Ask The Builder | Luxury Custom Homes | Emmett Leo Homes

Have you ever had a question about building a house, but have been too embarrassed to ask it? Well, now’s your chance. On Emmett Leo Homes, “Ask The Builder Dan Nagy here from Emmett Leo Homes, your insider into the luxury home building industry. Quick reminder, before we get started to subscribe by clicking the red button below, and hitting that notification bell right next to it, so you stay on top of all things luxury home building. So…We’re here in my office right now, I figured it’d be a good time to shoot a quick little video of “Ask The Builder”. Ben in Winnipeg asks, “Do you find homes for in-fill opportunities and build spec homes to sell, or find the in-fill lot and build a custom home to a client’s specifications? I think what you’re trying to ask is the difference between builder types.

There’s really a few that we’re going to look at, and I’ll break it down for you. There are spec builders, and then there are custom builders. There’s a bunch of different kinds, but we’re going to focus on those two, ultimately. What a custom builder does is they will take and build pretty much a one-of-a-kind home on a unique lot with a unique layout, generally speaking, a one-of-a-kind home for their client. Now, a spec builder, there’s quite a few different kinds. You all know kind of like a track builder, which is the building that the big building companies that building in big developments, and a lot of the houses kind of look the same.

That’s because they use the same plays over and over and over to cut their costs down, allow for cheaper homes for people to move into subdivisions. There’s also luxury spec home builders. That’s kind of where I started, was, we find unique lots in high-end locations and neighborhoods, and we build really high-end homes. Chances are, they’re going to be unique. We kind of consider ourselves spec custom builders. Hey, guys, thanks for watching another episode of “Ask The Builder”. If you have any questions, submit them whenever you can or whenever you want. I love doing it, and if you liked it, or if you have a comment about it, make sure to put it down below. Make sure to subscribe to the channel to make sure that you get this and other videos that come out every week, and if you want to learn more about my luxury home building company, go to, which has more information. But as well, I put lots of pictures and videos and stuff of some of the amazing projects that we’re doing right now.

Thanks for watching..

As found on Youtube

The Difference Between Digital Marketing and Traditional Advertising

– I regret tremendously not spending all my money on Google in 2001 to 2004. When I rewound how I built my dad’s business, it was because I was handed a full house. It was called Google Day One, five cents a click. My CAC was 10 cents, my LTV was $8. I didn’t understand. You got your perspective. (audience cheering) I just wanna be happy. Don’t you wanna be happy? Something that’s become very obvious to me only in the last couple of weeks that maybe I’ll pontificate a little bit here, which is I think the biggest reasons so many people within the marketing landscape do have disagreements with some of my points of view is because I really don’t think of myself as a marketer, for say. I no question think of myself far more as a business operator who happens to have a knack or an intuition towards marketing, which has helped me throughout my career, but everything I believe in is predicated on the final result of what everybody in this room is trying to achieve.

I just think that marketing and communications is an incredible way to get there. Put it right there. Thanks, D-Rock. For a lot of you that don’t know my career, I was born in the former Soviet Union, I came to the US and my father grew from being a stock boy to owning a small liquor store in New Jersey and when I joined that business, first I fell in love with wine and wine collecting, which was great because it’s always good if you like what you’re doing, but I built my dad’s business from a three to a $60 million business very quickly in the late ’90s without any VC capital, even without a credit line.

When I think about how remarkable that growth was, it was completely predicated on practicality, which is really my North Star today. If I had the luxury to sit and have dinner or breakfast with you one-on-one for four hours and we actually talked about what you’re trying to achieve in your business, so much of what I believe in, whether it’s Facebook or Instagram or content… Text messaging is starting to really be fascinating to me because in the US and many other markets for about a decade we haven’t allowed marketing inside of our text numbers and all of a sudden, I’m seeing people willing to do that, which you can imagine is attractive for us marketers and business people. I think the biggest reason I’m interesting and debating in the marketing landscape is I’m not a product or a son of Nielsen ratings or Datalogix or brand lift studies or impressions. If you knew nothing about marketing and you were a normal business person, you wouldn’t be attracted to low CPMs. You would be attracted to high CPMs because it would lead to what you’re trying to achieve.

So, I sit in marketing meetings from major clients around the world, I sit at conferences, events like this and people pontificate on data in the middle that has nothing to do with the end business result. That is my problem. That is why I’m an outlier. That’s why I’m different. I’m not of the machine, I’m of the business result. It’s really interesting, by only running businesses for myself my whole life, I only care about long term branding and marketing. A lot of times, people think about digital as a short term sales funnel.

I think of it as reverse. I think Facebook and Instagram and thank you so much for being a part of this, but I think that they’re doing not a good job in expressing how much branding is done in their channels because the conversion is so obvious for math and sales. When I think about this room, whatever it may be, the business result that one’s trying to achieve, I watch so many of your behaviors globally in overspending for A-list celebrities in Hollywood that don’t have the value they used to and overspending in quant-based transactional Google and Facebook behavior where CAC and LTV are the religion and branding is not. I watch a lot of things that if I bought your business or if I ran it, I wouldn’t believe in, but everything in the system, everything that the marketing industry has been built on for the last half century values things that I just don’t think are mapping to reality. I’m fresh eyes to this industry.

I’ve only been in an environment where big companies have been part of my life for the last decade. Prior to that, it was only entrepreneurship and Silicon Valley. So, it’s been an amazing journey for me the last half decade in watching what is put on a pedestal in an environment when you don’t see every dollar spent where it goes to, what happens when you fall too deep into just caring about the value of every dollar in the short term. To be honest, for my DNA, it’s a bizarro world. An industry that goes to the South of France to celebrate itself on subjective creative and uses those awards to justify hundreds of millions of dollars in spend is fascinating. (audience laughing) It is and the giggles come from a deep understanding of the truth. Here we are in 2019 whether in the UAE, America, Europe, all over the world, you have a game of two individuals. You have people who are spending money and it’s not their business and you have people that are spending money and that’s how they feed their family.

And those two people, the way they spend their money and what they believe in have never been more opposite than today, and that’s what I’m fascinated by. The people that are incentivized of the health of the business in the short and long term versus the people that are incentivized on the KPIs within the machine that they have to navigate through. I deploy empathy. I used to judge a lot of people in this room on paper a decade ago. I thought I was smarter.

I know I’m not smarter. I just know that I’m playing a different game. I’m running a marathon in perpetuity. I put out content to be historically correct, so I can trade on reputation in a decade, not on what pays my bills in the short term. So, I have the advantage of the framework that I’ve stumbled into within this environment, but it doesn’t make it any less true. So, couple things if you leave with anything, the one word I would leave with if you’re in here today is volume.

The sheer volume of content that is needed by the businesses in this room is staggering. It’s staggering. If you get your above the line creative agency to interpret your TV and make a ton more content for the internet, if you have a digital shop that does a lot of content, if you do publishing deals where Conde or Hearst or Refinery or PureWow are giving you content, if you build internal capabilities for content, if you have all four of those things humming, you’re still 90% short on how much content you need in a 2019 world if you understand how the Googles and Facebooks and Snapchats actually work. If you are a deep practitioner of the media capabilities of 2019 across the biggest platforms, which by the way, in this region, have so much attention, it’s uncomfortable. If you really understand that, you’ll realize, my God, I need 20,000, 8,000 unique pieces of content for different psychographic, demographic individuals and as you all know, even Vayner, which I’m trying to move in the direction of being the disproportionate leader in quality and quantity, there’s no engine in the world right now that’s even remotely close to the needs that we actually have.

So, that to me is the big one. That to me is in the last six months the thing that is absolutely synthesized, which is my God, if you really did it perfect and you really spent it every penny the way I did for my father’s business perfect, you need 20,000 pieces of meaningful content. For a year, that’s about 19,900 more than most people have. So, that I think will be the debate over the next half decade. How do you have quality content at scale to take advantage of the grossly underpriced media capabilities of the YouTubes, the Snapchats, the Facebooks and the Instagrams over the next half decade, then consumer behavior will change either to our hope, the prices become appropriate like they did on Google search or people’s attention will move on like it was on MySpace.

That I don’t know. I don’t guess. I only trade on the day we live in. What I know is if you look at the sheer data of what’s happening in this region specifically, and this is global outside of mainland China and Russia, if you look at the sheer actual consumption, not a GRP or an impression, which is a potential reach, but actual reach… If you just look at YouTube, Facebook, Instagram and Snapchat, this is the golden year to market in this region and most people are not taking advantage of it because either A, they’ve allocated dollars to traditional places based on reports of yesterday or B, even if they are, it’s not successful because they don’t have enough content to fill the pipes of the media distribution. That to me is what’s going on. – You mentioned about how much of the content is actually made for utility or how much was actually made for ourselves, right? – How much is made for them or for yourselves. I think utility and entertainment can be made for them. I think that if you look at a lot of the communications in this room, I’m sure if you were to self audit, you’d be surprised how much is self serving.

– Exactly, and that’s the point I wanna come to. There’s a level of awareness that companies need to have in terms of what they’re doing inside the organizations for their own ego and how do you instill something, a culture in an organization, that they’re actually aware of what they’re doing for themselves versus for all? – That’s very hard. You do that by whoever runs the company sets that tone. Every company’s DNA is predicated on the CEO. Whoever she or he is, they’re gonna dictate that. So, if she or he are disproportionately egotistical around subjective creative, the whole organization will go up that. I think that that’s something outside the pay grade of marketing that is just absolutely operational throughout the entire world. What is being held up as a religion internally is fascinating. Knowing who’s in this room, you’re either mathed out or you’re arged out. There are very few organizations that have a 50/50 balance. You either have a DNA internally that disproportionately wants celebrities from Hollywood and wants a one minute video that feels good or you’re disproportionately Google and emailed out for CAC and LTV and I’m fascinated why most organizations haven’t found that 50/50 balance and understanding how both matter and then more importantly how do we actually score within that.

Creative Scorecard is laughable. It’s human subjectiveness or reports that are so laughably outdated or finally awards or finally three or four magazines that say it’s a good piece of creative. The way we judge is meanwhile we live in a world where you can put this creative in a Facebook or a YouTube environment and you can get qualitative feedback at scale and just listen to the customer instead. The problem is most people start top down, not bottom up. So, you overspend so heavily on one video that you’re at the mercy of reporting or Ipsos or ACE testing or all these things that are just, again, if you don’t know anything about them, like I didn’t eight years ago and you actually study…

First time I ever heard award winning work leads to business results, which was like a big debate I heard in the advertising world, I just had two people on my team in research and strategy find out where that started. It was funded by agencies. Sounds right. I think those are the themes of today, no question. – And themes in terms of risks, we’re seeing this huge disruption across lots of different industries, Uber, Airbnb, etc., how do companies try to identify the shifts that are gonna come, these tectonic shifts that are taking place and what should they do about it? – Well, I think everybody here should take a very simple stance like I did a long time ago, which is that the internet will eliminate the middle.

If you actually understand what the internet does in its most basic form, it eliminates anybody in the middle that provides no value. That’s the squeeze. So, for me, I think everybody in this room needs to think about a couple things. If the internet squeezes the middle, that’s how it plays out. Airbnb made so much sense to me if you think about it. It’s just inventory that exists that the internet connected two parties to, mo different than Uber, no different than everything else. Listen, if you’re an airline, obviously somebody has to then own a plane and that becomes a cog that’s more expensive than other things, but rooms have less costs involved as we’ve seen play out. And then you start getting into experiences and other variables, but you can’t just rely on the utility part of that.

You’ve gotta layer it. It’s how I think about what’s happened with television. It’s the reason I knew that commercials were gonna be in trouble. It’s not that I’m predicting, it’s every day that you see Netflix and YouTube consumption numbers go up, that’s a problem for a network television. And then you just live in common sense, like consuming a commercial during a television program is a very wild rarity in 2019 when we all have mobile devices. I always laugh when people in the US say, but sports commercials are good. Meanwhile, the data’s very black and white.

The biggest spike on social media is during the commercials of major sporting events because everybody wants to talk about what LeBron or Messi or Tom Brady did. It just feels like one big game of Inside Baseball where there’s a lot of financial incentives to hold up a facade that no longer exists and unfortunately for the biggest brands in the world, the executives making the financial decisions are not incentivized to do the right thing.

They’re incentivized to follow the scoring that’s been created internally. That’s on the CEO’s head. – Given the shifts that you’re talking about, explain some of the other steps that you would take if you were a marketer, given the environment you just painted. – You know, it’s funny. A lot of people razz on me for my absolute statements, but I think of marketing like poker.

If you have the best hand, you go in. I’m a boy and I say a boy because I was a kid when this happened, I am unbelievably… I regret tremendously not spending all my money on Google in 2001 to 2004. When I rewound how I built my dad’s business, it was because I was handed a full house. It was called Google Day One, five cents a click. My CAC was 10 cents, my LTV was $8.

I didn’t understand because I didn’t know. I didn’t have experience yet. I didn’t know how to quantify it. It seemed normal to me. I was digitally a native. This seemed like it made sense. Why wouldn’t everybody do this? And then it went away. And then 2007, 8, 9 happened. So, for me, we’re sitting in that moment right now. Instagram Story Ads are so grossly underpriced, it’s almost uncomfortable. Actually, this is amazing. Maha, you in here? – [Maha] Yes, I’m right here. Well, you know this. In four minutes, in five days, my follow account on my Gary Vee Arabic page went from 900 people to 30,000– – [Maha] 700 people. – 700 people to 30,000 because we found a single piece of content that I converted into Arabic from a piece of content that is achieving 1.9 cent follows on Instagram. If you understand the friction to get somebody to follow you based on an impression, think about how inexpensive I’m getting in front of every Arabic speaking person that is on Instagram to get 1.9 cent follows. So, when I found out on a $200 spend that that was working, I just poured all my money into and by the way, I’m gonna pour all my money into it in perpetuity cause I wanna extract the underpriced nature of the media and I figured out how to create the volume of content that broke through to eventually get me a 1.9 cent follow because we’ve gotten on our 30th piece of content, we got there, not on our first.

People are making one video and then putting it on YouTube and Facebook and then saying, does it work or not? We’re not producing creatively natively contextually to the platforms that we’re advertising on. We’re using television mentality for the internet. It’s remarkably wrong. Not even Vayner and let alone all the traditional agencies are not in a position to create the work needed for the realities of the marketplace. – Talk us through a couple of things there. You mentioned Instagram and obviously, there’s a shift towards video. Talk us through creating great content for that and also in an increasingly mobile world, can you build a brand on mobile alone? – Of course you can because you can build a brand on attention and the sheer amount of attention on mobile is extraordinary. As a matter of fact, to me when I look at outdoor and I like outdoor.

There was a nice little digital outdoor of me speaking today. I get excited about that, I like outdoor, but I don’t like outdoor pricing in a world where while I saw my little outdoor piece, I looked around the cars on the way here and every single person not driving was looking at their phone. Even the drivers, to your point.

I’m a very simple guy. Tell me where the attention is, tell me what the cost is associated with it. Do I think that’s right? Can I then create creative to fill it at a low enough cost that I can test seven, 10, 15? This is not A-B testing, this is A to quadruple Z testing. So, for me, it’s about producing quality content at a low enough cost. Quality being contextual and empathetic, not high production. Let me say that very slow cause it’s super important. Quality being contextual to the distribution and being empathetic. You have to know how to overlay a sticker or an animated GIF on an Instagram story to get people’s attention cause that’s native to that platform, not doing matching luggage of your TVC for a short form 15 second video for YouTube. That’s what big companies do. – Yeah, talk us through how companies are getting it wrong. You mentioned there what we can do– – They start with television. You’ve already lost. You make a TVC or a brand campaign and then you ask somebody whether it’s that agency or somebody else or internally to cut it down for Facebook and Instagram and YouTube.

