Where is Gary Vaynerchuk from

Why the marketing guru wants to buy an entire football team

In fact, Gary Vaynerchuk could be happy with what he has achieved so far. He is married, has two children, makes millions in sales with his agency, invests successfully in start-ups and is also one of the world's most sought-after keynote speakers in the marketing industry. And yet: the 41-year-old will only reach the end of his goals when he has enough money to buy his favorite football team, the New York Jets. "I'm obsessed with the idea of ​​owning this team at some point," he says. Many of his companions think it's a joke, but Vaynerchuk is serious.


His obsession with the jets has a reason. In 1978 the then three-year-old Vaynerchuk immigrated with his family from the Soviet Union to the USA in New York and lived there in very poor conditions. He and his family had to spend every penny, allegedly even saving on toilet paper. When the young Vaynerchuk came into contact with football as a school child and became a Jets fan, unlike his playmates, he couldn't afford a jersey from his favorite team. "So my mother sewed one for me," he says proudly today. The word "Jets" is emblazoned on the chest, his name and his favorite number five on the back. "I literally wore it every day," said Vaynerchuk. During this time, a plan matured in him: the poor boy who couldn't afford a jersey should become a multimillionaire who would simply treat himself to the entire shop.

The fact that today, more than three decades later, Vaynerchuk is well on the way to actually achieving this ambitious goal is primarily due to his extraordinary instinct for the possible uses of the World Wide Web. In 1998, he took over his father's liquor store and quickly turned the wine business into a $ 50 million empire - by being one of the first to focus on e-commerce and email marketing. The busy Vaynerchuk also recognized the potential of Google Adwords early on and secured the word "wine" for a ridiculous price. In 2006 he finally started a daily wine vlog on YouTube, at which point the video platform was just a year old.
Online Marketing Rock Stars
Gary Vaynerchuk is keynote speaker at the Online Marketing Rockstars on March 3rd in Hamburg. With a bit of luck, spontaneous travelers can maybe get a few tickets at http://www.onlinemarketingrockstars.de/festival/
Today Vaynerchuk no longer sells wine, but marketing. As the founder and CEO of the digital agency Vayner Media, he advises prominent clients such as Spotify, Mondelez or Pepsico on social media advertising and pursues a special credo: one-to-one marketing. "Direct contact with the user promises much more success than any TV campaign," he says. He himself calls it the "Taylor Swift rule" with a wink. The US singer is known for replying to numerous fan messages on Twitter or Facebook and, for example, agreed to sing one of her followers at the wedding - without a fee. "The ROI for this action is negative for Swift. But in the long term it makes sense," says Vaynerchuk. He himself once sent 20 boxes of eggs to a Twitter follower because the latter wrote to him that he needed some. "Empathy is the key to success," says Vaynerchuk.

This may sound absurd to many marketing managers. For Vaynerchuk it is the secret formula for success for advertisers: branding instead of sales. Respond to and take care of the individual user. Do not pay attention to short-term profits, but to long-term brand building. And social media is ideally suited for this. He shows it himself: Hardly anyone knows how to market himself as a personal brand as well as Vaynerchuk. With "DailyVee" and the "AskGaryVee Show", the already busy company boss produces regular video formats for social media and shows excerpts from his everyday life or supports young entrepreneurs with advice and motivating words. He also runs a podcast channel and writes one bestseller after another.

At some point, he is sure, the effort will pay off for him. Then he will finally be able to buy the New York Jets. Not today, not in the next few years either, but maybe in two decades, he speculates. He has already revealed his first official act as a jet owner - and this also reflects his childhood dreams as well as all of his marketing convictions: "I would give every six-year-old Jets fan in the New York area a hand-signed jersey." ron