1. Footfall at Scottish Airshow
Maximising the Retail Opportunity
Russell Ferguson

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

3. Open Your Mind

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

5. 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?

6. Dive Into the Mind of the Customer

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

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

9. 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

10. AIDA Model

11. 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

12. 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

13. 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.

14. 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.

15. 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.

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

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

18. Marketing Cycle

19. 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

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

21. Concept of Audience/ ReadershipB 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

22. Gantt chart

23. Customer Service and Revenue Generation

24. 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

25. Your Brand
Tone of voice
Longevity of the brand

26. Engaging in Conversation
SCRIPTS

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

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

29. Russell Ferguson

30. Footfall at Scottish Airshow
Maximising the Retail Opportunity
Russell Ferguson