12 Lucky tips for running a great lead box promotion

Tip #1. Location, Location, Location
Place boxes in high traffic locations such as front counter reception areas where you believe there is a high likelihood that people who are thinking about fitness may visit. Remember to place boxes in your ClubZONE area so that you are better able to target prospects that live or work within your 12-minute drive area.
Tip #2. Turn up the Volume
The more box placements you have, the more leads your club is likely to get. Volume is what makes a great lead box system work. The average club should plan to have at least 20 lead box placements with their ClubZONE at any one time.
Tip #3. Find a good Host
Placing a box in a local business premises should be simple and easy. Make sure your sales team members speak with the ‘decision-maker’ of the business where the lead box will be placed. Explain the details of the promotion to the manager and give them an idea of what works best with placement on their front counter.
Tip #4. Reward the Host
Next, ask the host decision-maker for the names of their staff members so that you can organise complimentary passes for them and the manager. These do not cost their staff anything, and they provide additional leads for the sales team, which hopefully convert staff free trials into membership sales.
Tip #5. Return the Favour
Ask the host business if there is anything they would like to promote in your next club newsletter, website or noticeboard. Let them know what type of cross promotions have worked with other local businesses and what your club may be able to promote for them.
Tip #6. Change is Good
Make sure to change the box location to keep the promotion fresh. Normally 4 weeks is about a long enough time for a lead box to sit in one location. Even if it has generated many leads, moving it out and returning after a couple of months to maximize the novelty ‘wear in’ and ‘wear out’ will increase the value perception of the competition.
Tip #6. Track your Leads
A biggest mistake when using lead boxes is to neglect the tracking the leads. The numbers of leads should be placed on a lead tally sheet when they are collected from the box. In this way, the club manager and the sales team can easily assess which locations are generating leads, and which boxes need to be moved. Leads can then be tracked against weekly sales figure to determine their conversion rates compared to other forms of lead generation.
Tip #7. Keep the Entry Form Requirements to a Minimum
Generally, people don’t like filling out forms so keep yours simple. As a rule, only ask for their name, address and contact details. The only other detail you may request is age if there are special requirements as part of your club rules.
Tip #8. Always Present a Professional Image
Make sure the lead boxes are well maintained and are replenished with plenty of pens and pads. Well maintained boxes also reflects the professional image of the club… so if your boxes are starting to look a bit tired, maybe it’s time to replace them.
Tip #9. Use Phone Scripts
Using phone scripts when calling Winners will maximize your call to appointment conversion rates. Make sure to congratulate the Winner and make them feel special. It’s much easier to keep the appointment conversation focused using a script without going off topic. Remember, the objective of the call is to get them down to the club to pick up their free membership guest pass.
Tip #10. Monitor your boxes
Lead boxes should be checked at least twice a week (more if required, but not less). Clip them together from each shop and make sure to keep an accurate record for your tally board back at the club. A great way to assist you is to find a helpful staff member in the host store who’ll keep an eye out on your box. That way, you have someone onsite who will make sure the pads, pens and boxes are being looked after. In return you might slip them a discount voucher or organise a complimentary PT session for them at the club.
Tip #11. Allocate Boxes between your sales team members

Divide the boxes between your sales team and make them responsible and accountable for their individual boxes. A lead box tally sheet will track performance and makes it easier to monitor the success of the promotion.
Tip #12. Set Targets and Goals
Setting targets and goals is absolutely essential to the success of any club marketing promotion. Establish goals with your team and the club. Make sure to track and monitor your leads and compare them to your targets. Try and improve your ratios each month and put incentives in place to drive your team. It’s easy to see how the lead boxes promotions are one of the most powerful ways to generate ongoing leads for your club!