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Family-run business Millsons needed a new website with fresh new content with clear messaging to reflect their repositioning from supplying ‘wet and warm’ mass vending to high-end barista-experience machines.
The world of vending had moved on considerably since Millsons, who are based outside Tonbridge, commissioned their last website. The high-street coffee revolution had impacted directly on customers’ expectations, with a parallel overhaul in the range of quality available through vending machines. Millsons’ existing website was focused on the traditional mass consumption, quick vending market, with design and messaging to match. They knew they needed to move it into the 21st century, with an emphasis on a quality, coffee-house experience.
Our starting point, as always, was a messaging process to identify Millsons’ story, values, company culture, points of difference from the competition, ambitions, target market/s and how they add value for their customers. Central within the messaging strategy was the need to appeal beyond big workplaces looking for high-volume vending machines, to high-end B2C businesses for whom quality beverages could be an integral part of their overall brand, such as hairdressers, spas and gyms.
Our messaging insights helped Larrytech to refine the website design and structure, and provided the platform for creating succinct, compelling content to complement the website’s visuals and provide clear messaging to the target clients.
The client’s verdict: "The resulting website is enabling us to promote our higher-end vending services, taking us to new customers and markets."
SERVICES & OUTPUTS: Research, messaging strategy, content creation, copywriting, website content