marketing Wattpad is something I’m very
obsessed with a lot of 13 and 20 year olds on their reading emails it depends
on what your going out there I’m just making you know I just know that what
had has a 32 2013 making published assumptions you might be running a book
for fifty-year-olds I don’t know but medium I would start putting out pieces
of content on medium immediately if and when and it seems
like a smoke is their Twitter eliminates 240 character limit and go to 10,000
characters I might Brentwood right right now a five to seven thousand I don’t home
character execution of one of the chapters in the book and literally the
second you hear that it’s real you like I would have liked Twitter’s blog push
notification to your phone its use it comes right that piece post it like Ctrl
C Ctrl V get ready and then I would take the link to that tweet and I would get
up and write clock every single tech writer in the game and say hey I just
wrote a piece because being your piece will be the example they use when they
announced to the world that Twitter has gone to the length is not affecting you I want an exact the 10,000 character
piece of content posted ready for that moment I want you to set like I want me
to say everybody is set to push notification for it I’m gonna have it up
immediately and I want the comms team to hit up every single tech reporter about
my first post that 10,000 sure you know what I was I was very like
I was very business see the last week I

young people are two brands both in a
jar and consumers I got into it with a little bit on social media is awesome
and I understand where he’s coming from look at think young people or or
massively important I think it’s been very obvious if you look at the 45
social I would say Facebook and snap trap or shoot her Twitter different
winner was more time was never actually was young was very techy tumblr tumblr
Facebook Tumblr and snapshot 3 of what I would say are the five winners the other
two being Instagram and Twitter Instagram Twitter Twitter morteki nerdy
community that media in Surrey more photo different cut like a lot of
different people came together but if you look at the five social networks
that have popped in the in the last half decade the big billion dollar kind of
players three of them were built by the young generations think I actually this
is India in my mind I’m glad you’re here I wanna write a piece around the
Facebook and snapshot generations because I think they’re the only two
that’s what different languages were created right that’s what different
languages recreated I think there’s no I think Instagram was an iteration I don’t
think that was a Twitter generation there’s a Facebook generation and others
just not generous guys there’s not a single kid on campus in america that
isn’t ninety percent 70% 80% snapshot with some complimentary Instagram and
Anderson nothing else so that’s what’s going on I’m excited about young
people’s impacts on brands first up kind of ranting about what we were talking
about the center probably the context more talk about the snapshot kind of
thing as far as Prince it depends on the brand new market and sell 217 230 year
olds I think twelve to twenty year olds are very important for that brand I
think people aged down to what school and so i think thats where they become
important I think you’re selling your building and selling a brand I don’t
think a shampoo targeting moms should or is impacted by the young generation so I
think if your product is positioned to sell 80 30 that 13 to 22 is a bigger and more
important thing that I think people realize that if I was trying to sell to
1830 I wouldn’t start by marketing to 1832 marketing probably sixteen to
twenty to thirty might be here young so I think the beach about I think I think
brands and definitely social networks and bands have a lot of similar DNA that
way you little rusty they’re rethinking I like your establishing that you don’t
give a shit about Steve leaving without

“brand now looking to build a
direct to consumer presence?” – Matt, first and foremost
I’m saddend by your concern because you are
literally are playing in one of the three or four best genres. Like, you’re selling to pet enthusiasts. Have you looked at the psychology and emotion of people that love their pets? There are people that really really, there are enormous amounts of human beings in the world that love their
pets more than their family. I mean so your talking about
a high emotion category. Instagram is littered,
literally littered, go to the, let’s go functionality here,
it’s not super complicated. There’s something that’s called Instagram, You open it up, you literally
hit the search button. You go to search, you
literally put dogs, dogs. Stick with me here, this
is massively complicated. Slow internet, dogs, tags,
sticking with me here. I don’t know how you’re
zooming in, Staphon I’m sorry for the slow internet I
should be on the wifi. Alright, dogs of
Instagram, oh I don’t know, 34 million hashtags, dogs
22 millions hashtags. Dogstergram, 13 million,
dog sitting, 2 million. Are you nuts? Start putting out content on Instagram, start tagging your stuff with these tags that everybody uses and use hashtag riding to build awareness and it doesn’t cost you anything except
for the production of the content which on
a scrappy business level should be free because
it’s your time, time is valuable but it should be free. So, Instagram for sure
because the attention graph is there, you can buy Facebook ads against dog lovers or
fans of dogs all day long. We had the benefit of working
with a dog brand company, our commercial rates
and engagement were at the highest of anything we played with. Obviously you’re watching
the show and maybe you just want to get your question
on, but this is very basic. Facebook ads, Instagram creative
with using the hashtags, there ghost search, I would
run ads, I made an investment in a company called Bark Box,
they have a content play. Their ads on that site are
converting for your advertising. Not because it’s an investment
I made because I want to be historically right,
I own nothing of it. It’s just a place that a lot of dog people are spending a lot of attention. There’s so many places, I mean, this kind of pissed me off India. This was not the right, I don’t know if you asked me this question on purpose to get me going, you did? – [India] Mmm hmm. – Got it, okay well. – Also he was really persistent. – So you tried to raz him? Were you razzing him a little
bit for his persistence? – [India] Maybe a little bit. – What’s his name?
– Matt. – Matt, first of all I
love the persistence, raz India, I like it. Second, it’s dogs and cats and parrots and people love this crap. I mean, are you nuts? Easy, easy, I’m almost wondering if you’re just crippled by how much you can do vs by being curious of what you should do. – [India] Whoa, that’s good.

blog, how would you market it?” – I would go to Instagram
and search every hashtag that you can think of
around fatherhood, starting with fatherhood, Stunwin,
let’s put you to work. Can you quickly check how many people have used the fatherhood hashtag on Instagram. I would go to Twitter search
and I’d go to Instagram search and I would search the fatherhood hashtag. I would then look at
the content and I would engage with it, I would do that under the the name of your blog, not as Rick. – 464,000 of them. – 464,000, so there’s
464,000 pieces of content on Instagram that you can engage with in a jab way under an account you
create for the fatherhood blog, you go look at the
piece of content, you look at what the dad or the
mom of the dad and the kid wrote and you engage with
it, like “that’s cute”. Like I would go look at one, I’d see a dad holding a Patriots, a little Patriot baby, because it has a Patriot bib and I would jump in and be like boo
Patriots, you suck, but cute kid. Be real, jab, don’t be
like come to my blog, it’s really good, you
want to learn more about fatherhood come to my, no that’s spam. Engage in the community,
work 15 hours a day, grind, grind, grind,
grind, grind, that is the easiest and hardest way to do it. The other thing you can
do is go and map the 25-50 important fatherhood
blogs and platforms and ask to guest blog and
then you’re syphoning that audience, now you have to write
a good blog because nobody will come over if you stink and
that would be another thing. I’d also scrap up a couple
bucks, I would spend $20-50 a week, instead of buying a
shake or taking an Uber or going to see Star Wars, take
that $20-50 and buy Facebook ads against dads that show
interest about being a dad. There’s a million things that you can do. India.

“of tech companies using
billboards to advertise? “Slack, Snapchat, Yahoo!,” et cetera. – Um. God, I’m a bad mood. (laughter) Evan, you’re seeing that
because, first of all, you should never put 100, and by the way, I speak
in absolutes on this show, so please let me use this moment, especially for the people
that catch this episode, or watch every show, contextualize this. I love to talk definitively,
’cause I don’t think people take action, and I think
it takes definitive stances to kind of move the needle. But there’s no situation
where 100% of actions is the right thing. There’s always a proper
hedge to everything. I really, really do believe
that, in your execution, and so in marketing,
when you’re in a Yahoo!, or a Slack, or a Snapchat, and
you’ve gotten to that scale, and you have that much
money, in marketing budget, there’s only so much you can allocate to 100% Facebook, 100%
Instagram, 100% digital. And when there’s these
big consumer brands, there’s a demo from, call it
the 45 to 75-year-old demo that people, like Snapchat
wants 45-year-olds to use Snapchat. Like that’s just straight up. And definitely Yahoo!,
it’s a mature brand, and Slack, is a SAS enterprise software that, you know, 52, 49, 63. I mean James Orsini, who’s in his 50s, is an executive at VaynerMedia, he’s helping make a decision
if we’re gonna use Slack, along with AJ and things of that nature. And they want that demo to be educated, and their belief is that
billboards is a place to play that. Look, I’m not high on billboards,
I think they’re overpriced because I think people are
looking at their mobile devices, but they’re not worth zero. And if you know that you’re going in and you’re gonna spend $7000
on this billboard a month, and you think it’s only worth 2300, but, that 2300, value is worth it to you, paying 7000, follow me here. Then that’s the right thing. Like, you know, that’s it. I mean, you know if it’s worth
spending $1000 on a dinner with the prettiest girl you
ever went on a date for, for the ROI of a kiss, if
you decided that the kiss was worth 1000, well then it’s worth it. And that’s what I think
on billboards, which is, you know, if they decide it’s worth 7000 even though they know
that they’re overpaying, well then that’s what you do. And so I think you’re gonna
see more television commercials for that reason from internet companies. You’re seeing it with Airbnb and Uber. When you saturate one medium, you have to go to another place
where you get more upside. Once you crush digital
like those companies have, overpaying for traditional
has more value to you. So it’s the timing in
which those companies deploy the media. They didn’t start at that place. They first got a better ROI. You’re getting all these
people digitally for, call it eight bucks a
head, 18 bucks a head. Well, now it’s startin’
to cost us $38 a head ’cause we’ve gotten everybody
and we can’t get no mores. So we’ll go over here and we’ll pay 52, because at least we can get new people, and it’s now worth 52 for us. That’s why. That was really good, considering,

