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Why Direct Mail Marketing Is Far From Dead | Empathy Wines Barter Meeting - YouTube
Channel: GaryVee
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I don't know how many cases of wine did
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you buy nothing like listen listen it's
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money but here's what's cool about it
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you're gonna [聽__聽] give it to climate
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you like it's so smart you got your
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prospective happy happy this is the biz
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dev barter of empathy wine episode is so
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I bought giant and all he was doing was
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postcards it was called giant clothes
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cars 2011 arrived at company yeah so
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how'd he come up with the name of the
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company go ahead so he he had one thing
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right he was doing shared and this is
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where I have to if we want to debate a
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little bit please debate with you
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because that plan right there so he had
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a plan I took it and I perfected it to
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that so now the manager of the club if
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you flip it over say that's called sham
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any time finis whatever that manager
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right there goes next door to anywhere
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from two or one really the New York the
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New York Jets were paying me millions of
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dollars and making millions of dollars
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by putting a logo in the bottom
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left-hand corner of the video and
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picture we posted on Facebook shared is
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not exclusive to postcards or social
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media if you're gonna tell me what you
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are that they amortize down the cost I'm
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like cool you can do that on Facebook
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and you can do it at scale that's true
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and you can run more arbitrage on
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Facebook because if you know how a
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mailbox the post office is fixed
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Facebook is broken it's a marketplace
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you get to take advantage I am picking
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up fans in who speak Arabic for 1.9
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cents right now fans not consumption
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follows I'm gonna get paid two hundred
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fifty thousand dollars four hundred
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thousand dollars of speech in in Kuwait
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and Jordan and Dubai in a year because
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what Facebook does that the post office
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doesn't is it doesn't floor it
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this is your right I understand what
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you've done that's really right yeah
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that's what science spaces can do I
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totally got it look honestly you'll
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appreciate us looks like literally just
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like like you know what's funny
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it it I don't hate direct mail I just
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know if you use Facebook perfectly with
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the mentality of direct mail it's scary
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I don't also say to you bro this is the
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same to everybody
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I can literally put [聽__聽] sushi on it
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for him it's crazy but but much like
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you've perfected this this practice of
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Direct Mail has been around for 80 years
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there's so much work to be done on the
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content side on Facebook and on the
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discipline of being great at spending
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eighty eight dollars against African
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American males that live in you know
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downtown Atlanta who loved the Hawks but
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not the Braves I mean the [聽__聽] is
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[聽__聽] in gnarly and there aren't
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agencies yet or humans that really
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understand what a Plinko board of that
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level looks like like I said I you know
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to me like yes and I got to deal with
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that market be honest yeah so I correct
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yeah I've been around for eight years
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but like it's different
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exactly no offense I'm pumped about yeah
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yeah so I didn't know I preached these
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twenty four year olds patience I lived
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there I don't want to be a hypocrite I'm
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pumped that I [聽__聽] ate [聽__聽] or grind
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it and I was doing great like you like
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like this this is why I'm over reacting
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to your 37 or whatever you just like
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you're gonna have more ups and downs
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depending on your personality trait you
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know like ups and downs are based on
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risk when you come from the dirt yeah
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you have more losses because you're
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[聽__聽] playing with like you don't
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forgive [聽__聽] when you start doing a
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write a little bit it depends up my dad
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hit a place where he was like [聽__聽] it
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I'm good
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yeah so I'm not gonna put myself in a
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position ever again to you know and
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honestly I'm kind of that way too I've
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enough of a nest egg in the thing and
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even building garyvee is really built on
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what if all [聽__聽] goes to [聽__聽] and so I
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always talk about the truth the economy
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being vulnerable this to that nature
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because when the economy collapses I'm
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gonna be right cuz I'm right and two I'm
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not gonna get 150 I'm gonna get 30,000
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but I'll still get 30,000 you know and
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at least I get like that's like my
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insurance policy anyway so you pivoted
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and what you were super narrowed to just
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this world
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no no just right now for James to or
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just direct any buddy
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but that client was big the rig that was
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that was just it was disruptive that my
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talk there because they were so big of a
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percentage of morons got it if it was 8%
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I wouldn't matter if you were Kentucky
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Fried chicken's and you don't want to
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fight you didn't wanna you don't want to
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fight the like you're smart you could
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have not only that you would have had to
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[聽__聽] fight the inevitable fact that
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over time the internet will continue to
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gobble up more you're gonna have to
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fight harder on lower bargain for a
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smaller pie I love that you did that
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super impressed with it
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anyway good I got into literally so we
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still do the direct mail because it's
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still it's still good it's probably 40%
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of our business so now as you know Gary
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Mel's expensive right now on our revenue
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it's good I got it I get it
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so I two and a half years ago I said
