If you’ve heard me keynote at a seminar you will probably remember me talking about my hairdresser, George Giavis. He runs a super-small business (The Blonde Room) and has designed his business in a cleverly profitable way.

Yesterday, while I was under the tin foil (yes, the blonde is no longer completely natural) he lamented about a recent marketing initiative for his hair accessories which had gone a bit pear shaped.

Here’s the story.

Someone from Channel 10s The Circle called George up and asked him if he would send over forty of his hair accessories which they would then feature and giveaway on their show. The Circle were doing a piece on Melbourne Cup - hats and fascinators - and it seemed like a good fit.

George thought forty hair accessories was a bit over the top so he sent twenty and excitedly watched the show as it aired on Monday.

His excitement quickly turned to horror. Watch the the clip (he video is quite long so just start at 3min 30.) and you will see why.


George considers his hair accessories (and brand) high end but the Circle popped his headpiece on some guy’s head, had a giggle and then did the giveaway of his 20 fascinators in the blink of an eye. The whole segment was flippant and cheap.

Understandably George was worried that the show had damaged his brand.

I don’t think so because it’s unlikely that ‘George’ type customers watch the show. And even if they did, I couldn’t remember the name of any of the brands mentioned once the segment was over (if you watched it, did you?) so there won’t be any lasting damage.

Except to George’s wallet.

I have no idea (and no inside info on) what the 20 headpieces that George gave away cost him but I doubt he had change out of $1,000. Ouch.

Being approached to showcase your wares on TV sounds great. But really.....is it right for you? As an absolute minimum, before you get carried away, ask yourself:

• Will they show my stuff in the right way?
• Will people remember it?
• Will it cost me more than I will get back in return?