CLEAN DRIVE How to Tap into the Green Market Contract: IEE/09/688/SI Duration: to Created:

How to Tap Into the Green Market Other commercial entities and how their marketing campaigns have changed! Customer demand related sales (Examples of customers taken from additional Irish surveys) Economic Motivators to Sell Cars(MORI stats) Campaign development for clean vehicles Info material about efficient cars / alternative fuels (own brand and competitors) Contract: IEE/09/688/SI Duration: to Created:

Other Commercial Entities and How their Marketing has “Changed” Contract: IEE/09/688/SI Duration: to Created: Adds From 1984: =related

Other Commercial Entities and How they have “Changed” their Marketing Campaign Contract: IEE/09/688/SI Duration: to Created: Adds from 2011: Ford Fiesta - Gillette - Marathon - Bord na Mona -

Other Commercial Entities and their Effectiveness! Contract: IEE/09/688/SI Duration: to Created: “A humorous commercial from Snickers ranked #1 as the most effective ad for the first quarter of 2011 in a survey by Ace Metrix. Ace Metrix The study results came from a survey of 500 consumers that represent the television viewing audience. Humour is almost always popular in advertising, and the Snickers commercial created by BBDO is a perfect example of how even offbeat humour can drive positive results. The survey asked respondents to identify how much they liked the commercials presented as well as how much they want the product or service being advertised.” Source: www.corporate-eye.com

How to Tap Into the Green Market Other commercial entities and how their marketing campaigns have changed! Customer demand related sales (Examples of customers taken from additional Irish surveys) Economic Motivators to Sell Cars(MORI stats) Campaign development for clean vehicles Info material about efficient cars / alternative fuels (own brand and competitors) Contract: IEE/09/688/SI Duration: to Created:

Customer Demand Related Sales – Tipperary % are over 40 years old! In the >65s, 83% are male and only 50% have children!

Customer Demand Related Sales – Tipperary st Reason: Lower Running Costs 2 nd Reason: Better Value for Money 3 rd Reason: Better for the Environment

How to Tap Into the Green Market Other commercial entities and how their marketing campaigns have changed! Customer demand related sales (Examples of customers taken from additional Irish surveys) Economic Motivators to Sell Cars (MORI stats) Campaign development for clean vehicles Info material about efficient cars / alternative fuels (own brand and competitors) Contract: IEE/09/688/SI Duration: to Created:

Economic Motivators to Sell Cars – MORI Stats

Economic Motivators to Sell Cars – MORI Stats EU-objective: 130 g/km in average until Weight related €95 in penalty fee per sold car and gram CO2! CO 2 =130 + a * (M-M0) M = mass of vehicle in kg, M0= 1372 kg, and a=0.0457

Economic Motivators to Sell Cars – MORI Stats Example: Volkswagon 2009: 1410kg weight 2015: 1410kg weight If BAU in 2015, €1805 fine for manufacturer per car!! Must Market Clean Cars! Cannot Rely on Government Subsidies!!

Decrease of emissions – 2 ways Contract: IEE/09/688/SI Duration: to Created: Source: Transport & Environment 2010

White paper 2011 By 2050, key goals will include: No more conventionally-fuelled cars in cities. 40% use of sustainable low carbon fuels in aviation; at least 40% cut in shipping emissions. A 50% shift of medium distance intercity passenger and freight journeys from road to rail and waterborne transport. All of which will contribute to a 60% cut in transport emissions by the middle of the century.

How to Tap Into the Green Market Other commercial entities and how their marketing campaigns have changed! Customer demand related sales (Examples of customers taken from additional Irish surveys) Economic Motivators to Sell Cars (MORI stats) Campaign development for clean vehicles Info material about efficient cars / alternative fuels (own brand and competitors) Contract: IEE/09/688/SI Duration: to Created:

Overview - the Action Model Step 1 Current situation Step 4 Monitoring Evaluation Step 2 Goals Training Step 3 Campaigns Networking Clean Drive is based upon a working model tested in a Swedish pilot project with good results. It is structured like a management system which aims to support car dealer business to increase their sale of cleaner vehicles. Contract: IEE/09/688/SI Duration: to Created:

Clean Drive Campaigns in Other Countries Germany – – Setting up a Clean Drive Club Sweden – Clean Vehicle Information Stand at Car Dealers UK – Eco Driving Competition and Info Stand Latvia – Clean Drive Conference, Car Leasing Company – Deals on Clean Vehicles Slovenia – Clean Car and Clean Train

Clean Drive Campaign Tipperary 2012 Discussion and Ideas – Clean Vehicle Info Stand – Expand Clean Drive Club – Exhibitions – Clean Vehicle Rally? – Info Stands at Library e.g. Clonmel – Electric Vehicle Trails – Humour?