Transforming a mining innovation pioneer into a global market leader

In 2024, Miller Technology stood at a critical juncture in their journey.

As pioneers in mining mobility since 1979, they had achieved remarkable success, including 462% growth over 5 consecutive years.

Their vehicles were operational in 18 mines across five continents, and they had been leading in electric mining vehicle technology since 2014.

However, they faced unique challenges in the Australian market:

• The industry showed significant hesitance toward EV adoption after unsuccessful early trials.
• Companies had been delaying EV decisions for 18 months, waiting to see how the technology evolved.
• Diesel vehicles still accounted for over 90% of sales.
• Projected BEV adoption was delayed until 2030.
• Early EV mining vehicles had underperformed in industrial settings.
• Small to medium mining companies were focused purely on ore extraction with limited appetite for new technology.

They needed to establish themselves in a market that wasn’t yet ready for full electrification while maintaining their position as industry innovators.

We began with a deep dive into Miller’s unique position in the global mining industry.
Through comprehensive analysis, we identified their core strengths: unrivalled longevity in vehicle lifespan, proven cost efficiency, and their ability to bridge present and future mining mobility needs.

Our strategy focused on three key areas:

First, we developed a detailed audience mapping framework that identified six crucial stakeholder groups: Influencers (Site Superintendents and Maintenance Managers), Recommenders (Procurement and Asset Managers), Decision Makers (Mining Company Executives), End Users (Operators and Technicians), Regulatory Bodies, and Advocates.

For each group, we created targeted engagement strategies and value propositions.

Second, we crafted market-specific value propositions that addressed unique regional challenges:

• For Australia: Focus on a smooth transition from V8 to a more efficient in-line 6-cylinder (for challenging mining operations) and EV options, emphasising $20K annual savings per vehicle.
• For Chile: Emphasis on ultra-durable vehicles optimised for the world’s largest underground mines.
• For North America: Spotlight on advanced EV solutions with 12-hour operational capacity and regenerative braking.
• For Africa: Focus on cost-effective, reliable solutions with flexible financing options.

Finally, we developed a comprehensive promotion strategy that included:

• Online channels: Professional social networks, webinars, targeted website content, and email campaigns
• Offline channels: Industry conferences, site visits/demos, training sessions
• Inbound marketing: Technical blog, whitepapers, case studies, video content
• Outbound marketing: Direct communication, industry publications, collaborative initiatives

Our partnership with Miller Technology resulted in a comprehensive global marketing platform that positioned them for successful market expansion.

Key achievements included:

• Development of a Brand Framework (Purpose, Problem, Promise, Positioning, Personality, Pillars, Pitch) and a Blue Ocean Strategy ERRC framework (Eliminate, Reduce, Raise, Create).
• Establishment of clear, region-specific value propositions.
• Development of targeted messaging frameworks for each stakeholder group.
• Development of multi-channel promotion/media strategies.

Most importantly, we helped Miller establish a strategic position that acknowledged current market realities while maintaining their leadership in innovation.

Their technical expertise and proven track record now shine through in every communication, building credibility with traditional diesel users while positioning them as the trusted partner for future electrification.

We continue to support Miller Technology as their Global Marketing Partner, helping them navigate the complexities of global market expansion.

This includes regularly refining their messaging frameworks, strategic advice on market positioning, and ongoing development of region-specific marketing initiatives.