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  • - On this episode we're gonna rescue you.

  • (hip hop music)

  • - [Gary] You ask questions,

  • and I answer them

  • This is The #AskGaryVee Show.

  • - Hey everybody, this is Gary Vay-ner-chuk

  • and this is episode 257 of The #AskGaryVee Show

  • and I've gotta say this that a lot of you

  • who watch or listen to the show know

  • I just don't really consume a lot of content.

  • I produce a shit load of content

  • and then I watch how people engage with it.

  • But I'm very fired up to have our guest today

  • because I'm really, besides watching the New York Jets,

  • I think his television show is one of the few things

  • I've consumed in the last three years

  • and I go on binges right,

  • 'cause they play it back to back to back to back.

  • I remember I was in Canada once, yeah it was Canada once

  • and I stayed up from like midnight

  • to like four in the morning back to back to back

  • on who knows what channel there.

  • Jon I'm really excited you're here.

  • - [Jon] Great to be here yeah, big time.

  • - [Gary] Why don't you tell the Vayner Nation

  • who you are and a little bit about your career

  • and then we'll answer some questions

  • and I'm just really excited you're here.

  • - Good to be here, you know

  • looking at your background,

  • you and I have a similar background.

  • So you know I didn't start in the wine business

  • I started in the restaurant business

  • and I started as a bartender, became a general manager,

  • hotel manager, resort food and beverage director,

  • resort general manager.

  • Did pretty much everything in the industry that I could

  • and I've been giving speeches to night club

  • and bar conventions all over the world--

  • - [Gary] 'Cause you have that kind of personality.

  • - I do and I give very good speeches

  • and they pay well for it. - Yep.

  • - So I was giving a speech at a convention,

  • somebody comes up to me one day and says,

  • "Jon you should be on TV." So I wrote up a little

  • piece called 'On the Rocks', went to a friend of mine

  • who ran Paramount Television, sat down in the office

  • and he looks at me and he goes,

  • "Jon, you will never be on television. You're too old,

  • "you're not good looking enough,"

  • He goes, "Forget it."

  • So I walked out of that office with a vendetta.

  • - [Gary] Yeah. - So I went--

  • - A chip on your shoulder.

  • - I shot my own sizzle reel-- - No you did not?

  • - I did. Produced my own write up of the show on my own,

  • brought the sizzle reel to four different

  • production companies.

  • Within five days, Gary, I had four offers.

  • The network picked up the show

  • four days after I signed with the production company

  • and in less than a year from that guy saying to me,

  • "You will never be on television,"

  • the series premiered.

  • - [Gary] What's that guys name? - David Goldsmith.

  • - Hey David Goldsmith, you fuckin' lost this one.

  • - [Jon] Completely. - Good guy?

  • - [Jon] I must tell you--

  • - Is he a good guy? A good guy?

  • - A good guy but I did send him a dozen black roses.

  • - [Gary] I love it.

  • - Just to button up the whole issue properly.

  • - Jon, you know we have a lot of who might not have,

  • you know, what's the show like you know...

  • How many seasons, what network?

  • - Sure, it's on Spike.

  • We just finished our--

  • - Which is gonna be rebranded, right?

  • - January 8th Spike gets rebranded

  • as the Paramount Network. - [Gary] That's right.

  • - Which we're really excited about

  • because you're in the know Gary

  • and I started the show six years ago.

  • We've done 147 episodes, I just signed for 20 more

  • and we're getting into the record category

  • in business transformation shows,

  • almost nobody's crossed 150

  • but Kitchen Nightmares never crossed 100.

  • So you know,

  • none of these shows really make it past 100 episodes,

  • so now last season about 90 million Americans watched it.

  • It's now on 5,000 channels on five continents

  • in six languages.

  • And if you think it's intense to watch me in English

  • you should see me in Peruvian.

  • (group laughter)

  • It's something to see.

  • - How many of you have seen the show?

  • Dunk, they don't play this in Sweden?

  • - [Dunk] Not in Sweden, I haven't seen it--

  • - In Norway.

  • - [Dunk] In Norway? - We are in Norway.

  • - You need to move to Norway--

  • - [Dunk] Do you speak Norwegian? - I do not speak Norwegian

  • but I believe it's in English in Norway.

  • - But he translates--

  • - [Dunk] I don't think you can be

  • aggressive in Norwegian so like--

  • - I'll figure it out.

