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9_LeadGeneration

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