In developing your niche, keep in mind what the big companies and the big PR firms do: find a non-flooded market that may or may not relate to your base business. Then, come up with a way to reach out to your audience, relating to them on a personal level. Create an environment -- and consistent format -- then incorporate as many elements that support your theme as you can.

Many sport-related brands have explored these options, as well. Nike has NikePlus, a website specifically for runners to track their runs, prep for events, download sport iMixes and chat with other runners.

The idea: Use the benefits of an interactive environment to bring together people who have a common interest.

The method: Be creative. The opportunities are endless, and the sky … er, the web … is the limit!