Guerilla Marketing Tactics

We've used the same content strategy for all of our 150+ personal branding clients. It's called the Content Archetype Framework and consists of 4 pillars: 𝟭. 𝗧𝗮𝗰𝘁𝗶𝗰𝗮𝗹 Tactical content is actionable advice that my ideal customer can implement immediately. Example for me: copywriting best practices that a CMO of a B2B company can share with their team to improve their work. These posts deliver clear guidance that showcases my expertise and provides instant value. (like this one) 𝟮. 𝗔𝘀𝗽𝗶𝗿𝗮𝘁𝗶𝗼𝗻𝗮𝗹 Aspirational posts highlight what’s possible by sharing success stories related to my product or service. On the one hand: Sharing my own case studies and client successes. On the other hand, I might feature other B2B founders who have leveraged content to drive sales. 𝟯. 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝗳𝘂𝗹 Insightful content offers an outside-in perspective, sharing my thoughts on industry developments and trends. Whether it's analyzing the impact of ChatGPT or discussing why personal branding is the big trend of 2025, these posts provide insights that answer the critical question: What does this mean for B2B founders and executives? (my target audience) 𝟰. 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹 Personal posts humanize me, make me more relatable, and increase familiarity. This includes documenting my journey, quarterly reflections, or sharing aspects of my personal life. These posts build a deeper connection with my audience by showing the person behind the brand. If you go through my content, you’ll see that every post falls into at least 1 of these pillars. Which brings me to my next point. 1 thing to note when applying this framework: Combine multiple pillars for more fire power. For example, a tactical post can stem from personal experiences, saying: “I’ve written 500 LinkedIn posts, I wish I knew these tips when I started.” Instead of saying: “Here are 3 LinkedIn tips you need to know.” These four pillars have been the backbone of countless client projects and continue to drive success today. I hope it helps you as much as it helps us and our clients.

The most underrated marketing channel right now is a WhatsApp group. Everyone is chasing big numbers. Viral videos, follower counts, reach metrics. And if you are selling a £5 product, that logic makes sense. But if you are selling anything that costs serious money, big numbers are the wrong obsession entirely. One of my portfolio businesses sells high-end furniture. They are not running Facebook ads and hoping someone impulse-buys a £8,000 sofa. They run ads that funnel people directly into a WhatsApp group, where real conversations happen and real purchase decisions get made. If someone is spending £10,000 or £50,000 on anything, they want to talk to a human being first. They want to ask questions. They want to feel like someone is actually there. WhatsApp is where that happens, not your Instagram grid. This works for furniture, insurance, estate planning, dental practices, financial services, anything where the customer needs time and reassurance before they commit. It is not sexy and it will not give you a viral moment. But the conversion rates will make you question why you spent so long chasing views. If you sell anything high-consideration, you should be moving people from social into WhatsApp. That is where the money actually is.

Gamification And How They Amplify Experiential Pop-Ups 🎲 I saw this pop-up during the week, a campaign by Uber One which visited 15 college campuses across the US, to celebrate it's student membership program and I immediately thought, this is what brands should be doing on campus! I remember campus pop-ups when I started University, they usually entailed a branded van and a few brand ambassadors standing out in the rain trying to get students to sign up to a new bank or delivery service .......lack lustre and uninspiring to say the least. But this, this was a targeted activation aimed at driving Gen Z loyalty for the brand, and how better to do it than with gamification at the core! CNC Agency (Coffee 'n Clothes) created the experience which integrated arcade-style games into the bright yellow build, fuelling consumer engagement. At each stop, student could participate in nostalgic games developed with partners such as Taco Bell, Dunkin', and other campus favourites to collect virtual coins which could be redeemed for a goodie bag! Gamification works so successfully for Gen Z targeted activations because it aligns with this generation's core behaviours and expectations. But what does that mean? ➡️ Short Attention Spans → Interactive Engagement You only have seconds to capture Gen Z’s attention and gamified content is interactive, immersive, and goal-oriented which keeps them engaged longer than passive content. ➡️ Instant Gratification Gamification leverages points, levels, leaderboards, and rewards which equals immediate results for participation. The experience also included edutainment moments where the brand could connect with students, but still get their message across in a clever and meaningful way. So the key takeaway? Gamification..... ➡️ Increases dwell time ➡️ Promotes interactivity ➡️ Provides content worthy moments ➡️ Adds more purpose to swag and giveaways And finally, I'm rounding up what I also liked about this activation.... 💛 The bright yellow colour palette attracts attention but also sends a message of positivity, which in turn consumers can associate with the brand. 🛍️ Other brands were involved! By collaborating with brands like SEPHORA and Dunkin', students were surrounded with a lifestyle vs one brand and product. 🎮 It's nostalgic but still cool! It feels retro but speaks to a modern audience, an audience the brand are trying to tap into.

