View
1.683
Download
1
Embed Size (px)
DESCRIPTION
"Guerrilla Retailing" DISH Network international Team Summit general session keynote, presented by Orvel Ray Wilson, CSP May 5, 2009, Wells Fargo Theater, Denver Convention Center.
Citation preview
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