You’re already in trouble for a couple reasons. By nature, brand campaigns and television are vanilla cause you’re trying to reach everybody with the reach of that campaign. If you start from the bottom, you can go after ex-pats from the UK versus ex-pats from the US. As you can imagine, if you know that that’s who you’re gonna reach, your message is gonna be slightly different. I’m filming right now everywhere I go, me and D-Rock. I’m standing outside with these beautiful views and we’re here a little early and I’m saying, hey Snapchat, find out why I’m here at the UAE. I’m literally filming for the distribution just by saying, what’s up Facebook, as my opening line disproportionately increases the shareability and earned media because I made the creative native to the distribution. I didn’t make one video that’s gonna be super glossy and then try to use everything. Everybody views these channels as distribution. I view them as contextual creative platforms.

I’m not trying to get reach that isn’t achieved because I didn’t make content for it. Everybody’s playing in a GRP and reach world without having a common sense layer over it of are you actually getting that reach and then number two, does your content speak to that reach. We didn’t have that with television, but now I can attack the seven million people in this market in 31 cohorts that matter. Men and women are different. 18 year olds are different than 49 year olds. Making a million dollars a year is different than making $40,000 a year. We do not take that into account in creative because creative costs are too high. The machines for creative aren’t built for scale. That is the rub in our industry. The media people know this. When I announced our framework that leads off of what I’m talking about in September where I started my company meeting with, I’m gonna put us out of business before somebody else does, it was the media people that most liked this creative strategy.

The creative people like to hold onto the political power of making a subjective call, not letting the market. It’s reactions quant and qual dictate creative adjustment. So, it’s a very, very interesting time right now. We have way too many conversations in the ad world about the media side of things. We are not having the proper conversation of the subconscious bias against the wrong creative process for this story. (ethnic music)

This One Misconception About Marketing is Killing You

– You have to be able to do something ridiculous, like buy $50,000 worth of bananas and send them to dentists, just ’cause it’s so ludicrous that they’re like, What the fuck? – [Man] I’m putting pressure on the team to say we need to go where the attention is, but there’s this balance between brand and selling, which is, hey I’ve got two objectives.

Really for the long run, it’s about brand, – of course. value, but we also need to hit sales objectives, so– – So let’s talk about the Army versus Navy SEALs. The reason it works is because we do not send the Army in to kill Osama bin Laden. That is sales and branding. Sales and marketing under one thing all the way to the top or wherever it goes above you, is a tricky game. Because inevitably, he’s held accountable.

Again, I don’t know the full story but you know where I’m going with this. Everybody fucks up marketing because they’re gonna always lean into sales because they need to hit short term objectives. The end. That’s where leadership has to come in and create rules for engagement. It’s why I love 80/20, it’s why I love Army and Navy SEALs, it’s why I win. I create businesses like Vayner that is my foundation of 80 and then I taste with 20% around it. That’s how VaynerX got built, and then even outside the Vayner universe, that’s how to the K-Swiss and the Empathy Wines, this is how it all works.

That’s marketing. ’cause everybody’s a sales… you’re a sales organization so let’s put a little fund on the side or a little team on the side and that’s marketing and if it goes to dead zero, you’ve decided at the macro level that $800,000 to dead zero is super fine by me, ’cause you know it’s not gonna be dead zero but now you’ve created autonomy and lack of confusion to actually make that happen. Same thing I told him, in the macro it’s what I want you to do. That’s why I’ve created VaynerX. – [Man] Awesome. – Same reason, okay? Here are the things, we try to do everything under Vayner, here are the things we learned, 4d, Sasha, now it’s Sasha and fucken (mumbles) and you know it will keep going. Commerce is gonna kick out too.

Because kicked out, right now Robbie has to navigate, it’s organs within bodies. Create a separate body. Sales and marketing is mixed and that means you’re actually doing sales. And if marketing is put into a place where it’s all upside, because marketing is gray, it is intuitive right? So if the rule is 500,000, I’m just making shit up, and at the end of the day it’s like, if you were the head of it for me I’d be like, it’s 500,000, and my team will tell you this, James will definitely tell you this, it’s like I don’t give a fuck we’ll talk at the end of the year, explain yourself.

But I have no fucken judgment. I’m not booing or cheering along the game. Just tell me when it’s triple zero and explain to me why we lost 112 to 88 or why we won 112 to 88 and you just hold that person accountable. That’s how marketing needs to work. ’cause that’s marketing. You have to be able to do something ridiculous like buy $50,000 worth of bananas and send them to dentist just ’cause it’s so ludicrous that they’re like, what the fuck? You see where I’m going though? As silly as what I just said to you, you would be shocked how smart what I just said actually is based on how silly it sounds.

The world is busy, the way you break through is by breaking patterns. If you’re a fucking dentist and you get a banana sent to you in the mail and you wrote a note on it in pen, that’s just weird. Weird enough to give you awareness. (group chattering and agreeing) – [Man] So we’re signing bananas. – But what’s really fun is when you know your industry. So when you know your industry and let’s say fluoride’s getting demonized or the emergence of like, you know I don’t fucken know, you know. But like under something funny it’s like an inside joke, and then that is your banana, now you’ve really got something. Right? – [Man] Yep. – [Man] A question for you. – I’ll give you a wine comp. Rose’s so hot that what I would do is do an anti-Rose movement. I would send everybody a bottle if I was trying to get the wine retailers I would send them like, you know, a sparkling wine named Fuck Rose.

That would get everybody’s attention because you would be playing to what’s happening. – [Group] Right..

