WEBVTT - Anna Paul Is A Marketing GENIUS

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<v Speaker 1>Hi, I'm Britney Saunders and welcome to Big Business. And

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<v Speaker 1>today you're in one of my bonus episodes.

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<v Speaker 2>We upload these every.

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<v Speaker 1>Wednesday and they're just a little bit of fun. Now

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<v Speaker 1>I'm going to talk about another influencer. Oh wait, sorry,

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<v Speaker 1>I just got a code that I need to send

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<v Speaker 1>to someone.

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<v Speaker 2>Sorry.

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<v Speaker 3>This is the realness of the bonus episode, me.

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<v Speaker 1>Getting texts and replying to them. I had someone send

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<v Speaker 1>me a DM and they said, Anna Paul's marketing strategy?

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<v Speaker 2>Can you talk about it? I absolutely can? And I

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<v Speaker 2>feel like, Xander, you're not over this.

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<v Speaker 1>No I'm not.

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<v Speaker 3>So this is news to me as well. I'm interested.

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<v Speaker 1>For those of you who don't know Anna Paul is

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<v Speaker 1>she blew up on TikTok. So she's an Australian influencer

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<v Speaker 1>TikToker mainly, like I'm sure she's on Instagram too, but

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<v Speaker 1>she's so so famous on TikTok and that's where she

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<v Speaker 1>blew up. So she posts vlogs all the time on TikTok.

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<v Speaker 1>And she also has a skin care brand called Paulie. Now,

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<v Speaker 1>not one hundred percent sure about this, but I'm pretty

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<v Speaker 1>sure she owns this in partnership with the guy who

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<v Speaker 1>also owns James Cosmetics with Emily sky Fit.

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<v Speaker 2>Okay, do you know them? No?

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<v Speaker 1>I could be wrong, but that's a bit of interesting

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<v Speaker 1>information for you. When it comes to influencer brands, some

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<v Speaker 1>of them have partners in the business. And I'm pretty

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<v Speaker 1>sure if any of you know James Cosmetics, Ja y Mees,

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<v Speaker 1>they're like eyepatches and stuff.

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<v Speaker 2>I'm pretty sure the guy that's behind that is also

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<v Speaker 2>the guy that's behind Paulie.

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<v Speaker 1>I could be absolutely wrong about that, so don't quote me,

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<v Speaker 1>but I'm pretty sure I heard that.

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<v Speaker 3>Somebody business the podcast with all the.

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<v Speaker 2>Facts or the lies.

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<v Speaker 1>So smart if that is the way that it is

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<v Speaker 1>set up, So smart of him. I believe his name's

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<v Speaker 1>Sam to have teed up with Anna to launch a brand,

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<v Speaker 1>because her reach is just humongous. She's got millions of followers.

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<v Speaker 1>I'm just on their website now. I've never purchased anything.

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<v Speaker 1>I think the demographic for Paulie is a little bit younger,

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<v Speaker 1>because I know a lot of Anna's followers are younger,

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<v Speaker 1>like teenagers and early twenties. But they've got all flavor

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<v Speaker 1>body butters, skincare, moisturizer, masks lip, balms. They've got absolutely everything.

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<v Speaker 1>And just recently I saw, and this person has asked me,

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<v Speaker 1>she did some clever marketing on TikTok. I'm not sure

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<v Speaker 1>if it was also posted on Instagram. By the way,

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<v Speaker 1>I would love to get that guy on the pod.

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<v Speaker 1>He could not be involved in Paulie and I could

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<v Speaker 1>be completely wrong, but I read somewhere that he was anyway,

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<v Speaker 1>Anna paul has recently done, just in the last couple

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<v Speaker 1>of weeks on TikTok, this really clever marketing strategy where

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<v Speaker 1>she purchased a lot of expensive gifts to put in

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<v Speaker 1>her poorly orders. Very very clever, and I guess this

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<v Speaker 1>is something that we've kind of done at Fate over

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<v Speaker 1>the years as well.

