Tuesday, March 17, 2009

Be It Twittering or Blogging, It's All About Marketing

CM Comment -- Still trying to understand Twitter along with other social networking channels and the role they might eventually play in your marketing mix? Then read on ...

March 12, 2009: summarized from The New York Times -- Passionate New York Jets fan. Keen Knicks fan. Spends hours a day on the social networking sites Twitter, Facebook and Tumblr. Imbued of an entrepreneurial spirit - he even dreams of owning the Jets someday. Gary Vaynerchuk may sound like an all-American boy, but at 33 he is a successful, grown-up businessman who has put his enthusiasms - and his penchant for publicity - to work in achieving 15-fold sales growth in his family's wine business in the last decade, to $60 million.

He rebranded the shop, which was founded by his father, Sasha Vaynerchuk, a Russian immigrant, in Springfield, N.J., as the Wine Library and began online sales in 1997, when he was still in college. Since then he has steadily advanced his Internet-based marketing skills. His sites are tv.winelibrary.com, where his daily webcast, "The Thunder Show," has won a wide following, and garyvaynerchuk.com.

Last December, seeking to enhance sales, he offered free shipping and promoted it three ways. As a result, he said, a direct marketing mailing cost $15,000 and brought in 200 new customers; a billboard ad cost $7,500 and won 300 new customers; and tweeting the promotion on Twitter attracted 1,800 new customers. No wonder he loves the online approach and is in demand as a consultant by businesses as large as Disney and as small as neighborhood hardware stores.

Full story at: http://tinyurl.com/coqhap

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