Post on 16-Apr-2017
THE GUERRILLA GROUPinc
Selamat Pagi, Selamat Datang“GUERRILLA RETAILING”Malaysia Airport HoldingsSeptember 20, 2012
Orvel Ray Wilson, CSPGOOGLE me
THE GUERRILLA GROUPinc
If you’re going to be texting:•I’m listening to @OrvelRay
Wilson who is teaching us about Guerrilla Retailing and it’s fantastic. #MAHB
THE GUERRILLA GROUPinc
What do we Mean by “Guerrilla”?
The most successful marketing series in history:
What do we know about airport shoppers?
THE GUERRILLA GROUPinc
•They are on their way TO somewhere
•They have limited time•They are looking for last-minute or
forgotten items•They often have a negative
perception of value
THE GUERRILLA GROUPinc
5 Things Every Customer Needs
•Feel Welcome•Feel Comfortable•Feel Important•Feel Understood•Feel Appreciated
THE GUERRILLA GROUPinc
The Need to Feel Welcome•Break the “Force Field”
“Force field” example goes here
THE GUERRILLA GROUPinc
The Need to Feel Welcome•Break the “Force Field”•Put everyone in “uniform”
THE GUERRILLA GROUPinc
The Need to Feel Welcome•Break the “Force Field”•Put everyone in “uniform”•Greet at the Door
THE GUERRILLA GROUPinc
The Need to Feel Welcome•Break the “Force Field”•Put everyone in “uniform”•Greet at the Door•Smile first•Maintain eye contact
THE GUERRILLA GROUPinc
The Need to Feel Comfortable•Offer your name•Use theirs•Never ask, “May I help you?”•Ask, “When is your flight?” •Ask, “What can I help you find?”
THE GUERRILLA GROUPinc
The Need to Feel Comfortable• Comfortable seating• Play area for kids• Luggage Storage
THE GUERRILLA GROUPinc
The Need to Feel Important• Listen•Use Verbal Attends•Ask LOTS of questions•Never make them wrong or stupid
THE GUERRILLA GROUPinc
The Need to Feel Understood•Use signposting to match their
criteria• Ask, “Is this what you had in mind?”
•Never let them handle the product, unless . . .
JVC GZ-E10A
THE GUERRILLA GROUPinc
The Need to Feel Appreciated•Give them something extra•Thank them at the end of the
transaction
THE GUERRILLA GROUPinc
Traffic and Closing Ratios• Average cost to bring a customer in
the door can run as high as RM600• If a customer doesn’t come back
you’ve lost money on them.
THE GUERRILLA GROUPinc
Traffic and Closing Ratios•Track conversions
–Door-beam counter
–Develop a formula
–Post ratios daily
THE GUERRILLA GROUPinc
Spiffs and Incentives to drive desired behaviors
•First sale•Biggest sale•Most Items•Smallest sale• Last sale
THE GUERRILLA GROUPinc
5 Simple Steps to Train:• Greeting• Qualifying• Suggesting• Cross-selling• Closing
THE GUERRILLA GROUPinc
Terima Kasih! •Friend me on facebook• Join my network on LinkedIn•Follow me on Twitter @OrvelRay•Coming back in January
Blank Slide
Blank Slide