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<v Speaker 2>Is really clever little marketing things like this.

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<v Speaker 1>And it's weird when you do something like this because

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<v Speaker 1>it obviously comes across as extremely generous when you're giving

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<v Speaker 1>back to your community, you know. I think she was

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<v Speaker 1>going out and buying designer things. She was going and

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<v Speaker 1>buying heaps of stuff at Mecca, like I remember seeing

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<v Speaker 1>like Ermez things, Tiffany things, and she kind of made

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<v Speaker 1>it this whole series. I haven't watched the whole series

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<v Speaker 1>I've just saw bits and bobs, but she would say,

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<v Speaker 1>what do you want in your order kind of thing,

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<v Speaker 1>and then everyone would comment, and then she'd go to

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<v Speaker 1>the shop and like buy stuff from the show and

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<v Speaker 1>then put it feel herself putting them in the orders

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<v Speaker 1>kind of thing.

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<v Speaker 3>Obviously not every order, this is one here and there.

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<v Speaker 2>Yeah, and that was a surprise.

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<v Speaker 1>Yeah, and it created so much hype on TikTok. And

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<v Speaker 1>then following that, you know, now everyone's been waiting for

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<v Speaker 1>those winners to unbox their poorly orders on TikTok and

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<v Speaker 1>show them winning the prizes. And I've seen a few

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<v Speaker 1>of them pop up when they've gotten like the expensive gifts.

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<v Speaker 1>And so someone wants to know what's my thoughts on it.

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<v Speaker 1>My thoughts are absolutely genius. It's a way of giving

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<v Speaker 1>back to your community and it's being generous.

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<v Speaker 2>And at the same time very very clever.

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<v Speaker 1>This is very clever marketing because, and I can speak

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<v Speaker 1>from my own experience, it makes you, like I'm just

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<v Speaker 1>gonna say it, it makes you come across that like

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<v Speaker 1>you're really generous, and which you are, like you're out

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<v Speaker 1>there spending money on gifts for your community, and it

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<v Speaker 1>creates so much hype and excitement, and it's clever in

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<v Speaker 1>the fact that this would have increased her orders by

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<v Speaker 1>thousands and thousands.

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<v Speaker 3>Yeah, definitely.

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<v Speaker 1>On the backhand of that, there has been I've also

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<v Speaker 1>seen a lot of comments online of people saying I

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<v Speaker 1>didn't get one, and then so many people have done

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<v Speaker 1>unboxings on social media and they're disappointed when they open it.

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<v Speaker 3>Also great marketing though.

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<v Speaker 1>Yes, so like all in all, it's super fucking clever

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<v Speaker 1>and genius and this is honestly the way that marketing

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<v Speaker 1>is going.

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<v Speaker 2>It's organic, you know.

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<v Speaker 1>It's her going into the shops and buying the gifts like,

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<v Speaker 1>it's creating really organic, authentic content and all around it's

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<v Speaker 1>just pure fucking genius. Like that's all I can say

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<v Speaker 1>about it. We've done little things like this over years.

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<v Speaker 1>I can't even think.

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<v Speaker 2>You know what I've seen.

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<v Speaker 3>You put extra clothes in orders.

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<v Speaker 1>Yeah, like you put extra clothes in orders. We've refunded

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<v Speaker 1>people's orders before. We've done like spinning wheels, where we

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<v Speaker 1>like spin a wheel and customers win things. And I

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<v Speaker 1>think if you want to stand out from the rest

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<v Speaker 1>of the brands, these are the things that you have

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<v Speaker 1>to do in order to stand out no longer when

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<v Speaker 1>it comes to promoting your brand online. Is that just

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<v Speaker 1>you holding up you know her daydream moisturize and going

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<v Speaker 1>this moisturize is so good you should buy it. Yeah,

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<v Speaker 1>you know, you've got to think outside the box and

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<v Speaker 1>think of a way to engage audiences, and audiences are

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<v Speaker 1>so exhausted when it comes to products and ads and

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<v Speaker 1>buying stuff. So this is a really great example, and

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<v Speaker 1>I'm sure this will be used in many businesses meetings,

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<v Speaker 1>you know, marketing meetings are going to use this as

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<v Speaker 1>an example of a great way to market your brand

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<v Speaker 1>and have so many orders come through.