  • (Dunk laughs)

  • - Jon, before we get into some Q&A

  • you know, the thing that stood out for me

  • and probably why I associated with it

  • besides the fact that you know we got Type A personalities

  • and forget about the personalities,

  • shtick, style, vibe, DNA.

  • Take that completely over here.

  • You're practical.

  • - Yeah.

  • - You're an operator. - And it's real.

  • - I'm aware, because I am only,

  • I think a lot of the times

  • people can get caught up in my sizzle

  • but it's the steak that I'm most proud of.

  • I'm an operater.

  • Like I think of it as a business like I can't...

  • Not that I can't lose, you can always lose

  • but I stay in my little narrow lane, I know what I know

  • and when I watched it even with editing for television

  • I'm like, "Fuck it that's right, yeah he's right."

  • And you do a lot of EQ stuff.

  • - [Jon] I do.

  • - Like, you know I have 800 people that work for me

  • what probably also attracted me, and I'm like,

  • "I like this guy."

  • And whenever we first connected on Twitter and I'm like,

  • "Yeah, I wanna get to know this dude."

  • is you operate and it's about margins

  • and it's about shelf play.

  • All this stuff that I grew up with

  • in the liquor business right? It was all that stuff

  • but it was also like,

  • "Oh that manager's insecure." So you're finished, so--

  • It's, to me the thing I'm most proud of is

  • the content that I produce at scale.

  • The reason I'm excited that people,

  • when they watch it is if they can get over certain things

  • with themselves, with me even, my style they'll win.

  • If they listen they'll win - [Jon] Yes.

  • - And I believe that your show and you are powerful for that

  • because I do believe when I watch it as a person

  • I will always win in business.

  • If they listen they will win.

  • - Well you know what I've learned is every

  • failing business has a failing owner, Gary.

  • - [Gary] It's always the owner's fault.

  • - That's a given. So if they have a failing owner,

  • after 147 Bar Rescues

  • you know guys like you and I learn everything about success.

  • - [Gary] Yeah. - What do you do to

  • be successful, the blocks of success, the planks of success.

  • After 147 Bar Rescues, Gary I've seen a depth of failure

  • nobody's seen. - Yeah.

  • How many, Jon real quick, I apologize to interrupt you.

  • So I just did this show also for Apple, Planet of the Apps

  • where I'm helping these app developers right?

  • I was blown away by how much I gave a shit.

  • Like, I didn't like it.

  • I didn't like when I was mentoring them like,

  • "This sucks, like I really want them to win

  • "and they're not li--"

  • Not that they weren't listening, actually that's not true.

  • It was more just like I wanted them to win.

  • When you shoot an episode, like how long are you even there?

  • - [Jon] Four days.

  • - [Gary] Like when you're hear,

  • you've done six seasons right? - Yeah.

  • - [Gary] When you hear though the grapevine

  • or random email, just when you hear, when your team hears

  • when you hear like,

  • "Oh Taco Johnies became Hotrod Johnies

  • "and now it failed."

  • Hurts?

  • Or are you like a merticracy system, you're okay.

  • Like you're okay you understand that's the game?

  • - Not really, and I care.

  • - [Gary] I get it. I know you do, I get it.

  • - I care that houses are on the line,

  • I'm their last chance, they're weeks--

  • they have enough money for weeks.

  • - Go ahead.

  • - There's an independent website that tracks my success.

  • - [Gary] Is that right?

  • - It's called Bar Rescue Updates

  • and it was started to assassinate me.

  • But now they're pretty honest

  • and they're pretty straight about it.

  • They have a tracking--

  • - [Gary] Do you genuinely believe

  • it was started to like razz you?

  • - It was 'cause I watched it when it first started.

  • - Got it.

  • - Now they're very fair, they have an advertiser base

  • they give before and after Yelp reviews and stuff.

  • - [Gary] Right, right, right, that's cool.

  • - So they have been tracking at a 75 to 80% success factor.

  • - That's amazing. Considering,

  • look, you're at 100% success factor for a guy like me.

  • Just so you know. You're at 100%

  • It's just basic.

  • It's basic to us cause we've known it our whole lives.

  • You're at 100% success rate to me.

  • Your advice is always right.

  • You're just at the mercy of Rick.

  • - Yes.

  • And what happens with these people is

  • they've made decisions that way for a long, long time

  • and they get stuck in this, you know that.

  • - The fact that three out of four of them

  • tasted what it should look like

  • and had the ability to stay the course is phenomenal.

