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. Selamat Pagi, Selamat Datang “GUERRILLA RETAILING” Malaysia Airport Holdings September 20, 2012 Orvel Ray Wilson, CSP GOOGLE me THE GUERRILLA GROUPinc
- 4. 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
- 5. What do we Mean by “Guerrilla”? THE GUERRILLA GROUPinc
- 6. The most successful marketing series in history:
- 7. What do we know about airport shoppers?
- 8. • 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
- 10. 5 Things Every Customer Needs • Feel Welcome • Feel Comfortable • Feel Important • Feel Understood • Feel Appreciated THE GUERRILLA GROUPinc
- 11. The Need to Feel Welcome • Break the “Force Field” THE GUERRILLA GROUPinc
- 12. “Force field” example goes here
- 15. The Need to Feel Welcome • Break the “Force Field” • Put everyone in “uniform” THE GUERRILLA GROUPinc
- 17. The Need to Feel Welcome • Break the “Force Field” • Put everyone in “uniform” • Greet at the Door THE GUERRILLA GROUPinc
- 19. 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
- 20. 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
- 21. The Need to Feel Comfortable • Comfortable seating • Play area for kids • Luggage Storage THE GUERRILLA GROUPinc
- 22. The Need to Feel Important • Listen • Use Verbal Attends • Ask LOTS of questions • Never make them wrong or stupid THE GUERRILLA GROUPinc
- 24. 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
- 25. JVC GZ-E10A
- 26. The Need to Feel Appreciated • Give them something extra • Thank them at the end of the transaction THE GUERRILLA GROUPinc
- 28. 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
- 29. Traffic and Closing Ratios • Track conversions –Door-beam counter –Develop a formula –Post ratios daily THE GUERRILLA GROUPinc
- 30. Spiffs and Incentives to drive desired behaviors • First sale • Biggest sale • Most Items • Smallest sale • Last sale THE GUERRILLA GROUPinc
- 31. 5 Simple Steps to Train: • Greeting • Qualifying • Suggesting • Cross-selling • Closing THE GUERRILLA GROUPinc
- 33. Terima Kasih! • Friend me on facebook • Join my network on LinkedIn • Follow me on Twitter @OrvelRay • Coming back in January THE GUERRILLA GROUPinc
- 34. Blank Slide
- 35. Blank Slide
Editor's Notes
- 5