The chapter discusses the need for Guerrilla Marketing. It is almost necessary for a small business to utilize as the competition from corporations in the traditional marketing are almost insurmountable due to the high cost of entry and the budgets for most traditional marketing campaigns. This is when you need to be smart and think of something that can potentially be just as effective for your business but far less costly. Even if you don't need to directly advertise, there should be some kind of marketing plan in place to show your company in a favorable light to your current and potential customers.
One most important things you need before setting off on a marking campaign is a quality product/service with a clear use. After you have that, then you can get to work on a critical area of a developing business; positive word of mouth. If the product/service fill it's niche properly paired with a solid price and good customer service, positive word of mouth can take over as your primary marketing.
You must also remain flexible with your marketing plan once you have established a strategy. There are so many avenues a guerrilla marketing campaign can go so it is important to have adequate capitalization as well so that you can quickly take advantage of an identified marketing opportunity. There are thousands of small businesses in the US with great products and services. What really makes the difference when it comes to reaching new customers is the marketing.
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