Vermont "Frost Heave" marketing

On my way home yesterday it dawned on me that another early sign of spring was here, frost heaves. For those of you not familiar with this north country phenomenon, it is a lift in the road that could be compared to a speed bump. Driving too fast over one could get you airborne or even do serious damage to you and your car. So it isn't unusual as these develop on our roads, to see a warning sign that says "frost heaves". It really makes you slow down.

Well, about 3 years ago an enterprising Vermonter who writes for Sports Illustrated decided to buy a basketball franchise and start a team here in Vermont. He quite astutely found a wonderful way around our famous billboard law that bans billboards- it also prevents us from using "deposit" or "sold" signs. Instead he named his team the Vermont Frost Heaves. He gets seasonal signs all over that state for free. Whether that has anything to do with it I don't know, but they have been ABA League Champs for 2 years in a row and the team seems to be doing o.k. financially. But I don't really know.

So I try to think how I can take a marketing lesson from this basketball example. Perhaps I should change our office name to Falling Rock Realty. Then we would get signs all over the country that say "Watch our for Falling Rocks". Any suggestions?