Footfall at Scottish Airshow Maximising the Retail Opportunity Russell Ferguson

Agenda Maximise footfall – quick wins for Air Show Maximise footfall – other events Marketing as a business function. Marketing plans. Customer service & revenue. Actions.

Open Your Mind

Marketing – a definition ‘Looking at business from the view point of the customer’.

When we are Customers! - Mood What are the different moods a customer can have? At … Weekly shop – supermarket; On holiday – day out in Ayr. Celebration meal; Quick lunch from business How do we change the mood?

Dive Into the Mind of the Customer

Target Markets - Silos Existing Customers - locals Potential Shopper - locals Referral Points 1 to 2 day Visitor to Town

Air Show Visitor Volume 60,000 visitors in 2014 Estimated 80,000 in 2015 John Fleming will send these

Open the shop/venue and wait for people to come in Options Do nothing. Open the shop/venue and wait for people to come in Open the door - be pro-active – interact –attract and pull customers in. John Fleming will send these

AIDA Model

Quick Wins - Marketing Uniform – get a picture with the pilot Window Display – merchandise ‘A’ boards Tie in with event – FB and hashtags Facebook, Twitter (offers every hour) Pre flight - happy landing menus Open Door Quiz – odd shop competition John Fleming will send these

Quick Wins - Customer Service Team talk – Welcome to Ayr Smiles and interaction Handling customers well Wow factor Link selling, selling up Till point – impulse purchases John Fleming will send these

Quick Wins – Local customer target Post on community sites as an individual –bring in stories and angles about Ayr. Look up Streetlife – local social network.

Quick Wins – Local customer target Offer a Loyalty scheme – for your next purchase - Swipii Refer a friend/ neighbour – it will build new contacts; Contact good customers and tell them what is new and what you have in stock.

Quick Wins – Local customer target Offer to home deliver at a time that suits the customer; Do a price check against other retailers in other towns and online; Gift Wrap service – may provide extra service or extra revenue.

Quick Wins – Local customer target Retrain and refresh your team Build the product knowledge for your staff.

Target Markets - Silos Existing Customers - locals Potential Shopper - locals Referral Points 1 to 2 day Visitor to Town

Marketing Cycle

Promotion – Offline Communication Formats Filters of business – word of mouth Local publications Local Radio PR Leaflet drops Point of Sale Telephone Events/Fairs/exhibitions Networking

Promotion – Online Communication Formats Website Blog Twitter YouTube/ Vimeo Trip Advisor Swipii loyalty LinkedIn Pinterest Streetlife Google Local Facebook

Concept of Audience/ Readership B C A in the market now for your product or service could be persuaded B not in the market for your product or service C

Gantt chart

Customer Service and Revenue Generation

Department of First impressions Consistent customer service brings the customers back: Smile Eye contact - Say Hello Use the customer’s name Be cheerful & attentive Deliver respect – both ways Explain & Chat – lots of product knowledge Say Goodbye and Thanks

Your Brand Tone of voice Longevity of the brand

Engaging in Conversation SCRIPTS

Offering more The customer should leave with a smile The customer should leave with a product

Offering more The customer should leave with a smile The customer should leave with a product

Russell Ferguson russ@rfm.co.uk

Footfall at Scottish Airshow Maximising the Retail Opportunity Russell Ferguson