In the fast-paced world of startups, instant success stories often capture the spotlight. However, the journey of Combat Flip Flops serves as a powerful reminder that true entrepreneurial triumph frequently comes through persistent effort and strategic planning. This is the story of how a small company with a big mission used the slow grind of public relations to ultimately secure a spot on the hit TV show Shark Tank.
The Birth of a Mission-Driven Brand
Founded in 2012 by former Army Rangers Matthew "Griff" Griffin, Donald Lee, and Andy Sewrey, Combat Flip Flops emerged from a unique vision. Having witnessed the transformative power of economic opportunity in conflict zones, these veterans set out to create a business that could make a tangible difference.
Their concept was both simple and revolutionary: manufacture products in war-torn regions to promote peace through economic development. The company began by producing flip-flops in a combat boot factory in Afghanistan, an unconventional idea that resonated with socially conscious consumers.
Early Challenges
Like many startups, Combat Flip Flops faced significant hurdles in its early days:
- Manufacturing setbacks: The closure of their initial factory in Afghanistan forced a rapid pivot in production strategy.
- Logistical nightmares: Sourcing materials and shipping products from conflict zones proved exceptionally challenging.
- Resource constraints: The founders maintained day jobs while bootstrapping the business, stretching their time and finances thin.
Despite these obstacles, the team's unwavering commitment to their mission drove them forward. They adapted by:
- Relocating production to Colombia
- Expanding their product line to include accessories made in other post-conflict regions
- Temporarily manufacturing flip-flops in Griff's garage to fulfill orders
This resilience and adaptability were crucial, but another key factor would prove instrumental in the company's growth: their approach to public relations and marketing.
The PR Strategy: A Marathon, Not a Sprint
From the outset, Combat Flip Flops recognized the importance of sharing their story. However, with limited resources, they couldn't afford a large PR firm. Instead, they adopted a grassroots approach, slowly building relationships and credibility over time.
Key Elements of Their PR Strategy
Finding the Right PR Partner
Combat Flip Flops partnered with a small PR agency specializing in the outdoor industry. This strategic choice offered several advantages:- Affordability: Rates were more manageable for a startup.
- Expertise: The agency had established connections in relevant media circles.
- Alignment: As a small business themselves, the agency understood Combat Flip Flops' unique needs and constraints.
Setting Clear, Measurable Goals
Rather than vague objectives, the team set specific PR targets such as:- Securing features on particular blogs
- Landing articles in targeted magazines
This focused approach allowed them to measure progress and adjust strategies as needed.
Starting Small and Scaling Up
Combat Flip Flops didn't expect immediate national coverage. Instead, they:- Began with local newspapers and niche online publications
- Gradually worked their way up to larger outlets
This incremental approach allowed them to build credibility and refine their messaging over time.
Leveraging Content Marketing
In addition to traditional PR outreach, Combat Flip Flops invested heavily in content marketing:- Regular blog posts on their website shared stories about their mission, products, and impact
- Active social media presence helped build a community around their brand
- Email newsletters kept supporters engaged and informed
Persistence and Consistency
Perhaps most crucially, Combat Flip Flops maintained a steady PR effort over several years. As founder Griff Griffin noted, "It takes time, and it's really upsetting. I had a reporter tell me once, it's going to be 3 years before anybody ever really listens to you."This long-term perspective allowed them to weather setbacks and continue pushing forward, even when immediate results weren't apparent.
The Breakthrough Moment
After years of persistent PR efforts, Combat Flip Flops finally got their big break in 2015. A writer for Gizmodo, Wes Siler, agreed to meet with them for an hour at a bar in Los Angeles. This meeting, arranged by their PR agent, led to a feature article that drove massive traffic to their website – an astounding 176,000 readers in just 48 hours.
This sudden surge in attention caught the eye of a producer for Shark Tank, who reached out to invite Combat Flip Flops to apply for the show. It was a golden opportunity that likely wouldn't have materialized without the years of groundwork they had laid through their PR efforts.
The Shark Tank Effect
Combat Flip Flops appeared on Shark Tank in February 2016, nearly four years after the company's founding. The exposure was transformative:
- They secured a deal with three Sharks: Lori Greiner, Daymond John, and Mark Cuban invested $300,000 for a 30% stake in the company.