marketing 101, understanding marketing basics, and fundamentals

every organization has customers regardless of whether you’re a commercial for-profit firm or a non-profit all companies must be seen as relevant to those customers if they want to survive marketing then is getting customers to believe that your products and services are important and that they deliver a better value than the competition’s smart companies see marketing as an investment that’s because the marketing function may be the most critical in any organization marketing is how companies wage competitive battle in the marketplace if a company doesn’t fight the good fight it won’t be around long companies that Excel up marketing not only survive but they grow in value but marketing is hard work it’s a world of ambiguity and constant challenge think about the things that change for a company for example consumer trends new generations of consumers Millennials for example have different needs than previous generations a good marketer has to adapt to that competition changes new competitors enter the market and the old competitors try new things to take your customers away marketers are also affected by changes in technology innovations in new products as well as new ways to connect with customers especially social media have a dramatic impact on the marketing function but companies are also affected by external factors like the political climate economic conditions as well as the regulatory environment a sudden downturn in the economy stiffer regulations in your industry or a surprise election result might impact consumer behavior you can’t predict these changes but you can adapt to them if you have two things a well-thought-out marketing strategy and a written marketing plan a marketing strategy defines which customers you’re going after and how you’ll change their beliefs about your products and services your marketing plan outlines the specific steps you’ll take to implement your strategy having both helps you prepare for the unexpected so you can adapt and refine your marketing programs as needed within an organization think of the marketing function as the hub of a wheel connected to that hub or all the other activities within the company operations sales finance and so on the marketing function coordinates all these other activities to create value for customers it takes talented well-trained people led by experienced marketing leaders look at the most successful companies today and you’ll find that they invest in training to keep their marketing skills strong and that’s what this course is all about the marketing planning process has four phases in the analysis phase you’ll learn about your customers in terms of how and why they buy your product you’ll analyze the competition and how they compare it to your company in terms of strengths and weaknesses you’ll also analyze the overall market to understand its potential and where the most attractive segments of the market are to earn revenue in the strategy phase you’ll use what you’ve learned to make decisions around segmenting the market targeting specific parts of those segments and ultimately how you will position your products and services to win over customers in the tactical phase you’ll create marketing programs to execute your strategy you’ll make decisions around your products and services and how they have to perform in delivering benefits to your customers you’ll set prices you’ll create sales support material and you’ll develop a marketing communications campaign and finally is the measurement phase as the name implies this is the part of the process where you find out if you’re achieving what you’ve expected to achieve but it’s not just measuring sales it’s finding out if you’re getting business from the customers you expected to get business from and it’s also finding out if they bought your products and services for the reasons you expected the measurement phase helps you know if you’re getting a good return on your marketing investments a good marketer is disciplined and doesn’t cut corners in the planning process it takes time and lots of hard work but in the end it’s worth it good marketers know the value of a diverse and talented team of colleagues to help develop and execute their marketing strategy you’ll need to draw on their expertise their market knowledge possibly their resources and their network your team will include colleagues inside the company as well as external partners like advertising and promotional firms let’s review the various roles of your cross-functional team first is finance your finance department plays a very important role in making sure you have sufficient budget dollars to execute your plan now may at times feel like the finance guys are there just to cut your budget but believe me they want you to succeed after all the marketing effort is the key to achieving revenue goals without your efforts budgets might have to shrink even smaller making their job even tougher finance partners will also help you in the measurement phase of the planning process they’ll help you quantify your AR OMI return on marketing investments and they’ll help find ways to improve it in the next business cycle marketing research is another key role you’ll need on your team your company may have a separate marketing research department or it may outsource it but either way you’ll need their help understanding customer needs testing new product concepts or perhaps testing a new advertising message marketing research can be applied at just about every step of the marketing process so be sure to get their advice on the best way to use this important resource next is your technical team these are the people who develop your products and services they might be engineers or scientists in an R&D department or perhaps software developers it depends on the nature of your business you’ll need their help making sure your products and services deliver the right benefits to delight your customers speaking of delighting customers be sure to involve your design team in many companies design is a separate department and they can help make sure your products and services are delivering the right experience for your customers to build and enhance the brand promise most companies have a sales function and you should enlist their help in developing a marketing plan after all they’re on the frontline day-to-day and they have a lot of insight about your customers and your competition they’ll have ideas about the selling tools they need to succeed be sure to get their input depending on your business you may also want to involve colleagues from manufacturing or operations these are the people who make the products and deliver the service a customer support team for example might have great insights about customer complaints or service issues external partners might include your advertising agency your branding company a public relations firm and perhaps a marketing consultant they’re there to help you succeed so make them a part of the team from the very start once you’ve identified the key players on your team make sure they’re aware of your planning schedule that they know their role and they know the expectations that you have for each other in developing a great marketing strategy a formal written marketing plan is a great way to document the planning process it serves many purposes first it captures all the things you and your team have learned about the market the competition and your customers this information is critical because it becomes the supporting evidence for the strategies that you and your team decide to pursue second the plan serves as a tool to help you align the organization marketing involves many people so you’ll need to get everyone on board and going in the same direction the written plan becomes a source document to create presentations to conduct training and to give directions to external partners believe me you’ll use it a lot finally the written plan lays out a coherent and coordinated set of marketing programs with schedules and budgets so you can run a smooth operation now there are many formats you can use for the written plan but most plans will include the following components an executive summary that gives a brief high-level review of the plan the situation analysis that documents all the data about your company’s strengths and weaknesses the market opportunity the competition and of course the customer the strategy section that outlines how you segment the market who you plan to target and how you will position your products and services in the market the tactical programs including what products you will offer what prices you will charge how you will promote your products and how you’ll distribute them a financial section that documents your revenue projections and budget requirements an implementation plan that outlines the timing of your programs and who’s responsible now to write the plan don’t wait until the very end of the planning process I like to start writing it from the very beginning here’s a tip that makes that easy create a blank PowerPoint presentation with just the headings of each component on a separate page keep it with you during team meetings as you collect information or make key decisions write or type that into the appropriate slide that helps you keep the document up to date as you move to the process when you have enough written material go ahead and create a first draft but be sure to date the draft as you’ll be making regular updates and revisions a written marketing plan is a dynamic document and you should expect to make changes to it as conditions in the market change if you create a great plan and update it regularly it’ll help you stay ahead of the competition in marketing you’ll often hear the terms b2b and b2c b2b means business-to-business that’s where your business is selling products and services to other businesses b2c stands for business to consumer where you’re selling goods and services to everyday people like you and me as you begin the marketing planning process it’s important to know the key differences between the two keep in mind that the marketing planning process is exactly the same for each but how you execute certain steps in the process will vary let’s explore how when people buy products and services they’re buying a collection of benefits and you can categorize those benefits into three types functional benefits refer to a product’s physical performance economic benefits are related to saving money or saving time and finally our emotional benefits these are related to the psychological feelings you get when using a product perhaps the biggest difference between b2b and b2c marketing is what types of benefits are most important for consumers emotional benefits tend to be most important while for companies the economic cost savings and other financial factors will drive their decisions the other key difference is who’s involved in the purchasing process in b2b marketing companies usually have a purchasing department buy goods and services the person involved won’t be the one who actually consumes the product or service so they’re more logical and unemotional when they make buying decisions that will affect how you market to them consumers on the other hand usually buy products for themselves or for others they make the buying decisions themselves now they too can be quite logical for some purchases but there’s usually an emotional involvement here – you’ll need to understand these emotions to develop effective marketing strategies it may sound obvious but the first step to developing a marketing plan is to know what business you’re in how you decide that can have a big impact on the size of the market you compete in in the intensity of competition you face you can define your core business very broadly or very narrowly or you could define your entire core business around a primary benefit notice that with each change in the core business definition the size of the business opportunity gets bigger that might sound like the way to go the bigger the better right not necessarily with each increasing level of opportunity comes more challenge you have more competition to consider but perhaps even more important is that you have to be good at so many other things you have to decide whether it’s better to focus on the things that you do really well and deliver that consistently to your customers or you may want to expand as broadly as you can and try to grow the business my advice is to define your core business just up to the point where you can still leverage your core skills or what are called core competencies if you try to do things that you’re not skilled at doing you’ll run into trouble you can write a marketing plan for one specific product or service a collection of products or services or for the company’s entire family of products and services you should decide this before you start the planning work because how you decide has a dramatic impact on how you go about marketing when you develop a marketing plan for a single product the entire focus is on all the resources and activities needed to get just that product into the hands of prospective customers all your decisions about how you communicate sell and set prices are about that product only even if you have other products to offer that might make sense especially for a brand new product but sometimes it makes more sense to develop your marketing strategy around a family of products or even all of them it’s usually much more efficient to spread your marketing dollars across all of your products than concentrating on just one so how do you decide you don’t the customer decides this for you why do I say that because in marketing we always want to take the customers perspective you may be selling a product but your identity in the customers mind is represented by brands regardless of whether you’re marketing to consumers or the businesses your brand is how customers understand you therefore we base our decision from the outside looking in a brand is essentially the promise that you are making to the customer to deliver a set of benefits brands usually have an identity in the form of a distinctive logo or a name if your company and products are known by one brand such as McDonald’s then it would make sense to develop your strategy at this level of the firm if your company is not well known to customers but they know your products brand names very well then it makes more sense to develop your plan around each specific brand you’ve heard the old saying that customer is always right when deciding on what level to write your plan take the and write the plan around how they understand you and your family of brands Marketing would be relatively easy if it were not for the fact that you always face some type of competition a competitor is anything that once the same thing that you do it can be an individual a company or even a completely unrelated activity that distracts your potential customers away from you you need to understand your competition for a lot of reasons first you need to know which ones to focus on and which ones to avoid you want to stay away from a competitor if they are much stronger than you if you take customers away from a stronger competitor you may trigger a reaction from them that you aren’t prepared to handle the intensity of competition will affect the overall potential for success of your business this is why it’s important to consider all types of competition when planning your business to ensure that you have the edge over others in your industry you need to compare your strengths and weaknesses to theirs to see how you match up this will help you select the right strategy to win competitors come in three different types direct indirect in what are called substitutes a direct competitor is anyone who is selling the same things you are and delivering the same benefit an indirect competitor sells similar products with different benefits a substitute is any unrelated product or service that a consumer can use in place of your products or services to create a matrix list your company and your competitors across the top down the side list the things that you want to compare things like size market share strengths and weaknesses and especially the key strategy elements like the value propositions what does each company have in terms of key resources and how do they use those resources to acquire and retain customers a competitive matrix will vary a lot depending on the industry if you’re in a high-tech industry you’ll want to compare R&D activities like spending number of Engineers or number of new products launched in service industries be sure to compare things like how each company delivers the service how they train their employees or how they’re rated for their service every industry has certain key factors that every competitor has to pay attention to so it’s likely those factors will be the ones you want to compare a word of caution when you collect competitive information use only information that is publicly available never try to get inside information about your competitor that they would consider confidential when you complete the matrix take a close look at it and find some insights that you’ll need later when deciding on your strategy what conclusions can you draw from the matrix by considering all the possible ways your customer’s needs can be satisfied and creating a strategy for handling the competition you’ll create powerful advantages in the marketplace when consumers use a product or service they do so because they seek the bundle of benefits that a particular product or service delivers to complete the product analysis you need to test each feature of your product compared to the same feature on your competitors products you need to determine which feature perform better than the competition which perform the same and which perform not as well when you complete the analysis take a close look are there features that need to be improved are there certain competitors you want to avoid or possibly go after based on product performance later on you’ll be choosing a high-performing feature and its benefits to base your marketing strategy on here’s why when you outperform the competition on a feature that is important to consumers and they know it guess what you earn a lot of customers and that’s what good marketing is all about Marketing is about acquiring and retaining customers so you absolutely have to have a thorough understanding of who they are where they are what they believe about your products and services and how they go about purchasing them good customer analysis starts with deciding on exactly what is a customer how you define a customer will have a big impact on how you go about reaching them you can define them very broadly or you can make the definition very narrow and specific a customer is anyone who’s going to replace their wallet within a year you could even be more specific and define a customer around their attitudes and brand loyalty once you define a customer you need to understand what’s going on in their minds in terms of what’s important to them and what perceptions they have about your products and services versus the competition customers buy things for a variety of reasons but some are more important than others if you know what’s most important to them you can appeal to that need when trying to get them to buy or you can try to raise the sense of importance they place on another factor you also need to measure how they rate your product versus others in how it delivers each benefit they may have misperceptions that you need to change you may be able to emphasize a key feature of your product that is better than the competition this analysis will be critical later when you begin segmenting customers in many ways great marketers understand their customers better than they understand themselves a solid customer analysis prepares you to develop solid marketing strategy customers follow a distinct set of steps when buying anything that process may take a matter of seconds such as an impulse purchase in a store or it may take a matter of months such as the purchase of a new home or a car typically though these steps are as follows first is the need recognition phase this is where customers realize that they want something that can be triggered internally for example if a customer is thirsty that will trigger a need for some type of beverage but it can also be triggered externally through advertising or other stimuli if a customer sees a TV commercial for a cold soft drink or perhaps sees a group of people drinking it those could stimulate the customer to want that same drink the need recognition step is very important because without it there won’t be a sale the next step is information search once customers feel a need to have something they start gathering information about solutions for that need they get information from a wide variety of sources including commercial advertising internet search while shopping in a store and most importantly from other customers this is a critical step because this is where a customer is most receptive to your marketing message once a customer gathers information they go to the next step which is to evaluate the alternatives customers make choices based on two things what features are most important and which brand does the best job in delivering those benefits customers will make head-to-head comparisons between your product and the competition so it’s critical that you give them a complete picture of how your product will best satisfy their needs eventually the customer will narrow their choices down to one brand and they’ll go to the next step the purchase phase buying a product may take a matter of seconds such as buying a soft drink in a vending machine or it could take months that might involve negotiations financing training maybe installation complex expensive products usually take a lot longer to buy then your everyday consumer good that you’d find in a grocery store now you might think that the buying process ends here with the final purchase but there’s one last step it’s called the post purchase behavior phase once customers start using the product or service they compare the results with their expectations that the product work is expected how did the product make them feel when they used it this phase is also critical because customers will share their experiences good or bad with other customers and with the way information spreads through social media that can be really helpful or hurtful to your marketing campaign something else happens at this phase that a marketer needs to be aware of it’s called buyer’s remorse customers might start having second thoughts on whether it was a good idea to buy the product they start to wonder gee did I pay too much did I really need this product was there a better alternative out there that it should have but instead marketers need to weigh in at this phase and remind the customer that they made a great choice you can do that with advertising either way you don’t want to just assume your customer is satisfied reach out and find out great marketers know they have a role to play in each step of the customer buying process they know where these steps take place when they take place and who’s involved with these insights you’re ready to develop an outstanding marketing strategy analyzing a market means estimating how many potential customers you might be able to sell your products and services to when analyzing any market you want to group customers into four types first are the customers that already buy from you in fact not only do they buy from you they buy exclusively from you and never from a competitor the second group is similar to the first group and that they currently buy your products and services the difference is these customers also buy products from your competitors why that’s because for some categories of products customers want choices the clothing market is a good example you almost certainly buy your clothes from many different manufacturers of clothes the market for food is another example the third group of customers are those that buy solely from your competitors and never from you at least not yet and finally the fourth group of customers are those that don’t buy your type of product from anyone we call them non category users these potential customers are important because acquiring them gives you a new source of revenue instead of taking market share from a competitor getting these customers helps you increase the overall size of the market now when we estimate the potential number of customers that we might be able to capture for each of these four types we do this so we can decide where we want to concentrate our marketing strategy in marketing it’s the old adage fish where the fish are it’s a two-step process first we estimate the total number of customers then we make assumptions of what percentage we might convert to our brand once you’re done with the market analysis you’ve completed the analysis phase of the marketing planning process it’s time now to start crafting strategy you if you’ve been following along with the earlier videos in this course at this point of the marketing planning process we’ve completed the analysis phase we know a lot about our customers we’ve estimated our market and we’re the most potential is we understand our competition and we know how our products and services perform versus theirs it’s time to start the strategic phase of our planning to create a marketing strategy you have to perform three steps first is segmentation where you break your customers into homogeneous groups next is targeting where you decide which of these segments to go after and finally is positioning where you determine how you want your customers to think about your products versus the competition so they’re more likely to buy yours let’s focus first on segmentation breaking customers into groups helps you be efficient with your marketing resources it helps you focus only on the most relevant customers and avoid wasting time and money on the less relevant there are four ways to segment a market the first is demographic this is where you group your customers by their characteristics such as income level age gender or their height and weight it’s useful for certain products or services that deliver a benefit specifically tied to that characteristic for example if you’re marketing a shampoo for redheads then you would want to group customers by hair color geographic segmentation groups customers by where they are physically knowing where your customers are helps you know where to place stores for example and where to communicate or sell to them behavioral segmentation is grouping customers by the things they do it can be customer related behaviors such as how much they purchase how frequently they purchase or their price sensitivity it could also be behaviors such as hobbies or habits finally there is psychographic segmentation this is grouping people by how they think their attitudes and aspirations especially about the benefits and ultimately the values that we explored in feature benefit laddering an example of psychographic benefit would be need for prestige or need for convenience segmenting this way tends to be very powerful segmentation tells us how we are going to appeal to customers in targeting we make decisions on whom to go after it’s a process of narrowing down your audience to a selected group now that may seem like a bad idea after all the whole idea of marketing is to get as many customers as you can right that’s true but keep in mind that your marketing message will not appeal to everyone you’re better off narrowing down the audience to the most receptive ones then blasting your marketing message to everyone hoping that a few stick you’ll waste a lot of money that way so think of targeting as looking for the largest group of customers that are most willing to consider buying your product or service based on your marketing appeal when I do targeting I start with the attitudinal benefit that we selected during segmentation then I test to see if there are any demographic characteristics of people that might be more inclined than others to want that benefit if there are then I want to identify them and market to them I do the same thing with geographic data are certain cities or countries more likely to want that benefit next I consider the behavioral data remember the four customer types we described in the analysis phase I look for two things which of the four groups is large in size and might be most receptive to my marketing message think about how we define our core business how we defined our scope in customer definition and then how we narrow down our audience using various segmentation approaches turning these dowels to tweak our model gives a strategy that defines how we are going to compete and who we are going to compete for we have one final step we have to define what we are going to say to the market to convince them that step is called positioning perhaps the most idea in all of marketing is that of positioning a company’s value proposition is the single-minded claim that it makes to change the customers mind and cause them to do something that something could be to buy a product to try a product or to pay a certain price maybe to visit a website or to think about your brand in its benefits in a certain way how you position your product in the market will ultimately determine its success it may seem a little abstract but positioning happens up here in the mind of the consumer think of the consumers mind as a three-dimensional space and in that space they form opinions about products and services in a particular category they have perceptions about which products perform better or worse on certain aspects they consider certain features more or less important than others when deciding what to buy and the good news is as a marketer you can change these beliefs you can move them in a new direction that increases the likelihood of buying your product you do that by making a claim and by supporting that claim with credible reasons to believe or RT B’s as we call them let’s look at how first we define the current do that is what are the targeted customers doing today with respect to your product and the category you’re in given that current do what must their current belief about the products be out there today next given our strategy what is it that you desire customers to do what desired beliefs do you want them to have that will cause them to do the desire do when I say beliefs I mean the beliefs in opinions they have about your primary benefit that you selected at the segmentation step do they think it’s important how do they perceive your product versus the competition in delivering that benefit now the hard part given the current belief and where you need to take them to believe the desire belief what claim must you make what’s supporting evidence do you have can you bridge that gap or have you overreached a bit Marketing is about changing customers beliefs so they prefer your products and services versus the competition ultimately though we’re working towards a financial or other result to support your business the final step of the strategy phase then is to set goals setting goals helps you in two important ways first goals help you decide how much marketing resource you’ll need to devote to your tactical programs the more aggressive goal you set the more resources you’ll need and second goals help you measure your progress during the marketing campaign to see if you need to make adjustments later in the course I’ll show you how to set up key performance indicators or KPIs and how they connect to the goals you set here a marketing goal can be anything that’s relevant to the success of the business most companies set a sales revenue goal but it doesn’t have to be dollars of revenue you could set goals for number of units sold or perhaps market share or even number of new clients acquired if you’re cross-functional team includes a colleague from your finance department consult with him or her on this for a marketing goal to be the most useful it should meet the following criteria first it should be specific if you simply say your goal is to increase market share that would not be specific enough increasing market share from 15% to 17% is much better because it’s specific second the goal should be measurable setting a goal that can’t be measured will become frustrating for you and the team especially when you try to gauge your progress in reaching it next the goal must be attainable setting an unrealistically high goal won’t do you any good in fact it could hurt your campaign by causing you to spend more marketing dollars than is warranted the fourth criteria is relevant that means the goal is directly related to marketing strategy and finally the goal must be time bound meaning that the goal will be achieved during a specific period of time that could be any timeframe you want but most likely you’ll set the same timeframe for the same periods of time that your company measures financial results a year or perhaps a quarter or even monthly taken together these criteria spell the word smart and that’s an easy and smart way to remember these important goal setting criteria you completing the STP process segmentation targeting and positioning gives you a clearer idea of how you’re going to compete who you’re going to target and what you’re going to say to the market to position your offering now you have to bring that positioning to life and you do that by creating and executing tactical marketing programs in marketing we use four types of tactical programs product and service pricing promotional communications and distribution the last one distribution is sometimes referred to as place because that’s where we’re deciding the places we need to put our product to get it to customers now taken all together gives us product price promotion and place and you may recognize these as the famous four PS of marketing let’s review each one by product and service programs these refer to all of the aspects of how products and services perform their job in delivering benefits it includes things like the design of the product how it feels to use it the packaging of the product and the people and processes involved in dealing with customers it’s not just how the product functions but it includes the entire experience of buying and using it that experience should be consistent with your positioning and the brand promise pricing involves two things setting the actual price that customers will pay and communicating those prices in an effective way the price of your product or service implies their value that the consumer should expect from buying and using it promotion includes all the things you say outside of the company to the market this is where you broadcast the value proposition and other information about the product it includes advertising in-store promotions email campaigns social media and sales promotions and finally distribution these are the programs that create an effective pathway to get your product from the factory into the customers hands somebody has to take the product ship it store it place it on the shelves sell it and possibly service it once the sale is made all four p’s have to work together to convey the value proposition no one of the four-piece can carry all the load a good marketer uses all the tactical tools available to make the biggest impact possible Marketing is all about delivering value to customers and you do that by offering them the right products and services think of products and services as benefit delivery vehicles there are a collection of various features that create value when customers use them so how do you build the right product or service for that you need to go back to the analysis phase of the marketing planning process from there you’ll need the results of your product analysis that’s where you did a detailed comparison of how your product compares to the competition’s feature by feature you also created the feature benefit ladder that unpack the product to see how features connect to the benefits that customers seek you’ll also need the customer analysis especially the market research on what factors are most important to customers when they buy a product as well as the data on how they perceive your brand versus the competition and finally you’ll need your marketing strategy as expressed in your value proposition that we covered earlier as a marketer you have to give your development team guidance on four aspects so they build the right product first is what features the product must have to compete against the competition and also satisfy the customer you have two especially guide them on what features or feature to emphasize the most look at your value proposition what benefit are