“your humble self or a
caricature of yourself “in today’s service-based tech industry?” – Chris, the best thing
to do, this is a good time to answer this question. The best way to do anything
is to be the truth. So sometimes I’m humble, and
sometimes I’m egotistical, and sometimes I’m ridiculous. And this would be one of those times. I think your honest self
is always the right answer. If you’re trying to play to
what the market likes right now, you’re gonna always have to change, right? Right now entrepreneurship is cool. By the way, when the tech bubble bursts, when, God forbid, and I haven’t
been able to send my love to a lot of my business
associates that live in the Paris area, obviously
grew up in the wine business, know a lot of people in that town, and so God forbid when that, when, not if, when that happens in the
US and the market pops, entrepreneurship’s not gonna be hot. Practical, paying your
bills is gonna get hot. We’ve had a great 10 year run
here that everybody’s kinda living in right now,
and all you youngsters haven’t really tasted the alternative, you haven’t tasted the stock
market splitting in half, jobs not being available,
you not getting recruited by everybody, your
homies from school saying come start a business with me. Practicality is really
on the horizon, I see it. Oh, there you are practicality! It’s coming, and when it comes it’s going to be an
interesting market change. This show, hopefully I’m
doing it when it happens. Well, hopefully I’m not, hopefully it doesn’t
happen for awhile, but. I think you have to be you,
because I was entrepreneur when it wasn’t sexy, I’m entrepreneur now, and I promise you, and I’ll
play this clip 22 years from now I will be entrepreneur
when it’s not sexy again. (India mumbles)

“between bad marketing
strategy that’s not working, “and just having a crappy product?” – Got it, so Andrew’s been watching enough to know that I talk a lot about, like, even the best marketing in the world isn’t gonna fix your crap product. So he’s asking, how do we decipher? Bri, do you wanna take a shot at that, or do you want me to go? – You go, and I’ll add. – You know, to me, it’s pretty easy. There’s only those two
things at some level, and so I think what you do first is, if you’re unsure, you
change your entire marketing approach, and I would
say you do that twice. So, over a 12-to-24 month period, you change your marketing
approach radically. If you go oh-for-three, there’s chances that your marketing
sucked all three times, but it is starting to
give you an indication that nobody wants your pet rock, or your iPhone case
that glows in the dark, or your crappy wine that you made. So, the other thing to do is
to look at your lifetime value and repeat business. One of the reasons I know
that Wine Library works, is we have incredible lifetime value, and a lot of repeat business, so then the waves of that
business are usually predicated on the marketing, because
once we get people in, they stay. And so, I think we can feel
that as people that write books, you’ll look at your numbers this week, and you probably will look at, like, historically, since you’ve written seven. What’s your most successful book? – End of Business As Usual
and Engage were, I think, the most successful. – Got it. So, like, to me, like, it’s funny, I think that Thank You Economy
is the best book I wrote, but it’s the least successful, and I look back at, like,
yeah, I gave it the less umph, by far the least umph, because it was deep in the starting of running VaynerMedia. So, I think you look at lifetime
value and repeat business and what your product is,
because if people are coming in and they’re using it and
buying or what have you, well, then you just need to
figure out how to get more of them in. If you’re getting a ton of
people in, but you’re not getting any long-tail action,
that’s your vulnerability. – And I think we live in
a time of social media, right, and the key part of that is social, so I think some of the best marketing starts before the marketing, right, so, listening, talking,
being inspired by people through all these technologies
that humanize people again and humanize communities. I think you can actually take
that insight and build better products, and build not just products, but products that are experienced and so that you can
invest in relationships and lifetime value and retention
as well as acquisition. – Love it, let’s move it, India.

