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| Consumer Media

21 Feb 2013 14:34

What Car? Connect is live

What Car? Connect goes live today. What Car? Connect is What Car?’s new B2B data and insights business that brings in-house all data management and activation. What Car? Connect will deliver the best qualified in-market new car-purchase leads.
The What Car? Connect business is the largest significant investment in the What Car? brand made by Haymarket Media Group in more than a decade.
Vauxhall is the first car maker to sign up to What Car? Connect utilising the full lead-generation service, including the provision of test drives and fulfilling quote requests across the entire model range.
“We are delighted to be working with What Car?. What Car? Connect makes perfect business sense to us and essentially complements our CRM process, it will provide a seamless enquiry and delivery service for interested customers.” commented Richard Hughes, Head of Marketing Communications, Vauxhall.
The What Car? Connect team reports that interest and feedback has been really positive from car manufacturers in general, and that they hope to announce details of further partnerships soon.
What Car? publishing director Andrew Golby said: “It has been a long held ambition for What Car? to offer a fully comprehensive and sophisticated data management and insight service to car makers.  Through the What Car? website and What Car? apps we are able to collect, on average, 100,000 live customer records per month.
“Lead generation is an integral part of any car maker’s CRM operation and we feel confident that our professionally qualified leads will result in an efficient and effective delivery of information for follow-up activity. Customers expect a quick response – we aim to complete the lead qualifying within 24 hours.”
What Car? will for the first time run its own call centre, and staff will be trained to rigorous What Car? professional standards.
The real-time lead generation qualifying will include the most unique, in-depth and sophisticated three-stage process, on top of which all qualified leads will be trackable and reportable.
Haymarket Media's What Car?, the UK’s biggest car-buying brand, comprises a perfect bound magazine in two-sizes, a market-leading website, iPad and digital editions, a number of Apps and several established brand extensions. Its flagship magazine has helped Britain’s car buyers make purchasing decisions for almost 40 years and its tests are widely regarded as the most trusted source of new-car advice.

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