Recap: Research: The Starting Point of Guerrilla Marketing Campaign

Recap of J.C. Levinson's Guerrilla Marketing as it applies to SBH Labs.

J.C. Levinson talks about the two kinds of research for marketing: free research and paid research. Because SBH Labs is not ready to make the investment in paid research, we will focus on free research.

"Research is not intended to be a substitute for inspiration."

 J.C. Levinson mentions an invaluable way to get relevant information from your customers is to ask them. A few ways to achieve this are by getting your customers to answer brief questionaries, playing the "20 questions" game, or filling out a survey. It is harder for SBH Labs to ask their customers to answer surveys since most sales are made through Amazon. Amazon has a very strict messaging policy when it comes to messaging customers about anything not related to their orders.

A few customers have made the jump from ordering from Amazon to ordering straight from the website. What SBH Labs could do is make the survey link available on their homepage to encourage customers to fill in the answers.

These are the most pressing questions for SBH Labs customers to answer:

• What's SBH Labs product have you bought?
• nuCaffeine
• BrainShot
• Sagebloom Oils
• For nuCaffeine, what is your favorite way to drink nuCaffeine?
• For BrainShot, do you like to mix your BrainShots or take them straight?
• For Sagebloom Oils, are your oils for personal or professional use?
• What is you favorite feature from [product]?
• What do you think is missing from [product]?

References:
Levinson, J. C., Levinson, J., & Levinson, A. (2007). Guerrilla marketing: Easy and inexpensive strategies for making big profits from your small business. Boston, MA: Houghton Mifflin.