"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.

1. Guerrilla Retailing
Orvel Ray Wilson, CSP
Senior Partner
THE GUERRILLA
GROUP inc

3. It’s a Jungle Out There!
• Economic Uncertainty

4. We Apologize

5. It’s a Jungle Out There!
• Economic Uncertainty
• Ruthless Competition

7. It’s a Jungle Out There!
• Economic Uncertainty
• Ruthless Competition
• Demanding Customers

8. More More More

9. It’s a Jungle Out There!
• Economic Uncertainty
• Ruthless Competition
• Demanding Customers
• Pressure on Prices and Margins

10. Slowly but Surely

11. The most successful marketing series in history:

12. What Do We Mean by “Guerrilla” ?
• Time
• Energy
• Imagination

13. Time
• Marketing is cumulative
• Stick with it

14. Energy
• “Fatigue makes cowards of us all.”
– Vince Lombardi
– Eat Right
– 20 Minutes a Day
– Reward Yourself

15. Imagination
• “Imagination is more important than
intelligence.” --Albert Einstein
– Think Big
– Think Small
• Message in a Bottle

16. “Never, ever,
think outside the box.”

17. Characteristics of a
Guerrilla Retailer

18. 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.”

19. 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

20. Invest in People
• DISH U
– More than 100 training modules on-line
• Retailer Development Forums
• Team Summit

21. Invest in Technology
• Demo Equipment
• Event Kit
– EZup tent, banners, table covers, flags,
literature, and activities to stop traffic
• Easy to Deploy

22. Invest in Technology
7x10 Mobile Office
Mike Buffington, One Stop Wireless, Lewiston, PA

23. Invest in Yourself
• Attend classes on Marketing, Advertising,
Business Management
• Create a Master Mind

24. 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

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

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

27. 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

28. 3. Consistent
• “Poor marketing done consistently will be
more effective than great marketing done
sporadically.”
• Consistency is interpreted as longevity,
credibility, and trust.

29. 3. Consistent
• It’s everything working together
• Use your Co-op funds
– $2M left on the table
• Same look-and-feel across all touchpoints

30. He’s on another line
“He’s on another line at the moment, would you like to hold?”

31. 5 Things Every Customer Needs:

32. The Need to Feel Welcome
• Greet at the Door
• Never “May I help you?”
• Smile first
• Maintain eye contact

33. The Need to Feel Comfortable
• Offer refreshment
• Dedicated seating
• Offer your name
• Use theirs
• Explain the install

34. The Need to Feel Important
• Listen
• Use Verbal Attends
• Ask LOTS of questions
• Take Notes

35. The Need to Feel Understood
• Avoid “Tech Talk”
• Resist the temptation to over-explain
• Never make them wrong or stupid

36. The Need to Feel Appreciated
• 30 days
• 6 months
• 1 year
• 20 months

37. 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

38. 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

39. 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

40. 4. Confident
• “Guerrillas believe in their products
and their people.”

41. 4. Confident (cont..)
• Know the offerings cold
• Know the competition cold
– Oil Dry
• Collect Testimonials
• Create a “Wall of Fame”

42. Why Customers Buy:
Confidence
Quality
Service
Selection
Price

43. Why Customers Buy:
1. Confidence
2. Quality
3. Service
4. Selection
5. Price

44. Low Bidder
“How did I go broke? I was the low bidder!”

45. 4. Confident (cont..)
• Guarantee Everything You CAN
– Sunshine Trash Service

46. “Mr. Colton, do we stand behind our products?”
Mr. Colton, do we stand behind
our products

47. 5. Excitement
• “Guerrillas are militantly optimistic.”
– “How’s business?”
– A Good Word for Everyone
– Share Your Success Stories
– Never Complain

48. Brussels Sprouts

49. 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

50. 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

51. 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

52. 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

53. 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

54. 6. Measurement
• If you can’t measure it, you can’t
improve it.
– Customer Survey
– One-on-one Focus Group
– Talk to Lost Customers

55. “Discouraging data on that new antidepressant.”

56. Incentives to write business today:
• First ticket
• Most tickets
• Biggest ticket
• Smallest ticket
• Last ticket

57. Your Tip So Far

58. 7. Commitment
• Use what you have, Do what you know.
• Take care of your team
• Invest in your stars
• Fire someone