Have a Sales Person initially place the lead boxes. This person should talk with the owner or manager of the location and explain the benefits of having a lead box in the store. Typically your sales person in a personable person with a nice outgoing presence. Placing lead boxes in other businesses should be a strong suit of this person.
When placing boxes, the sales person should be prepared with a handout or brochure of your services and products. At the very least, the sales person is introducing your business not only to the owner or manager, but to all the employees of the business he or she is visiting. Your sales person should distribute; guest passes, flyers, post cards, business cards, coupons, etc. each business in the hopes that the employees and/or customers will now come and visit your business.
Change out your lead boxes after a 3-4 month period. But don't just remove the boxes, Place some Take One Displays instead. Use a small business card holder filled with business cards. You can bring in and 8.5" x 11" Sign Holder and leave that on the counter with a "Text to Win" offer. Be creative, but make sure you continue to utilize your presence in this outside location. Then after a month or two, return with a new Lead Box.
Once your sales person has placed all your lead boxes, hire a runner. This person could be full time or part time, but they will be responsible to maintaining the box route(s). They should make sure the boxes are in good condition and stocked with a working pen and entry pad. They should pull the leads and record when and how many leads each box is producing. They should then work with the sales person to contact each lead. The leads should be contacted as quickly as possible and then entered into your prospect database to be sent continual promotions. You will find that removing the maintenance of the lead box route from your sales person duties with be much more productive.
Accept that there will be some attrition with your lead boxes. As will any other marketing source, there is some loss. A very high percentage of direct mail gets thrown out immediately without the end user even looking at it. Direct emails, get deleted before they are opened. Banners may get ripped or destroyed during a storm or vandalism. Likewise, some lead boxes will get thrown out or damaged. For the most part, this is a low percentage and the average shelf life of your boxes can be many months before they would need to be replaced.
Remember, you need to be at the front of the consumer's mind as much as possible. At the very least, a lead box is a mini-billboard in your community. They more mini-billboards, the more you will be at the front of the consumer's mind, so when they do decide to make their purchase, your business will have a high chance of being their number 1 choice.
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