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<v Speaker 2>And every time I see one.

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<v Speaker 1>Of the people on TikTok complaining saying I didn't get one, Like,

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<v Speaker 1>I haven't seen anyone get one. She would have had what,

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<v Speaker 1>I don't know how many gifts she ended up doing.

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<v Speaker 1>It might have been twenty orders, thirty orders. She probably

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<v Speaker 1>had ten thousand orders come through. Like it's such a

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<v Speaker 1>small fraction of customers that are going to get a prize,

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<v Speaker 1>and that's just the way it is. And I feel

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<v Speaker 1>the same with our giveaway that we're currently doing at

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<v Speaker 1>Fate where we're giving seven customers a trip with us

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<v Speaker 1>at the end of October, there's only going to be

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<v Speaker 1>seven winners and we've had thousands of entries. Wow, And

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<v Speaker 1>I just already kind of feel that I'm going to

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<v Speaker 1>disappoint everyone that doesn't win.

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<v Speaker 2>But I think that's just unfortunately a part of it.

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<v Speaker 3>The cookie crumbles, it.

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<v Speaker 2>Is, that's the way the cookie crumbles.

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<v Speaker 1>But I feel that way about us announcing the seven

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<v Speaker 1>winners at the end of this month, that there's going

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<v Speaker 1>to be so many people that feel so disappointed, you know.

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<v Speaker 1>And I can already see, like, our community is awesome,

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<v Speaker 1>and I'm sure everyone will be so excited for the

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<v Speaker 1>seven people that do win, but I still can in

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<v Speaker 1>my mind see some comments being like I've been so

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<v Speaker 1>dedicated to Fate for so long, you know, Like I

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<v Speaker 1>could sense those comments being thrown our way, maybe by

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<v Speaker 1>a couple of people.

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<v Speaker 3>But you're never going to be able to please everyone. No,

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<v Speaker 3>You're never going to be able to do it. And

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<v Speaker 3>you know you have such a loyal and positive community

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<v Speaker 3>that surrounds Fate, but you can't make those individual connections

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<v Speaker 3>with everyone.

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<v Speaker 2>It's impossible, no, exactly.

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<v Speaker 1>And when we've only got seven winners but thousands of

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<v Speaker 1>entries like, there's only going to be seven people that

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<v Speaker 1>are chosen. And I will say a little spoiler for

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<v Speaker 1>anyone listening that is in the fake community. If you

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<v Speaker 1>miss out on the giveaway and winning the seven spots,

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<v Speaker 1>there's still a chance for you to do.

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<v Speaker 2>Something really fun.

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<v Speaker 3>I know what it is.

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<v Speaker 1>There's still a chance for you to do something really

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<v Speaker 1>fun that you'll probably never do again. And that's all

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<v Speaker 1>I'm going to say for now. But you will find

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<v Speaker 1>out just after we've announced the seven winners there's another surprise.

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<v Speaker 3>I might do it too.

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<v Speaker 2>You should.

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<v Speaker 1>But yeah, all in all my thoughts on Anna's recent giveaway,

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<v Speaker 1>it's absolutely genius. And if you have a business and

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<v Speaker 1>you have a community already, these are the types of

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<v Speaker 1>things you need to be thinking of doing. And yes,

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<v Speaker 1>those prizes would have cost her a lot of money.

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<v Speaker 1>She spent thousands and thousands of dollars. That's an investment

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<v Speaker 1>in your business that is marketing. The amount of orders

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<v Speaker 1>that she would have got out of all those gifts

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<v Speaker 1>would have paid back those gifts and ten times more.

