ONLINE publisher HonestJohn.co.uk and customer acquisition specialist The Lead Agency (TLA) have formed an exclusive partnership that will allow automotive brands to reach more in-market car buyers as they research their next vehicle.
Consumers browse HonestJohn.co.uk’s range of impartial and quality reviews and guides to inform their future purchase. TLA’s custom-built, relevant and timely engagement tools will capture their interest and showcase the options available to them.
The agreement will give TLA clients access to more in-market consumers earlier in the buying funnel, while enriching the HonestJohn.co.uk visitor experience.
Research shows that 80 per cent of consumers visit a third-party website during the research phase of a purchase, with 65 per cent using them to start their journey.
HonestJohn.co.uk fits that category as one UK’s most popular websites for car buyers and enthusiasts, and was winner of the Newspress Website of the Year accolade for an unprecedented three consecutive years (2016, 2017 and 2018).
TLA, meanwhile, has 18 years’ experience in the automotive sector, connecting audiences with brands such as BMW, VW Group, Ford and Mercedes-Benz to provide a source of incremental sales.
Its blockchain-based, GDPR-compliant tech platform and FCA permissions allow the business to simplify and accelerate a consumer’s car buying journey.
HonestJohn.co.uk’s managing editor, Dan Powell, said: ‘TLA’s industry experience and specialist tools complement our existing content to enrich the visitor experience and help consumers make the most informed decision when it comes to choosing their next car. This exciting partnership will bring significant benefits to HonestJohn.co.uk’s visitors as well as TLA and its clients.’
TLA CEO Anton Hanley added: ‘We’re proud to have formed this partnership with HonestJohn.co.uk. Its website is a trusted source of high-quality information for car buyers and enthusiasts throughout the country.
‘Combining their excellent content and extensive audience with our technology and processes will allow us to create even more quality opportunities for our clients to connect with hard-to-reach consumers and increase sales.’
As part of the partnership, TLA will take responsibility for lead generation from HonestJohn.co.uk’s social channels, representing an opportunity to combine a powerful consumer-focused brand with engagement, validation and qualification technology.