Sports Fan Feel Good Story

While this may be a stretch, I am going to try to connect this great story back to franchising, and more importantly, marketing your brand.

To begin, read this story: Rick Reilly's ESPN Column. The story follows a Philly fan who made a name with his ability to sneak into the World Series celebration last year. Reilly's column has always impressed me -- with his sense of humor and amazing ability to tell a story.

The reason I direct you to this story is not only because it is a feel GREAT story -- but it's also to say OFFER THIS GUY A JOB.

Our industry (or community) needs people like this guy to market our brands. Guys, girls who smile -- who truly get off on life.

And more importantly, know how to generate attention.

Franchisors can look at Lionel Rodia in two ways: As a marketer; as a salesperson.

As a marketer, this guy stirred up some great PR. If you were to offer him an enforcement deal, and pay him to sneak into top-level events, with a camera or camcorder and upload the content to Web 2.0 -- imagine the possibilities. And it doesn't stop, or begin, with Rodia. Find people who have amazing abilities who won't cost you athlete or movie star money. Use these people for local store marketing value. Use them to generate some buzz.

Franchisors are not the only ones who should look at using people with 14 seconds of fame diminished. Franchisees should look at them too.

Outside the box will keep you afloat in this difficult economic climate.

On the sales side, this guy obviously knows how to get into places that are traditionally locked down. This is a characteristic franchise sales teams must have. Don't rely on "silver bullets" -- they don't exist. Financing is locked. Qualified franchsiees are scarce. Salespeople -- GO OUTSIDE THE BOX. Venture into nontraditional venues to network with the futures of your brand.