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okay we got into everything not
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necessarily everything works mall so we
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store with banners then we win stuff
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lanyards then one wins t-shirts t-shirts
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really took off t-shirts is I think
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that's awesome I think where it's gonna
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be and now we literally if you go to my
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site we've literally you make I don't I
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hate to say no like somebody calls me up
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hey can you do uh-huh
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dancers yes brother I'm a believer I can
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find it I'm at my best when I'm that and
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I hate the years where my companies get
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big and I have to let it be in the know
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business for a little while and that's
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what I'm just getting out of in Vayner
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like last three years I haven't been
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outrageously happy with the no culture
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of my own company but what you do at
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times is you start I'm a big believer in
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yes and then I think there's times where
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you're marinating some of those yeses
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which forces you to do a little no and
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and I hate those periods I'm getting
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back into yes which excites me so is
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there anything I can help with right now
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absolutely what I'm don't get it twisted
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okay
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I don't it's the same reason I love
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LinkedIn I'm talking a lot about
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LinkedIn but I don't love LinkedIn ads
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cuz there's a floor
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I don't like floors I like Internet has
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unlimited scale and inefficiencies when
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you start at zero I'm a byproduct of my
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reality I built a business from 3 to 60
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million dollars in 4 seconds with no
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money cuz Google didn't have a [聽__聽]
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floor at 5 cents a click and nobody on
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earth at the time and I [聽__聽] up I
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should have built a trillion dollar
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company but I was in my little wine
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world nobody was buying silver oak and
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red wine and Bordeaux and [聽__聽] clean
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house and that's why I love social media
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Instagram stories right now
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we'll sign up a lot more people to the
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gym than that if you know what you're
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doing it's like anything else like if
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you're good at baseball
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then it's a great idea you make [聽__聽]
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23 million dollars here being a middle
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reliever but if you're not you're not
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like so it comes down to skill I
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actually like paper
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I like real world I like events I just
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talked about it I like paper because
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there's a place for paper I write books
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in your form people make fun of me
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sometimes like Oh mr. digital like
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because people read them there are very
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few things I [聽__聽] on that I still do I'm
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doing direct mail this week
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I don't know so tell you well that's
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probably a better question yeah right
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that's the bigger you always start with
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the moon and work but yeah exactly I
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don't I don't even want to know how much
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paper is being printed in America
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exactly so I guess the question is what
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do you have right when you say we hat
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we're gonna do everything are you
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sitting in the middle and outsourcing do
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you have a printing press like what the
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flattery is no what's my time is by how
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much I know by how much
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okay we go 5 moments awesome so this why
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this barter thing I'm doing is stupid
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because I'm not gonna be able to stay
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like we've spent all this time analyzing
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my time then it's so expensive that we
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kind of discounted I'm already upset
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then I'm gonna go over by 30 percent at
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every meeting because I get pumped this
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way I keep telling people like when I
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have to sell something is the nut like
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I'm impossible to get to and then I have
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some
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right and now you bought I don't know
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how many cases of wine did you buy
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nothing like listen listen it's money
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but here's what's cool about it you're
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gonna [聽__聽] give it to climb like
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you're nothing like it's so smart
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I laugh I'm like having the conversation
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with you guys like this [聽__聽] sucker
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like I feel like I'm not choking I feel
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like a sucker but I love it it's back to
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the grind of the game I love when both
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people win
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I love if you're winning and here's why
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this I know to be honest I know that and
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who's gonna and who's gonna buy what's
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right and who's gonna buy wine people
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gonna buy wine that can who's gonna be
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at the barter they're gonna be able to
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afford it which means they're in
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business which means or like one person
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just bought 100 cases they're donating
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to charity the charity that I'm on the
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board up is gonna use it at very high
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events where it's gonna get good
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branding so like totally and and here's
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why good with that versus other things
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it's truly a forty dollar wine leave for
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20 bucks so the people that get it are
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gonna like freak of how good it is and
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if you give it to somebody who normally
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buys eight to twenty dollar wine they're
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to me like this is so good when they go
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to the website and see it's 20 bucks buy
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the case they're like [聽__聽] this is way
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better than what I'm buying at Total
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Wine and it's because it actually is a
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forty dollar wine for twenty bucks
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anyway nonetheless what can we do here's
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what I would say you're catching me at
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an amazing time I'm as you know okay
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here's what we can do let me give you
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the whole game yeah I don't know what
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Vayner is in a position where it's so
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disproportionately pumped to get the
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paper or direct mail business for our
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clients because we're competing at the