- In the 72 hours following the airing of their episode, Combat Flip Flops did more business than they had in all previous years combined.
- The appearance significantly raised their profile, leading to more media coverage and partnership opportunities.
While the Shark Tank appearance might seem like an overnight success, it was actually the culmination of years of hard work, persistence, and strategic PR efforts.
Lessons for Entrepreneurs
The Combat Flip Flops story offers several valuable lessons for other entrepreneurs looking to leverage PR for their businesses:
Start Early and Be Patient
Don't wait until you're ready for national coverage to start your PR efforts. Begin building relationships with local media and industry publications early on. It takes time to build credibility and name recognition.Be Strategic About Partnerships
Choose PR partners that align with your business in terms of size, industry focus, and values. A smaller, specialized agency might be a better fit for a startup than a large, generalist firm.Set Specific Goals
Rather than vague objectives like "get more press," set specific, measurable goals. This allows you to track progress and adjust your strategy as needed.Leverage Content Marketing
In addition to traditional PR outreach, create your own content to tell your story. A company blog, active social media presence, and email newsletter can all help build your audience and establish your expertise.Be Persistent and Consistent
PR is a long game. Don't get discouraged if you don't see immediate results. Keep putting out quality content, building relationships, and sharing your story.Be Prepared for Opportunities
When Combat Flip Flops got the call from Shark Tank, they were ready. They had a compelling story, a proven product, and a clear mission. Make sure you're always prepared to make the most of unexpected opportunities.
The Ongoing Impact
While the Shark Tank appearance was a major milestone for Combat Flip Flops, it wasn't the end of their journey. The company has continued to grow and evolve, expanding their product line and impact. They've maintained their commitment to their mission, proving that it's possible to build a successful business while also making a positive impact in the world.
According to their website, as of 2023, Combat Flip Flops has:
- Funded over 100,000 school days for girls in Afghanistan
- Cleared over 13,000 square meters of land mines in Laos
- Provided numerous jobs in Colombia, Afghanistan, and Laos
These tangible impacts demonstrate the power of their business model and the importance of their mission-driven approach.
The Role of Social Media in Amplifying PR Efforts
In addition to traditional PR strategies, Combat Flip Flops leveraged social media effectively to amplify their message and engage with their audience. Their approach included:
- Sharing behind-the-scenes content that showcased their production processes and the people involved
- Using platforms like Instagram to visually tell the story of their products and their impact
- Engaging directly with customers and supporters, building a community around their brand
This social media strategy complemented their PR efforts, helping to create a more comprehensive and engaging brand narrative.
The Importance of Authenticity in PR
One of the key factors in Combat Flip Flops' PR success was their unwavering authenticity. They didn't just tell a story; they lived it. This authenticity shone through in every interview, every piece of content, and every product they created.
As Griff Griffin stated in an interview with Forbes, "We're not just selling a product, we're selling a mission. And that mission is personal to us."
This authentic approach resonated with media outlets and consumers alike, making their story more compelling and shareable.
Conclusion
The journey of Combat Flip Flops from a garage-based startup to a Shark Tank success story is both inspiring and instructive. It demonstrates the critical role that public relations can play in a company's growth, especially for businesses with a unique story or mission.
By starting small, setting clear goals, leveraging content marketing, and maintaining a consistent effort over time, Combat Flip Flops was able to build the credibility and visibility that ultimately led to their Shark Tank opportunity. Their story serves as a roadmap for other entrepreneurs looking to harness the power of PR to grow their businesses.
In today's crowded marketplace, having a great product isn't enough. You need to be able to tell your story effectively and get it in front of the right people. As the Combat Flip Flops experience shows, this doesn't happen overnight. It's a slow grind, but for those willing to put in the time and effort, the rewards can be substantial.
Whether you're just starting out or looking to take your business to the next level, remember the lessons from Combat Flip Flops. Start early, be patient, set clear goals, create compelling content, and above all, be persistent. Your breakthrough moment might be just around the corner. And when it comes, make sure you're ready to flip it into success.