  • - But why is that?

  • And that's worth picking upon for a second.

  • - [Gary] Let's go ahead.

  • - The two most powerful motivators we have is fear.

  • - [Gary] Yes.

  • - And pride. - [Gary] Yes.

  • - So let's say you have a family bar.

  • I'll start to play with pride

  • 'cause I gotta change you to change this business.

  • - [Gary] 100%. - So I'm gonna work pride.

  • How would you feel if you were successful?

  • How do you imagine...

  • Okay, that doesn't work.

  • Now fear.

  • What happens when you lose your fuckin' house?

  • - [Gary] Yeah, you're a loser.

  • - Look at this picture of your kid,

  • what happens when you can't-- - 100%.

  • - So I gotta make them terrified to change.

  • - Do you guys,

  • in real life versus TV life

  • which I think you've got a real show but

  • I assume, tell me if I'm wrong,

  • a lot of bars fail because a lot of times

  • the owner likes to drink, cliche right?

  • - Yes.

  • It's almost like if you're into drugs becoming a pharmacist.

  • I think it makes no sense whatsoever.

  • - It's real right? - Yes.

  • - Now you guys try hard--

  • - [Jon] Or too social.

  • Right.

  • You guys try to filter out that one variable right?

  • - [Jon] We do, you know-- - Yeah, that would make sense.

  • That's just smart. Makes sense.

  • - [Jon] What I wanna do is I wanna tell stories

  • that people wanna hear. So family dramas,

  • partnership dramas, you know it's intense.

  • - Those are real. Those are real.

  • - Yeah and it's very Shakespearean,

  • guy in trouble, resists change, transforms himself,

  • redeems himself in the end.

  • It's really very Shakespearean if you think about it.

  • - Oh are you kidding and it's fuckin', it's great TV right?

  • Like you pick up the tile

  • and there's fucken worms everywhere

  • and pa-dow it's like,

  • "Oh shit, there's slugs everywhere. What the fuck?"

  • - I wanna tell you a story I never told before.

  • So in the four--

  • - [Gary] Yes. Guys we have exclusives here

  • on episode 257 of The #AskGaryVee Show. go ahead.

  • - [Jon] The fourth episode of Bar Rescue

  • was shut down by the network.

  • - Really?

  • - And it was shut down by the network because

  • I was doing my thing and the network executive came on set

  • and tried to fake something.

  • - [Gary] And you lost your shit--

  • - And I told him to go fuck himself.

  • - [Gary] 100%.

  • - Made him sit in a McDonald's for three hours--

  • - You know who I do that to all the time? DRock.

  • - [Jon] Well I can see just taking one look at him

  • I can see why you do that.

  • - He's a real piece of shit. He tries to tell me what to do.

  • Go ahead.

  • - Finishing the story, so they shut down the production.

  • Now the senior VP of the network flies

  • into Chicago to talk to me

  • and he's walking me around the block...

  • - Yeah, and he's like, Jon you gotta understand.

  • - And he says "Listen Jon,

  • "you can't tell the vice president of the network

  • "to go fuck himself, you just can't do that."

  • - [Gary] Right.

  • - So I took control of the show, they never did it again,

  • and I've told 'em to go fuck themselves now

  • about four or five other times, right.

  • - [Gary] Makes sense.

  • Now they're wonderful, but what happens is,

  • and I'm not putting them down at all they're great people.

  • - [Gary] I know, they have their job and you have yours.

  • - Production wants to know

  • what's gonna happen before it happens.

  • - [Gary] You can't.

  • - And I won't do that. - I can tell.

  • - So there's a push and pull that's constantly

  • going on between us to protect that reality,

  • and I'm guessing you can relate to it.

  • - Well, I'd say-- - Well, if it wasn't for the

  • reality we wouldn't have lasted this long.

  • - 100%, and I do think, you know,

  • I wouldn't have you sitting here.

  • I'm stunned that you guys,

  • that story makes a ton of sense to me

  • because being empathetic to that universe,

  • you guys have been able to pull it off.

  • It's really cool. I'm glad you're here.

  • - [Jon] Thank you, thank you.

  • - Let's get some questions going.

  • - Great.

  • - So Andy's gonna get some questions.

  • We're gonna answer some of them,

  • but before we do that, where'd you grow up?

  • - Great Neck, Long Island, not far from here.

  • - Please Jon, please tell me you're a Jets fan.

  • - I am a Jets fan. - Tell the truth, don't bull...