This is how you turn a standard corporate partnership into a brilliant cultural moment. Take a look at this "Official Statement" from PwC regarding their partnership with the New York Knicks. For a Big Four professional services firm, this is a masterclass in modern partnership activation. Here is exactly why this execution hits the mark: Instead of a dry corporate announcement, PwC leans entirely into sports culture. Injecting popular fan phrase like "Knicks in 5" into an official graphic shows that they actually understand and participate in the community they are backing. The copywriting beautifully bridges two completely different worlds. It uses compliance jargon, "We need to make an amendment to that press release", to deliver a high energy, confident sports phrase. B2B marketing can easily fall into the trap of feeling detached. By injecting personality, humor, and a bit of bold swagger, PwC breaks the corporate mold. It makes a massive firm feel approachable, timely, and genuinely fun. Real partnership activation is never just about slapping a logo on a stadium billboard or just hospitality. It’s about tapping into the emotional heartbeat of a fanbase and finding the exact intersection where your brand’s authentic voice meets their passion.

𝐍𝐨𝐧-𝐂𝐨𝐧𝐯𝐞𝐧𝐭𝐢𝐨𝐧𝐚𝐥 𝐖𝐚𝐲𝐬 𝐭𝐨 𝐆𝐞𝐧𝐞𝐫𝐚𝐭𝐞 𝐋𝐞𝐚𝐝𝐬: 𝐓𝐡𝐢𝐧𝐤 𝐁𝐞𝐲𝐨𝐧𝐝 𝐭𝐡𝐞 𝐔𝐬𝐮𝐚𝐥 In today’s competitive landscape, standing out means exploring non-conventional strategies to generate leads. 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲 𝐂𝐨𝐥𝐥𝐚𝐛𝐨𝐫𝐚𝐭𝐢𝐨𝐧𝐬: Partner with local or niche communities that align with your business. Host workshops, sponsor events, or create challenges to engage directly with your target audience in a more personal way. 𝐆𝐚𝐦𝐢𝐟𝐢𝐜𝐚𝐭𝐢𝐨𝐧 𝐚𝐧𝐝 𝐂𝐨𝐧𝐭𝐞𝐬𝐭𝐬: People love games and rewards. Create engaging quizzes, challenges, or contests that are fun and aligned with your brand. Not only will it build engagement, but it will also attract leads who are genuinely interested. 𝐏𝐨𝐝𝐜𝐚𝐬𝐭 𝐆𝐮𝐞𝐬𝐭𝐢𝐧𝐠: Be a guest on relevant podcasts. Share your expertise while showcasing your brand. With podcasts having dedicated audiences, it’s a fantastic way to build credibility and reach new leads. 𝐈𝐧𝐭𝐞𝐫𝐚𝐜𝐭𝐢𝐯𝐞 𝐄𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞𝐬: Use tools like AR/VR to provide a unique, immersive brand experience. For example, allowing users to virtually try your product or service before they buy can create intrigue and capture quality leads. 𝐋𝐞𝐯𝐞𝐫𝐚𝐠𝐞 𝐌𝐢𝐜𝐫𝐨-𝐈𝐧𝐟𝐥𝐮𝐞𝐧𝐜𝐞𝐫𝐬: Work with influencers who have smaller but highly engaged followings in your niche. Their personal touch can bring in leads who trust their recommendations, often at a fraction of the cost of big influencers. 𝐊𝐞𝐲 𝐈𝐧𝐬𝐢𝐠𝐡𝐭: Non-conventional methods not only break the monotony of traditional lead generation but also create memorable experiences that set your brand apart. Experiment, measure, and innovate to see what works best for your audience. What’s the most unconventional strategy you’ve tried that worked wonders? Let’s discuss! #UnconventionalMarketing #LeadGeneration #CreativeStrategies #Entrepreneurship

