Virgil Winston: Marketing Guru

I’m thrilled to announce that this year I am celebrating Groundhog Day (February 2nd) at ground zero—Punxsutawney, Pennsylvania. I have been invited to attend the official Groundhog Day event and watch Punxsutawney Phil pop out of his hole and look for his shadow. For those of you still in the dark about this midwinter tradition, legend has it that if the groundhog sees his shadow (a sunny morning), there will be six more weeks of winter. He then returns to his den and goes back to sleep. If however, he does not see his shadow (cloudy days), he plays around outside of his hole for a while. If he does not see his shadow, spring is just around the corner. I’m predicting a long winter.

As you have probably guessed, I will not arrive at the event empty handed. I am bringing 150 imprinted Ice Scraper Hand Mittens to hand out to the dignitaries and spectators who attend this time-honored ceremony each year. Since I believe winter is far from over, my gift fits the occasion like a glove. Which brings me to today’s Marketing lesson—make it fit. As important as it is to put your name on promotional products, it’s just as vital to give gifts that match the occasion. Seems like a no-brainer, but you’d be surprised how many tank tops I’ve received in the dead of winter. Matching your gift to the occasion doesn’t mean you have to be on the nose, or boring, but you should exercise common sense. Passing out beer steins at an AA Convention is frowned upon.

Well, I’m off to the video store to rent “Groundhog Day” on Blu-ray. Bill Murray really cracks me up. I’ll leave you with a quote from one of the finest comic actors of our time. “There is no way this winter is ever going to end, as long as this groundhog keeps seeing his shadow. I don’t see any other way out. He’s got to be stopped. And I have to stop him.”