you promising then look at your feature benefit ladder find that benefit on the ladder then move down the ladder to find the set of features that deliver it you want to make sure those features are most evident when the customer uses the product next your development team needs guidance on performance of each feature once again your value proposition should guide you on whether the product needs to work better than the same as or slightly less effectively than the competition also look at your market research if consumers perceive your product as less effective on a particular feature you may need to have the development team increase its performance your development team also needs guidance on design meaning the look and feel of the product or service what does your brand stand for given that what must your product or service look like to express that brand essence finally your team must think of the product or service as an entire customer experience remember the customer buying process from earlier think of each step as a touch point where you as the marketer have an opportunity to figuratively touch the customer with something about your product or service touch points include things like the service customers get in the store and how your products are displayed it also includes things like the packaging and perhaps the instructions on how to use the product everything the customer comes in contact with including things online our touch points based on their experience in each touch point the customer will form beliefs about what your brand stands for whether it’s consistent believable and authentic the more authentic the more loyal your customers will become and that’s a very good way to build your business setting prices is the quickest of the four-piece but that doesn’t mean it’s the easiest in fact making a mistake here can be very costly in terms of lost revenue as well as sending the wrong signal to the market about your products and services let’s start with some definitions to be successful at pricing you need to understand the difference between a product’s cost its price and its value the cost of the product is all the direct and indirect expenses that you experience as the manufacturer to make the product things like raw materials and labor for example price is what a consumer has to pay to acquire the product a price is a signal a piece of information about what you might ask about the value value is what the consumer gets out of the product the collective set of benefits delivered by the product the most common mistake in pricing is setting it based on your costs it may seem counterintuitive but price is unrelated to costs your customer doesn’t care what it costs you to produce the product they don’t compare your costs to what they pay instead they compare what they pay versus the total value they get from the product if value exceeds price then they’ll buy the product and if not they’ll ignore the product value-based pricing then is the process of calculating the total delivered value from using the product then setting the price at or just below that amount think of price as a shortcut the price quickly tells a customer a lot about the quality and value but what about the competition and their prices go back to the 5 box positioning tool and look at your value proposition if you’re positioning your product is superior to the competition then you should set the price higher than theirs if your product is equivalent to the competition make the price the same and if your product is inferior to the competition set the price lower that’s how price becomes a signal of value in comparison to competitors prices price is a signal of value in a powerful part of the 4ps so make sure you put it to effective use in your marketing campaign after you set the price of your product or service you have to communicate it in an effective way that supports your overall strategy a simple framework for this is answering the questions who what why when and where your target audience of course is who you want to communicate to but it’s more than just potential customers you also want to make sure your partners such as distributors understand your pricing structure generally speaking you want to make your prices available to the public including competitors they may be setting their prices based on yours what you communicate about pricing is much more than just the dollar amount when a customer first sees the price that’s a critical time to remind them of the value they’re getting for their money be sure to tell them about any discounts that might apply or any other terms and conditions such as shipping and handling charges you want customers to have a complete and clear picture of your pricing if they’re confused about something they may look elsewhere and this is the main reason why you communicate price customers ask themselves a simple question am I getting my money’s worth you need to help them answer this question or they’ll do it by themselves and they may come up to the wrong conclusion customers try to calculate what they’re getting by comparing the total value to the total price paid the easier you make it for them the more they’ll understand your offering when you communicate the price that depends on several factors remember the customer analysis and the steps of the buying process we talked about earlier that analysis helps you understand what factors are most important when buying your product if price is the most important factor then you must communicate price very early in the buying process if it’s not the most important factor then you want to communicate it later during the phase where customers are evaluating their alternatives the key is to make sure they understand the value they get in all the features of the product or service before they get the price where you communicate price depends on the point of sale and where people go for information about your products if customers do their research online you’ll need to have prices on a website either yours or a distributors if your prices change very often or you offer regular discounts it may be best to disclose price at the same location where the customer buys the product think about the touch points of the customer experience and where those occur physically then select a location for disclosing the price that helps the customer make the connection between price and value oh and one final tip pricing is a business activity that is governed by certain laws it’s usually a good idea to have your legal advisors review the overall pricing approach to make sure you’re in compliance in the 4ps model promotion is where you communicate to the customer to get them to understand something and ultimately to get them to do something to create effective promotional programs follow these steps first determine the objectives of the program second select the message you want to communicate next select the target audience to receive the message then you select the media that will carry the message and finally create the material that you send to the market in this video I’ll describe step 1 how to determine the objectives of your promotional effort there are 5 communication objectives that you can try to achieve think of them as levels of awareness first is called basic awareness customers need to know that your product or service exists before they can even consider buying it basic awareness is achieved when the customers simply recognizes your product or service when they see it or hear it mentioned basic awareness is essential for new products or for new features on existing products next is top of mind awareness now the customer not only knows your product but also would recall it first if they were asked to list the names of products in a particular category to achieve this you have to constantly remind customers about your product and that gets expensive but it can be worth it having top of mind awareness can increase your sales significantly once the customer has basic awareness of your product now you want them to have information awareness this is where the customer can actually explain something about your product to others perhaps about its features its performance or how to use the product the fourth objective that you might want to achieve is called image awareness that’s achieved when the customer can explain your product and also associate your product with some mental image that image should be closely tied to the brand image you’re trying to convey ideally the customer associates some image about themselves when they use or experience your product finally your marketing communication objective might be to cause some type of behavioral awareness where you’re suggesting that they actually do something that behavior may be as simple as going to your website or it might be more aggressive such as asking the customer to buy the product notice how these objectives are more complicated and difficult to achieve as we go from basic awareness all the way to behavioral awareness it’s typically more expensive as you set more difficult objectives so how do you determine your objective well it depends on two things what does your customer believe and understand about your product now and what is your strategy look back at your customer analysis based on your marketing research you should have some idea about what benefits in a product are most important to customers and you should know how they perceive your products performance in delivering those benefits are there any beliefs about your product that you need to change now look at your five box positioning tool here you’ll find the information you need to set objectives especially in the desired belief and desire do and of course in the value proposition itself what are you hoping to communicate and how does that translate into one of our five promotional objectives once you’ve set the objective for your marketing communications now you need to implement it first select the message you want to communicate then select the target audience to receive the message next select the media that will carry the message and finally create the material that you send to the market the message you send to the market will include the value proposition as well as the evidence of why that claim is true we call these the reasons to believe or are tbs here’s what I do to craft the message I imagine I’m standing in front of a group of customers and I’m going to explain my value proposition I know what they already know about my product so I roleplay and actually speak the words that I would use with these customers once I’m satisfied with my message I write it down and edit it sometimes with the help of a professional copywriter next you need to select the target audience this should be easy because you’ve already done this when performing the targeting step in STP are you communicating to your current loyal customers customers that are new to the category and so on it’s important to clarify this when you send the message you need to do it in a way that the target audience knows it’s for them the media channel you select depends on the target audience how many of them you want to reach the complexity of the message you’re sending in how frequently they need to hear the message marketers have a wide choice of traditional media including television radio print advertising outdoor billboards and digital media which includes social media websites and mobile channels each type of media has advantages and disadvantages TV commercials for example can reach millions of people but it’s expensive billboards on the other hand are not that expensive but they’re limited in what objectives you can achieve it would be hard to explain how do you a complicated product in a billboard you have to weigh the cost versus the reach meaning how many customers get the message and you have to consider how much information you can send my advice is to match the medium to the message then decide on how many people you have to reach based on your available budget now you’re ready to actually create the marketing material to put into the market that might be a new website a print ad or a commercial most companies use the services of a creative advertising agency for this but you’ll need to give them guidance on what you want and you do that with a creative brief which I’ll cover later in this course social media is an essential part of any marketing plan no matter what business you’re in consumers expect a way to learn about your products and share their experiences with others online social media is a powerful way to communicate your value proposition and enhance your brand so what I want to do here is give you guidelines on how to make sure you tie your social media programs to your marketing strategy otherwise you might find yourself in a situation where social conversations are happening that are inconsistent with your value proposition or worse that are sending wrong information about your products and services effective marketers use social media in three ways the first is to listen to the conversations that are taking place the second is to join the conversation and the third is to shape the conversation I call it the listen join and shape model let me explain each of these giant social media sites like Facebook Twitter and LinkedIn as well as the smaller lesser-known sites are great sources of market information but you have to set up systematic ways to monitor these sites to find out what customers are saying to each other you have to put your ear to the ground so to speak let’s look at Twitter using the Twitter search function type in the name of your product see what tweets are coming across then mention your product do this for your brand and company name you can also set up automatic monitoring of Twitter for these keywords using tools like HootSuite you can do the same for Facebook and you should set up Google alerts using keywords about your company and perhaps your competitors set up RSS feeds so that any mention of your product or brand on a website is fed to you automatically in an RSS reader once you have the pulse of the social web by listening in look for ways to join the conversation that means get out there and participate in the but you have to do it in an authentic way don’t disguise your identity people will respect your comments and your company if you represent yourself and your company honestly you should join the conversation when you have something relevant to say in response to a customer or a potential customer on a social media site you may need to resolve a consumer complaint or perhaps correct some misinformation do this in a friendly helpful way and you’ll build a positive reputation for your company here’s a tip when dealing with the customer issue online always keep in mind what other customers are going to think about the way you are handling it if you’re dealing with a sensitive issue it may be best to ask the customer to contact you offline through traditional customer service support finally you also have an opportunity to shape the conversation share information that supports your value proposition go back to your promotional objectives and create comments on sites that support that objective be careful not to over promote or you’ll just annoy people and that defeats the purpose in all cases be sure to follow your company’s social media policy on what you can and cannot do on the social web listen join in shape 3 effective ways to use social media and increase the likelihood of success of your marketing strategy building distribution channels may be the most difficult of the four PS depending on your business it’s typically the most people intensive aspect of your marketing effort because you have to enlist lots of partners to move your products physically into the marketplace a channel is a pathway that carries things and it may involve many steps along the way three things move through it first as your product typically your product flows from you the manufacturer or reseller through to the hands of the customer occasionally that product might move back the other way in case the customer wants to return it and you have to be set up for that the other thing that moves through the channel is money and it’s not just money and credit cards but also all the money related parts of the transaction which may include financing negotiations and perhaps contracting you or your channel partners need to be skilled and available to do these things again depending on your business there’s one more thing that flows through the pathway and in some respects it may be the most important thing that is information and it flows in both directions from you to the customer and vice versa the information you send through the channel could be information about your product your prices availability or promotional messages about a new product the channel and all the partners in it play a vital role in communicating your value proposition in the other direction flows information about your customer it might include demographic information about who they are geographic information about where they live perhaps feedback about your product positive or negative earlier in the course I spoke about segmentation you could learn a lot of information about what’s important to customers and how they perceive your product versus the competition through this channel you could learn vital information that would help you in a is your market to create your marketing strategy that’s assuming that your partners along the way in the channel let you sometimes they like to keep that information for themselves they might see that customer as belonging to them not you if you want access to that wealth of data about your customers you’ll have to select your partners carefully and strike the deal with them around collecting and sharing that information and that’s where managing channels gets difficult conflict often arises in the channel because the various partners have competing goals your distributors for example may not like your pricing approach so they might set the prices where they want them and that price level might not be consistent with your value proposition they may also be selling competitors products and you have to do a lot of convincing and nurturing to make sure your products get the right amount of attention it takes a lot of work in energy to train and motivate your channel partners to do what’s needed to put your strategy into motion but if you do it right you’ll have a well-oiled machine to put more great products into the marketplace and earn new customers a distribution channel has three objectives it needs to deliver a product customers want at a convenient location and at convenient times so that your marketing effort is successful the right product means that you have the necessary inventory of product on hand when the customer is shopping that means you have to have all the models and all the styles and sizes and available options that a customer might want at that moment missing just one of these will cause the customer to look elsewhere and you lose the sale the people selling your product need to be skilled at merchandising it and explaining it to customers they might have to demonstrate the product and explain why it’s superior to others the right location means that your product is conveniently located and it’s easy to find the salespeople have to be skilled at transacting the purchase if you have an online store it too has to be easy to find easy to locate a product and easy to buy from otherwise customers may look for a place that’s more convenient your channel must offer quick delivery or fast service it means you have convenient hours of operation and customers don’t have to wait to get access to your product if you keep people standing in line too long it erodes the experience they have with your brand and they may abandon you to design a channel you have to decide three things the length the breadth and the depth length of channel means the number of intermediaries between you and the customer you may want to sell direct meaning the channel length is very short it’s just you and the customer and it gives you total control of the channel or you may need to go indirect and hire partners to ship warehouse and sell your product breadth of channel means the number of outlets of each type a partner exclusive distribution means you have just a few outlets selling your product a high-end jewelry company like Tiffany’s has just a few outlets whereas a company like Starbucks has thousands depth of channel means how much of the channel you own in control versus having a third party do it for you channels are expensive and you might not have the resources or skills to do all of it so you’ll usually have to hire others to help imagine you work for a company that makes fine men’s wallets let’s design your channel you sell wallets in many countries around the world you’re a small company so you’ll have to use an indirect channel and hire various partners to get products into the marketplace how about breath well given your value proposition you probably want to handpick some exclusive retail distributors in various countries that can explain the benefits of your slim wallets and sell them alongside other clever high quality products the key is to integrate all four p’s to create a great tactical marketing program and we’ll explore that next the 4ps Marketing is an old and classic idea but still very relevant the mistake you can make is to not have all of them work together you need to create marketing programs that are in sync with each other and support the overall positioning described in your strategy it may seem obvious but it can be more challenging than you think look at your product a common mistake is to over feature the product or service by adding many bells and whistles you may be succumbing to a problem called feature creep you keep adding features to add more value but that value is inconsistent with the value proposition this can be a challenge for Rd or engineering teams who are motivated to make the product amazing you as the marketer have to guide their development to keep it in line with strategy now there may be times when your product development team comes up with an amazing breakthrough a feature that changes the competitive balance they find a way to make your product clearly superior to the competition well in that case it may make sense to accept the change and go back and revise your value proposition to fit the product’s profile pricing is another area that gives marketers problems you want to resist this common mistake your product is better than the competition and everyone knows it it’s tempting to say hey my product is better than theirs if I price it lower than theirs I’m gonna win big wrong pricing a superior product lower than the competition sends the wrong signal and it confuses customers they’ll pay more for more value so make sure it aligned the price up so it communicates more value finally is your promotional part of the 4ps you should promote your product or service only where customers expect to see it it’s tempting to put the word out about this great new product or service through mass media to get the widest exposure possible but once again if you promote your product where the customer doesn’t expect to see it they may get confused and walk away your value proposition doesn’t sink in think of the four PS this way each is an or of a rowboat make sure all are rowing at the same time and speed and you’ll get to your final destination a lot faster you an effective marketing plan is one that lays out a coordinated set of strategies and tactics to win in the marketplace at some point in the process you’ll need to gain support for that plan and perhaps the most important audience is your senior management they’re the ones typically who allocate financial and human resources to various projects in your company without their full support you may end up not getting what you need here are some tips on how to make a big impact with senior leaders when presenting your marketing strategy first try to lead with a story perhaps focus on a customer who had a great result using the product this is a great way to remind people how your products bring value to customers next share what’s changed in the marketplace what new threats new products or trends are out there that are creating a challenge we call this creating the burning platform you want people to understand the difficult situation you’re up against then share the process you went through to create the marketing plan give credit to your team members it builds your credibility when you’ve collaborated with a cross-functional team be as brief as possible because you probably won’t have a lot of time you should be prepared with different length presentations for example you should have a 10 minute version a 30 minute version and a 1 hour version savvy marketers also know how to present their strategy in 30 seconds or less the so called elevator speech afterall it’s all about getting people on board you don’t have to share every detail about your plan just the highlights present the market conditions the competitive situation your strategy in terms of who you’re targeting and how your positioning approach will convert customers be completely upfront about the weaknesses or risks with your plan you gain trust when you’re upfront and honest about potential issues then share your forecasted revenue and budget needs make sure they completely understand your assumptions take your time here if you see that someone has a different view around the assumptions clarify it on the spot not aligning around the assumptions now can create real problems for you later remind them that funding your marketing plan is an investment not a cost assure them that you’re committed to getting them a good ROI given their experience be sure to ask them for feedback on ways to improve your plan finish the presentation by asking them for their support it’s the old sales adage always asked for the order you’re there to get approval so look them straight in the eye and ask for it great marketers show passion and enthusiasm for the products and services they manage if your senior managers see that you’re excited and confident you’re going to win them over if your company has its own Salesforce or a network of distributors they’ll need to understand your marketing strategy after all they play a key role implementing it this is a great opportunity for you to help make sure your plan is successful there are two things that you need to do with salespeople motivate and educate you need to win the hearts and minds of the Salesforce and get them engaged in telling your story correctly if they feel good about your product and confident they can sell it they’ll do a great job for you your written marketing plan should have all the information you need to educate your sales team but don’t just make copies of the plan and pass it out it’s much more effective to create a concise and motivating training session the first thing they need to know is your strategy especially your value proposition they should know who the target market is and they should know where and how to find them share your customer analysis with them what buying factors are most important to the target audience once they understand your strategy give them the tactical tools they need to sell the product first they need to understand how the product works and how it compares feature by feature to the competitor’s product if possible have samples of the products so they can work with them hands on side by side next share your pricing strategy and how prices are communicated explain how the price was determined in relation to the value delivered you might get some resistance here because sales people generally like the prices to be low that’s why it’s essential they understand how pricing supports the overall positioning finally share any selling tools you’ve created to make their job easier these could include product brochures or tools to demonstrate the product you might even have a suggested selling script for them to use when you conduct training for salespeople here are some suggested tips first you may want to break the team into different experience or skill levels that helps you deliver appropriate information to each group consider using hands-on training and role-playing exercises perhaps let them practice how to demonstrate the product and engage prospective customers speaking of customers see if you can invite some customers to the training if not consider sharing testimonials of customers talking about how much they like the product another good technique is to use one of your most successful salespeople to help with the training let them share a case study of a salesperson who has already sold the product successfully salespeople will see your message is more credible if it comes from one of their own colleagues repetition is the key for training a sales force consider regular webinars as a way to continue to engage the sales force and fine-tune their training finally make sure the sales team has a point of contact if they have questions or concerns if the sales team feels they have your full support they’ll work hard to make the product a big success your strategy may include the creation of marketing materials like advertising promotions websites and sales literature if so you’ll probably use some type of external agency or an internal team to help you to do a great job for you they need your guidance and you do that with what’s called a creative brief a creative brief is a short overview of a creative assignment a good creative brief sets expectations for the project it answers key questions like what needs to be created how will it be used what are the deliverables for the project and when are the deadlines it’s like a contract you can find many templates online for creative briefs and in the exercise files I’ve included a sample that you can follow whatever format you use it should include the following first give an overview of your marketing situation what’s the big picture what’s going on in the market what’s the competition doing are there any opportunities or problems in the market next describe the objective of the creative piece is it a commercial a sales brochure a website and so on give a concise statement of the effect that it should have on consumers then describe the target audience who are we talking to the more precise and detailed you can be the better explain how the audience currently thinks feels and behaves in relation to the product category your brand and your specific product or service next outline the most important thing to say that of course is in your value proposition it’s the single most persuasive statement we can make to achieve the objective you should also include the reasons to believe what are the supporting rationale and emotional reasons to believe and by the agency may use these points in the creative piece then describe how you measure success what specific metrics we look at to see if the creative piece is working is it website visits is it units of product sold or it could be something you measure later with marketing research like top of mine awareness complete your creative brief with the schedule and a budget for the project notice that every bit of the information that goes into the creative brief can be found in your marketing plan segmentation targeting positioning consumer analysis communications objectives and so on it’s all there but keep in mind that the creative brief should be well briefed don’t just hand the agency your marketing plan and expect them to sort through it a creative brief is much more detailed than your plan but very focused on just one specific marketing program in that plan with the proper guidance from a well-written creative brief your support teams will create amazing and effective marketing materials you Marketing takes time and money so it’s important that you develop a budget a good budget helps you allocate the right amount of resources to the right marketing programs now there are two ways to develop a budget you can decide on how much you have to spend in total and then allocate it some companies do this by taking a percentage of sales revenue as the total budget for marketing that amount is assigned to different teams and programs I call this the top-down approach the other approaches from the bottom-up each marketing team develops a budget to spend on marketing programs that they think are needed to achieve a revenue forecast those budgets are combined into a company level budget if you recruited a finance member to your marketing planning team they’ll be able to tell you what approach your company uses whichever approach you take you still need to decide where to spend the money and how much to spend one thing’s for sure you always have a limited amount of money to spend so you probably can’t do all the things you’d like to but be careful of a common mistake don’t take your limited dollars and spend a little amount on many different programs if you spread your budget too thin you won’t give any tactical program a chance to succeed it’s better to limit rather than dilute spend on those programs that are likely to be most effective at positioning your product in the market place how much you spend depends on a number of factors earlier we looked at how many customers are in your target audience the more you have to reach the more you’ll have to spend we also addressed how to position the product in the market meaning how to change the customer sense of importance and perception about your brand if your positioning is very aggressive and requires the consumer to change behaviors in a significant way you’re going to need to spend more money finally look at each of your tactical programs the four piece product price motion and place estimate the required spending in each one for example do you need to spend money to upgrade your product or its packaging how much do you need to spend on marketing communications to reach a sufficient number of people and still achieve the communications objective what are your distributors and salespeople need to do their job effectively once you’ve estimated what each program will cost you’ll probably need to make some tough choices and this is a great time to use the talents of your marketing planning team let them help you decide in my experience a team decision ends up being better than any single individual decision after all you’re in this together so put them to work in helping you develop the most effective budget possible before you launch your marketing campaign you want to set up key performance indicators or KPIs for short key performance indicators help you keep track of your overall strategy and your individual marketing programs they alert you when it’s time to intervene and take action to get things back on track without KPIs you’re flying blind so to speak and you run the risk of falling short of your overall goal to be most effective each KPI should be quantifiable and measurable you can have as many as you want but don’t measure a KPI just because you have the data if you’re not going to use it don’t bother it’s a waste of time measure something only if you plan to take action from it that’s why we set thresholds around each one each KPI should have a target of what you expect to happen plus a high and low number around that target for those thresholds you and your planning team should agree in advance what action you’ll take if those thresholds are exceeded now each KPI should be linked to the key parts of your marketing plan including your goal segmentation targeting positioning and marketing tactics for the goal you might have KPIs around the timing of revenues the type of customers you’re converting and whether you’re taking customers from the right competitor for segmentation targeting and positioning you want to measure changes in customer beliefs such as importance and perception you may also want to measure their behaviors such as purchase habits customer attrition and retention profile you need to carefully monitor whether you’re achieving the market positioning that you had hoped for for marketing tactics you could create a KPI for each of the four PS if needed for example you might have measures around communications objectives sales force effectiveness distributor activity store promotions search engine ratios social media activity pricing and discounting rates product performance waiting times and service complaints good marketers not only reach their financial goals but they also know whether those goals were achieved the way they expected them to be achieved they also take immediate action when they detect something is going in the wrong direction KPIs help you and your marketing team stay aligned and do what’s needed to succeed you

