– Gary Vaynerchuk, I have
an #AskGaryVee question. I’m here in Tasmania at the opening of a brand-new cellar door
winery and oyster bar. It’s a small three hectare
vineyard, seven acres. Now, I’m gonna ask you a question. If you had a seven acre
vineyard and it didn’t have these wonderful
views that we have here, how would you sell lots of wine? How would you do things different to all the other vineyards
that are out there? Cheers, I love you, boy, thank you. – Ah, it’s nice to see the wine stuff show up in the #AskGaryVee Show. I really appreciate the question. First off all, I’ve been to
Tasmania, an incredible place, making some of the most interesting sparkling and Pinot noir-based wines that I think are coming out of the world, yet so many Americans don’t
know it and it’s really sad. Think about how many of
you when you hear Tasmania thought about the Tasmanian
Devil cartoon character and that’s all you got,
which is really too bad considering how incredible the place is. Look, I think that we’ve addressed my– You know, it’s funny, we made a movie. DRock, you crushed it,
let’s link it right here ’cause I know you can do
that in the YouTube world. The Clouds and the Dirt, and
the answer to your question are really clouds and dirt,
or as, way is that I used to say it to my dad, big and small. The way I would sell a lot of
wine is we’d be big and small. Let me explain, you’ve got
a small kind of parcel, you’re not making that much wine, and so the small would be handselling. I’d be flying over to Australia, I would be going into the big
cities within New Zealand, I would probably pick one
or two markets in Asia, and I would literally fly in and hustle. Literally knock on doors,
walk around with sommeliers and salespeople from the companies
that represented my wine, and one by one, restaurant by restaurant, retailer by retailer, sell the product. Taste and sell, taste and sell. The unscalable, the small. Now on the big, and you’ve
heard me give this advice in the past, I would
become a media company. Now look, it’s very easy for me to say that that’s what I would do
because I actually did it. In 2006, while doing the small stuff, the tactical e-mail service, the website, building a wine shop, working the floor on a Saturday and selling. If you haven’t seen my comeback video, (snaps fingers) I know, a lot of editing, Staphon. Those are the small things, but the big things were Wine Library TV, right? I decided to make myself The Critic. I would if I were you for your winery become the authority of food and wine, food and wine, I wouldn’t
go lifestyle and travel, but I would be the
authority of food and wine for New Zealand food and wine,
the cuisine and the wines. I would actually review and
talk about your competitors. With a small parcel, you’re
not competing with anybody, really, ’cause there’s room
for everybody at that level. So I would literally turn yourself, and clearly you’re a very charismatic and good-looking man on
video, you just did it. You felt comfortable doing it. I would execute that at scale. Literally replicate what I
did by putting out content, whether video, which I think you should do based on what I saw, or written form. Become an authority, you
need to be a media company. You need to be bigger than you are brought to you by your wine, so
I would go big and small. But by the way, don’t get
caught up in the glam. While I was showing up on Conan and everybody was quoting me for TV shows and everything was great, I
was still downstairs hustling, trying to sell one more
bottle of Pinot noir. I was still in my office to 11 PM answering people on Twitter,
answering my e-mails tryin’ to get a good deal on a Barolo. I was still doing the small. It’s not playing in the
middle, it’s going big. You need to become the authority of New Zealand food and
wine, and the small, and you have to have the humility to get on a plane, sit in
the middle aisle and go to the Philippines, and
sell a couple of bottles to some random restaurant, got it? – [Voiceover] Scout asks,
“Should all young companies

“White lies. “Do you believe the hype? “It seems you can’t win in business “without bending the truth.” – Dan, this is a really intense question. I want you to show India right now, because I’m giving her props for navigating the
questions and finding stuff. This question is one that I’m really struggling to figure out what the right answer is, which leads to the answer which is, appropriate embellishment feels appropriate at times to me, but I’m scared to say that out loud. If you feel like you’re growing into it within weeks or maybe maximum a couple of months, I think it’s okay. Right? Like, I feel comfortable
saying VaynerMedia’s a 450-person agency right now even though we’re 417, but we have 59 job openings, and I expect this to be 450 by the time the far majority of people watch this episode or listen to it, right? So, I guess that’s where I’m willing to go. I’m not willing to say we’re 7,000. I’m not willing to say we’re 1,000. I think fake it ’til you make it is a very scary line that I think most people struggle with, but you know, we live in a transparent world. Like, the reason I even say this answer is ’cause I’m always trying to correct myself, ’cause I’m scared to, like, get called out for, you’re losing all your credibility by getting called out on something. So, it’s a very fine line. I think the intent matters. For me, I’m just going in speed, rounding out numbers, I’m going fast. Not trying to trick you to think we’re bigger than we are. So I would answer you a couple things. One, white lies that become truths within a very quick or
short period of time feel a little more comfortable, and the intent of the white lie. If you feel like, if you feel like you’re not
trying to do the wrong thing, that you’re gonna be able to
deliver for the other person, you just wanna tip them over in their own, you know it’s so funny, with my clients, I think they get so much more benefit working with us than the alternative that I’m like, I feel like I’m helping them along. I feel like it’s in their
best interest, not mine. Of course there’s a secondary
best interest of mine, and it’s funny, I tend to not, you all right? What’s that? (laughs) Are we meeting?
– Yes. – I’m running just a few minutes late. Do you wanna say hi to the VaynerNation? – Hi guys! I’m Claire. – Um, you know, I think that it’s all about like every other answer which is, it needs to have the right intent and it needs to be appropriate. So, that’s what I got. Miles Keever with HappyHumanoids.com.

