...and that is exactly why he did! I work in marketing and advertising for visitor information TV stations. Our traditional client base consists of restaurants, attractions, bars/clubs, and retail - all things you consider when thinking vacation.
When I approached Ben Bollinger, a criminal defense lawyer in the area, about sponsoring our bar show, he asked, "Why should I?" The answer was simple; because no one else does. No other lawyer in our community viewed the millions of visitors a year as potential clients. Imagine being so successful you could overlook this audience and continue the inward focus on your local customer base. Great time to note that the typical local already has a lawyer of choice, advertising to them is risky, selling something they are not in the market for.
Now visitors on the other hand, even if they have a lawyer back home, he/she cannot practice in our area - its not cost feasible to travel here for something simple like a DUI. Ben marketed to this niche, branded himself as "The Spring Break Lawyer" as the "Visitor's Lawyer" and quickly owned the brand.
And did it work? What started out as a local campaign on a small local visitors station landed Ben in a feature article in the Wall Street Journal, an appearance on Bill O'Reilly's program, a feature on Inside Edition, and a story about him on the CBS nightly news. He found an audience with a need and filled it, and at the same time has managed to turn his name into a brand both locally and nationally.
Here's to all those NOT willing to take the risk, it leaves a world of opportunities for those of us that are!