⚖️ Old Guard vs New Guard: How Retail Activation Strategies Are Splitting Into Two Distinct Camps This week's retail landscape reveals a fascinating strategic divide: while Lacoste opens a traditional Icons of Play pop-up at Printemps New York (running until September 7 with customization experiences), emerging brands like Hunza G, Sporty & Rich, and Christopher John Rogers are bypassing conventional pop-ups entirely—choosing permanent partnerships with luxury hotel boutiques from Six Senses to Hôtel du Cap-Eden-Roc. As someone who researches retail transformation across international markets, I'm seeing two fundamentally different philosophies emerge: Traditional Luxury Pop-Up Strategy (Lacoste at Printemps): • High-visibility retail theater in established shopping destinations • Time-limited scarcity with customization services to drive immediate conversion • Investment in branded environments and dedicated retail staff • Success measured by foot traffic, social media buzz, and short-term sales spikes Hospitality-Integrated Retail Strategy (Emerging Brands): • Permanent placement within curated luxury hospitality environments • Year-round presence targeting affluent travelers in relaxed purchasing mindsets • Integration into existing service ecosystems rather than standalone retail theater • Success measured by sustained wholesale relationships and guest lifetime value The Strategic Divide: Traditional luxury doubles down on retail spectacle—Lacoste's tennis-focused activation leverages Printemps' Fifth Avenue visibility during US Open season, betting that branded experiences in high-traffic retail zones still drive purchase decisions. Meanwhile, emerging brands recognize that affluent consumers increasingly discover and purchase fashion during travel experiences. Hotel boutiques at destinations from Mykonos to the Maldives are becoming fashion's hottest stockists, with some brands reporting stronger performance through hospitality partnerships than traditional retail channels. What This Tells Us: This divide reflects broader shifts in luxury consumption patterns across different markets—from the established retail districts of New York and London to the emerging luxury hospitality hubs across Asia-Pacific and the Middle East. Traditional brands must work harder to create purchasing urgency through time-limited experiences, while emerging brands benefit from integrating into lifestyle moments when consumers are already primed for luxury experiences. The hospitality model offers superior customer lifetime value—hotel guests become brand ambassadors within their social circles, creating organic word-of-mouth that traditional pop-ups struggle to generate beyond social media moments. What retail activation strategies are you observing that successfully balance brand visibility with authentic lifestyle integration? 👇 #PopUpRetail #LuxuryRetail #RetailStrategy #HospitalityRetail #RetailResearch #ExperientialRetail #topretailexpert

Are you burning cash on paid acquisition? New Duke research suggests one of your most powerful GTM channels might cost you almost nothing... Tong Guo at Duke University - The Fuqua School of Business found that local news shared on social media can be as effective as traditional advertising for getting products onto grocery shelves and restaurant menus. Her team tracked plant-based "impossible" meat across local markets. Local coverage measurably increased adoption by nearby stores and restaurants. Earned local attention didn't just shift consumer sentiment, but it moved the buyers who decide what gets stocked. Three takeaways for founders: 1️⃣𝐋𝐨𝐜𝐚𝐥 + 𝐞𝐚𝐫𝐧𝐞𝐝 𝐜𝐚𝐧 𝐛𝐞𝐚𝐭 𝐛𝐫𝐨𝐚𝐝 + 𝐩𝐚𝐢𝐝. These channels resonate more personally, building trust within communities. 2️⃣𝐒𝐞𝐪𝐮𝐞𝐧𝐜𝐞 𝐦𝐚𝐭𝐭𝐞𝐫𝐬. Grassroots voices spark early interest; once a product gains traction, established media steps in. Earn local buzz first, then let big outlets validate it. 3️⃣𝐂𝐨𝐧𝐭𝐞𝐱𝐭 𝐦𝐚𝐭𝐭𝐞𝐫𝐬. The same plant-based coverage drove adoption in liberal areas but fell flat in conservative ones. Don't enter blindly; know your market. 🎯For founders: before your next ad spend, ask who in your community would tell this story for free? https://lnkd.in/geS7WGyF

You can’t grow a business without marketing. But you also can’t grow it with random marketing. Here’s your tactical crash course: 1: Build your brand foundation → Define who you serve and what result you deliver. → Craft a clear tagline and positioning statement. → Make your profile and website match that promise. 2: Create social proof → Gather case studies that show before-and-after results. → Ask clients for video or written testimonials. → Share wins regularly in your content. 3: Build a referral engine → Reach out to past clients for introductions. → Create an incentive for referrals. → Nurture your network with value, not just asks. 4: Own your audience → Start an email list and nurture it weekly. → Offer a free resource to attract subscribers. → Use email to sell, not just to share tips. 5: Be consistent in content → Post 3–5x/week on LinkedIn with clear calls to action. → Share a mix of education, proof, and personal story. → Repurpose posts across platforms for more reach. Marketing works best when it’s a system, not a guessing game. 💎 Hey there! I'm Diana, a Business Growth Strategist for B2C and B2B coaches. If you want to 5x to 20x your business without working more hours, send me a DM and let's explore what's possible for you.

