– 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