Personalised communication
for Dossche Mills
Dossche Mills has a new website and digital customer zone that makes it easier for artisan and industrial bakers and customers in the food industry to work with them. The challenge is getting the word out about the digital transition. Grist to the mill for our communication specialists.
Launch campaign for website
Dossche Mills is rated highly on personal service by artisan bakers, industrial bakeries and the food industry in Belgium, the Netherlands and France. That customer-first approach is mirrored online on the new website. To get the message across to its target audiences and drive sales we baked up a tasty customer-centric launch campaign.
A tasted visual concept
The new website is an interactive platform packed with personalised information and inspiration, designed to meet the current expectations of users, and one-click access to the mill. We created a fitting concept visual to convey the message, featuring the corporate logo, composed of grain, flour and a computer pointer icon. The slogan ‘Our new website makes it even easier to work together’ couldn’t be clearer.
Emailings and posts raise awareness
Once the visual had been finalised, we incorporated the message into various digital communication tools. We spread the message to Dossche Mills employees in an email shot. Customer emails were tailored to the various target audiences. That’s because users in Belgium, the Netherlands and France do not have access to the same platform functionality. We also drove up awareness on social media with posts on LinkedIn.
Show me-videos
We flavoured the digital communication about the new website with a few short-form videos announcing the launch, pointing up the platform’s strengths and urging the audience to create an account at My Dossche Mills. The videos are ideal for online and social use. We also produced 10 tutorials (in Dutch, French and English) explaining how to use the platform. Creating an account, saving favourites and indeed all other operations are a piece of cake once you’ve watched the ‘how to’ videos.
Press and print
The final stage was helping create the press communication and designing the print tools (posters, roller banners and more). The print tools were chiefly destined for employees who were hard to reach by email. We actually created a separate information leaflet (in several languages) for each target audience that the salespeople could leave with customers and prospects. Some also received a Dossche Mills-branded wireless smartphone charger, a nod and a wink to the digital transition at Dossche Mills and the convenience of the website. All in a day’s work at the grindstone.