“If you don’t care about the competition, “what do you say when a client asks you “about a competitor, “and why you’re better?” – Mike, this is a tremendous question. I’ve dealt with this in
the past on VaynerMedia’s road to success, and I still do all the time. People bring up competitors and I answer in a very condescending way towards them. I dislike my competitors
in the context of the game. Some of them are friends
outside of the game and I can share a beer, I can separate it. I can share a beer at a game or be cordial in public, but deep down, I’m not
a fan of my competitors. I dislike them. And when people bring them up, I tend to tear them down
as quickly as possible or remind them why I’m better and come up with historical things like, you know, in the agency world for example, I say, Oh you mean those people
that try to win awards in a world where I grew
up trying to sell stuff? Anything that I think will make that person realize that it is a worthwhile
venture to go with us and why it’s a wasteful conversation to
care about somebody else. That is something I will do. Now look, I’m a good salesman, a good talker, I’ve got great tact, I have enormous empathy and great feel. I can read the room. So I know where to navigate in real time, which is why I sell and win so often. You may not have that skill set and you may come across as you know, inappropriate, awkward, you know, inappropriate. And so, you know, for all of you on this side over here who can read the room, can move quickly on your feet, can rock and roll that way, just punch your competitor in the face. Over here, not as smooth, you’re not quite as sure, you don’t understand
where they want to go, you’ve got to go with a different route. I don’t know what that route is, but it’s (bleep). – [Voiceover] Dan asks,

– Hey, Gary Vee, Scott Wisotsky here, CEO and co-founder of Campus Pursuit. I run a college marketing business, and I wanted to ask you
about niche marketing. In Wine Library did you market
to people interested in wine, specific niches within
the wine community– – Yes. The answer is “yes” and “yes.” One thing in marketing
that I’m a very big fan of is broad and narrow. Tanks and bombers and Navy SEALs, there’s a purpose for both, so we marketed to wine lovers. Then we focused on Burgundy lovers, and especially when SEO came
along and email segmentation in the early 2000. We were buying keywords on not just wine. I always famously talk about owning wine. What I don’t talk about is
what happened the next year: Cabernet Sauvignon, Silver Oak, Burgundy, Chateauneuf du Pape. So we started going narrow. All of us who’ve ever done any
SEM know about the long tail. That’s where all the magic happened once there was supply and demand that’s happening in social now, long tail. And so, (thinking with mouth)
the answer is “yes” and “yes.” You’ve got to really recognize
the tactic dictates– (phone rings) Oh, look at that. I didn’t have this off. The tactic really dictates the purpose. But you’ve always gotta
go broad and narrow to have a complete picture, in my opinion, and so we did both, and
I continue to do both. And I will always do both because they all have a mission at hand. There’s a reason U.S. government
military has Navy SEALs and Green Berets, because
sometimes you can’t just go big, you’ve gotta go narrow, niche, surgical. Facebook dart posts,
18 to 55-year-old males because you’re selling some male thing, and then 18 to 19-year-olds in Texas who like the rodeo and wine. Got it? Both, both, both. (strong, beating music) – [Voiceover] Ruke S, “What would you do

