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Lightfoot, digital marketing and a new world of possibilities
Tony Harbron
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Never a more exciting time to be involved in marketing
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Changing driving
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Over 1 billion vehicles - most driven badly
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25,000 premature deaths each year in UKfrom vehicle emissions
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22,000 deaths or serious injuries each year in UKfrom road accidents
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Morgan all-electric EV3
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He is the problem
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Finding the engine’s sweet spot
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A gentle nudge
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Heavyweight endorsements
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Saving 15-20% on fuel
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“The fitting of Lightfoot has virtually eliminated accidents”
David Phillips, Director, HSS
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Accidents down up to 60%
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Making better drivingfun, social and addictive
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The Lightfoot Exeter Pilot
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Every single driver was better with Lightfoot
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3% ‘Elite Drivers’ before Lightfoot, 60% ‘Elite Drivers’ with Lightfoot
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Much better fuel economy
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Collectively, our pilot drivers saved over 1 tonne of CO2 per week
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Women are better than men
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But men improve more than women
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Weekly prizes
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User Engagement
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Stand for something
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86% think they are above average drivers
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Rewarding better drivers
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Targeting
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Targeting
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How did he really win?
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Retargeting
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Targeting - B2B
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Targeting - B2B
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Targeting - B2B
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Split (A/B) testing
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Split (A/B) testing
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Which messages resonate with which people?
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Never a more exciting time to be involved in marketing
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Are YOU ready to take the plunge?
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lightfoot.co.uk/digitalexeter
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Contact info: