Virgil Winston: Marketing Guru

With all the hoohah about Election Day, it seems that Americans have forgotten that there are other days in November that are worth honoring. I don’t mean to diminish the importance of voting, patriotism or Election Day, but I think there are a few other days that we, as good Americans, should acknowledge. For example, did you know that the day before Election Day is National Sandwich Day? I have never been able to turn down a perfectly grilled cheese or gooey PB&J. Although many people enjoy sandwiches, some of us on a daily basis, few realize that the luncheon staple enjoyed by millions of Americans was invented in 1762 by John Montagu, the 4th Earl of Sandwich, when he created the sandwich by putting meat between two pieces of bread. Even fewer know that the Earl, a renowned gambler, did this in order to sit at the gambling tables for long periods of time. Okay, so maybe his motives were questionable, but because of him, I am able to enjoy my daily Panini. Sandwich day should be properly celebrated by gobbling down America’s favorite lunchtime entrée. If you work in an office, head off food poachers by packing your sammie in a Lunch Caddy and keeping it at your desk.

Another red-letter day in November, which coincidentally pairs very nicely with sandwiches, is Book Lovers Day. Readers everywhere celebrate this day on both August 9th and the first Saturday of November—a past time so important, we honor it twice! While it’s unclear who created the day, there is no doubt that reading is a great hobby; one that is not only educational and informative, but a relaxing way to spend an afternoon. For those who have more mundane daytime activities to attend to, the Limelite Book Light will let you get your read on at night—without disturbing your non-literary spouse.

Button Day falls on November 16th and is a fun day to collect, use, and just enjoy buttons. The origins of this day are unknown. So, we can’t be certain to the real meaning of this day. Button Day is Button come in all sorts of shapes, sizes, colors and designs At last count, I have over 372 different promotional buttons in a myriad of shapes and sizes. My largest button is two feet in diameter—I get a lot of comments (and a backache) when I wear that one! Politicos aren’t the only ones who can use buttons to promote their cause, create a custom button with your logo and a clever saying to give your business a little face time.

Fun and unusual “holidays” are a marketers dream. Capitalize on oddball occasions and use them to promote your business. Give branded gifts to potential clients to celebrate holidays that are off the beaten path—you will score points for creativity and are sure to stand out from the crowd. Until next time, remember what my eccentric Auntie Flossie used to say, “Don’t be afraid to celebrate the unusual—wear purple, put a flower in your hair, stand up and be counted.”