TFB 016: How one article sent 40,000 people to a new business

Travis Beck, co-founder of Paracable, makers of the most stylish iPhone cables on the planet, tells us how being featured on MacRumours changed his live forever.Travis has a story about timing, the power of PR, a little luck and staying true to your brand values. By his own admission a piece of very fortuitous online coverage lit the blue touch paper under this business. He says it was beginners luck, maybe so, but you’ve got to be in it to win it and when the influential MacRumours site wrote about his startup things went crazy immediately with 40,000 hits to their website. This was the start of an incredible journey in which, Travis, a programmer by background had to get to grips with handling his own media work, figuring out how to get the maximum bang for his buck out of Google AdWords, Facebook advertising and latterly a PR agency. Yes, what started as a hobby is now a very real, full-time electronics business.In this show you’re going to learn how to take advantage of an opportunity to dominate a new market when it comes along. How to make the right decisions in your comms that will mean you succeed in the long run - and that may mean being fearless at times, just as Travis was when he took his business offline for 18 months after Apple put a ban on non Apple cables. It was the right thing to do and Paracable emerged with credibility and a strong brand. Would you have the guts to do that? Travis explains why you have to think strategically to survive and thrive.