Professional Retail Store - May/June 2018 - 24

PRSM2018 NATIONAL CONFERENCE RECAP

GARY VEE CHALLENGES

PRSM MEMBERS TO "GO
WHERE THE ATTENTION IS"

GARY VAYNERCHUK, PRSM2018

Conference keynote

speaker, didn't waste any time before he challenged
conference attendees to "go where the attention is."
"Before you try to sell me anything, before you try to
explain your service or your product, you have to grab
my attention!" Vaynerchuk emphasized.
Vaynerchuk grew his family wine
business from a $3M to a $60M
business in just five years. Now, he
runs VaynerMedia, one of the world's
hottest digital agencies. Along the
way, Gary became a prolific angel
investor and venture capitalist, investing
in companies including Snapchat,
Facebook, Twitter, Uber and Venmo and
co-founding the VaynerRSE fund. 
With more than 3.5 million fans on
social media, Gary shares his ongoing
journey as an entrepreneur in his daily
vlog, #DailyVee. He also hosts The
#AskGaryVee Show, on which he
answers questions about digital media,
entrepreneurship, leadership and more.
Success didn't come easy for
Vaynerchuk. However, he started early
in life. "When I was six, I had a five
lemonade-stand franchise operation
and I spent my summer days identifying
ways to get the attention of new
customers, and it worked. I used that
same work ethic and practice in the
family wine business. I went to where
people were naturally going and grabbed
their attention," Vaynerchuk said.
Today, customers, even B2B
customers, are on social media.
"You don't have to be a genius to be
successful using social media to sell
24 I RETAIL STORE MAINTENANCE I prsm.com

facilities services. Just Google how to
create a podcast, or how to set up a
Facebook company page. Just start -
99 percent of your competitors won't
do it. If you're the only one out there
doing it - you can become a respected
industry expert,"Vaynerchuk explained.
"I chase under-priced attention and
punt over-priced attention," quipped
the digital prodigy. "I want to put
myself and my services in the media
that captures the most attention
at the lowest possible cost - if not
free - and avoid paying for media that
doesn't work." That is why he is a huge
advocate of Twitter, Facebook, YouTube
and emerging media.
"Five years ago, 90 percent of you
thought Facebook was just something
your teenage kids wasted time on, but,
today Congress told Mark Zuckerberg
- Facebook has too much power. So,
do you still believe it's just something
for teens? If a media channel has
enough power to get the attention of
Congress, do you not believe it can
get the attention of your clients or
potential clients?"
Vaynerchuck boasted, "I don't
understand technology and how all this
stuff works. What I want to do is sell
stuff. I want to promote my stuff. You

either catch the wave or get sucked
under by it as your competitors or new
companies roll over you."
"Everyone in this room is in the B2B
media business," he continued. "You need
to be the B2B magazine for your industry.
Share your insights, your experiences.
Ninety-nine percent of you won't do
anything. It's always easier to keep doing
what you have always done. Everyone
is trying to reach the same client. You
must do something different to stand out
from the crowd and get their attention.
Creating a social presence for you and your
company can make a huge difference."
"We are living though the greatest
shift in attention since the printing press.
History tells us the future. When we
shifted from radio to TV, everything
changed. Today we are entering one
of the most exciting periods in history.
You need to be on YouTube, Facebook
and Twitter.
If you don't know how, hire someone
who does. Technology is going to eat
everything. It is the biggest force in
our society. You need to learn to ride
the wave today, or you will drown
tomorrow!" he concluded. l


http://www.prsm.com

Table of Contents for the Digital Edition of Professional Retail Store - May/June 2018

CEO’s Column
Cover Feature the Evolution of Retail Centers
Retail of the Future
PRSM2018 Takes the Power of Facilities to a New Level!
Leadership
Association Matters
2017-18 PRSMCommittee Members
Trade Tips
Member Profiles
Association Matters
Best Practices
Advertisers’ Index
Professional Retail Store - May/June 2018 - Intro
Professional Retail Store - May/June 2018 - cover1
Professional Retail Store - May/June 2018 - cover2
Professional Retail Store - May/June 2018 - 3
Professional Retail Store - May/June 2018 - 4
Professional Retail Store - May/June 2018 - 5
Professional Retail Store - May/June 2018 - 6
Professional Retail Store - May/June 2018 - 7
Professional Retail Store - May/June 2018 - 8
Professional Retail Store - May/June 2018 - CEO’s Column
Professional Retail Store - May/June 2018 - Cover Feature the Evolution of Retail Centers
Professional Retail Store - May/June 2018 - 11
Professional Retail Store - May/June 2018 - 12
Professional Retail Store - May/June 2018 - 13
Professional Retail Store - May/June 2018 - 14
Professional Retail Store - May/June 2018 - 15
Professional Retail Store - May/June 2018 - 16
Professional Retail Store - May/June 2018 - Retail of the Future
Professional Retail Store - May/June 2018 - 18
Professional Retail Store - May/June 2018 - 19
Professional Retail Store - May/June 2018 - PRSM2018 Takes the Power of Facilities to a New Level!
Professional Retail Store - May/June 2018 - 21
Professional Retail Store - May/June 2018 - 22
Professional Retail Store - May/June 2018 - 23
Professional Retail Store - May/June 2018 - 24
Professional Retail Store - May/June 2018 - 25
Professional Retail Store - May/June 2018 - 26
Professional Retail Store - May/June 2018 - Leadership
Professional Retail Store - May/June 2018 - 28
Professional Retail Store - May/June 2018 - Association Matters
Professional Retail Store - May/June 2018 - 2017-18 PRSMCommittee Members
Professional Retail Store - May/June 2018 - 31
Professional Retail Store - May/June 2018 - 32
Professional Retail Store - May/June 2018 - Trade Tips
Professional Retail Store - May/June 2018 - 34
Professional Retail Store - May/June 2018 - 35
Professional Retail Store - May/June 2018 - Member Profiles
Professional Retail Store - May/June 2018 - 37
Professional Retail Store - May/June 2018 - Association Matters
Professional Retail Store - May/June 2018 - 39
Professional Retail Store - May/June 2018 - Best Practices
Professional Retail Store - May/June 2018 - 41
Professional Retail Store - May/June 2018 - Advertisers’ Index
Professional Retail Store - May/June 2018 - cover3
Professional Retail Store - May/June 2018 - cover4
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