As component of managing the Personalized publicity for previous BBC Dragons’ Den star Duncan Bannatyne, element of my quick was to discreetly source the Sunday Times Rich Record researchers with evidence of his worth, push cuttings and the like, to make sure Bannatyne was billed well ahead of any of other Dragon – especially Peter Jones in terms of his individual Internet Worthy of.
Duncan was unquestionably obsessed with currently being observed as the more substantial standalone Dragon in phrases of own well worth in the Sunday Moments Prosperous Checklist. Staying at the leading of that list was a badge of honour for Bannatyne. Much from jogging for address and not seeking his particular truly worth identified, Bannatyne was quite the reverse and could not do more than enough for scientists via myself in conditions of serving to them develop a strong image of his net value. He was gutted with the onset of Peter Jones car or truck on ITV, Tycoon (which fell to some degree flat in phrases of scores) and often required to discover a way to outdo him.
In distinction, I also represented for a time the best gentleman at Duncan’s marriage to Joanne McCue on the 11th November 2006, John Moreton, who was wholly the reverse to Bannatyne in phrases of his outlook to private publicity. Moreton started the Southern Cross Nursing Dwelling Group and had painstakingly experienced himself extracted from the Sunday Instances Wealthy List. He begged to be taken out. He did not want to be a goal for the countless numbers of individuals and groups that would concentrate on him for handouts.
Bannatyne, prior to moving into the Dragons’ Den, presently had his coronary heart established on Tv set and Movie stardom.
As a jobbing actor he was humiliatingly lining up at auditions for little bit sections in films, successful some and dropping some. A person that landed was actively playing the non-talking function of a lifeless dude in a pool for the BBC’s Sea of Souls. The non-motion job involved him floating lifeless previous the camera beneath h2o. A further part resulted in him spending £6,000 in a charity auction to show up extremely briefly on display screen as ‘Derek’s Friend’ in the 2004 movie ‘School of Seduction’ which saw him look along with Kelly Brook set in Newcastle. Then he performed a bar owner in ITV’s Girls’ Club, also set in the North East of England.
A producer inevitably stated to him, ‘You may be in luck, Why don’t you audition for the BBC’s new series identified as Dragons’ Den, based on the American display ‘Shark Tank’?’
The timing was great. He got the portion and the rest is historical past.
For Bannatyne, he was as considerably interested in propelling his persona into the countrywide media, not just in order to boost Bannatyne Well being Clubs or his Bannatyne Resort in Darlington but to make himself the manufacturer. He wished to be the merchandise persons paid to eat.
He also comprehended the electrical power of impression in terms of providing your particular brand name. Alternatively than just a flat regular retainer for placing tales about him in the national media, he also handsomely bonused me for receiving tales to run in the media that also were accompanied with a picture of him. He realised that a image is certainly well worth a thousand terms. And so I did every thing feasible to get his image to run in stories. That was really substantially aspect of the quick.
He was solitary-minded and had a strategy.
The publications that adopted authored by Bannatyne ended up just one significant item output of the Duncan Bannatyne brand name. His very first guide was ‘Anyone Can Do It: My Story’ in 2006. This was to the horror of a different a person of my clients Sahar Hashemi, the co-founder of Coffee Republic whose bestselling autobiographical enterprise e book in 2004 was entitled, you guessed it, Any person Can Do It: Making Espresso Republic from Our Kitchen area Table’. Bannatyne would under no circumstances allow another person else receiving in initial end him copy and pasting a excellent notion and working off with it.
With a team of ghost writers helping, Bannatyne launched Wake Up And Transform Your Lifestyle in 2008. Then ‘How To Be Wise With Your Money’ in 2009 adopted by ‘How To Be Good With Your Time’ in 2010.
His particular manufacturer was driving high and generating a good deal of dollars.
Then arrived the speaking engagements. By having Television exposure, he could command up to £20,000 for a 40-moment discuss to a Deloittes, JP Morgan or Ernst & Youthful. That payment ongoing to rise in parallel with his ascending Tv set stardom.
Again, Duncan Bannatyne was the solution that people today have been having to pay to eat.
What took the flogging himself to the subsequent degree was why I in all probability secured a spot at the leading table of his wedding in 2006. I experienced by now offered his engagement pics for a five-figure sum to Okay! Magazine. The program was to go all over again with the wedding day photos which I was there principally to orchestrate.
I was on a mentor with Deborah Meaden, Theo Paphitis and Duncan and others heading from the Church to the reception held in a hall with eighties legend, the genuine Mark Almond undertaking.
All the Dragons got suspicious about the photos I was thoroughly co-ordinating involving them all gathering in teams and smiling for the celebrity photographer, as opposed to standard marriage ceremony photographer.
It was Theo Paphitis that finally spouted off “How significantly is Duncan obtaining for these photographs then?”
This is the juncture the place you want to decide meticulously and consciously what route you want to consider with your personal publicity.
Are you likely to be the item and make money from your personal private brand name? Or is your individual profile only there to help improve your various business pursuits?
Or are you a hybrid staying both equally the item but also your profile boosting all of your other organizations?
There’s another selection for the faint-hearted.
Most likely you’ve resolved, right after a great deal soul hunting, that the limelight is in fact not for you soon after all and you’d instead allow your firms communicate for by themselves?
You really don’t want the possibility of ridicule on social media or journalists using pot shots at you after they mood-swing.
Go through on if you are in the previous categories. It will be a white-drinking water experience. If you get it suitable, the rewards certainly outweigh any negatives.