Recap: The Need for Guerilla Marketing

For entrepreneurs and startups, it's difficult to think about using large-scale marketing tactics. We don't have the resources to do it. Here is where guerilla marketing comes into play. Levinson continues to point out the benefit of being a small business in guerilla marketing: you don't need to use the same marketing tactics Fortune 500 companies use. Instead, we should take advantage of the fact we are small and create connections with our customers to increase word-of-mouth along with other marketing tactics to increase profit.

The Core Concept

The first thing Levinson urges us to do is think about our core concept. This is your driver. Moreover, he says it should be expressed in a maximum of 7 words.

Below is my attempt to get this core statement for SBH Labs.

- Sagebloom Health Labs is a family-owned company operating in the suburbs of Chicago. At SBH Labs, we believe wellness and science walk the same line, and our goal is to get products that meet these standards to customers.

- SBH Labs is an innovator in the skincare and energy drink markets providing customers with clean and effective solutions to increase their well-being.

- We provide clean solutions for health and well-being.

It is 8 words but it's an improvement nonetheless.

Other Items

Levinson also touches on the importance of Integrated Marketing Communications. He doesn't use this concept, but it is what he means, nonetheless. As this book was written in 2008, some of the vocab is outdated, but he mentions the importance of having all marketing efforts linked back to the same core concept. That's the definition of IMC. IMC goes beyond advertising. It's an extension of a brand. 

Another key element small businesses should take advantage of is the fact they are small. Levinson mentions having one-on-one capabilities to create a relationship with the customer and add a sense of warmth is a huge advantage we have over big companies.

The last piece of advice I want to point out from Levinson is the quote below:

"Businesses that solve problems have a better chance of success than those who don't."

 (p. 14)