Lightfoot
We’ve worked with Absolute PR and Marketing since 2014. Throughout, they have played a pivotal role in raising the profile of Lightfoot in the Fleet media, which is the main focus for our business. But more than that, they’ve also helped us gain coverage in regional and trade publications, on TV and radio, building brand awareness with a broader audience of fleet drivers, business owners and the general public. Whatever challenge we set, the team at Absolute always produce the goods.
Lightfoot
David Nicholls, Head of Growth
The Process
What
Raise profile of innovative driver efficiency technology with fleet managers and fleet owners
How
Media relations, website and LinkedIn copywriting
Where
National fleet, regional and industry sector media
When
2014 – present
The Challenge
To raise the profile of Lightfoot® as a groundbreaking alternative to traditional telematics, building an understanding of, and an appetite for, its market-leading real-time in-cab driver training solution and rewards platform.
Our Solution
Our ongoing PR strategy is designed to put clear water between Lightfoot® and traditional telematics solutions through a programme of topical editorial content for print, online and broadcast outlets. Our focus is the creation of opportunities for expert comment on industry issues that help to demonstrate Lightfoot’s thought leadership position and key point of difference; Lightfoot’s industry leading rewards platform and driver app.
We couple this activity with regular customer case studies that demonstrate why Lightfoot® is a stand-out solution in the sector, and regular product news to show the evolution of Lightfoot®, keeping it front of mind among key decision makers.
What We Achieved
Through regular news and features we have established Lightfoot® as the leading in-cab tech solution that resolves poor driver habits such as harsh acceleration, breaking and cornering ‘in-the-moment’, slashing fuel bills, reducing CO2 emissions, cutting accidents and reducing wear and tear for fleets across the UK.
By positioning Lightfoot as a category leader through its rewards app and driver discounts platform, we have taken the point of differentiation further, carving out a unique position for Lightfoot in the fleet media; one that focuses on its groundbreaking use of driver psychology, real-time driver feedback and reward.
This has been further enhanced through the successful launch of The Drivers’ Lottery, which gives Lightfoot ‘Elite Drivers’ the opportunity to win up to £100 each and every week, simply by being better drivers. We’ve used this USP to make Lightfoot synonymous with better, safer, greener driving habits, all thanks to a relentless focus on rewarding better driving.
This approach has led to frequent TV and radio coverage as well as extensive media coverage in van and car fleet, local government, trade, sector and professional media, generating 130 pieces in 12 months, leading to double-digit direct sales leads and enquiries.
“Knowledgeable, fast to respond, well connected and always able to craft a great story, their work has helped us to build awareness nationally, generating interest in our cutting edge, world-leading driver guidance and rewards platform. We always get positive comments from customers and business partners on the high level of coverage that we achieve. So, it comes as no great surprise that Absolute’s work, which is integrated with our broader marketing activity, has led to direct leads and enquiries time and again. From thought leadership pieces and White Papers to LinkedIn content, blogs, product launches and business news, they always excel. Professional, strategic, creative, responsive, inventive and fun to work with, I have no hesitation in recommending their work to other businesses.”
Lightfoot
David Nicholls, Head of Growth