The phrase “there’s no such thing as bad publicity” is often associated with Phineas T. Barnum, the 19th century American showman and circus owner which came to mind when I recently watched the film the Greatest Showman, writes Francis Patton.
I’m not sure that I agree when you think of examples such as United Airlines forcibly removing a passenger or the BP oil spill disaster in 2010, but I do think that there are times when it does pay to take risks. That is the case with an entrepreneur I am working with in Leeds.
Mark Walsh set up a new business called Kizzbit and decided to apply to Dragon’s Den to raise capital for growth – a risky option based on the number of individuals that have self-destructed in front of the dragons!
He was accepted to pitch and survived the experience and even though none of the dragons actually invested in his business, it proved a worthwhile venture.
When the show was broadcast, as soon as Mark started his pitch, messages started coming through to him. Reactions on Facebook, hundreds of mentions on Twitter and even more hits to the website – the reaction was mind-blowing.
The opportunities that followed were wide and varied; radio interviews and magazine column inches were all part of the working week post-show, with Mark building the team to work through the new business generated.
He has grown business sales by 300% since he appeared – is this down to his appearance on Dragon’s Den? Maybe, maybe not but the exposure undoubtedly helped.
By taking risks and picking your opportunities, what on the surface might appear as potentially “bad” PR can help your business grow and develop.
If you want to see Mark’s appearance, here is a link, with his pitch starting at 17:20 https://www.youtube.com/watch?v=r8WKc5h_7Es
Follow us on Twitter @FleetStreetComm
Follow us on Instagram @fleetstreetcomms