The Art of Marketing :: Gary Vaynerchuk – Audio & Notes

BE WARNED, Gary uses a lot of vulgar language, but the wisdom in his words is so important. Follow along with my notes below. Listen to the audio by clicking the play button above. 

Online marketing trailblazer Gary Vaynerchuk (VAY NER CHUK) is a 33-year-old entrepreneur whose dual identity as both business guru and wine guy has made him known as the “Social Media Sommelier.” A self-trained wine expert, he revolutionized the wine industry with his video blog, Wine Library TV (affectionately known as The Thunder Show), and grew his family wine business from $4 million to $60 million in five years. What raised Vaynerchuk’s notoriety even more than his business acumen was his foresight combined with his pioneering, multi-faceted approach to personal branding and business. While his youthful following broke down barriers in the wine industry, the business world (and Web 2.0) admired him for creating a new generation of branding, focusing on the Internet and leveraging social media tools such as Facebook and Twitter. As his viewership swelled to over 80,000 a day, and his family’s wine business grew to over $60 million a year, he made television appearances on Late Night with Conan O’Brien, Ellen DeGeneres, NBC’s Today Show, CNBC’s Mad Money with Jim Cramer, and The Big Idea with Donny Deutsch, was featured in the New York Times, Wall Street Journal, USA Today, and has become a consultant for Fortune 100 companies, and a keynote speaker around the world.

 Relationship & 1-on-1 is More Important than Ever Before!

  • Something awkward happens when I get on stage I tend to curse a lot, so I apologize in advance.
  • The reason I love social media is because it sells stuff.
  • I didn’t grow up as a techie, but I’m not romanced by Facebook and Twitter, but I am romanced by selling stuff and getting people to buy stuff.
  • I ran 6 lemonade stands when I was 6.
  • When I was 12 I did baseball card trade shows.
  • When I was 14 I had $40,000.
  • Then my dad forced me to work in his liquor store and paid me $2/hour.
  • Then I realized that people collected wine. So then I started executing on that.
  • My love affair with the internet started my freshman year of college. I wanted to sell stuff on the internet.
  • I realized that innovation doesn’t give a crap about anyone in this room. I started emailing customers instead of giving them a catalogue.
  • We are grossly underestimating the culture shift that is happening right now.
  • This is just starting. The internet. Not the tools built on top of it. The internet is the biggest culture shift in the world.
  • We don’t recognize when these things happen. We as human beings hate change.
  • We are obsessed with saying we’re not going to do something because we don’t like change.
  • We have a more interesting dynamic us like it’s 2002 not like it’s 2012. We’re not marketing in current situations. We’re marketing with what’s been comfortable.
  • Go find fertile grounds and go somewhere that will market like it’s 2012.
  • People aren’t looking at billboards, they aren’t even looking at the freaking road anymore!
  • Apple doesn’t give a crap about anyone. They build amazing products.
  • It’s hard for us to build amazing products, but you can go back and do remarkable work and give a crap about the end customer.
  • Twitter should be ashamed of themselves. They can’t story tell about their product.
  • twitter.com/search is the single best marketing product right now.
  • We are in 1-on-1 marketing at scale, and it is hard. The thought of engaging with every single is scary.
  • We’re living through the humanization of the logs.
  • We’re going back to a day where the butcher had something that we now have. Context.
  • Context is god.
  • The amount of content we’re producing in 48 hours today is equal to the beginning of mankind to 2003.
  • So you think you’re funny video or commercial is going to break through?
  • The fact that we can engage our customers at scale is remarkable.
  • For the first time ever we are really activating pull. The real thing that closes and puts money in our pockets, word of mouth is now at scale. You are more likely to buy something if someone you know recommends it.
  • We have all accepted that the music industry is done.
  • Publishing has been disrupted.
  • What about the thought that communication itself has been disrupted?
  • We are living through the biggest culture shift in communication that we have ever seen. Communication is how things get solved.
  • Context marketing is really where the opportunity lies.
  • Marketers ruin everything.
  • The reason social media isn’t working for companies today is because they’re trying to close on the first engagement.
  • We’re truly trying to have a conversation.
  • The reason you love your parents is because they loved you first. For your customers to love you, you need to love them first.
  • Customer service as an offensive marketing move is a great play.
  • To differentiate you’ve gotta build brand equity.
  • Take working media and shift it to human beings to scale with 1-on-1 engagement online.
  • The communities we build with online platforms will be the last place that these companies have.
  • We are living through stream economy (Facebook stream, twitter stream, pinterest stream).
  • Often our downtime is not when we’re at home, but when we’re on the bus, or waiting for someone.
  • We’re now expecting startups to monetize so much quicker.
  • We now not only know people as how they do business and what they buy, but who they are as human beings.
  • We’re underestimating how social we really are.
  • We have been through the big box era, but now we are moving online. We are living in a remarkable time where we can really do business at scale.
  • Reallocate some of your traditional media funds to social.
  • Who cares if your competitor has a million likes on Facebook. You should care about the engagement of those people.
  • Scale to caring about the end user.
  • Practically understand how to scale 1-on-1 marketing.
  • Customer acquisition is easy moving forward. Where we need to focus is customer retention.
  • spreecast.com
  • With social media we as marketers are going to have to work a lot harder, but that’s what it is going to take.

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