Guerrilla Retailing Team Summit Keynote

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"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.

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Guerrilla Retailing Team Summit Keynote

  1. 1. Guerrilla Retailing Orvel Ray Wilson, CSP Senior Partner THE GUERRILLA GROUP inc
  2. 2. It’s a Jungle Out There! • Economic Uncertainty
  3. 3. We Apologize
  4. 4. It’s a Jungle Out There! • Economic Uncertainty • Ruthless Competition
  5. 5. It’s a Jungle Out There! • Economic Uncertainty • Ruthless Competition • Demanding Customers
  6. 6. More More More
  7. 7. It’s a Jungle Out There! • Economic Uncertainty • Ruthless Competition • Demanding Customers • Pressure on Prices and Margins
  8. 8. Slowly but Surely
  9. 9. The most successful marketing series in history:
  10. 10. What Do We Mean by “Guerrilla” ? • Time • Energy • Imagination
  11. 11. Time • Marketing is cumulative • Stick with it
  12. 12. Energy • “Fatigue makes cowards of us all.” – Vince Lombardi – Eat Right – 20 Minutes a Day – Reward Yourself
  13. 13. Imagination • “Imagination is more important than intelligence.” --Albert Einstein – Think Big – Think Small • Message in a Bottle
  14. 14. “Never, ever, think outside the box.”
  15. 15. Characteristics of a Guerrilla Retailer
  16. 16. 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.”
  17. 17. 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
  18. 18. Invest in People • DISH U – More than 100 training modules on-line • Retailer Development Forums • Team Summit
  19. 19. Invest in Technology • Demo Equipment • Event Kit – EZup tent, banners, table covers, flags, literature, and activities to stop traffic • Easy to Deploy
  20. 20. Invest in Technology 7x10 Mobile Office Mike Buffington, One Stop Wireless, Lewiston, PA
  21. 21. Invest in Yourself • Attend classes on Marketing, Advertising, Business Management • Create a Master Mind
  22. 22. 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
  23. 23. 2. Assortment • TV • Sponsorships • Radio • Special Events • Newspaper • Contests & Sweepstakes • Direct Mail • Community Involvement • Door-to-Door • Referral Programs
  24. 24. Prospect Learning Curve Purchase Readiness Total 1 2 3 4 Apathy 5 6 7 8 9 Number of Impressions
  25. 25. Don’t Quit 48% quit after the first contact 20% quit after the second contact 7% quit after the third contact 5% quit after the fourth contact 4% quit after the fifth contact Yet 80% close AFTER the sixth contact
  26. 26. 3. Consistent • “Poor marketing done consistently will be more effective than great marketing done sporadically.” • Consistency is interpreted as longevity, credibility, and trust.
  27. 27. 3. Consistent • It’s everything working together • Use your Co-op funds – $2M left on the table • Same look-and-feel across all touchpoints
  28. 28. He’s on another line “He’s on another line at the moment, would you like to hold?”
  29. 29. 5 Things Every Customer Needs:
  30. 30. The Need to Feel Welcome • Greet at the Door • Never “May I help you?” • Smile first • Maintain eye contact
  31. 31. The Need to Feel Comfortable • Offer refreshment • Dedicated seating • Offer your name • Use theirs • Explain the install
  32. 32. The Need to Feel Important • Listen • Use Verbal Attends • Ask LOTS of questions • Take Notes
  33. 33. The Need to Feel Understood • Avoid “Tech Talk” • Resist the temptation to over-explain • Never make them wrong or stupid
  34. 34. The Need to Feel Appreciated • 30 days • 6 months • 1 year • 20 months
  35. 35. 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
  36. 36. Dear Charlie, Photo Note Pad THANK YOU From the desk of Orvel Ray Wilson for the opportunity to be part of Team Summit. What a ROCK SOLID group! 34316 Gap Road, Golden, CO 80403 800-247-9145
  37. 37. 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
  38. 38. 4. Confident • “Guerrillas believe in their products and their people.”
  39. 39. 4. Confident (cont..) • Know the offerings cold • Know the competition cold – Oil Dry • Collect Testimonials • Create a “Wall of Fame”
  40. 40. Why Customers Buy: Confidence Quality Service Selection Price
  41. 41. Why Customers Buy: 1. Confidence 2. Quality 3. Service 4. Selection 5. Price
  42. 42. Low Bidder “How did I go broke? I was the low bidder!”
  43. 43. 4. Confident (cont..) • Guarantee Everything You CAN – Sunshine Trash Service
  44. 44. “Mr. Colton, do we stand behind our products?” Mr. Colton, do we stand behind our products
  45. 45. 5. Excitement • “Guerrillas are militantly optimistic.” – “How’s business?” – A Good Word for Everyone – Share Your Success Stories – Never Complain
  46. 46. Brussels Sprouts
  47. 47. 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
  48. 48. Move Them Up the Curve 14000 12000 U 10000 Up Sell n i 8000 Cross Sell t 6000 s 4000 Re-Sell 2000 0 $1 $10 $50 $250 $1,000
  49. 49. 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
  50. 50. 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
  51. 51. 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
  52. 52. 6. Measurement • If you can’t measure it, you can’t improve it. – Customer Survey – One-on-one Focus Group – Talk to Lost Customers
  53. 53. “Discouraging data on that new antidepressant.”
  54. 54. Incentives to write business today: • First ticket • Most tickets • Biggest ticket • Smallest ticket • Last ticket
  55. 55. Your Tip So Far
  56. 56. 7. Commitment • Use what you have, Do what you know. • Take care of your team • Invest in your stars • Fire someone

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