[00:00:00] Intro Peach-opoly series
This episode is one part of a series unpacking my brand campaign, Peachopoly. I cannot wait to share the behind the scenes of how we pulled this crazy thing together. You're going to be hearing from everybody who was involved in the campaign because I wanna really show what goes into creating something like this. I really hope you enjoy.
Fi
Hello, listener. I am so excited to tell you that the moment has finally arrived, and it is time to introduce you to my favorite campaign so far, Peachopoly. This is the third time that I have created a brand campaign. I've done many other types of campaigns in my business as well.
Um, but yeah, there's something so special about creating a brand campaign. It's like creating a little world, or it almost feels like [00:01:00] we've made a mini TV show for you to enjoy. And, um, yeah, I wanna take you back a few steps to try to explain why I created this campaign. And I suppose another thing to discuss before I dive into introducing you to the campaign and what it's all about is perhaps to share what I think a campaign is, because it's one of those words that a lot of people seem to have different ideas about what it is.
So everything I know about campaigns I have learned from Mia Feilman at Campaign Del Mar, and I am so grateful to all the advice and training and support she's given me. But what I've learned from her about campaigns is that a campaign is basically a set of marketing activities that belong together. A campaign could be something really simple, like a sales campaign, a launch.
It could have a philanthropic element, so not-for-profits and social [00:02:00] enterprises do a lot of campaigns. There's also political campaigns, which is, again, it's a really concentrated effort using a couple of messages to try to really make something happen in a short period of time. And then there's a brand campaign, which is what this is, and what it is for me is a series or a kind of connected set of videos and information that is designed to kind of stop the scroll, bring new eyeballs into my world, and also helping me to reposition myself.
So this is a brand awareness campaign. I'm not selling anything off the back of it, apart from, you know, I'm always selling. Um, that's how you make a living as a business owner. But yeah, the purpose of this campaign is to just reposition myself a little bit and bring some new people into my world, and just showcase what it's actually like to work with me.[00:03:00]
So the name of the campaign is Peachopoly, and I'm gonna go back and explain why I created this campaign And how it is all coming together. So look, earlier this year, I was thinking about some conversations I'd been having with new people. So I met a lot of new people through Ripple Festival, which is the small business event that I co-founded with Mia Fireman.
And a lot of new people kind of came into my world during that period, and the conversations I was having with them made me realize that my positioning wasn't quite right. I'd somehow become known as someone who works with micro brands and very small businesses, and I love working with established solo and small businesses, but that's just part of the work that I do.
Some of my clients have incredible businesses with teams of 10, 30, 50 [00:04:00] plus, multiple millions of revenue. And some of them I've worked with for a really long time, and I've helped them to grow their revenue, their team, and their profit by some pretty epic amounts. But I don't tend to talk about them much in my marketing.
Another reason why I wanted to create this campaign is because I wondered if I'd become a little boring, predictable, when I'm actually pretty fun, or at least funny adjacent. Maybe I was coming across as a bit too nice. I'm a really nurturing person, and that can sometimes come across as mollycoddling or slow-moving, when actually I move with speed.
It doesn't take long for a new client to start making changes in their business because I move fast and I give advice that's actionable. I'm a clear, straight communicator and advisor, and so I am fast. So I went to my very excellent friend, Steph Hansen. She's a campaign creative director, a Good Money Club [00:05:00] member, and a collaborator.
I told her that I wanted to create a campaign to help people see me how my clients see me. It had to be super fun, entertaining, and out of the box. I wanted to explain what I really do for my clients in a way that felt clear And campaign creation is Steph's love language. She came back with an idea that I was definitely not imagining.
Her idea was ... Ready? Wait for it. A life-sized board game inspired by another game that shall not be named, designed to feel like playing the game of business. Because business is competitive, strategic, and played to win. Another thing that Steph was really thinking about with this idea is that money and business can often feel really scary and serious, and so we wanted to show the fun and playful side of money and business, especially when you're doing [00:06:00] it with me.
So how the campaign would work is that my clients would play their hand, moving through real business challenges that I've actually helped them with, and it was exactly the caliber of idea I was hoping for. That was the seed of what has become an epic production involving many people, and I will tell you about all of those people over the next few weeks.
But for now, I want to introduce you to the world of Peachopoly. Here is episode zero, where we introduce the concept of what Peachopoly is and how it's all gonna work. Please enjoy the first episode
Peach-opoly episode 0
One, two, three, four. So, Anife, what do you do for work? Hmm, that is a good question. It's a little bit like playing this game. How about I show you? Welcome to the [00:07:00] game of small business, where I help you to make strategic moves by focusing on money psychology, money management, impact making, and actually making money
You need a new approach to your pricing, and that starts in your mind. Bringing the money in is kind of easy for you. Yeah. Revenue is great. I love our clients, and we've got a steady flow of leads. Spending the money is where things get a little bit tricky though, yeah? So you want us to say no to revenue?
It's about saying yes to focusing on one revenue stream. Yes, I am biased. We think we're pretty special, but maybe it's time to prove it. The next step for Mount Zero. So what do you think? Ah, now I get it. Is it my turn yet?
Fi
Now that you've heard the first [00:08:00] episode, I hope it has helped give a little bit of intrigue about what it is that I'm doing. In real time, I'm sitting on my couch next to my dog, who is snoring, and I'm sitting here basking in the feeling of having this project out into the world. I think I've been working on it for about six months.
Not solidly. There've been sort of spits and spurts. We had a festival to put on in May, uh, which was Ripple Festival, and I've been working on it a lot for the last two to three months. There was a two-day shoot in late August in Melbourne that involved a lot of really incredible people, and now episode zero has now gone out into the world, and she is getting a lot of attention, which is exactly what I wanted to happen.
My email subscribers got first access. They got to see the episode zero before [00:09:00] anybody else. And by the way, if you're not a subscriber, you can become one very easily by going to peachbm.com.au/subscribe. Some of the comments there have been absolutely incredible. People are so interested and inspired and just cannot wait to be entertained with the rest of the episodes.
So I leave you here with episode zero, and a massive thank you to Steph Hanson's excellent daughter, Frankie, who was an absolute star acting in this episode zero. And I am going to see you in the next episode of The Money Secrets Podcast, where we are going to talk about episode one of Peachopoly. So I will see you then
