Guerrilla Retailing Team Summit Keynote
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Transcript of Guerrilla Retailing Team Summit Keynote
Guerrilla Retailing
Orvel Ray Wilson, CSPSenior Partner
THE GUERRILLA GROUP inc
It’s a Jungle Out There!
• Economic Uncertainty
We Apologize
It’s a Jungle Out There!
• Economic Uncertainty• Ruthless Competition
It’s a Jungle Out There!
• Economic Uncertainty• Ruthless Competition• Demanding Customers
More More More
It’s a Jungle Out There!
• Economic Uncertainty• Ruthless Competition• Demanding Customers• Pressure on Prices and Margins
Slowly but Surely
The most successful marketing series in history:
What Do We Mean by “Guerrilla” ?
• Time• Energy• Imagination
Time
• Marketing is cumulative• Stick with it
Energy
• “Fatigue makes cowards of us all.” – Vince Lombardi
– Eat Right– 20 Minutes a Day– Reward Yourself
Imagination
• “Imagination is more important than intelligence.” --Albert Einstein
– Think Big– Think Small
• Message in a Bottle
“Never, ever, think outside the box.”
Characteristics of a Guerrilla Retailer
1. Investment
• The Law of The Slight Edge: “The difference between a champion and an also-ran, more often than not, is a very slim margin.”
Invest in People• Hire first for Attitude
– “It’s not the location, or the market, but the SALESPEOPLE.” – Bob Lynn, Moorehead Communications, Marrion, Indiana
• Train Constantly• Resource Center• Use Outside Experts
Invest in People
• DISH U– More than 100 training modules on-line
• Retailer Development Forums• Team Summit
Invest in Technology
• Demo Equipment• Event Kit
– EZup tent, banners, table covers, flags, literature, and activities to stop traffic
• Easy to Deploy
Invest in Technology
7x10 Mobile Office
Mike Buffington, One Stop Wireless, Lewiston, PA
Invest in Yourself
• Attend classes on Marketing, Advertising, Business Management
• Create a Master Mind
Invest in Your Community
• Get every employee active in Chamber, SBDC, Downtown Merchants, etc.
• Sponsorships for sports teams, bowling leagues, Parks & Rec, anywhere you can create visibility
• Get every employee active in Chamber, SBDC, Downtown Merchants, etc.
• Sponsorships for sports teams, bowling leagues, Parks & Rec, anywhere you can create visibility
2. Assortment
• TV• Radio• Newspaper• Direct Mail• Door-to-Door
• Sponsorships• Special Events• Contests & Sweepstakes• Community Involvement• Referral Programs
1 2 3 45
67
89
Number of Impressions
Total Apathy
Purchase Readiness
Prospect Learning Curve
Don’t Quit 48% quit after the first contact20% quit after the second contact 7% quit after the third contact 5% quit after the fourth contact 4% quit after the fifth contactYet 80% close AFTER the sixth contact
3. Consistent
• “Poor marketing done consistently will be more effective than great marketing done sporadically.”
• Consistency is interpreted as longevity, credibility, and trust.
3. Consistent
• It’s everything working together• Use your Co-op funds
– $2M left on the table
• Same look-and-feel across all touchpoints
He’s on another line
“He’s on another line at the moment, would you like to hold?”
5 Things Every Customer Needs:
The Need to Feel Welcome
• Greet at the Door• Never “May I help you?”• Smile first• Maintain eye contact
The Need to Feel Comfortable
• Offer refreshment• Dedicated seating• Offer your name• Use theirs• Explain the install
The Need to Feel Important
• Listen• Use Verbal Attends• Ask LOTS of questions• Take Notes
The Need to Feel Understood
• Avoid “Tech Talk”• Resist the temptation to over-explain• Never make them wrong or stupid
The Need to Feel Appreciated
• 30 days• 6 months• 1 year• 20 months
3 Ways to Generate More Referral Business
• “Don’t keep us a secret.”• Leave Referral Forms behind• Participate in Club DISH• Or create your own
– Diana Tucker, Valley Satellite, Patten, ME
Photo Note PadDear Charlie,THANK YOU for the opportunity to be part of Team Summit. What a ROCK SOLID group! OrvelRay
From the desk of Orvel Ray Wilson
34316 Gap Road, Golden, CO 80403 800-247-9145
Lifetime Customer Value
• Average family spends $5,283.00/yr.• 20% move every year• Average Customer Lifetime = 5 years• Operating at a margin of 3%• Lifetime value = $750
Mail Advertising Services Association MASA
4. Confident
• “Guerrillas believe in their products and their people.”
4. Confident (cont..)
• Know the offerings cold• Know the competition cold
– Oil Dry
• Collect Testimonials• Create a “Wall of Fame”
Why Customers Buy:
Confidence
Quality
Service
Selection
Price
Why Customers Buy:
1. Confidence
2. Quality
3. Service
4. Selection
5. Price
Low Bidder
“How did I go broke? I was the low bidder!”
4. Confident (cont..)
• Guarantee Everything You CAN– Sunshine Trash Service
Mr. Colton, do we stand behind our products
“Mr. Colton, do we stand behind our products?”
5. Excitement
• “Guerrillas are militantly optimistic.”– “How’s business?”– A Good Word for Everyone – Share Your Success Stories– Never Complain
Brussels Sprouts
Have Fun! • “Fill-’ur-up Frank”
– Tracy Lindley, Dean’s Satellite, Sparta WI
• Always have something for the kids– Fill the balloons on demand– Include a Prize
• Greg Ruddell, Rocking R, Lincolnton, GA
0
2000
4000
6000
8000
10000
12000
14000
$1 $10 $50 $250 $1,000
Units
Move Them Up the Curve
Up Sell
Cross Sell
Re-Sell
Get Out of the Store• Event Marketing
– Home shows, Boat shows, Mall shows, flea markets and Craft fairs
– Sporting events and tournaments– Even a card table on a street corner– Work it actively
Get Out of the Store
• “The quickest route to a new customer is to knock on a door.” – Brad Barrott, Big Dog Holdings, Inc.,
Pocatello, ID
Get Out of the Store• Door-to-Door Guerrilla Style
– Target areas that are vulnerable– Soften them up with Direct Mail– Door hangers first– Knock where they’re missing– Ask for introductions to the neighbors
6. Measurement
• If you can’t measure it, you can’t improve it.– Customer Survey– One-on-one Focus Group– Talk to Lost Customers
“Discouraging data on that new antidepressant.”
Incentives to write business today:
• First ticket• Most tickets• Biggest ticket• Smallest ticket• Last ticket
Your Tip So Far
7. Commitment
• Use what you have, Do what you know.• Take care of your team• Invest in your stars• Fire someone