes a study by CMAR. Thanks to the partial activity limiting layoffs, the level of employment remained stable over this half-year. From March to August 2020, the number of registrations decreased by 21%, while the number of registrations fell by 38%. "The balance of registrations and de-registrations remained positive as of August 31," the document reveals. "However, the companies anticipate a deterioration over the last quarter depending on the evolution of the health situation which is likely to further plummet their cash flow", it concludes.

"We must accompany the companies until it is out of its difficulties. By also allowing them to access new markets, such as public markets," says Jean-Pierre Galvez.

The craft industry represents 13.2 of the working population of the Provence-Alpes-Côte d'Azur region

Benefiting from the support of some 300 municipalities - which have made billboards available - this campaign is therefore only one of the seven axes of the regional revival plan for the craft industry with an estimated budget of €6.5 million. CMAR intends "to accompany individual craftsmen in the recovery, but also in the digital transition (1700 already accompanied and a target of 2,700 additional in two years), include the craft in sustainable development and short circuits, make craftsmanship a stakeholder in reindustrialization (CMAR will host the totem base of a training center dedicated to naval industry jobs on its campus in La Seyne-sur-Mer in partnership with the Regional Council), develop a close partnership with local authorities, and include craftsmanship in the Youth Plan". On this last point, the Chamber already trains more than one apprentice in five (6,000 per year) in the region with its seven CFA, its 107 training courses from CAP to Bac+5.

As of January 1, 2020, the Provence-Alpes-Côte d'Azur Chamber of Trades and Crafts counted 126,513 establishments employing 248,225 people (including 169,498 employees and 78,727 self-employed workers). The craft industry represents 23% of the establishments contributing to URSSAF and 13.2% of the region's working population (excluding agriculture). These figures are up in all the departments of the region compared to the previous year: +5% for establishments contributing to URSSAF and + 7% for the number of employees, in the Bouches-du-Rhône for example.

* "la vie en rose", "allumer le feu", "ce soir je serai la plus belle", "caramels, bonbons and chocolates" and "Il y met du temps, du talent et du coeur".

Frédéric Dubessy


Monday, September 21st 2020



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