Overview
The Free Driving Lesson Promotion has run and will continue to run across a number of high profile newspaper and magazine consumer titles throughout the UK, and offers readers of each publication a free one-hour driving lesson, with the aim of reducing novice driver accidents by encouraging professional instruction with a fully qualified ADI.  A copy of an on-going reader promotion in Norfolk is accessible at the bottom of this page and shows how each promotion appears in print (although there are small variances between each publication). 

The basis of the reader promotion is as follows:

• Readers of the respective newspaper or magazine collect tokens and send them in (with a completed coupon) to the fulfilment house in Horsham (Robell Media Promotions), who collate the details and then forward them to ADIs throughout the UK (allocation is done on a postcode basis, each ADI specifying five postcode areas).
• ADIs pay £10 for each lead and give a free one-hour driving lesson (many ADIs are taking half a dozen leads at a time, or more).
• After that, ADIs are welcome to instruct the reader respondent(s) in accordance with normal terms of business.

The criterion for reader participation is that the reader:

• Is in possession of a provisional driving licence, or
• Obtains one before each individual promotion cut-off date (usually several months after each promotion commences), and
• Has not participated in one of our free driving lesson promotions before (we check this carefully - thus ensuring that nobody avails themselves of a free course of instruction!).

Some Examples
We work with the vast majority of our ADIs on an individual basis, and you are invited to do the same. We have hundreds of ADIs from the big four national driving schools taking leads from us regularly, in tandem with thousands of independent ADIs, who comprise the vast majority of ADIs with whom we work.
 
Indeed, the beauty of the promotion for independent ADIs is that the promotion gives them the same ‘muscle’ as the big schools (the benefit of a nationwide promotion - with some of the space in top magazine titles costing upwards of £30,000 per page at standard advertising rates).
 
By way of example, a small driving school in the West Midlands recently took 19 leads from us, whereby 18 went on to take regular lessons (15 were brand new pupils and 3 were part-trained). One lead decided that he didn’t now want his free lesson - and we therefore immediately allocated another reader respondent as a replacement (we would have refunded the £10 if no replacement lead was available).
 
Also, a partnership driving school in Kent has gone from 60% capacity to a joint full-book solely due to leads sent by us and a number of ADIs receiving leads from us have gone from part to full-time, again, solely due to leads from us on a regular basis.
 
Other schools have taken-on new ADIs to enable them to take leads in bulk from us. Indeed, more and more driving schools are taking ‘bulk leads’ (over a dozen at a time) - with some taking 50 at a time and then allocating them internally to their ADIs. If you run a driving school and have a number of ADIs who want to participate, you can apply to receive ‘bulk leads’ from us by e-mailing your details and request to us via the CONTACT US button on the home page.
 
In summary the promotion works very well, whether you are an individual ADI who wants to take just one lead from time-to-time, or you run a large school and want to take leads in bulk. Our detractors form an ever-diminishing group, as they see their ADI colleagues getting the leads and converting them into a full course of instruction - without any advertising spend whatsoever.
 
Furthermore, we run a very fair refund/re-allocation policy, and have recently expanded our admin team to ensure that things run as smoothly as possible, under the close supervision of an experienced ADI.
 
How can I participate?

• You must be a fully qualified ADI currently on the Register (sorry, no PDIs).
• Click on the below REGISTER button and specify the postcode areas from where you would like to receive new pupil leads. No money at all is required at this stage.
• We will then e-mail you to let you know how many leads are available to you from your specified postcode areas.
• You can choose to accept all or just some of the lead(s) at any time within 3 days from the time/date of the e-mail (this includes weekend days - so it’s important not to delay).
• If you do accept any of the lead(s), we ask that you contact the reader respondent(s) at your earliest convenience in order to arrange the free one-hour driving lesson.
• After that, you are welcome to commence a full course of instruction with the reader respondent(s) in accordance with your normal terms of business, as thousands of your colleagues have already done/are currently doing.
• In accordance with current legislation, we cannot store credit/debit card details, so if you wish to participate and obtain the lead(s), you will need to pay £10 per lead that you accept within the 3-day period. You can do this securely on-line with your credit/debit card via the PAY FOR LEADS link on the home page. Your card will be processed via market-leading internet service provider, Protx. You can check out their extensive bona fides at www.protx.com but remember that your card details will at no time be passed to us and nor will we have access to your card details.
• Once your payment is processed, you will be sent full details of each lead (on e-mail).
• If you don’t want to use your card to pay for your leads, you can send a postal order or cheque for the requisite amount, but in such cases it is essential that you e-mail us within the 3-day period to let us know that you are accepting the lead(s). We will then reserve the lead(s) for you for a further 3 days whilst we await your cheque.
• If you choose not to accept any or some of the leads, we ask that you let us know as soon as possible in order that we can re-allocate the lead(s) to another ADI. Please note that if you do not respond within the 3-day period mentioned earlier, we will automatically re-allocate the lead(s) after 72 hours - as we are obliged to allocate leads as quickly as possible.

There’s no catch, and each time we send you leads, a full explanation will detail what to do, but for now, why not click on the below link and register - you’ve nothing to lose? We don’t ask for a retainer or that you take a certain amount of leads each week or month - you only pay for the leads you want - when you want them.
 
Indeed, on a number of occasions our ADIs say to us that they currently have a full-book, but that they would like to take some leads in the near future, after some of their current pupils pass their tests. This is no problem and how comforting to know that as your pupil numbers decline - you can replace them easily from us, without worrying about the cost and vagaries of responses from newspaper ads or Yellow Pages etc.
 
To register, please click on the below link:

 

The below copy shows the format of an on-going promotion in a leading Norfolk newspaper and is a good example of how the promotion appears in print (although there are small variations between each publication.
 
As a point of interest, a driving school in Norfolk suggested this particular promotion to us and we would be more than happy to run a promotion in your local newspaper (best responses are always from ‘purchased’ newspapers, as opposed to the free ones). You can e-mail us via the CONTACT US button on the homepage and we’ll try and place a promotion in your local paper as soon as possible.