The Art of Marketing :: Gary Vaynerchuck

Posted by | April 24, 2012 | Notes | 7 Comments
gary vaynerchuck

Notes from Gary Vaynerchuck on Branding & Word of Mouth Marketing from The Art of Marketing Conference in Chicago.

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.

In CRUSH IT! Why NOW Is the Time to Cash In On Your Passions how they can boost sales using the internet. He shows audiences how to find their passion, then step by step how to turn it into a flourishing, monetized business. Vaynerchuk’s speeches on personal branding, social media, and marketing at conferences such as FOWA, Strategic Profits, and South By Southwest have occasioned praise from established web denizens and earned him the admiration of countless bloggers and aspiring entrepreneurs. As the youngest winner of Marketwatch’s Business Award at 27, as well as being named to “Silicon Alley 100” – Silicon Alley Insider – 2008 and “101 Most Influential People in New Jersey” – New Jersey Monthly – 2009, Vaynerchuk is an icon in his industry.

A sought after speaker, Vaynerchuk has given keynote speeches to a diverse group of organizations such as the Digital Marketing Mixer, Boston Wine Expo, Inman Real Estate Connect, Ramquest Users Group Conference, DeGustibus Cooking School, and the Disney Food and Wine Festival. He lives in New York City.

  • Engagement is the future of marketing.
  • The reason I love social media is because it sells shit.
  • For me, I’m a business man first.
  • It’s my filter.
  • It’s how I think about the world.
  • I didn’t have a computer until I was 20 years old.
  • I’m not romanced by any of the stuff, I’m romanced by why people buy things.
  • I was able to be successful as a marketer because I realized that innovation doesn’t care about anyone else.
  • We are grossly underestimating the culture shift we are going through right now.
  • This is just starting.
  • The Internet is the biggest culture shift we’ve ever lived through.
  • This platform is overthrowing governments.
  • The problem is that we don’t recognize when these things happen.
  • We hate change.
  • Innovation and culture shifts don’t care about us.
  • We are obsessed with saying we aren’t’ going to do things… like joining Facebook, cell phones,etc.
  • We are marketing ourselves like its 2002.
  • We aren’t marketing in current situations.
  • We are marketing to what’s been comfortable.
  • We hurt our brands and businesses by not doing it right.
  • Find fertile grounds and start marketing like its 2012.
  • The majority of us watch TV on a DVR and fast forward the commercials.
  • We waste money on a platform that people don’t even consume.
  • Why are you spending money on outdoor media when people are in their cars looking at their phones?
  • We are all in the same business: the attention business.
  • We are in the eyes and ears business.
  • You need to build something remarkable.
  • Most of us don’t have remarkable products.
  • What’s not difficult is doing a remarkable job at caring for your customers/users.
  • You can out-effort your competition.
  • Twitter should be ashamed of themselves. They have the most remarkable marketing platform ever but they aren’t using it to tell their story.
  • twitter.com/search is the single most powerful marketing product in the world today.
  • The fact that people are talking about our products is mind-boggling.
  • We are in 1-on-1 marketing today.
  • It’s hard to care for the end user at scale.
  • The thought of engaging with every engagement blows peoples minds.
  • We are living in a day in age where there is a humanization of logos.
  • When your brand responds your brand becomes human.
  • If content is king; context is God.
  • Context is a commodity.
  • The amount of content we are producing in every 48 hour window today is equal to all of the content created the beginning of mankind until 2003.
  • The fact that we can engage at scale is remarkable.
  • We need to stop pushing.
  • For the first time ever we are really activating pull.
  • The thing that really sells in our world today is word of mouth.
  • We are far more likely to buy something if someone we have equity with talks about it.
  • Music and publishing are dying.
  • Communication itself has been disrupted.
  • Communication has been impacted by social.
  • We are living through the biggest culture shift in communication.
  • Communication is where things get sold.
  • What’s the ROI of traditional marketing?
  • Context marketing is really where the opportunity lies.
  • Marketers ruin everything. It’s what we do.
  • Create one-on-one engagement at scale.
  • The reason why social media isn’t work for smote people on social media because they are trying to engage with their customers like they are 19 year olds, trying to close the deal right up front.
  • I believe in traditional media. My problem isn’t the platforms, my problem is the prices.
  • Engage people and start a relationship.
  • Find your audience by creating your own community, not by renting someone else’s platform.
  • When you start fishing for people on Twitter, have a conversation.
  • You have to love your customers first.
  • The expectation of the consumer is going to make your head spin.
  • It’s all going in their favor.
  • Customer service as an offensive marketing move is now at play.
  • Example: Zappos. Zappos is expensive, but because they exceeded people’s expectations, they build massive brand equity.
  • Services or products are a race to the bottom with supply and demand; to differentiate you have to build brand equity.
  • Build emotional equity.
  • Stop giving money to rent platforms and start giving money to online platforms.
  • The community you build online will spread your gospel and spread your message for you.
  • No one goes to Google to find a product, they go out to their community.
  • We are living through a stream economy… the steams of Facebook, Twitter, Pinterest.
  • Our downtime isn’t when we are at home, it’s when we are on our way somewhere.
  • The mobile device is changing our lives and changing our world.
  • Mobile matters.
  • We are living through different times.
  • Pinterest has 9 employees.
  • The speed in which people can get an audience is unreal.
  • The reason for the dot.com bust was because people weren’t there yet.
  • The time is now
  • In the traditional CRM world we know people by how they do business but today we are able to know who they are as people. We can follow their interests and discover who they are as human beings.
  • Most businesses don’t care about customers, so start caring.
  • We underestimate how social we really are.
  • We just lived through the big box era.
  • We are now going into fragmentation.
  • We are going to different places and coming back together, online.
  • This will push the needle of people’s expectations.
  • Put money in people. Stop investing in traditional marketing.
  • Reallocate into human assets.
  • Don’t just tap into the social graph, also tap into the interest graph.
  • What other things are people talking about?
  • What types of microcontent can you share?
  • The stakes are high.
  • Our collective bullshit radar is incredibly high.
  • We can taste the difference between tact and real, genuine engagement.
  • How many companies really care about you?
  • The consumer has shifted. Understand how to scale.
  • Care about your end user; leverage that emotion to create new customers.
  • The customer that comes to you on the word of mouth of another customer is a valuable asset.
  • Practically understand how to scale 1-on-1 marketing. It’s here.
  • Pinterest, Twitter, Facebook etc not only enable people to talk about us and talk back to us.
  • Every customer matters and yet we take so many of them for granted.
  • Old school tactics are what will help us succeed and scale forward.
  • Context matters.
  • If you want to succeed in social, the only way can do it is to do it the right way.
  • It takes time, it takes patience and its hard.
  • We need to focus on retention, not just acquisition.

