Virgil Winston: Marketing Guru

Black Friday, the day after Thanksgiving, is historically the busiest shopping day of the year and marks the “official” beginning of the Holiday Shopping Season. Not coincidentally, “black” also describes my mood as my wife drags me out of bed at 4 am in order to “beat the crowds.” It’s also how I like my coffee at that hour in the morning. As a marketing man, I appreciate the concept of shopping; I just don’t see the value in doing it before the sun comes up. However, since breaking the news to Mrs. Virgil Winston that our anniversary date of dinner and dancing will be spent at the Home Town Buffet followed by chaperoning our daughter’s Winter Formal I decided that complaining was not in my best interest.

Just watching the harried shoppers jockey for position in the incomprehensibly long lines after diving for the last pair of heather grey cashmere gloves caused my stress level to skyrocket. As I bobbed and weaved my way through the crowed aisles, a single thought haunted me, “there must be an easier way.” I longed for my yoga mat and the restful child’s pose to clear my head and calm my frazzled nerves. Since the mall was standing room only, I reached for the next best stress reliever…chocolate. The moment the sugar laced cocoa touched my tongue I was transported to another world, one where I wouldn’t have to mortgage my house to buy a PlayStation 3 from a shady character named Emo who’s “store” was a green van parked in the alley behind the donut shop.

As I came out of my chocolate induced euphoria, I suddenly remembered Marketing Rule #792, K.I.S.S. or “Keep It Simple Stupid.” Chocolate is quite simply, the perfect holiday gift for your customers and future clients. Especially if it’s Truffle Box attractively wrapped in red, green and gold and contains your company name and holiday message. You will not only impress your client with your good taste but you’ll be giving them a gift that tastes good. It’s pretty simple, really.

I’m off to my breakdancing class where I’m working on some fresh moves. I don’t want to embarrass my daughter on the dance floor. The Mrs. and I may be old school but we can still get down.