“knew their customers would overreact “to the design of their new cup, “and did it just for marketing?” – The Starbucks cups. And I see Dunkin’ Donuts
came out with theirs, and I was like yay, yay,
thank god, it’s holiday. I think this was interesting. It just speaks to the
world we now live in. First of all, Starbucks should be very happy that people give a crap. If you told Howard Schulz
30 years ago, one day there’ll be a national
uproar, or at least a micro national uproar to the cups that you have, that is like, I hope one
day that the entire world, or at least the US market is in an uproar on the subtle aspect of
what’s going on in my, and I mean the subtle, subtle, subtle, get down here with me
Staphon, the subtle subtle, subtle subtlest of things that
have to do with my business that people have that much passion. Little quick side note on this,
I find it interesting that a lot of my friends’
panties are in a bunch I saw on social over this cup. The same homies that love the
simplistic design of Apple. All these homies that love
simplistic design, right? Yeah, love it, yes, that kid is awesome. Love simplistic design in Apple, but here comes a simplistic
design in your coffee cup, and oh, it’s not holiday enough. People just want to complain. People love to complain. You love to complain, complaining’s easy. Complaining’s easy,
people love to complain. How about executing? How about instead of complaining,
try to build a business that actually has people
complain about it. Go do that. – Nice, want to do the next one?

Given that wine is currently marketed relative to other alcohols
like beer, liquors, what if the wine industry
changed the conversation to market wine as a food? Food culture is huge right now, and what if we got people to think about wine more as a food rather
than just another alcohol? – Great question, Morgan? – Morgan. – Morgan, great question. I think that’s a really smart thought. I think you’re barking up the right tree in general, in marketing, and I’m gonna try to make
the show very valuable to everybody that watches it and I know a lot of you
are not wine enthusiasts so I’ll go very business on it. Using Morgan’s main theme, I’m a big believer that
you need to market things, the value prop of things, differently and look for white spaces. A bottled water company, you’re always talking about hydration and thirst and things of that nature but maybe you start thinking about it for like how water’s
powerful for the brain. You gotta find white spaces
that bring value props to other products and so if you start thinking about
this like a food product, it might change the way
people think about it. A lot more people eat food than drink wine so I think it opens up the category. I think the problem is, and I’ve thought about this for 20 years, I don’t think you can pull it off. I don’t think you can get
people to really understand that a beverage is a food
or thinking about it. You can make ’em take it
more seriously a la coffee, a la wine, you see what’s going on in brown spirits right now. We can make them, you know, think about wine in a more complicated way and a more perplex way. The problem is, that’s
where I think wine is. I think people actually think about wine more carefully than they think about food which is, in essence, your point, right? If we can make people
less intimidated about it and think of it as a more casual, as a standard within food. I mean, the way the wine
business wants you to think is that this is always at
the table when you’re eating because then you’ve created more occasions to use the product and away you go. So I think it’s the right thought. I think it’s a farfetched dream to think that you can get
people to really think about it in a way that it’s mandatory
to as many use cases as we do with food which is
really the holy grail of that but the interesting part of the question for everybody here is whatever you sell, whatever services you have, if you can make them think about it in a way that brings more value, for example, with VaynerMedia, I make people realize that our machine, our process works for anything, not just selling stuff, but
getting somebody elected, right? Getting donations from a nonprofit. Like the machine can
actually create any awareness around anything that can
create a business result or an end result of your choice. And so, that’s everybody’s job in here. Like, how do you get people to think about your products in a different way? This, this used to be
something you wore, right? Like it was a functional item. You had tennis shoes, unbranded, and then over time people came along and started branding it and it went into a
fashion statement, right? And now it’s a collector’s item. There’s a lot of sneakers being bought to put on a shelf and then trade. Now you’ve got the tennis sneaker in a 40 year window going
from just being a utility to play sports, or run, or what have you, to them being a fashion category play, and now a collector’s category play. Three sections, hence why
we sell a lot more sneakers in society today than we used to. That’s a real life example. That was good, I was happy with that. Alright, let’s move on. Back to the punchline on that, ’cause I wanna make my final point cause I didn’t see the
whole thing through. Somebody had to think
in the 70s and 60s like, “Wait a minute, these tennis
shoes can be fashion items.” Like, for example, right now, I’m collecting all the like merchandise and ancillary things
around Facebook, Instagram, and Snapchat and putting
them away as collectibles ’cause I think they’re
gonna be worth money because I think that’s pop culture. So I think like a Snapchat pillow that they made like three
years ago, right now, is not worth that much on Ebay but I think is worth 500
bucks 17 years from now. You have to project,
like, the selfie stick. Can there be a brand that’s created that’s a Beats by Dre like
thing for the selfie stick? That’s how I’m projecting, got it? So, when I say the sneaker, you may think, well I sell posters. Well what other use cases can there be? Like, you gotta project. – Good stuff, Yannick.