More from Gary…

 

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Were you at The Art of Marketing? What were some of your favorite quotes from this session or key take-aways?

About Tim Schraeder

Tim Schraeder is obsessed with all things social media. Having worked with some of the world’s largest churches and para-church organizations, he served as an evangelist for social media with a knack for connecting people and spreading ideas that matter. He’s been a consultant and coach as well as a sought-after speaker and author who helped write the book on communication and social media for the church. Today, Tim is passionate to help businesses and organizations connect, engage, and build loyal followers across all forms of social media. He is a die-hard Chicagoan who can be found in any neighborhood coffeeshop that has free wifi.

  • http://www.garyvaynerchuk.com garyvaynerchuk

    wow

    • http://www.timschraeder.com/ Tim Schraeder

      I’m more wow-ed that you left a comment! thanks for the great challenge today, Gary.

  • Anonymous

    Did Gary elude to how he used Twitter.com/search? And did he share any i depth details about Mobile Marketing Strategy?

    • http://www.timschraeder.com/ Tim Schraeder

      he said that it is amazing that people are tweeting about our products and how we need to be proactive in how we respond and care for them, online. 

  • Paul

    (Tim – incredible notes – but I think his name is spelled “Vaynerchuk” – don’t mean to flame with the comment either – thank you for sharing what you did!)

    • http://www.timschraeder.com/ Tim Schraeder

      He must have spelled it wrong!

  • http://twitter.com/rookiepastor Rookie Pastor

    As usual thanks Tim for providing great notes.

    Love that Gary commented. 

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