Steve Jobs’ amazing marketing strategy – MUST WATCH

to me marketing’s about values this is a very complicated world it’s a very noisy world and we’re not going to get a chance to get people to remember much about us no company is and so we have to be really clear on what we want them to know about us now Apple fortunately is one of the half-a-dozen best brands in the whole world right up there with Nike Disney Coke Sony it is one of the Great’s of the grapes not just in this country but all around the globe and but but even a great brand needs investment and caring if it’s going to retain its relevance and vitality and the Apple brand has clearly suffered from neglect in this area in the last few years and we need to bring it back the way to do that is not to talk about speeds and fees it’s not to talk about myths and magazines it’s not to talk about why you’re better than Windows the dairy industry tried for 20 years to convince you that milk was good for you it’s a lie but they try it anyway and the sales were going like this and then they tried got milk and the sales are going like this got milk the thing to talk about apartment but that focus is on the absence of the product but-but-but the best example of all and and one of the greatest jobs of of marketing and though if the universe has ever seen as Nike remember Nike sells a commodity they sell shoes and yet when you think of Nike you feel something different than a shoe company and their ads as you know they don’t ever talk about the product they don’t ever tell you about their soils and why they’re better than Reebok their souls where’s Nike doing their advertising they they honor great athletes and they honor great athletics that’s who they are that’s what they are about Apple spends a fortune on advertising you’d never know it you never know so when I got here we Apple just fired their agency we’re doing a competition with 23 agencies that you know for years remember pick one and we blew that up and we we hired Shaddai the ad agency that I was fortunate enough to work with years ago we created some award-winning work including the commercial voted the best dad ever made 1984 by advertising professionals and we started working about eight weeks ago and what we the question they asked was our customers want to know who is Apple and what is it that we stand for where do we fit in this world and what we’re about isn’t making boxes for people to get their job done although we do that well we do that better than almost anybody in some cases but apples about something more than that Apple at the core its core values is that we believe that people with passion can change the world for the better that’s what we believe and we’ve had the opportunity to work with people like that we’ve had an opportunity work with people like me with software developers with customers who have done it in some big in some small ways and we believe that in this world people can change it for the better and that those people that are crazy enough to think they can change the world are the ones that actually do and so what we’re going to do in our first brand marketing campaign in several years is to is to get back to that core value a lot of things have changed the markets a totally different place than it was a decade ago and apples totally different in Apple’s place in it it’s totally different and believe me the products and the distribution strategies in manufacturing are totally different and we understand that the values and core values those things shouldn’t change the things that Apple believed in at its core are the same things that Apple really stands for today and so we wanted to find a way to communicate this and what we have is something that I am I’m very moved by it honors those people who have changed the world some of them are living some of them are but the ones that aren’t as you’ll see you know [Music] and the theme of the campaign is think difference there’s the people honoring the people who think difference and who knew this world forward and it’s it is what we are about it touches the soil of this company so I’ve never had war with and I hope that you feel the same way about it I do years to the crazy ones The Misfits rebels troublemakers round pegs in the square holes once you see things they’re not found the rules and they have no respect in the status quo you can quote them disagree with them glorify or vilify them about the only thing you can’t do [Music] they change the human race forward and while some may see them as the crazy ones we see genius because the people who are crazy enough to think they can change the world [Music] you

95% of You Will Ignore This 2018 Marketing Strategy | Business Squared Keynote in Australia

(woman announcing speaker) (audience cheering) – Hi. – Woo! – What up, Brisbane? (audience cheering) Sit, sit sit, let’s do this. – Let’s do it! – Brisbane! (audience laughing) Thank you so much for that intro, super excited to be here. It’s been a long week, New York to Oslo, to Copenhagen, to Moscow, to LA, now here, and I’m thrilled to be here, Sydney tonight so a double header for me, which is exciting. First of all, I wanna thank you guys for taking the time to be here. There’s a lot of things that I wanna cover in our time together, and then I also wanna really focus on some Q&A at the end, but really the couple things that I wanna talk about are mindset and tactics. I think the things that will really stand out, and I have been following along on social and Instagram and watching all of you tag, there’s so much context for what I talk about here, I wanna make sure that I don’t go into places that you guys are already used to or you can watch on YouTube.

I wanna talk about things that have been really emerging to me lately, and the biggest one is mindset. To me, the thing that has really become fascinating, the reason there’s not a lot of content that I put out between 2011 and 2014, if you go back and look at the internet, is because I needed to go run and build VaynerMedia again for myself because after writing Crush It and speaking a little bit from 2009 to 2011, I was starting to get into a place where people were talking about me and calling me a speaker, or a motivational speaker, or an author, which is super fine and an incredible thing to do, but for me, my pride isn’t being a practitioner, and being an entrepreneur, and being a CEO.

I needed to build another hundred million dollar plus business, really, to be frank with you, I need to feel comfortable standing here and spitting my two cents on things. I think that you need to have an execution other than ideas to have the audacity to stand up here and expect people to waste their time and money listening to what you have to say, and so I’m proud that over the last six years, I’ve been executing VaynerMedia, and while I do this Gary V thing, Gary Vaynerchuk, the CEO of $150 million holding company from scratch is exciting and interesting, and it really has become obvious to me why that’s happening, and it’s around mindset. I think that there’s way too many people in this audience that are in the excuse business.

I’ve, and yeah, it’s tough because I’m empathetic. There’s always things, you know, you could have two parents that were drug addicts, you could have lost your parents in a car accident when you were a kid, you could have had your money stolen to you by a partner. There’s so many things that happen in life. I’m super empathetic to it.

The ultimate problem is, though, is that the market, the world, doesn’t care, right? There’s so much dwelling going on, so many reasons why not, and the thing that has been really interesting to me is that if you asked me what works for me, it’s optimism, and gratitude, and positive mindset. It’s really interesting to me, life is pretty binary. It’s either black or white, it’s either yes or no, and the one that matters to me the most is you’re either on the offense in your life right now, or you’re on the defense. You’re either coming up with reasons why not, all this technology, all this stuff, the why not, or why yes, all this technology, all this stuff. You’re looking at things and you’re making a decision, and so for me, a lot of what I’ve been thinking about is mindset and why optimism works. Literally, seven minutes ago, in the greenroom, I’m on the phone with executives of VaynerMedia, I’m getting texts of a scope that we expected to sign failed, million dollars, literally counting on a million dollars, gone, zero, not happening, right? Another pitch, we were in the final two $8 million, didn’t get it, literally in 47 seconds back in the back room, I lost $9 million.

(laughing) (audience laughing) I’ll be very frank with you, I’m fuckin’ pumped about it. (audience laughing) I genuinely like losing, I like learning from it, I was like thinking about like why, what happened, where’d we go, where was the misstep, why? Like, it’s really incredible, look, when you can afford to lose it, and I’m sure people are thinking this, it’s easier, I get it, it’s not like I lost my million. Vayner lost nine million in revenue, but to me, it’s not about anything other than mindset, and so if I got anything out of this, I’ll go into tactics, I’ll talk to you about social in a minute. I’m about to tell you why Facebook and Instagram, I did a lot of homework on Saturday about the Australian market on my theses around influencers, Instagram, Facebook and Snapchat.

Let me save you a lot of time. Everything that you’ve been hearing me talk about. How many people here consume my content? Raise your hands. – Woo yeah, woo! – (laughing) Thank you, that was awesome. (audience laughing) Just gonna do that again, how many people here consume my content? – Yeah! – Yeah. (laughing) So, here’s what’s interesting, literally everything that I’m spitting comes, obviously, from an American-centric point of view, that’s where I operate. Obviously, we have a UK office, we’re looking at Singapore, we’re doing other things, but I’m aware that outside of Russia and Mainland China, most of this stuff actually works, maybe there’s a couple of different nuances, what fascinates the shit out of me is the consumption patterns of the Australian and New Zealand market, and the under-priced nature extremities that I believe in, literally, everything that I’ve been talking about for the last year, you can add an additional 20 to 40% tax of upside.

It is literally 20 to 40% even better in this market, and I get so pissed when people are in any place besides the US market or China where they’re like, well it’s a smaller market, it’s this, that, and the other, that’s where all the upside is. You can only compete against what you can compete against, right, and so I believe that we are living through the greatest era to be an entrepreneur, ever.

I think the internet is grossly underestimated, and I think there’s a ton of opportunity, but if you ask me what I would wanna leave with from this talk today, it’s to shift one or two persons’ mindsets. To me, it’s an incredible feeling to stand up here and expect nothing from nobody, and take full responsibility for everything. The Teleco company that gave it else and we lost it, in the background, the eight million, I spent zero days and zero seconds on it.

I was not part of the pitch, I was not part of the process, I empowered all my people, I saw the news in the backroom, and I took full 100% blame in responsibility. I am fascinated by your upbringing, both your parents and the neighborhood, and those siblings, and the friends. I am fascinated by your upbringing, the era you grew up in, the macro and micro climates that you grew up in, not the fucking weather, I mean the economics and the politics, and that climate. I’m fascinated what made me, my mom, my dad, being an immigrant from Russia, being in America, being in Jersey, like the friends I ran into, baseball cards becoming popular, allowing me to sell something. I’m fascinated, the environment that created me in this completely emotional place of enormous strength, which is the engine and the oxygen that allows me to be successful in business and life, and then what is it that other people don’t have, or didn’t have, and I see it. I see how my grandmother parented my dad, I see my sisters’ and brothers’ DNA different than mine, just timing and things of that nature, and so, I’m going heady for my opening spot because I need you to understand, too many of you are gonna take fucking notes right now and think it’s about a Facebook ad.

Too many of you are about to take a note and be like, okay Google, how to use Instagram influencers. We’ll get to that, I’m about to talk about that, but if your foundation isn’t right, you have no shot of long term success. If you’re not in a place where you believe this, and look, this is super, like, I’m even throwing up on my, to be very frank, here’s what’s happening in my head.

I’m listening to what I’m saying right now, like this fuckin’ sucks. (audience laughing) I’m being serious, I’m being really fuckin’ serious with you, actually, and I’m saying that because I’m like, man, it’s so hard, what I’m talking about is like so hard to touch, right, but it’s still my truth, it’s what I believe, like, you’re either on the offense or you’re on the defense, you either see all these technologies as the gateway drug to your entire future, or you’re upset that it was much easier to do this on email and SCO, and you don’t like this social media thing, right? I don’t like these new things either. I built my dad’s business from a three to a $60 million business on email and Google AdWords.

I didn’t want YouTube to come along. I didn’t want Twitter to come along, right? I didn’t want Facebook to come along. I didn’t want Snapchat to come along. I don’t want Voice and Alexa Skills and podcasts to come along. I’m not looking forward to VR. The problem is, technology, and the way we live, doesn’t care about my opinion or my feelings, and it doesn’t care about yours either, and so you can walk around Earth and judge, oh it’s so sad that all these kids can’t communicate ’cause they’re on the phone anymore, or you can walk out tonight and have dinner and see people at a table, and nobody’s talking to each other, and they’re all on the phone, and you’re judging, and you could talk about a day and age when it was simpler and nicer and all this, nobody gives a fuck, (audience laughing) and if you don’t adjust to the reality of the situation, you will be completely left behind, and that’s it.

Too many people are executing, or hoping, or trying to figure out how to live in a world that used to be, or the way they wish it was, versus attacking the reality of the world, and here is the reality of the world, my friends. The cell phones that you’re all holding right now, or in your pocket, are the remote controls of our society. They are the single most important thing in the world, there’s nothing close, literally, literally, I would rather have somebody roll up on me right now, stab me with a knife and steal my wallet than lose my phone.

(audience laughing) The world is being lived through that device, and you can judge it, you can do anything you want, but that’s the reality, and if you sit here today and have any ambitions, professionally, personally, whether you wanna sell a course, whether you wanna sell a sneaker, whether you wanna raise money for the PTA, a non-profit, get somebody elected, whatever you want to happen in life, whatever you want to happen in life, you first need somebody’s attention, and then you need to tell them about it, in the written word, in audio or video. This is how the world works, and always has. You want something to happen, you need to figure out where the people are to tell them about that thing, and then you need to communicate to them in the compelling enough way that they do the thing that you want them to do. You can do that in the written word, you can do that in audio, and you can do that in video. That is how it’s been, it was called the newspaper, the television, and the radio. Now it’s called a blog, a vlog, or a podcast.

It’s the same thing, nothing’s changed except one thing: your attention is moving to a new place and leaving an old place. The other thing is, we have not figured out the creative strategies to be successful in this world. The other thing is, there’s a lot of people in here who are not self aware, and don’t realize they should only be writing, and not making videos ’cause they’re not good at it, (audience laughing) or reversed, or reversed, there’s blanket statements that everybody needs a personal brand, or everybody should be doing video.

That is ludicrous, what everybody should be doing is deploying self awareness and figuring out who they are, quadruple downing on what they’re fucking good at, and trying to get resources to support the stuff they suck at. I’ve written four, thank you. (audience applauding) I’ve written four, you know when she was like, “He’s written four New York Times best selling books,” I literally was laughing as I was about to get up the stairs, I’m like, I can’t put two fucking sentences together if my life depended on it, but I know how to hire a ghost writer, and I definitely know how to sit down for nine hours straight and record a book in one fucking sitting, right? You need to figure out how you communicate to the world as an executor, which medium, some of you could do all three, some can do two, but watch what’s been happening over the last 10 years, or 15.

In 2002 to 4, it was the era of the blog, it was bloggers. How many people here were a blogger from 2002 to 2005 at any point, raise your hands. So, some of these early pioneers, they felt the impact, right, right? You were blogging, that was it, that was the medium, Word Press, or even going back further, it was just a very important medium, YouTube had yet to be invented, it cost too much to stream video online, there was no video players. Podcasting then came, in 2005 and 6, had a little blip, but then right quickly after that, Twitter came out, YouTube came out, and everything shifted to short form writing and video, right? And then, the last two years, audio has risen again.

How many people here now listen to a podcast? Raise your hands. How many of those hands did not listen to a podcast three years ago, raise your hands. Hold them up, actually you know what? Watch this for visual, we’re gonna do this one more time. How many people watched, how many people are listening to a podcast now, raise your hands? I want people in the front to look around, see what I see, alright? An insane amount. Now, of those people, of the people that now listen to a podcast, stand up if you did not listen to a podcast three years ago. I need you to look around, because if you want to understand why I’m standing on this stage right now… I didn’t say sit down, I’m just kidding, I’m kidding, I’m kidding, kidding, kidding! (audience laughing) (laughing) If you want to understand why I’m so blessed to sit on this stage, is I’ve a unique, uncanny, I take no credit, my parents get all the credit, ability to slightly understand what you’re about to do before you think you’re gonna do it.

And so, what I do is when I know something’s coming, I have humility, and this is a word that I would love for people to look up, understand, and start really becoming religious about. For all my ego and peacocking, for the ones in here who’ve been paying attention, it is my humility that has allowed me to be successful, not in the way that I interact with you and being kind, ’cause that’s kindness, in the humility that, when I believe something new is emerging, I take the perceived risk of going there first, spending countless hours with no clear R-O-I in the short.

You know how many people here have left ungodly amounts of money, because when social came along they said, well what’s the R-O-I of Facebook and Twitter? Do you know how many people here will lose the next frontier because they’re gonna debate what the R-O-I is of buying or building a 30,000 to 50,000 dollar Alexis Skill or briefing for their business, a lot. People don’t have the humility to take the risk of their time, and I’m not even asking for money. The fact that you didn’t have the humility to waste three hours a day, even though you had the audacity to wanna be an entrepreneur that lived on your own terms, fascinates me, and I’m gonna repeat that statement for all of you again. The fact that you don’t have the humility to try the new stuff because your time is so valuable, yet, in parallel, you have the audacity to want to live a life where you don’t work for anybody, and you make your own, blows my mind. Until I die, and I expect to win the whole thing.

Until I die, I will never deploy the audacity of the situation that I’ve asked for, which is, I’ve asked for the loneliness of being a number one. I’ve asked to be able to choose my path on an everyday basis. I’ve asked to be an entrepreneur, and I know that you don’t get to hang out or rest on your laurels, literally, literally, everything I’ve done, up until an hour ago, is completely irrelevant to where I’m going next, and so many people get some, a little level of success, and start thinking they’re somebody. I looked at a couple of you who tweeted me, and like pumped, and can’t wait to see this, and then I went and they’re hungry and they’re gonna do it, and they’re bio says, I’m gonna be this and that, and then I look at your Instagram, and you’ve got 11-, 14-, 23,000 followers, and you haven’t replied to a single person that’s left a comment on a post in the last year because you think you’re somebody.

And so, I believe that once you get your mindset right of accountability, empathy, gratitude, humility, that all of a sudden, what I’m about to talk about next makes a hell of a lot more sense, which is the following. My friends, if you do not spend 2018 completely and obsessively around Facebook and Instagram, you will lose. Let me say this, let me, I’m making this very simple, very black and white, very fuckin’ basic, if you do not spend next year completely obsessing over how you become successful on Facebook and Instagram, you will be disproportionately less likely to win because the ungodly amount of attention, of regardless of where your consumer is, regardless of the age, if you use those two platforms, you will cover the far majority of what you’re targeting.

If you’re targeting under 20-year-olds, then I’ll start getting a little more comfortable with the disproportionate Snapchat and Instagram audience, but if you were targeting, literally, 20 and above, 20 to 100, I don’t wanna hear, guys, the number one converter for me on Facebook across our clients, my investments, and my audience, are 50- to 80-year-olds on Facebook, because there’s something called stream time, and do you know what happens, do you know the difference? Here is a 29-year-old on Facebook. (audience laughing) Here’s a 68-year-old. (audience laughing) Do you know the difference? They consume the videos, and the pictures, and the words to a higher degree, and so, I really need you to wrap your head around the fact that Facebook and Instagram have ungodly attention, that the ad product on those two platforms are disproportionately under-priced, and that that is where you should be trading, not because I like Facebook or Instagram, but because I wanna be historically correct, and I have one real micro-regret in my business career.

Not passing on the Uber and Angel rounds, not other things, ’cause those things are kinda come and go, there’s a lot of variables that go into it. No, the one time when I knew what I was doing, but I didn’t go all in. When I was building my dad’s liquor store, Google AdWords came out, and I bought every wine term for five cents a click, and I owned every wine term you could imagine for five and ten cents a click, form Australia Wine to Barossa Valley, right, to Penfolds Grange 1994, like every skew, top, middle, like, understand? I was getting customers for 40 to 80 cents apiece that were worth $10, $15 for me, but I couldn’t wrap my head around how special that moment was. I was young, right, I didn’t have experience, I was just learning about print, and outdoor, and direct mail, it was all working because of the macro-product I created, price-wise and selection-wise, but I sit back, and when I hear I built Dad’s store from three to 60 million, and everyone’s like yay, I’m like fuck that guy, that guy should’ve built it from three to 250 million if he was smart enough to take his energy and money away from print, and radio, and television, and direct mail, and put it all into Google, because Google had that moment where it was grossly underpriced.

My friends, who was the biggest advertiser on Google from 2002 to 2008? Amazon. Amazon was the number one advertiser on that platform in the early days, the siphoned under-priced attention to themselves, and now they’ve built one of the biggest companies in the world. Who’s one of the biggest advertisers in the last five years of Facebook? A shopping app called Wish. How many people here are familiar with Wish? Raise your hands, raise them high, I want people to see this. If I did this three years ago, nobody would’ve raised their hands. They are now a multi-billion dollar retailer that spent all of their money, until recently, now they’re doing like the Mayweather and McGregor fight sponsorship, and the Lakers, and they’re doing, kind of branding stuff because they’ve so penetrated to billions of dollars on Facebook. They were formal Google engineers on the ad product, quit making millions of dollars a year, and started a company selling stuff, and only ran Facebook ads.

This, my friends, is called pattern recognition. I will do the same thing over and over, I will be a 97-year-old Yoda looking dude, standing up here, and yelling at you about some cockamanian thing, and it will be the same exact thesis that I’m spitting to you today. Get your fuckin’ mind right first, so that you can then put in the time and efforts based on your ambitions in becoming a humble practitioner of where the attention of the consumer is, and if you have a moment, like we have right now, on Facebook and Instagram ads, and Instagram influencers, you will win. I spent four hours on the flight DMing influencers about my sneaker release and my upcoming book release. I did it, me, not my intern, not somebody I hired in the Philippines, my two fucking thumbs.

At this point, making tens of millions of dollars a year, because I have humility to understand what needs to be done to win, and everybody’s looking for scalability, that I’m gonna hire my 23-year-old niece, and she’ll reply to somebody on Twitter, and you completely downplay the reality of what I’m talking about, you are grossly underestimating what’s happening right now. And, I say, by the way, I don’t know you, I’m talking about the market. 98% of people are grossly underestimating how good it is right now, you will look back at this talk, all my content during this era. Listen, how many people have heard me say, “Watch what I’m doing, not what I’m saying.” Raise your hands, good.

Usually, that refers to like, what hashtags am I using, why am I using Facebook, why did I start a podcast? Now, I’m gonna take it to the most macro. Watch what I’m doing, not what I’m saying. Why am I producing so much content during this era? Why am I flying around the entire world over and over, speaking to this subject? It’s because I know what I’m talking about right now is gonna go away. I just want everybody to understand, I’m making you a promise of a micro-regret. If you do not listen to me carefully, and way more importantly, go execute on it, you will regret that you heard it in a passionate way, and I think we can all agree, I’m not hedging up here right now. (audience laughing) I’m desperately trying to force this down your fucking mouth, right? You heard it, and I believe that 95% of you will not do anything about it, I mean this.

I think that 95% of you will do a little something, you’ll run a little bit of ads, you’ll do this, you’ll do a little something. You’ll do enough to make it feel like you did something, and you will regret not going all in. How many people here play poker? Good, I don’t, but if you do, when you have the best hand, it’s a good idea to go all in. Right now, for the next 12 months, I feel comfortable, maybe it’ll last 18, the biggest companies in the world are not spending enough money on Facebook and Instagram and SnapChat. Let me explain, my friends, what’s going to happen over the next three years. When Coca-Cola, when Budweiser, when Mercedes-Benz finally gets their act together, in the next 12 to 36 months, and take $30 million that they would spend on outdoor billboards and sponsoring of the World Cup and television commercials, and they put it into Facebook, and Instagram, and influencers, you reaching a 41-year-old mom of two living in Hunter Valley, who’s interested in your shit, today costs $4, $6, $7 CPMs, $7 to reach 1,000 people.

When that costs 86 or 49, it shifts. I know that everybody’s got different angles, Facebook, and Instagram, and Snapchat are marketplaces. They’re not, like, going to the Sydney Daily News, where they give you a price that’s a bottom. They’re marketplaces, they start off at pennies, and more people bid up, the feed is only one feed, everybody’s trying to get in, and if you wanna get in, it costs more, and that’s why they become big businesses because if they have the attention, more people wanna get there, but the price keeps going up.

The words that I spent five cents a click for, some of them are now $14 words. Not as good of a conversion as it was in 2003. More importantly, you guys got used to seeing Google’s ads, and you don’t click them as much as you used to back in 2002 when you didn’t know if it was just organic results or if it was an ad. Today, Facebook and Instagram and influencers are under-priced, you’re in a feed, they’re under-priced, and you’re still interested in clicking those ads.

In four and a half years, you’re gonna be so tired of seeing those ads in Facebook and Instagram, you’re gonna click less, and they’re gonna cost 20 times more, understand? That is basically all I wanna say. I’m actually considering leaving, but I think I’m obligated to stay on the stage. (audience laughing) (audience applauding) How many people here sell a physical product, like a sandal, like a peanut butter? Raise your hands. Tonight, you go home, you have an Instagram account for that business, raise your hands, great. You go home, and you DM every single person using the hashtags that are associated with your business, and you direct message them, and you ask them to send you a sample of your product to them, and would they post it. Nine out of 10 won’t even answer. One out of 30 will post it. The others will ask you to give them money to post it. You should pay them because 90 out of 100 of them don’t know how to price themselves properly for the attention that they’re giving you in return, right? So influencer marketing, one more time people with products? Raise them high, and now how many of those people who sell products are selling them direct to consumer? Like, your own e-commerce or things of that nature, raise your hands.

Okay, listen, for the hundreds of you, if you’re not spending 90, 80, uh Google AdWords, if you’re not spending 65% of your money on Facebook and Instagram ads, and Instagram influencers, you’re leaving money on the table. Blanket statement, without knowing every detail, blanket statement, if you’re not spending 65% of your money on those environments, you’re leaving money on the table because you have so much opportunity. Now look, everything I’m talking about is 100% right, I know it, here’s my only concern, and I wanna spend a couple minutes on it. The creative is the variable. I’m right about the thesis, but if the picture, or the words, or the video that you post to put in front of each other sucks, you’re not gonna sell anything. So, the reason this scares me when I speak about this subject to this kind of audience, is I’m not in control of the pictures, and the videos, and the audio that you’re putting out, but I implore you to try a lot of different pieces of pictures, and videos, and written words, spend less money on the ads upfront, see what’s working, and then pour money on it.

Too many people in this audience hear me, they get excited, they go and Google how to spend Facebook ads, and by the way, all of you have to do this yourself. I don’t care how fancy you are. If you wanna be successful, you need to be the practitioner, not somebody in your office. If you don’t know what to do, it’s called Google. Google, how do I place a Facebook ad? Three hours later, you’ll place a Facebook ad. It’s not complicated. Everyone says, but I don’t know how to do it.

Okay, it’s fuckin’ 2018, use a search engine, you know. (audience laughing) So, the picture, and the video, and the words are the creative variable, so please, please, please, please do the following, and this is where everybody makes a mistake. They hear this, they get excited, they go and spend $5,000 trying to reach 25- to 30-year-old women in Australia, and they just spend, it’s blanket, and they spend on one picture and one video, and it doesn’t work. Instead, what you need to do is put 25- to 30-year-old women in Australia, or in Sydney, and make a reference in your copy to ladies of Sydney. You’ve gotta make it contextual, context is the secret behind the content that allows you to be successful in this new environment. Context, colors, we debate the first three seconds of the video, the headline, the colors, the words. The words are different on Instagram than they are on Facebook because, even though you’re the same person, your mindset’s different when you’re on your Instagam feed and when you’re on your Facebook feed.

