Guerrilla Retailing
Orvel Ray Wilson, CSP
Senior 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

2. Assortment
• TV • Sponsorships
• Radio • Special Events
• Newspaper • Contests & Sweepstakes
• Direct Mail • Community Involvement
• Door-to-Door • Referral Programs

Prospect Learning Curve Purchase
Readiness
Total 1
2
3
4
Apathy 5
6
7
8
9
Number of Impressions

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

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

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

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

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

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