Objective 9

How do we increase our leads? How do we maximize

footfall against lead generated

Piyush Chimankar
Future Leaders Programme
Management Intern
Objective:
How do we increase our leads? How do we maximise footfall against leads generated?

Purpose:
To increase market share and acquire more customers, thereby increasing the revenue.

Activities done to understand the lead generation process:

- Organized and executed events to understand the process of lead generation
- Called up event leads to understand problems related to non-conversion
- Established association for BTL activities to generate leads
- Audited centres to track voucher walk-ins post event

Current process of lead generation:

- AMM establish tie-up for events like BCA analysis, Hair Skin analysis, health talk,
etc.
- Event is executed, along with voucher given to participants and contact details are
taken from them.
- GRE calls event leads and ask them to visit centre

Challenges:
- No proper system to note event leads. Sometimes leads are taken on A4 paper and
paper misplaced by the centre staff.
- GRE reluctant to do follow up.
- Gift Voucher clients are not given appointment as they are not generating revenue for
the centre
- Not all event leads are interested to take service at the centre or offerings. Leading to
low conversion rate of event.
- Low recall rate of the event among participants.
- No tracking of event walk-ins at the centre
- Negative ‘word of mouth’ hampers lead conversion.
- Centres resisting from doing events suggested by AMMs. According to them, events
are not getting them new footfall at centre.

Events organized:
- Part of 33 outhouse BTL activities
- 15 Self-initiated tie-ups
o 2 executed
o 2 finalized for June
o 3 In Progress for closure
o 8 Approached
- Supported 18 tie-ups initiated by Eisha Sethi (AMM)
Sr. Initiated
Event Location Event offering Status No. of leads
no by
Baisakhi
Promoted zodiac facial Self-
celebration in- Executed -
& Jadui Potli at centre initiated
1 house event
Special voucher for
Karnataka
event winners and Self-
Engineers Executed 8
discount voucher for initiated
Academy
2 participants
St. George BCA test, Hair Skin Self-
10th June -
3 Knayana Church analysis initiated
Scheduled Self-
IEEE -
4 Health Talk for 8th June initiated
St. Sebastian BCA test, Hair skin Self-
In Progress -
5 Forane Church analysis initiated
St. Vincent Pallotti BCA test, Hair skin Self-
In Progress -
6 Church analysis initiated
BCA test, Hair skin
Self-
Jubilant Biosys analysis, Pampering In Progress -
initiated
7 session
BCA test Sent Self-
Samsonite -
8 Retail tie up Proposal initiated
BCA test, Hair skin
Self-
Tech rizes analysis, Pampering Approached -
initiated
9 session
Self-
US Polo - Approached -
10 initiated
Our Lady of Self-
- Approached -
11 Lourdes Church initiated
Self-
Micron Electricals - Approached -
12 initiated
Mitsubishi UFJ Self-
- Approached -
13 Financial initiated
Self-
Quadgen - Approached -
14 initiated
Self-
Hitachi - Approached -
15 initiated
Mrs. Bangalore
Beauty Pageant BCA analysis, Nail art Executed 18 AMM
16 event
Special voucher for
Cosmopolitan event winners and
Executed 8 AMM
Club discount voucher for
17 participants
Vodafone Shared
Nail art Executed 200 AMM
18 Services - GTP
Vodafone Shared
Services - Maruthi BCA test Executed 69 AMM
19 Park
 Divakars multi-
BCA test Executed AMM
20 speciality hospital 10
BCA test, Hair Skin
World Trade
analysis, Live hair Executed AMM
centre
21 styling 20
Cubbon Park
BCA analysis Executed 36 AMM
22 Health camp
Waiting for
Tata Cha Health Talk date - AMM
23 confirmation
24 Landmark Voucher tie-up In Progress - AMM
25 Westside Voucher tie-up In Progress - AMM
BCA test, Hair skin
GSN Games analysis, Pampering In Progress - AMM
26 session
27 First Cry - Approached - AMM
28 Louis Philippe - Approached - AMM
29 Chicco - Approached - AMM
Indiranagar
- Approached - AMM
30 Methodist Church
31 Consero Global - Approached - AMM
32 Texport - Approached - AMM
33 Arista - Approached - AMM

Recommendation:
- Tracking event walk-in and gauging which events are giving better success and
conversion rate.
- Maintaining leads register with clear marking for hot leads, warm leads, cold leads,
etc and their interest in services. It would be easy to follow up and we can direct the
efforts in correct direction
- Events at Joggers Park, Church, Clubs, etc should have a customer engaging element
to improve recall of brand along with the event offerings.
- Focus should be towards more corporate events, as it gives better conversion rate.
- Voucher clients and regular clients should be treated equally. As this might create
negative word of mouth which would hamper complete event efforts at clubs,
corporates, etc.