Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012
-
Upload
orvel-ray-wilson-csp -
Category
Business
-
view
448 -
download
1
Transcript of Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012
![Page 1: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/1.jpg)
THE GUERRILLA GROUPinc
Selamat Pagi, Selamat Datang“GUERRILLA RETAILING”Malaysia Airport HoldingsSeptember 20, 2012
Orvel Ray Wilson, CSPGOOGLE me
![Page 2: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/2.jpg)
![Page 3: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/3.jpg)
![Page 4: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/4.jpg)
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
![Page 5: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/5.jpg)
THE GUERRILLA GROUPinc
What do we Mean by “Guerrilla”?
![Page 6: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/6.jpg)
The most successful marketing series in history:
![Page 7: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/7.jpg)
What do we know about airport shoppers?
![Page 8: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/8.jpg)
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
![Page 9: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/9.jpg)
![Page 10: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/10.jpg)
THE GUERRILLA GROUPinc
5 Things Every Customer Needs
•Feel Welcome•Feel Comfortable•Feel Important•Feel Understood•Feel Appreciated
![Page 11: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/11.jpg)
THE GUERRILLA GROUPinc
The Need to Feel Welcome•Break the “Force Field”
![Page 12: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/12.jpg)
“Force field” example goes here
![Page 13: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/13.jpg)
![Page 14: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/14.jpg)
![Page 15: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/15.jpg)
THE GUERRILLA GROUPinc
The Need to Feel Welcome•Break the “Force Field”•Put everyone in “uniform”
![Page 16: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/16.jpg)
![Page 17: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/17.jpg)
THE GUERRILLA GROUPinc
The Need to Feel Welcome•Break the “Force Field”•Put everyone in “uniform”•Greet at the Door
![Page 18: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/18.jpg)
![Page 19: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/19.jpg)
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
![Page 20: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/20.jpg)
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?”
![Page 21: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/21.jpg)
THE GUERRILLA GROUPinc
The Need to Feel Comfortable• Comfortable seating• Play area for kids• Luggage Storage
![Page 22: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/22.jpg)
THE GUERRILLA GROUPinc
The Need to Feel Important• Listen•Use Verbal Attends•Ask LOTS of questions•Never make them wrong or stupid
![Page 23: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/23.jpg)
![Page 24: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/24.jpg)
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 . . .
![Page 25: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/25.jpg)
JVC GZ-E10A
![Page 26: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/26.jpg)
THE GUERRILLA GROUPinc
The Need to Feel Appreciated•Give them something extra•Thank them at the end of the
transaction
![Page 27: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/27.jpg)
![Page 28: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/28.jpg)
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.
![Page 29: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/29.jpg)
THE GUERRILLA GROUPinc
Traffic and Closing Ratios•Track conversions
–Door-beam counter
–Develop a formula
–Post ratios daily
![Page 30: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/30.jpg)
THE GUERRILLA GROUPinc
Spiffs and Incentives to drive desired behaviors
•First sale•Biggest sale•Most Items•Smallest sale• Last sale
![Page 31: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/31.jpg)
THE GUERRILLA GROUPinc
5 Simple Steps to Train:• Greeting• Qualifying• Suggesting• Cross-selling• Closing
![Page 32: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/32.jpg)
![Page 33: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/33.jpg)
THE GUERRILLA GROUPinc
Terima Kasih! •Friend me on facebook• Join my network on LinkedIn•Follow me on Twitter @OrvelRay•Coming back in January
![Page 34: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/34.jpg)
Blank Slide
![Page 35: Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012](https://reader036.fdocuments.us/reader036/viewer/2022062523/543cd7a08d7f7208118b6433/html5/thumbnails/35.jpg)
Blank Slide