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highest level you know they're working
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what's like you know we are but the
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fight to the fight to get give me their
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business when they're working with who
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the [聽__聽] knows at the scale probably
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they're getting it at it and they're
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probably getting added value from their
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national media but like I don't know but
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I'll do some homework the most extreme
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and I don't think this is gonna like
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intuitively this doesn't feel right
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there's more almost doing it for him and
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I I want Phil and we're going through
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our own processes me really taking time
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to sell Phil on this
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good idea I'm desperate to create a
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company called 49 I have this thought
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that I'm gonna build enormous amounts of
[761]
wealth by creating a company that truly
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partners with people that are actually
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smart ha I mean think about it you paid
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a lot of money to buy out a minority
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partner me rolling in right now being
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like give me 49% of your business it's
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not like the thing that's gonna get you
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excited so Phil's gonna put you on a
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call
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I want him onyx I wanted to learn you
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should take the business from the guy
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that's got it from us at Wine Library
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so that should happen I think that's
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good because I want to continue to I'm
[788]
testing the waters I still like it we do
[795]
both okay I'll be honest with you what's
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really fascinating to me is the Mac I
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think I can do it very weird
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I'm in such a unique spot as a human so
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cool this is the model I think Wine
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Library could probably make five hundred
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thousand dollars a year because unlike
[816]
all these companies if I actually have a
[817]
b-side if I do one video on Facebook
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that says hey I'm doing something with
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direct mail yeah I need you to send me
[827]
the samples your products because I will
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not let you buy space unless I believe
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in your product or service after we do
[834]
quality control I could probably be
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mailing weekly and making my dad 5,000
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to 10,000 have you know as a profit
[843]
Center that's what a profit Center is
[854]
that's what I'm saying
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that's what I'm saying yeah wonder if we
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can turn that into a business for
[862]
influencers so like thank you right so
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think about what I'm talking about now
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we test this with these guys we do it
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for six months really get it down get
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feel good about it we build out some
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sort of little sales crme kind of little
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thing that becomes scalable and then you
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convince so for example Fitness
[880]
influencers like like it could be a
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profit Center for influencers
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penetrating demos they're not reaching
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you know if you're the cliche app
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good-looking dude or hot chick you don't
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like you're welcome in look I love your
[896]
haircut - I'm super into you like I was
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like [聽__聽] man I wish I had that you like
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his haircut I like that
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tap to school but the haircuts good man
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I haven't looked like it's like good
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very good anyway so so I need to wrap
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I'll rap here's what I would say through
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the process you'll send me mail to them
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me and Brandon Phil and bran will be on
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the phone with you tomorrow you should
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take that business we should do this
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we'll do it once just normal make sure
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everything that I'm sure that's not what
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I'm worried about just it's the holidays
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in January I think I'm gonna literally
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I'm not joking I'm gonna try to roll I'm
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gonna just try it I like I like saying
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yes trying [聽__聽] I'm gonna try to
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subsidize it for my dad I'm trying to
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find ways to help my dad make more money
[946]
I'm gonna subsidize it with like local
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New Jersey I'll do I'll run the ads only
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in Jersey it will literally be like Gary
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B's jersey business recommended yeah I'm
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like it really is something that I think
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if you think about how I'm leveraging
[959]
brand is something my dad could be
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making 10,000 bucks if my dad if I told
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my dad dad good news you're mailing
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weekly cuz it works it's just expensive
[969]
your mailing weekly and you're gonna
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make $10,000 a month because I'm whoring
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myself out on the other side through a
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process that I feel good about because I
[978]
do like that restaurant in Red Hook and
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I do feel good about the taffy place in
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Atlantic City and I do feel good about
[983]
the you know whatever he'll be happy and
[988]
the business will grow he'll make
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120,000 dollars in net profit just cuz
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and his business will get a ton more
[996]
trap like it will work not to the thing
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you know and then so anyway and then
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maybe we build that much and then if I
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like that probably this time next year I
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would then be able to say hey let's do
[1008]
this for real whether it's 20% like
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we're really trying to figure out what
[1011]
we're building
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we've gone from investing the private
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equity to direct the consumer brands to
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a holding company but I think
[1018]
and it does have to be filled by the way
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if he decides not to pass on it I'll
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it'll be an TK or Tyler [聽__聽] Orsini
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I think I'm inevitably going down a path
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of a company called 49 Vayner 49 it's
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smart or something about that like the
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amount of people that like the turks and
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caicos weekend every year on the 49th
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week of the year i love [聽__聽] like that
[1051]
that's December December it's cold I
[1054]
love that that's what right before
[1056]
that's literally December 12 I love it
[1059]
that's exactly right like you know the
[1062]
entrepreneurial you know of America or
[1064]
whatever those [聽__聽] things to call
[1065]
those they're outdated all those things
[1067]
a holding company they're like and I can
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really do it like I can like it's it's
[1076]
what happens when you build brand in the
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same way that you [聽__聽] how to deal
[1079]
with the ramifications of me getting
[1080]
excited on stage and hockey arena in New
[1083]
York I really really do think after I
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got to know you where I wouldn't give up
[1087]
my brand because that's what you're
[1089]
scared of like I say you're [聽__聽]
[1090]
direct-mail dude I don't know you
[1092]
I like everything so far into does it
[1093]
feels right I like the story you do a
[1094]
little homework you do something for a
[1096]
year and you can say you're the direct
[1097]
millions [聽__聽] it's game over you'll
[1099]
pick up an enormous market share you're
[1101]
gonna do two million that's already way
[1103]
better than one no yes yes a hundred
[1111]
thousand all right now
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[Music]
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