The Random Vee

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Creating value when no else is

Stop waiting for something to happen! Find something worthwhile to say on a random Friday and you’re going to break through because there is less noise. TRY IT. Try it and let me know how it goes.

Selling wine in August, what does that actually mean, I got involved with my dad’s liquor store and I asked my father “Dad why are we always running ad’s during Thanksgiving, Christmas and Easter?” his response was “son that is when people buy wine.” To me it didn’t make any sense, because people were coming in the liquor store every single day. This was all happening in the mid 90’s and something just clicked for me, everyone markets at the same time, because they assume everyone is drinking, buying listening to music ect.

Why am I telling you this? The Oscars just happened and you were probably out there doing real- time, brand content trying to figure out how to market your business and jump on the next meme, because of what happened on the super bowl the year before with the Oreo tweet.

During the Grammy’s, Super Bowl and Oscars I see a lot of brands trying to jump in and be funny because you think that’s the best way to learn how to market your business. Meanwhile on a day like today, an average Wednesday, Tuesday, Thursday out of the middle of no where, you can do something micro, one little trend, one little conversation, because there is going to be far less noise and it will be easier to figure out how to market your business that way by over-delivering.

I was able to convince my father to advertise in August in the dead of season and you know what happened? We won. Because we were the only ones talking about wine.

For everybody back home who is trying to figure out how to market your business at the next big event. I promise you if you do something cool or worthwhile during next Friday when nothing is going on you will ladder into pop culture and you will figure out how to market your business, because none of the other brands or business aren’t creating marketing content and you are the only talking. It is an easy and simple marketing equation, the supply and demand of attention.

Gary Vaynerchuk is a New York Times and Wall Street Journal Best-Selling author, self-taught wine expert, and innovative entrepreneur. Find more at

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