As small business owners, we are always looking for a way to draw attention to our products and services. In this edition of Street Walking, I’m looking to the sports entertainment and professional sports industries for inspiration.

Anyone who grew up in the 1980’s, and followed professional wrestling, knows all about HulkAMania and the subsequent WrestleManias (this year will be number 28!) that helped propel the WWE (formerly known as the WWF) to mainstream popularity.

It’s not hard to create a mania but you do need the right product/service/client/person to build it around.

Recently, in the NBA and especially the NY area, there has been a break out of Linsanity (trademark pending), which has helped bring thousands of Knicks’ fans back to the Garden.

What’s Linsanity? It’s a term that has been coined to describe the amazing play of a relatively unknown point guard named Jeremy Lin, and has been spun into an entire marketing campaign.

Is there a way for you to spin a name of your product/service/employee into it’s own version of Linsanity? While you may not create the next big thing, getting creative with your marketing will eventually pay off.