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<v Speaker 1>So you've got to look at that in that way

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<v Speaker 1>kind of thing, the same way where we're doing our

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<v Speaker 1>Lucky Seven giveaway, and that's costing us thousands and thousands

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<v Speaker 1>of dollars.

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<v Speaker 2>Like we've already booked the seven hotel rooms.

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<v Speaker 1>For the trip, We're going to be doing flights, food, events, this, that,

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<v Speaker 1>and the other. Yes, that's costing us a lot of money,

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<v Speaker 1>and that's money that we are going to pay. But

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<v Speaker 1>then we are going to get so much out of it.

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<v Speaker 1>Not only are those seven winners going to be you know,

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<v Speaker 1>beside themselves with the prize, then we're going to turn

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<v Speaker 1>that into a marketing strategy. We are going to make

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<v Speaker 1>so many videos of the.

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<v Speaker 2>Trip when they're here.

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<v Speaker 1>We're going to get content out of it, and that's

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<v Speaker 1>going to bring us brand awareness.

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<v Speaker 2>Which might get us more orders. Like it all kind

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<v Speaker 2>of pays.

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<v Speaker 3>There's always going to be people who are like, oh,

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<v Speaker 3>you're you're just doing it for the marketing, You're just

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<v Speaker 3>doing it for for blah blah blah. But like also, yes,

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<v Speaker 3>you're doing it for that, but you're also giving a

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<v Speaker 3>shit come back to people.

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<v Speaker 2>Yeah, like a lot everything is marketing.

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<v Speaker 1>Yeah, like this whole trip that we're doing, Like and

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<v Speaker 1>it sounds bad to say, but yes, we're giving back

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<v Speaker 1>to the community.

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<v Speaker 2>Yes, they're gonna have the time of their lives.

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<v Speaker 1>But yes, it's a marketing strategy, the same way this

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<v Speaker 1>thing with Anna. Everyone's like, oh, you're so generous Anna.

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<v Speaker 1>Yes she is, but this is very clever marketing. She's

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<v Speaker 1>not doing that and not making anything out of it,

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<v Speaker 1>the same way that we're not going to make nothing

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<v Speaker 1>out of this trip because it's going to create so

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<v Speaker 1>much brand awareness and content for us, and that's marketing

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<v Speaker 1>and that's business. So yeah, to answer your question, I

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<v Speaker 1>think it's absolutely genius what she did gifting all those

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<v Speaker 1>people orders. We did it once too, We bought stuff

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<v Speaker 1>from Mecca and put it in people's orders.

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<v Speaker 2>We've done lots of little things like this.

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<v Speaker 1>I can absolutely get behind it, and I advise any

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<v Speaker 1>business owner if you have a community that would get

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<v Speaker 1>behind this, and you can generate some awareness on social

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<v Speaker 1>media doing something like this, by all means, go for it.

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<v Speaker 1>Everyone loves a freebie. Who doesn't love it? You love

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<v Speaker 1>a freebie love So yeah, Paulie.

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<v Speaker 3>I live in the city, of course, I'm a freebie.

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<v Speaker 2>Why because everything's so so expansive.

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<v Speaker 3>Thirty dollars cocktail?

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<v Speaker 2>I know what is with the price? You know, it's

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<v Speaker 2>just like some alcohol or juice mixed together.

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<v Speaker 3>I know it's bloody delicious, it really is.

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<v Speaker 1>But yeah, if you haven't checked out the activation, you

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<v Speaker 1>can on the Paulie. I think it's on the poly

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<v Speaker 1>TikTok or and it's TikTok it's very, very clever, and

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<v Speaker 1>it's a modern, a modern day way of marketing.

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<v Speaker 2>So I take my hat off to her.

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<v Speaker 1>Absolutely genius, and that's my thoughts. I have nothing bad

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<v Speaker 1>to say, nothing bad to create. I'm not sure if

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<v Speaker 1>this the person that asked me was like wanting me

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<v Speaker 1>to say something bad. I think it's fucking genius.

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<v Speaker 2>It's bloody genius, I tell you. Anyway, see y'all