– [Voiceover] Rollinson asks,
“Is paid promotion for jabs an effective way to build
an audience for right hooks?” – Rollinson, this is a great question. It’s something I’ve been
debating a whole lot. Now to frame it up for everybody, the notion is should
he, you, she, him, it, where am I going, I don’t know. But sorry, stick with me
here because I’m excited. Should we as a collective pay for jabs, meaning a non call to action. Not buy this wine, but should I create an infographic about the tempranillo grape and it’s just a did you know about… and it’s just a piece of good content. Should a spend three,
four, five hundred dollars on getting this awareness
to build up equity to then later come in with the right hook. I think the answer is predicated
on how much money you have. Right, like, if you have a
limited budget, you’re probably going to want to save it
for, hey buy this wine for $14.99, it’s a killer for Thanksgiving. You know, like, that is
probably what you want to save it for, but if you have
an overall marketing budget, if you’re a bigger brand, if
you’re spending real money, I think there’s enormous value in jabbing. I’m spending a ton of money on jabbing to build up awareness, to get
people into the ecosystem. So, I’m a big fan of
spending dollars on jabbing. Content that benefits
the audience that doesn’t have the direct R.O.I. to you, and you’re spending even more money on not just producing it but
getting it reach and awareness because I think of myself as a marketer and a brand guy not just a core salesman. That has to do with your finances. I can do that today, I
couldn’t do it 3 years ago. I couldn’t afford it,
10 years ago, forget it. So it depends on where your business is at but if you can afford it, I would allocate some level, 10 to 30
percent of your budget on just jabs, if your limited. If you’re a bigger brand,
big pockets 50, 50 even. Maybe 80, 20 on just the branding because you’re building exposure. I mean look, every TV
commercial, every billboard, 95% of those aren’t infomercial,
they’re brand building. That stuff works. – [Voiceover] James asks, “Do you

– [Voiceover] Marius asks, “Hey Gary, can you explain in more
detail your statement from Market Makers that Super
Bowl ads are underpriced?” – I sure can, Marius. I appreciate the question just moments after I got off the set. (Gary laughs)
(people laugh) You know, I care about attention, just like the questions we just answered, and so I think, almost
everybody in America, when the Super Bowl,
at a Super Bowl party, they’re watching it, and then
when the commercials comes on you hear at parties, (hushes). The event is to consume the
commercial at the highest scale. Couple of years ago, so I did not watch both
Super Bowls that included, or no, that’s not true. The last Super Bowl that the
Patriots and Giants played in, I didn’t watch it. I just laid in my bed, silently. And it was surreal, because I knew that all of
America was doing one thing, and me and AJ were doing another thing, which was sitting in silence. And so, I remember that really
drills home the fact for me, that all of America watches this game and then watches those commercials, and the attention put on those commercials is overwhelming, and
just the bottom line is, in that arbitrage of the ROI, I truly think that when you
compare a Super Bowl ad, four or five million,
compared to other ads, hundreds of thousands, that
this return is so much greater than hundreds of thousands of
dollars, millions of dollars, that people spend on television
during the regular year when everybody’s DVRing. When a commercial comes
on, everybody’s in here. And so I think it’s
underpriced by today’s market. I just really do. I think a Super Bowl ad, if
it’s four or five million, or what they’re charging these days, I think it’s worth 10 to 20. I really do. Just the way it is. Question of the day for
#AskGaryVee four five.

– Hey GV, it’s TF. Got a question for you for all my friends in the real estate space around the world. And the question is, how much of my advertising / marketing dollars should I be spending on
salespeople, telemarketing efforts, versus direct mail, print, traditional, versus online. You know me, buddy. I’m a no-wrong-way-to-generate-leads
kind of guy. What’s your take on it? (person claps)
(people chat) – Hey, you know, TF, I
gotta tell you, I agree. I mean, obviously I push
new forward ways of thinking about selling stuff, whether
it was ecommerce back in ’96, email marketing in ’97,
Google AdWords in 2000, banners, then content marketing in 2006. I mean, people are talking
about content marketing now. I started Wine Library TV
on February 21st, 2006, to do content marketing, so
obviously all the social stuff. I’ve got peeps in the background, too. You know, I get it. Yeah, I think that if you’ve got a way. I know we’ve talked in
the past that direct mail really works for you as a channel. Agreed. Do it, if that’s working for you. I even did direct mail for Wine Library seventeen months ago, just to make sure it didn’t bring any ROI,
and it was a disaster. It was scary to me. We used to be direct mail juggernauts in ’98, ’99, 2000, where we’d get three, four, five, six,
seven percent redemption of how many fliers we’d sent out. People coming to the store. We had six people bring
the coupon to the store and we had a big value prop in it. So direct mail clearly died for us and then other places that have grown. And, SEM works, and Facebook
dark posts are working, and content clearly has worked. So, I’m a no-romance-over-the-lead
kind of guy, as well. I mean, here’s my thing, though. People fall in love with the way they’ve made their money, right, because it’s working right now. I’m thrilled when I think that Instagram and Facebook dark posts and Twitter suck. Can’t wait for that. Can’t wait for 2024, you know,
when I’m dissing on that. I’m like, it’s all about
this, the virtual reality. Great. Can’t wait, in the words of Bart Scott. And so, I think the biggest thing that I get scared about is that people get romantic
and don’t try new things. Every person watching here
should always be spending between five to twenty
percent of their money, if that’s what you’ve got, or your time, if that’s what you’ve got,
on new and innovative things, because they need to be prepping for 2016, 2018, 2022. And here’s the biggest key, TF. No matter what you tell me, your direct mail response
and telemarketing response is not as good as that
same action 10 years ago. If you were doing that same
calling in the background and that same direct
marketing 10 years ago, it would have had a bigger ROI because more people were paying
attention to those channels, their actual home phone and their mailbox, then they are now in
a world of this, this, and everything pulling away. Not to mention, the costs
are higher in direct mail because, you know, the
post office is subsidizing that loss of money. So, these are the things
that I think about it. It’s the arbitrage of
the value of the ROI, not necessarily the action itself. – [Voiceover] Damian asks,