I’ve been watching El Ezaby Pharmacy’s recent move with a lot of respect. It’s rare to see a major healthcare brand move that quickly and hit the perfect note between cultural relevance and brand utility. They didn't just "report" the news; they translated a government mandate into a competitive advantage. By using the viral "After 9:00 PM... don't be late" hook, they transformed a potential public inconvenience into a reminder of their 24/7 reliability. It’s a masterclass in high-agility marketing. But the real question is: What happens at 9:01 PM? To turn this viral spike into a sustainable growth engine for their e-commerce app and website, I’ve put together a few tactical recommendations from a marketing perspective: 1. Shift the Habit, Not Just the Message The goal is to migrate the "walk-in" customer to the "app-user." I’d introduce a "9:00 PM Peace of Mind" incentive—offering free delivery or loyalty points exclusively for orders placed through the app after the curfew. This turns the restriction into a reward for going digital. 2. Contextual Content People are now spending more time at home after 9:00 PM. This is the prime window to promote "Wellness at Home" categories on the website—skincare, vitamins, or baby essentials. Instead of just selling medicine, you're selling the convenience of a late-night pharmacy that fits in your pocket. 3. The "Midnight Hero" Campaign Position the app as the solution to the "I forgot" moment. • The Concept: Short video clips showing that 9:05 PM realization that you're out of diapers or headache meds. • The Resolution: A quick tap on the El Ezaby app while the rest of the street is dark. 4. Precision Retargeting Use the data. If a user engaged with the viral post but hasn't downloaded the app, retarget them with a direct link to the app store. Use the headline: "The city closed at 9. We didn’t. Get the app for 24/7 access." Virality is the spark, but tactical execution is the fuel. By aligning their e-commerce goals with the city's new rhythm, El Ezaby can move from being a "reactive" brand to a "proactive" partner in the customer's new daily routine.

Basics of Promotional Planning : In FMCG The basics of promotional planning in the FMCG (Fast-Moving Consumer Goods) sector involve a structured approach to increasing product visibility, driving sales, and fostering customer loyalty. Here are the fundamental steps: 1. Define Objectives Sales Growth: The most common goal is to increase sales, either in the short term (during the promotion) or to sustain long-term growth. Brand Awareness: Promotions can help improve product visibility and brand recognition, especially for new or lesser-known products. Market Penetration: Enter new markets or strengthen your position in existing markets. Customer Retention: Keep existing customers engaged and loyal through personalized promotions or rewards. 2. Identify Target Audience Demographics: Understand who the product is intended for, based on age, income, gender, etc. Behavioral Insights: Recognize consumption habits, brand loyalty, and purchasing motivations of the target audience. Geographical Focus: Determine which regions or markets you want to target for the promotion. 3. Budget Planning Set a Promotional Budget: Determine the budget for the promotion and how it will be distributed across different channels and tactics. ROI Considerations: Ensure the promotional spend will generate a satisfactory return on investment (ROI). This involves forecasting the increase in sales that will result from the promotion. 4. Choose Promotion Types Price Discounts: Temporary price reductions or percentage-off offers to boost short-term sales. Coupons and Vouchers: Provide consumers with discount coupons for future purchases to encourage repeat business. Free Samples: Distribute samples to introduce new products or encourage trials. Buy-One-Get-One (BOGO) Offers: Increase volume sales by offering a second product at no additional cost. Loyalty Programs: Reward customers with points or discounts based on repeat purchases. 5. Channel Selection In-store Promotions: Leverage displays, shelf placements, or end caps in physical retail stores. Trade Promotions: Incentivize retailers with discounts, rebates, or special deals to push products to customers. 6. Timing and Duration Seasonal Timing: Align promotions with peak buying periods, such as holidays, festivals, or seasons. Limited Time Offers: Creating urgency through time-limited deals encourages quicker consumer action. 7. Promotion Design and Messaging Clear Messaging: Ensure that promotional messages are simple, direct, and aligned with the brand’s identity. Creative Elements: Use engaging visuals and taglines to grab attention and stand out from competitors. 8. Monitoring and Evaluation Sales Tracking: Track sales during and after the promotional period to measure effectiveness. Consumer Feedback: Collect feedback to understand customer response and improve future promotions. Adjust Strategy: Based on data, tweak or optimize ongoing promotions for better performance.