  • I will get crazy on you right now.

  • - I'm gonna show my age.

  • Back to the Joe Namath days, I'm a Jets fan.

  • - So how old were you in January 12, 1969.

  • - In 1969, I would have been-- - [Gary] January 12th.

  • - 17,

  • - So you really were in a prime year when they won it.

  • - [Jon] That's what I'm saying.

  • - Were you walking around like, yeah.

  • - [Jon] I remember it big time.

  • I remember management, I remember it big time.

  • - Were you a Knicks fan?

  • - [Jon] So I was a Knicks fan as well,

  • but those were the days of DeBusschere and Clyde.

  • - And were you a Mets fan too? Or a Yankee?

  • - I was a big Mets fan because I lived on Long Island,

  • we would take the Long Island Rail Road to Shea Stadium

  • we used to watch Kingman Blasts

  • that would stay in the air like four minutes.

  • - '69, '70 you literally won an NBA, NFL

  • and World Series Championship.

  • - That's correct.

  • - You were the king of the world.

  • - I thought so. - Yeah I get it.

  • - But how do you not be a Jets fan after

  • going through that at 17 years old?

  • You're a Jets fan for life after that.

  • - Namath was like the,

  • he was like McGregor times a thousand.

  • - And cool as hell.

  • - Well that's the point. Mcgregor's pretty cool.

  • Who's this? - [Andy] Nick. From New Jersey.

  • - You sure 'cause it doesn't sound

  • like it's dialing anymore, Nick?

  • - [Nick] Yes.

  • - Bro, what's up man? What part of Jersey are you from?

  • - [Nick] Wildwood.

  • - Wildwood, man I spent a summer

  • there once for five minutes.

  • - [John] A lot of people did, right?

  • - [Nick] There you go.

  • I figured you'd know it from where you're from.

  • - Say hello to Jon.

  • - Hey man.

  • - [Nick] How you doing Jon? I saw you on there, yep.

  • - [Gary] What's your question, my friend?

  • - [Nick] Just started a new restaurant

  • and it's funny you have him on there,

  • 'cause obviously I didn't know that.

  • - Yes.

  • - [Nick] But, the best way to get it out there

  • without spending a fortune?

  • - Where is it before Jon asks his questions?

  • - [Nick] It's in Wildwood, which is a resort town,

  • we only got a few months to do what we do.

  • - Are you open already?

  • - [Nick] Yeah, yeah and I had restaurant before

  • with a partner.

  • I walked away from that with nothing.

  • Threw everything against the wall.

  • I know it will stick, I got faith in the risk.

  • But, I need to get it out there.

  • - Okay, so in your business, let me get to the point for,

  • in your business you gotta pull the eye,

  • then pull the body, then pull their wallet.

  • You don't get the wallet until you have

  • the eye and the body first.

  • So, you gotta look at the exterior,

  • the front of your business

  • and make sure you're drawing attention.

  • 'Cause off the top of my head,

  • what is the food item you're known for?

  • - [Nick] Actually, burgers, gourmet burgers.

  • - So, you put greatest burgers in the world,

  • I would create eight or ten picket signs,

  • wooden poles with cardboard signs.

  • Say world's best hamburgers, prices unfair to competition,

  • buns softest in town, best burger or it's free.

  • I would positive picket in front of your restaurant

  • for five consecutive days, make sure people see

  • you understand your commitment to quality.

  • It'll make a difference.

  • Hopefully the newspaper will pick it up with a photo.

  • - [Nick] They will.

  • They already did last year when I was with the partner

  • and I was the operational one, so they'll be back.

  • - [Gary] So look, I think my version of that,

  • which is all right and definitely the way I grew up

  • is I want you to go to Instagram and type in

  • Wildwood, New Jersey and search it

  • and see the nine trending pictures on Instagram

  • right now and I want you to either DM or comment

  • the individuals that are there because usually

  • if they're one of the nine most popular,

  • they're the people that are over-indexing,

  • have the biggest audience and I want you

  • to one-on-one engage with them at scale

  • and then really win, a lot of times we talk

  • about hashtags on Instagram, but I think that there's

  • a big white space to search by location

  • and engage with the people in that location.

  • I think you could basically pull eyes and bodies

  • into your restaurant by engaging virtually,

  • through people that are putting up content virtually,

  • especially these three months and you could do

  • it hand to hand combat digitally.

  • - [Nick] Wow. Okay. I'm new to the internet game too.

