When the name of Dennis Rodman comes up in conversation everyone has an opinion. Those opinions range from he is out of his mind to he is gay to he was a great defensive player for the Chicago Bulls. But, regardless of their opinion, they know enough about him to make one. Now, if you were to ask the same group of people to give you an opinion about your business you would first have to explain what your business is.
Though you may not agree with his lifestyle you cannot argue that he is a household name. This eccentric basketball player has made himself more well known that some billion dollar companies. How? He set himself apart from the norm. He was willing to take risks with his image, to stand out, be ridiculed and rejected.
Now I cannot honestly say that Rodman’s stunts were strictly for marketing purposes, nor would I suggest that you tattoo and pierce your body but his uniqueness and marketability even made Donald Trump want to partner up with him on the 2009 Celebrity Apprentice. Dennis Rodman was not selected to be on the show because of his business ability, but for his ability to gather an audience i.e. marketability.
Take some risks with your business. If you are in the auto parts business and you are having a difficult time getting some dealers to purchase from you leave a car part like a bumper in their driveway with your business card. Or if you are in the real estate business host a free information seminar about real estate investing inside one of your listings and then when the people leave give them a Monopoly house or hotel with your business card. If you want something different then you have to do something different. The world knows Dennis Rodman because of his differences and many companies like the Bulls organization and soon the Celebrity Apprentice will make lots of money from his uniqueness.
What is your uniqueness? How does your company set itself apart from the competition?
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