Fleet News

Make safety a marketing tool

Fleet managers are being urged to move beyond duty-of-care compliance and use safety initiatives as a marketing tool.

Dr Will Murray, research director at Interactive Driving Systems, has advised fleets to review their safety policies with company branding in mind.

“There’s a massive opportunity between fleets and marketing.

A large chunk of effective road safety is marketing,” Dr Murray told a fleet safety forum organised by road safety charity Brake.

Dr Murray said that branding fleets as leaders in driver safety not only brings down costs and improves a company’s reputation but also offers an opportunity for wider community safety.

He explained that the majority of business driver accidents happened either on site or nearby and said: “If you can do something in the community, close to home, that will hopefully get society to understand your company’s risks.”

Dr Murray pointed out that young drivers are particularly at risk.

He explained how companies like BT have started to introduce mentoring pro-grammes for young drivers.

“By targeting young drivers you’re clearly doing something for the community, and developing something that goes beyond compliance is important from a branding point of view,” he said.

Examples of community initiatives included Wolseley UK’s sponsoring of school safety talks and Nestlé’s development of an online road safety game for staff and their families.

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