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

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Orvel Ray Wilson, CSP keynotes the 2012 Concessionaires Conference for Malaysia Airports Holdings, in Kuala Lumpur. This audience consists of vendors who have retail store, restaurants, or kiosks in Malaysian airports.

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  • Guerrilla Retailing at KLIA - Malaysian Airports Concessionaires Conference 2012

    1. 1. Selamat Pagi,Selamat Datang“GUERRILLA RETAILING”Malaysia Airport HoldingsSeptember 20, 2012Orvel Ray Wilson, CSPGOOGLE me THE GUERRILLA GROUPinc
    2. 2. 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
    3. 3. What do we Mean by“Guerrilla”? THE GUERRILLA GROUPinc
    4. 4. The most successful marketing series in history:
    5. 5. What do we know about airport shoppers?
    6. 6. • 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
    7. 7. 5 Things Every Customer Needs • Feel Welcome • Feel Comfortable • Feel Important • Feel Understood • Feel Appreciated THE GUERRILLA GROUPinc
    8. 8. The Need to Feel Welcome• Break the “Force Field” THE GUERRILLA GROUPinc
    9. 9. “Force field” example goes here
    10. 10. The Need to Feel Welcome• Break the “Force Field”• Put everyone in “uniform” THE GUERRILLA GROUPinc
    11. 11. The Need to Feel Welcome• Break the “Force Field”• Put everyone in “uniform”• Greet at the Door THE GUERRILLA GROUPinc
    12. 12. 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
    13. 13. 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
    14. 14. The Need to Feel Comfortable• Comfortable seating• Play area for kids• Luggage Storage THE GUERRILLA GROUPinc
    15. 15. The Need to Feel Important• Listen• Use Verbal Attends• Ask LOTS of questions• Never make them wrong or stupid THE GUERRILLA GROUPinc
    16. 16. 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 . . . THE GUERRILLA GROUPinc
    17. 17. JVC GZ-E10A
    18. 18. The Need to Feel Appreciated• Give them something extra• Thank them at the end of the transaction THE GUERRILLA GROUPinc
    19. 19. 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
    20. 20. Traffic and Closing Ratios• Track conversions –Door-beam counter –Develop a formula –Post ratios daily THE GUERRILLA GROUPinc
    21. 21. Spiffs and Incentives to drivedesired behaviors • First sale • Biggest sale • Most Items • Smallest sale • Last sale THE GUERRILLA GROUPinc
    22. 22. 5 Simple Steps to Train: • Greeting • Qualifying • Suggesting • Cross-selling • Closing THE GUERRILLA GROUPinc
    23. 23. Terima Kasih!• Friend me on facebook• Join my network on LinkedIn• Follow me on Twitter @OrvelRay• Coming back in January THE GUERRILLA GROUPinc
    24. 24. Blank Slide
    25. 25. Blank Slide
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