Thank You Economy will
self destruct in 2015? Are brands living up to your
predictions slash Thank You Economy expectations?” – Tyler, once again, and I
talk about it all the time, I think things are gonna
happen sooner than they become. My prediction in Thank You
Economy was that people would understand this and
then everybody would do it. And by 2015, it would get ruined. I am so off on that prediction
it’s borderline embarrassing. You know, DRock, I don’t know,
can you like, take my face right now and give me like, rosy cheeks? Like, can you like make
my face red right now? Because I’m so embarrassed
by how off I am. Because, two part. One, people just haven’t
adopted the Thank You Economy. And thus, if they haven’t
adopted it and scaled and ruined it, how can it be over, right? And so, it might take a lot longer. It may take forever. More importantly, the people
that do attack the world in a TYE world are getting dividends. I’m getting those emails. But it has not been the
landslide that I had hoped for the consumer. So, my prediction was obnoxiously off. One, it may not happen,
at scale because companies are just heartless and
just don’t understand the financial benefit. And listen, I’m heartless. I mean it’s all about the wallet with TYE. I mean to me, it’s, this
is how you do business. And two, it’s not enough at
enough scale or ruined yet. People are still flabbergasted
and excited when a business acknowledges
them or does something half-assed caring. – Hey Gary, this is
Kyle @JockNerd and Ruby.

once in a while I want
to rant about things. Airbnb going into print. A magazine I think called Pineapple. I’ve been a little off the grid.. I gotta answer this Snapcash
question and I haven’t really even played yet, so. But, a really interesting move to me, something I want to
address with everybody. I’m very fond when the
new world goes old world. I love when Warby Parker€Ž and Birchbox, an investment of mine, for disclosure, open up retail stores. I love when Airbnb makes a print magazine. CNET making a print magazine. You know, I’m one who,
you know, kind of like, pounds on traditional media. But if the cost structure is
right and the strategy is right for Airbnb, as they continue
to grow, they’re now trying to get to that final
step which is broad awareness. And a print magazine in
supermarkets across the country or Barnes and Nobles is a
way for them to get to that 45 to 75 year old that is not
as savvy, and maybe that cost of printing on trees
might bring them value. And so to me I like the
convergence of the new world going into the old world. Versus the old world
going into the new world. – [Voiceover] Tyler asks,
“Do you still think the

“rarely mention YouTube in
your digital recommendations “despite the one billion
active users per month?” – And this is a great question and I’m really glad you asked it because it allows me to address this head-on on the #AskGaryVee Show. The reason I don’t
mention YouTube a lot and didn’t have it at the bottom logo of Jab Jab Jab Right Hook,
DRock, you can show it, is a really interesting
thing that I’ve thought about quite a bit. Which is because I’m making a mistake. And, you know, boy, do
I hate talking about that stuff. You know, here’s what I think happened. I jumped on YouTube so early back in 2006, wrote Crush It! in 2009
about how YouTube and video would make a lot of people famous, a lot of stuff that’s happening now. And in a weird way, I think that, you know I jumped to Viddler in 2007 so I didn’t see through the YouTube thing, that was a mistake as well. I think that it’s a foregone conclusion in the back of my mind that I have YouTube on a pedestal that is even above everything else, maybe besides Facebook, and I just haven’t done a good job. As a matter of fact one of the reasons I started the #AskGaryVee
Show is to get a little bit back into the YouTube culture and so, honestly, I think that the reason I don’t mention it and dig into it and push it harder is
because I thought I’d figured that out and
kind of pushed that out with Crush It! and was
so associated with that. But that wore out in 2011 and I’ve just done a piss-poor job of
continuing that narrative and it’s a hole in my tool belt in the way that I communicate. Obviously I take it seriously, and so, you know, the reason I don’t mention it is because I’m making a mistake. – [Voiceover] Yash says,
“You changed the intro music.