“How would you market
an HR staffing agency?” – Um, Kamil I would market
an HR staffing agency by creating enormous amounts of content. I would probably reach out to the biggest HR software companies in the world to see if they had a
blog, and then email them and say that you would
love to write guest blogs around HR dynamics in organizations. I think that would be
incredible way to do it. I think guest blogging
is a stunning arbitrage that most people don’t take advantage of. If you are starting any
business right now of any, a landscaping business, a
chocolate making business, a candle selling business,
you go map the 15 sites that most of the people that
are likely to buy your product are spending their time reading, and reach out to the editors and ask them to guest blog, whether an audio form, video form, or written form,
depending on your skills sets. They may be a written blog,
you can’t write like me, and they won’t take video or audio, then you’re going to miss
out on the opportunity. But maybe you find two or three, being able to siphon that
attention to awareness around you, as long as you
don’t make your article about you selling stuff. You have to level up
and be a media company. So for you, what’s the name again, Kamil? – [India] Kamil. – Kamil, what you need to do is talk about six behaviors you look for in an employee that’s
been in your organization for three years, and
then you write about it, instead of saying, why using a staffing
agency is a good idea. Can’t be in your best interests, it has to be in the
audience’s best interests. Hence this show. This show is to bring
as much value as it can to build up equity, to bring up value, to bring up leverage. To guilt everybody who watches
and listens to this show to buying many, many books
of the #AskGaryVee show. Or tell people to watch it. That leads to speaking engagements or clients of VaynerMedia. Or, what I really care about,
’cause those last three things are nice-to-haves, turn
everybody in the world into a New York Jets fan when I own them. So, you know, I think that um. By the way, you know what’s
gonna be funny about that? I’m literally gonna clip that in 30 years, and I’m gonna play it in the stadium. Just want you to know. Um, so, I would do that. I would start putting out infographic or visuals in Instagram,
and use the right hashtags for discovery around HR. That may sound very weird. It’s probably very, very, very niche, but there are tons of
HR people on Instagram. I mean, we have a HR department,
they’re all on Instagram. So there’s a lot of hacks,
but it’s all about content. Level yourself up and
act like a media company instead of an agency. Put out content. That’s what we do for VaynerMedia. I, at the forefront, am great
at it, and that’s just truth. I mean, I’m sorry, but it’s true. I’m great at producing content. My team’s great at helping. You know, that has been
a huge gateway drug to new business and building
the brand of VaynerMedia. Then you have to deliver. Because what comes along with it, especially when your a personal brand that is charismatic, as
good looking as I am, is there’s a level of cynicism
that comes along with that. So a lot of our early clients were like, “Eh, is this Gary Vee with a
buncha bullshit behind him?” So then you gotta deliver too. So there’s a lot of things you have to do to be good at business. You have to bring ’em to the table, and then you gotta serve ’em great food. And then, they come
back to your restaurant. Get it? You like that? – Yeah, you can’t just get
’em to the restaurant, India.