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Dare to Be Different By Robyn Greenspan February 27, 2001 On the Internet, a lot of the old rules no longer apply. Methods for doing business, caring for customers, and launching advertising and marketing campaigns have created new opportunities for strategists and visionaries. The e-commerce industry leaders are often the ones who have pioneered new concepts and those who have not yet expanded beyond the old ways of thinking have fallen behind. So, what kind of businessperson are you? The innovator or the duplicator? The innovator need not be the one with the most money, nor possess the brightest intellectual property. The innovator could just be the one that presents and markets their products or services in a different, more unique, way. Unusual marketing methods are cropping up all over and being among the first in your local area or industry can establish you as a leader. This doesn''t negate the fact that you still need a good idea, a well-designed Web site, impeccable customer service and fair pricing. Invest in some premiums and giveaways and don''t underestimate the value of these gimmicky advertising specialty items. The trick is figuring out which product may actually be useful to your audience. Pens? Nah, they go in a drawer, destined to never emerge as the keyboard continues to dominate the workspace. Magnets? Better not put them anywhere near your computer or storage devices. Mugs? The ever-present Starbucks cup replaces the need for ceramic drinkware. Stickers? Know anyone that actually sticks them anywhere? Use this as an opportunity to really be creative. If you sell soap, how about one of those plastic soap-holders with your name on it? Or if you sell running shoes, sponsor a local race and hand out commemorative T-shirts with your name on them. Race participants will be proud to wear apparel that brings memories of a personal achievement - even if your company name is on it. Or you may want to try FreeCar -- an advertising "wrap" program whereby you pay to sponsor a vehicle with your message plastered all over it. The driver commits to the 2-year program that allows them to drive the car for free or receive compensation for the cost of their own vehicle. Creative methods of exposure can set you apart from the competition. One company that wanted Super Bowl visibility without paying Super Bowl prices offered a reward to the attendee that displayed the company''s Web site address on television. Not surprisingly, CBS prevented them from being successful but the stunt garnered some free publicity for the firm. When brainstorming unique marketing strategies, avoid doing things that could destroy your image or tarnish your reputation. The objective is to get noticed in a positive manner, not to permanently link your name to a bad idea.