The psychology behind it, the network affect, how to get people to tag and refer their friends. This is fucking science, my friends. This is 2018 science, social media marketing, and by the way, there’s no such thing as social media. It’s a slang term for the current state of the internet. Social media marketing is the absolute singular advantage in the marketplace. Do I believe during a big time sporting event on television that a commercial can be seen? Of course. Do I think it’s still overpriced for how many look at it? Yes, because I know how many of you, when it goes to commercial, reach for your phone and start engaging elsewhere.

All I will ever do is chase your attention, as it is now going from video to audio, I’m triply downing on my podcast, and on my Alexis Skills. Watch this, you’ll find this interesting. How many people here… How many people here listen to my podcasts? Let’s start with that, great, thank you very much. Of those people, how many of you have now started listening more to the podcasts and watching less video because of it? Raise your hands, raise it high, I need people to see this. This is a significant number of people who, in the last year have started listening more and watching less because time is our number one asset, and if you can hear me while still doing something else, the audio’s more valuable than watching the video, which you have to watch as a medium, so if you do not have an audio strategy for your business, if you have not started creating the podcasts or really leaping to the strategy behind building an Alexis Skill for your business, you are leaving an enormous amount of opportunity on the table.

Please, please, please start getting your audio strategy. You guys are runners for the mics? Yeah, alright, I’m gonna use one more minute, and then I wanna start thinking about raising your hand for a question. My friends, listen, how many people here are good at cooking, raise your hands. Raise ’em, it’s a pretty audacious bunch. (audience laughing) I couldn’t even begin to think about cooking, right, it’s not a skillset I have. For so many of you, it just came natural from the beginning. Being an entrepreneur, more importantly, being a successful entrepreneur, is a skillset, and it’s one that comes natural to some, and others not as much. It’s a fun thing to be right now, and everybody wants to, and the opportunity is very real. I’m a great entrepreneur, but I think I’m even better at consumer behavior and psychology. It’s who I am, that’s why a lot of you follow me because when you cut me down, you see that I’m pushing positivity, and a whole lot of other things that matter, and trying to get people to do it the right way, be patient, do the right thing, da-da-da-da.

My friends, you need to get yourself in the right place mentally, and then you need to get yourself in the right place mentally because the thing that people have not wrapped their head around is that this takes a lot of work, like a lot a lot, not a little something, and if you aspire, let me just ground this. If you think you’re gonna make a million dollars a year, which is funny the way people throw that out, like everybody gets there, almost nobody gets there, right? If you wanna make $500,000 a year, which would put you in the disproportioned top 1% of income getters here in Australia. If you wanna make $100,000 a year and like doing it, and it’s on your terms, and it’s your life, it takes a lot of work, and it takes a lot of smart work.

The thing I talk a whole lot about is hussle. The thing I talk less about is being smart because I don’t think that brings you any value. So, what I do is I try to come and speak, or through my actions, show you the smart things that I’m doing, and then remind you that it’s still hard work. The framework is simple, this is simple, you may have not allowed yourself to have the honest conversation with yourself of how much hard work and how much patience it takes to be successful, but it doesn’t change the fact that that’s the case. You’ve never met anybody in your life who hasn’t worked their face off for a long time that’s built something significant. It may seem that it happened fast ’cause they’re 27, but maybe they’ve been hustling since they were 13 in a different way that gave them 14 years of experience to be a winner in that game, and so, please, please wrap your head around what we’re actually doing here, and more importantly, if you were smart enough to be here today, and I mean this, the fact that you came here today puts you so far ahead of everybody else, and I hate knowing for fact that so many of you are gonna give up your advantage because you like hearing me say it, and you like the way it feels, but then you leave and you don’t do anything about it.

So, please, Brisbane, do me a favor, go do something about this talk today. I implore you, it will change the course of your career. Thank you. (audience applauding) Thank you, questions? You can pick anybody, let’s go. Great, how are you. – Gary, what’s up, man? – Real good. – You talk a lot about, saying that Facebook and Instagram, and all these places that you’re putting a lot of time and money into now for advertising is gonna come to an end. What spaces, or what businesses are you watching to see what’s gonna come next? – So in general, I like to tell people, look, I’m not fuckin’ Nostradamus, right? So, I’ve no idea, the one place I keep looking at is Voice. I keep telling you guys, guys, Voice. Everybody in this room, in five years, will have voice activated devices, whether it’s their phone, their clothes, their car, the wallpaper in their home, that instead of grabbing a phone, you’re gonna interact with Voice, it’s going to be frictionless.

You’ve gotta figure out how your business and service interact in a Voice environment, it’s going to be Voice. So, the first thing you should all do is start a podcast, if you think you can. Podcasts are great because you could just interview people, even if you’re not that interesting or don’t know what to say, you could just interview people in the industry or genre that you’re in, and you just ask nine questions and boom, you’re done.

There’s an app, I’m not an investor, and everybody thinks I am, but I’m not, called Anchor, which is a voice social app, you should look it up, it’s called Anchor, where you can record it on that, hit one button, and it posts to all the podcast platforms. It’s just so simple, it’s the first way to get into Voice, but bro, let me tell you something, Facebook and Instagram are going nowhere for the next 24 months. I can’t get people here to spend enough time on that, let alone worried about what’s next. Until you’re fuckin’ spending all your money and all your time on Facebook and Instagram, I have no energy to talk about what’s next. You’re fuckin’ up what’s now. (audience laughing) (audience applauding) – Thanks, man. – Thank you. Red shirts, you’re in charge, let’s go, let’s move quick. – Hi, what’s up Gary? My name’s Christian, I just like, I own a business, so I do a nightclub in Brisbane, I do that, and I also got a personal brand as well, Hype MC for nightclubs, but what I’m stuck on, I was just, about four months ago, I started another business printing shirts, and I’m still in between, should I cross-brand or use the Shay’s logo as the printing thing and the nightclub thing, what do you suggest? – It doesn’t matter. – Thanks, Scottie.

– I mean, I mean, I’m being frank with you. People overthink shit that doesn’t matter. It’s not gonna matter if you use one logo or separate logos. Like, it doesn’t matter where I use Vayner and where I don’t, when I’m library or Gary V or Vayner, it doesn’t matter. I love when people wanna talk to me about the name of their business. Nobody cares, nobody knew what Google meant, or Facebook meant, or McDonald’s meant, or Coke meant.

A name doesn’t matter, what you do to make a name matter is what matters, right, so nobody gives a shit, bro. Just pick one and fuckin’ go. (audience laughing) – [Man] So it’s just all about branding branding, basically? – Yeah, it’s about the execution, right? Like, it didn’t matter if he called himself, you’re wearing a shirt of a guy who called himself multiple things. He was the Notorious B.I.G., and Biggie Smalls (laughing), and plenty of, like, it doesn’t matter. Execution, people wanna debate these things because they think that’s the unlock, it’s not. Period. – Yeah. This is actually one of the shirts that I printed, by the way, just putting it out there. – I figured. (audience laughing) Alright, let’s move, let’s go. Red shirts, let’s go, give me. – Gary, Steve. – Let’s get some people in the back. – At the end of your audiobook, Ask Gary V, you said something that hit me in the face in a good way that you never met your granddad or something, and that played a part in the way that you document. – Yes.

– Curious to know, how much does that still play a part in your day-to-day decisions, and why do so few people really get that? I never got to meet my granddads either and I was like shit, it really affects me, so that’s my question. – I think so few people think, I don’t think people understand, I think people think I just talk, like in 50 years, they’ll understand that I meant it, like, I care about my legacy.

That’s why I think about it. Like, I only care about my legacy. When I made $100,000 a year, I achieved my only financial goal that I ever had. Somewhere around 13, I was like, it’d be really cool to make 100,000, like, when you’re coming form humble, that seemed big, you know, so that was it. Why, because I’ve always felt something in the middle of my stomach that I had something. I care about my legacy. I love that my great, great, great grandchildren are literally watching this right now. I’m long-gone, but they’re watching this, hey Jeremiah, you know, and so. (audience laughing) I mean, that’s cool, I think it’s super neat.

Like, I think I have a lot to give, I think I’ve impact, how many people here think, and don’t make me feel good, how many people here truly think that I’ve impacted them in a positive way? – Yeah! – I mean, look at that, and so like, but I’m not gonna be able to do that for my great, great grandkids, but now I am, ’cause if I can do it to you, I can definitely do it to them ’cause they’re gonna watch everything.

Imagine there was film like this, imagine, how many people watch Daily V? Thank you, could you imagine if Daily V was about your great, great grandmother? You know how fun that would be? If you’re like, oh shit, I do that same thing that she. It’s so cool, watching my daughter do things that I do, thinking how those get passed on, it’s gonna be neat, plus my man, do you know why I obsess over my legacy? Do you know why I document everything? ‘Cause I know I’m good, and when you know you’re good, both in your skill and in your heart, you’re not scared of the camera. And so, it matters to me because I care about my legacy, not about the short term money. Everybody’s so worried about tomorrow that it doesn’t allow them to see what’s actually happening here, and that’s why I always recommend people spending time with older people, retirement home.

I’m a big fan because you get to see regret and resentment up close, and it starts to help you frame up life, and I did something very weird. I don’t talk about this a lot publicly, and you guys know a lot about me, I spent so much time with old people when I was little, like from five to 13, if I went to a playground and there was like a grandfather visiting, or a grandmother, it wasn’t just a grandfather thing, I would literally stop playing and go sit with them and sit on the bench and just ask them random questions. I was a weird ass kid, (audience laughing) but it makes a lot of sense to me now because I’m way more wisdom oriented than, like my energy acts, my energy’s so micro-fast and intense, and alpha male and competitive, but when you start peeling away, it’s very obvious why it matters to me, I’m only about my legacy.

I’m only about what everybody here says behind my back. – Thanks. – You got it. (audience applauding) Let’s do it. Who do we have? Hey. – Hey Gary. – How are you? – My name’s Jordan. Good, thanks, so I’m a little torn, I’ve read into your content for about eight months, – Thank you. – And I’ve really struggled to launch my business. – Okay.

– [Jordan] Self awareness was a big part of that. I started a life coaching thing a while ago, and never really felt connected to it. My history’s one of drug addiction and car accidents and time in prison, and so I go around to youth centers and high schools and I talk for free, and that’s actually what I love to do. – I love it. – But, I’ve never found a way to brand myself or make money because I feel like part of me’s got a shame thing around it. – I understand. – Where the family and the people involved that were hurt in my accident, so I don’t even know why I got up to talk, but, (audience laughing) listening to your Facebook strategy, I think I wanna make some videos, but I wanna be really sensitive around– – Well, let’s actually have this conversation for a second, and I appreciate you standing up.

Are you still in a place where you wanna protect the other, the ashamed part? I feel very comfortable that you’ve just brought it up, so you are in a place where you, listen, it’s your truth, you’re on to the next chapter. Is there still reasons to hold it, to the best, because it can affect others, or are you still in the last stages of being okay with putting it out there? – [Jordan] I’m not sure, so I crashed a car in ’09. One of my passengers died, part of the accrue, I was heavily drunk and on drugs, and I’ve never really been able to connect with the family involved. Obviously they have their reasons, so I don’t know whether I’m gonna stir something up with them by writing a book, and people tell me– – I get it, first of all, I adore you for that answer.

(audience applauding) – Thanks. – And, the best part is, it allows me to give you a really good piece of advice. People are confused, intent is an incredibly important part of all this. The reason I’m so out there and so the way I am is ’cause I know what my intent is. You may not like it at first. You may think I’m cocky and a douchebag, I’m cool with that, ’cause I’m gonna win in the end. I prefer you all started out not liking me because it’s more fun the other way, right? So, brother, the fact that you have that intent, I’m gonna really try to force you to do this. You should reach out to them, call, go ahead. – I wrote a letter. – What’s that? – I wrote a letter. – Great.

– [Jordan] Years ago, telling them how I felt. It wasn’t well received. – Sure, respect. Do you think they’re on Facebook? – [Jordan] Um, I’ve blocked them ’cause when I got out of prison, I got sent some unkind messages, so it wasn’t nice so I blocked them to just move on with my life. – I respect that, how long ago was that? – When did I get out? 2014. – So look, listen.

If you wanna, listen, there’s only one way to move forward. It’s reconcile the past, right? So, you need to do everything you can, and listen, you could still talk about your past without mentioning names. For a long time, if anybody’s watching carefully, up until about six months ago, I never really made it as clear that I own nothing of Wine Library. Only until about six months ago, as my popularity has exploded in the last year, a lot of people are saying, well, you can’t listen to him because his dad gave him a $4 million business, and I needed to eliminate that excuse for the kids that wanted to listen, so I started talking about something I wasn’t comfortable with, which was, you know, talking about me building such a big business and owning none of it, I was worried, could shed negative light on my dad, to be very frank, and I wasn’t comfortable talking about it.

So, I’ve gone 10 years being in public without ever really clarifying it. I’ve only started clarifying it now because I don’t think it sheds bad light on my dad, family businesses, everybody knows it, and more importantly, I have to eliminate that excuse from the Lexicon so that people realized what my journey actually is so they can work hard, ’cause god, people are really looking for the excuse to not work hard. (audience laughing) And so, anyway brother, you can tell your narrative and put it out there without referencing the family. Sure, they could Google it and figure it out, but as long as your intent is right, you need to start recording those talks that you’re doing for free, putting them on Facebook. I have good news, it’s gonna work out. (audience applauding in agreement) – Thanks so much. – You got it. Let’s go back there, if we can. – Hey Gary. – How are you? – [Man] Very good. Now, just as like a practical question, when you’re talking about Instagram and Facebook and everything. – Let’s be practical. – [Man] I think for everybody, put some numbers on it, so say a business owner here that had $50,000 a year to spend on ads, what percentage would you recommend– – If we’re gonna go– – Real general, you know? – Look, yeah, I mean, that’s the problem, what kind of business, right? It it’s B to B, I’d, with only $50,000, I’d go LinkedIn and Facebook, right? If it’s selling t-shirts to people under 40, I would be 80% Facebook and Instagram with a little bit of Google AdWords, some people that are typing in an intent.

– [Man] Of all the people that have never used Facebook, Instagram, and digital media before, what would you say is a really good place for them to start, as far as percentage-wise, so you got, like, two grand per month into that, two grand into that, one grand into that? – You’re not gonna achieve what you’re trying to do here, and I love it, you’re doing the right thing. The problem is, it’s super nuanced, but the reality is that, like I said earlier, they’ve gotta spend money on it. How many people here already, besides Facebook and Instagram, spend over $10,000 a month in marketing? Raise your hands, raise them high, so not a lot, right? How many people here spend $3,000 a month in marketing? Raise your hands, right, how many people here don’t spend any money in marketing? Raise your hands, right, so you’ve got a lot of differences.

What’s amazing about all this is, no matter where those hands went up, more than 50% of their energy should be on Facebook and Instagram, that’s enough to start. Energy, which means either organic engagement and creative, ’cause you have no fuckin’ money, or that percentage of your money, go Google and learn, test and learn, test and learn. – Yep, alright, thanks. – Cheers. Let’s get the, can we get, red shirts, sir. Yeah, can you go all the way back there? Good, hello. How are you? – Hello, my name’s Robyn. I’m an exercise physiologist and I run a private practice. – Awesome. – Working the health industry, it’s a little bit harder to kind of push people to come and see you, ’cause ultimately, at the end of the day, I want people to come see me if they need my help. Do you have any advice for standing out on those social media platforms? – Well look, it doesn’t, you have to understand this, your dynamic doesn’t change if you advertise on Facebook or Instagram, or if you advertise in the print, or if, you know like, they’re all the same dynamics, right? So, are you getting most of your customers from referrals and other dynamics, or how are you getting them now? – [Robyn] Mostly Allied Health NGP referrals.

– Right, so now you’re looking for more upside because you’ve got a B to B dynamic that’s driving to your business, right? I would just put out tremendous content, that is the best advice you have for the general pub, look what I do, I give away all my stuff for, my best advice for, do you know how many, do you know how many advertising and social media agencies have been built on the back of my free content, that are doing one to three million dollars a year? (all laughing) Right? Like, just left and right, and it makes me happy. It makes me happy that something I’m doing for free is helping others because I don’t think it’s coming out of my pocket. That’s where everybody gets confused. People get confused ’cause you think when you’re doing something good, it comes at your expense.

It doesn’t, there’s so much out there. I’m never gonna get to all of it. I’d much rather have your admiration or love towards me because I helped you, so you should just be putting out your best advice, especially ’cause all you’re getting your business form B to B to begin with, and then that will create halo effects for the entire brand because right now, your in transactional sales funnel on the backend, you need to create brand. My advice to, yeah, there’s a good way to stand out. Give away the best advice you have, forever, for free, for as long as you possibly can. – [Robyn] That’s fantastic, awesome, thank you. – You got it. (audience applauding) – Good day. – Go ahead. – [Liam] Well Gary, Liam’s my name. Love your work, you’re the king, mate.

(audience laughing) I work for a big insurance company, it’s not my brand. I’m not an entrepreneur, I think I’ve sorta worked that out. – I respect that. – But, I really wanna connect with a lot or people, I wanna sort of be, I guess, looked as an influence a day on the track amongst my sort of industry.

I’m just sort of having a bit of trouble struggling to sorta get that going– – Why? – [Liam] Well, I just, I guess, try to work out different ways to get out there and do it. I work in sales, I don’t actually sell our product myself. I help people sell it amongst their work. – So, you’re in a B to B environment where you’re training others, or helping others to do that. – That’s right. – So, why is that a struggle? What’s in the air that makes it tough for you to put out words, audio, or videos on Facebook and LinkedIn? – [Liam] I just try to get the legwork going, I suppose, in the first instance. – What’s the fuckin’ problem? (audience laughing) – Well, I guess, uh…

(all laughing) – Can I ask you a question? – [Liam] I really wanted to ask a question, and it was a two part, the second was, can I get a selfie with you? That was pretty much– – Now we got to the punchline! (audience laughing) Yeah, you can, come on. (audience applauding) ‘Cause that first part sucked. Alright, let’s keep it going, who’s got the mics? We’ll come back up front in a second, go ahead, mate. – Hey Gary, I just wanted to say thank you. You got me off the bench. – I’m listening. – [Man] I was out of the game, I was nowhere, I was kinda dead, and you always talk about deathbed regrets, and I just started, I’m just learning mechanics.

Like, I’ve always seen the class, but you made me love the dirt. – Good. – [Man] And man, I’ve got mad love for you. I just wanted to say thank you because on my deathbed, (sighing) I’ll be a happy man. (audience applauding) – Means a lot to me. – [Man] Now, the question I wanna ask, sorry if I screw it up ’cause I’m a little bit nervous, I’m a teacher. I know the story of little Gary really well, and one thing I’ve said on Twitter before is that if little Gary, in English class, could of written copy instead of handwriting lessons, he would’ve got an A instead of a D.

What I do in classrooms is take self development and peak performance culture. – I love it. – [Man] Yesterday in a classroom with a little girl, she likes horse riding, and I pulled out Audible, and I pulled out Crush It, and I showed this little girl Crush It, (sighing) now, my question is this. I’m a teacher, I rely on teaching for my income.

– I understand. – I’m at that sort of difficult stage. – Yes. – [Man] Tactics, when I’m in that world, because some of the people in the teaching world are, to be perfectly frank, pretty fucking dull and not particularly inspired. How do I either agitate from within that world, and there’s risks in that involved, to me, ’cause technically you’re not supposed to have a business inside that world. – You know what’s crazy? It’s a similar thesis to Clouds and Dirt. You’re not gonna win that game, my friend. So, what you need to do is deal with that, be Clark Kent, and then be Superman after hours. You’re gonna have to find a different place to scratch to achieve that because the framework of schooling and university in the globe today will not allow you to do what you wanna do. You’re gonna be half pregnant the whole time.

(audience laughing) I’d rather you just become numb to that, play within the margins, take it all as upside, right, ’cause you’re gonna be half pregnant, take the upside of what you’re doing in the class as all gravy, instead of half empty, and then spend all your energy post-game in a place that doesn’t get you fired, and you don’t shit on it, you just create another environment where you can scratch even more of that itch ’cause you’re not gonna win that game and you need to wrap your head around that, and that’s okay. I’m eating shit right now, VaynerMedia is to what I wanna do for a living, I don’t wanna have clients. I don’t wanna be back there and somebody made a subjective call, it’s just that I’m eating shit, half pregnant, to build a framework, so then when I buy brands, I will dominate and do what I wanna do, but I’m right now deploying the most patience of my career, at the height of my Gary V-ness, where I could be 25 to 50 million dollars a year, just being me and getting admiration, I’m eating shit, and having clients, and dealing with operations because I know what I want to achieve on my deathbed.

You should do the same, but you need to reconcile that truth instead of being romantic that you’re gonna be the one person that changes the fuckin’ education system. (audience laughing and applauding) – Thank you. – You got it. Let’s get up here for this lady right here at some point. – Gary, hi, sorry about that. – No worries. – [Man] Gary, I just wanna ask you a question. The start of your talk, you talked about family. Gary, my grandfather was head of security for Hitler’s Eagle’s Nest, he married a Jewish woman. My father is one of the worst pedophiles in this state in the last 10 years, he bashed me every day, I’ve been through a lot in my life, it’s a bit of a miracle that I’m here. I do run business, I do have great wins and also, I guess, great losses, I wanna know, you mentioned just before you came on the stage, how you could handle a nine million dollar loss.

I’m just curious, like, I find that anytime I have a loss, I sort of go back into things that have happened in my life. I have no family, my mother’s family’s completely out of my life, everything I have I’ve made of myself. So, I was wondering how a person handles losses. – I respect that, so look, that nine million dollar loss is gonna hurt a lot less than when I read Twitter on the way to the airport right now and somebody who was brought as a friend was like, “Eh, too brash for me, I don’t like him.” Like, you know, so they come in all, it’s not about, the losses come in all shapes and sizes.

Look man, I’ll be honest with you. (laughing) You’re like a hero, I don’t know what your, you know like… (audience applauding) I mean, I don’t. (laughing) You were talking, and I was like, fuck man, I wish that was my background. (audience laughing) I’m being dead serious, I’m being dead serious. Now, you might say, oh easy for you to say if you lived it. Look, everybody has good and bad. In life, we’re all born with either an advantage or disadvantage, we either started with too much, or we started with too little, and then basically, your internal fortitude decides if that was good or bad. I’ve sat with people that have $10 million in their trust fund crying, saying that they hate their lives because their parents took care of everything and they’ll never achieve anything on their own, and no matter what they achieve, everybody’s gonna say it wasn’t them, and they think it’s the worse, and they’re suicidal.

This is real, now for somebody like you, or others that started with zero, you’re like get the fuck out of here! (audience laughing) 10 million, you know? Listen man, to be very honest with you, I’ll give you the answer, you have no choice. That’s how, what’s the alternative? When you have a setback, are you gonna say it was your granddad and your dad? I mean, you know that’s not true, it’s why you have so many wins, right, so just practice. I just kept practicing blaming myself for everything. Now I just default into it. I genuinely believe everything’s, but I think it’s drizzling here because of me. (audience laughing) Like, I think, I think you just have no choice, brother. – Thanks, Gary. – You got it. Can you do me a favor, ’cause I’m running outta time? Can we get this lady right here? Nice Vayner sports shirt in the front row, I like that.

– [Woman] Thank you, you’re amazing, I just have to pace ’cause I’m intensely nervous. First thing, I’m gonna update my Facebook profile to say that Gary Vanderchuk called me lady. (all laughing) Sorry, I just have two things to say, the first one is, almost five years ago I was left when I was pregnant. My baby was diagnosed at birth with down syndrome. I had to quit my corporate job, and I finally went back, I’m not gonna cry, I cried in Pat Flynn.

Some of you guys were there, you saw it. I’m not gonna cry for Gary V ’cause you’re my internet spirit animal. (all laughing) So, I went back to my job at the Australian Taxation Office, and I was their Facebook channel expert, and sorry if any of them say this, but I watched your podcast on one screen while I increased their following by 25% while I was there. I then quit my job and launched a course, which was five months ago, I launched my first company, thanks to you, and also Pat Flynn, but mostly you, and I, we turned over $275,000 in course hours, and I’ve now been able to recurring income, and I did that by reaching out, giving back, and building my community generously. In the meantime, I’ve built up my son’s Facebook and Instagram profiles with your help.

My son won Baby Buns, which is Australia’s biggest modeling competition, he was in the Oscar Gift Bags last year, he’s a beautiful little boy, and we’re having a selfie, I’m so nervous! (laughing) So, I’ll show you his photo. A few months ago, I nagged What can I do to build his profile? ‘Cause likes don’t pay for his mortgage. – So, one more time, you’re asking how to continue building his profile? – Yeah, so I can build this out really successfully for myself, but it’s for my little boy. He’s got 24,500 Facebook followers, I create resources, I’ve got a website I’ve built called, we’ve done Mannor 3045, I’ve got Batlinks in Yahoo, his videos get picked up by Jukin and I can’t monetize him. I just am so resistant, I don’t know what to do. – I don’t think you need to monetize him.

– [Woman] Okay, good ’cause everyone tells me I should, and I just feel like, what do I do? Like, do I need to, ’cause I just wanna grow his community. – Can I just talk about it? When you sit down, make the list of the people that told you you should monetize it, and then put me on the other side of the list. – [Woman] Okay, ’cause they make less money than me and you make more, so– – It’s just, you know, it’s not even about, honestly, I swear, it’s not about making more, it’s about moral compass, it’s about legacy, it is about, currency is part of the equation.

The thought that you have to monetize that is ludicrous. – Thank you. – What you should do is continue to monetize what you’re doing, be super successful, and you’ll have more than enough, and you won’t be spending the energy debating monetizing that side of it. – Yep, I think I just needed to hear that because the reason I go to that is because community’s everything and intent is everything, and I just feel like it never really resonated, so I couldn’t stock things or do this stuff, or– – Listen, I’ll leave you guys with this. Doing anything that doesn’t ring true down your entire operating system and soul, because you think you need to do it based on somebody’s advice that you admire, or because you have short term pain in your life, is never going to work.

It has never worked, it doesn’t work, and it’s just better to wrap your head around enjoying the short term pain, and I mean that, like, listen, the Rocky movies that are good is when it’s shitty, not when he’s in the fancy mansion. Like, that gentleman’s background, yours. Everybody has diversity, has adversity, and more importantly, if we put everybody’s stories on a table here, right, that gentleman’s story’s pretty intense, he’s probably be very high up in the adversity, but here’s the problem.

If you’re sitting with some adversity right now, it’s yours, right? No matter what your adversity is, just having a mom that wasn’t supportive, just so you all know, is pretty hardcore. Having a non-supporting mom is a unbelievably difficult thing for the majority of human beings. So like, we all have it. – I think I’m already getting, – Go ahead. – I think I’m already getting my return on investment because I get messages all the time from moms whose nurses have referred them to my page and they’re crying for– – Of course.

You knew the answer, you just needed to hear it, thank you. – [Woman] Thank you, so I’m gonna write a book. (audience applauding) – Brisbane, I gotta go. I gotta get to Sydney, I love you, I’m sorry. I’ve got nothing but love for you, thank you so much for coming, see ya. (audience applauding) Thank you. (inspiring music).

What Could Go Wrong When Hanging Wallpaper?

Hey how you doing it’s not a bat it’s wallpaper this we need to put on there one thing never done this before make fix grow cook garden fork I’m what you would call wallpaper averse I’m not a big fan of it but the person that owns that wall wants this on there and I’m not one to say no to that I’m going to walk you through how I’m gonna do this not necessarily how to do it all right I have an idea how to do this used to watch my father put up wallpaper I’ve seen friends put up wallpaper so I’m gonna set up put this up and see what happened because that’s what garden forks all about right let’s see what happens these canvas tarps I use some all sorts of jobs you buy one that lasts forever and you don’t slip on them you like you doing plastic so this is a good thing if you’re gonna a job and you cut up the door you have to throw away keep it you know why they make really good work tables and wallpaper tables nice deep thought here wallpaper is straight most walls aren’t so what we’re going to do is I’m going to measure from this corner the width of this and drop what’s called a plumb line and mark a straight line that’s the line that we’re going to match when we put this first piece on that’s our straight line for the whole wall and everything else we just trim can I help you do you want to come help yeah I don’t think so all right I gotta go to work okay all right you go lie down all right this is called a plumb bob it’s a heavyweight with a point and a string on it and you let it hang and it gives you a straight up-and-down lines a little bit of a mess so I’m sorry but you’ll see don’t talk about in two seconds make sure the circuit breakers turned off and you want to cover these with some tape you want to measure the length how long you need that first piece of wallpaper plus some overlap because if you want to go you’re gonna have to cut it straight to the ceiling straight to the floor down below I’m gonna put a baseboard over it so I have a little more leeway but measure twice cut once especially with wallpaper just to make sure I always put new blades in when you’re dealing with this sharp blade wallpaper so let’s go over some tools here inexpensive seam roller inexpensive smoothing tool I don’t plan on doing a lot of wallpaper so to apply the pace I’m using a 3-inch chip brush and then I got a universal wallpaper adhesive if you read the instructions they’re going to want you to use the super special brand of I don’t know just do what you want this is what I’m doing and let’s see what happens right but I think this will be okay so you want to apply this and then you have to let the paper rest from what I understand that is key before the seams to lay so you can roll them put this on and then okay you don’t want to skimp out and be cheap with your glue okay and then after this is done and let it sit for five minutes okay so we’re gonna let that sit now for five minutes because that’s the instruction set but it makes sense you want the glue to soak into the paper especially along the edges there then we’re gonna take this and put it up there across their fingers ready here we go this is the most important scene that I’ve been lining enough on the wrong piece of string so let’s go take this on the loop it over here right behind here is the outlet not my best work here but we got around the outlet and then the cover will cover up the kind of ugly cutting I did not my best work but I’ve never done this before if you’re an expert wallpaper hanger I’d like to hear your comments below how I could be better with this so our next challenge is this what’s called a repeating pattern I can see this kind of Apple thing here and then it repeats up there and that’s about every 24 inches so now I have to cut a piece and match that so when you’re looking at it doesn’t look off okay and then we paste it let it sit put it on the hard part I think is done it matches my plumb bob line pretty nicely there it’s on it’s not bubbling roller tool saves the day you notice it thing wrong here those lines are hanging up rather than down I put this first piece in upside down alright let’s try this again now our challenge is to line this up with the pattern and do we have enough wallpaper left because somebody I think maybe not bought enough wallpaper let’s see alright I found it is this suspense killing you it’s kind of killing me it’s kind of lined up I’m gonna release the fold you see it’s fold it up I’m gonna release that but I’m going to keep this held up while I line this up I got glue on my hand now this really it’s kind of like watching paint dry isn’t it all right let me finish this okay okay one two one two let’s go eat after being wallpaper reverse huh you’re still walking I am still wallpaper over so let me know what you all think are there better ways to do this do you like wallpaper do you like this wallpaper I know certain someone likes this wallpaper what women

Wall Paper Installation