  • I kind of do stuff old school.

  • - Well, I got good news, it's not a fad.

  • This shit's real.

  • (group laughter)

  • - [Nick] Well, thank you Gary and Jon I appreciate it.

  • - Take care, talk to you soon. Good guy.

  • - Look at the Jersey, that was some East Coast shit

  • right there for everybody who's watching.

  • Let's get another call.

  • Talk to me about your journey on social.

  • Are you doing your Twitter? Is your team?

  • It's okay, I just want to know.

  • - We started doing it, and honestly, you know,

  • in our profession, we're in the the bar business.

  • We're in the hospitality business.

  • We're not in the social media business.

  • - I get it, I get it.

  • - So, we've gone through four, five different agencies

  • and found the process extremely frustrating.

  • - [Gary] Understood.

  • - So we brought it in house, we've taken it out house.

  • We've put it in house, we've taken it out house.

  • We've never parked it in a place where I can actually

  • feel good about it to be honest with you.

  • And it's tough to keep it in my voice as well.

  • - [Gary] Are you just adamantly against doing it yourself?

  • Is it hard? It doesn't come natural?

  • - [Jon] No, it's that I travel 40 weeks a year,

  • I shoot 12 hours a day and it's hard to allocate

  • the time to do it.

  • On the other hand, you'll tell me Jon,

  • you're crazy no to allocate the time to do it.

  • - [Gary] I'm also gonna tell what you tell

  • the other business owners, right?

  • In a 2017 environment, with, you know,

  • what's ironic is you are so built for it, it's scary.

  • - [Jon] But, I'm in a bar guy, you're in a social media space.

  • So, I've never perfected it and honestly,--

  • - [Gary] Yeah but, you know what you are?

  • You're a communicator.

  • You're a bar guy who happens

  • to be a phenomenal communicator.

  • That's why you spoke in the first place,

  • which led to the TV show in the first place.

  • I genuinely believe in the same way

  • that you've taught operators,

  • the cadence of doing the right thing,

  • that if you actually bit, you know, you bit the bullet

  • and you did it for a week or two,

  • it would come so unbelievably natural, based on your DNA.

  • - Hmmm. - [Gary] I really mean it.

  • - I just do it in a casual, intimate sense.

  • - [Gary] Be you. - In the moment.

  • - I don't know tell the people to go fuck themselves.

  • Look, you can't lose and I think once you actually taste it,

  • for real, it will come as natural to you as it came to me.

  • Because guess what? I was 32 years old.

  • It wasn't like I grew up with this shit.

  • I was on a computer five minutes in my entire life

  • until I was 20.

  • It's about communication and you've got

  • that pouring out of your fuckin' eyes.

  • - Well, I'm gonna tell you something, you've inspired me.

  • - [Gary] Well, thank you.

  • - I'm gonna pick this up tomorrow.

  • I'm gonna start doing this.

  • - [Gary] I'm fired up. You're pumped. You are pumped.

  • You are so happy with me right now.

  • - He is. He's been pushing me to do this for a long time.

  • - You're gonna kill it. On Twitter, you're gonna kill it.

  • - [Jon] It's interesting how I can be comfortable

  • in front of 90 million Americans on TV,

  • but that phone and social media environment I'm not.

  • - It makes sense. And you know this, right?

  • We're great at our lanes, but we know

  • that we're not as comfortable in other lanes.

  • I just know that it's the context of it

  • because your ability in it is gonna dominate.

  • Your gonna find yourself on wifi in the plane,

  • engaging on Twitter left and right.

  • I mean, asking you questions, you should have every...

  • - [Jon] I engage in Twitter, I engage in Facebook

  • and I type and I answer as many as I can.

  • But, what I'm not doing is I'm not using my camera

  • very often and I'm not going live very often.

  • - Don't worry about live for a minute.

  • You know where you can crush?

  • I would die and a bunch of people watching

  • would die to follow this, as your walking through

  • the airport, you see a restaurant, front facing,

  • you take a picture and you leave your two cents.

  • You know how many people would love that?

  • - [Jon] Yeah, that's a good idea.

  • - Great coloring on the letter, shit signage, got it?

  • - [Jon] Yeah. - You'll dominate that.

  • - That's a great idea. Great idea!

  • - You got content everywhere.

  • - So I can be a dick all day long and critique people?

  • - Can you imagine?

  • And on the flip side, you know the way this show's edited?

  • I think you can create a second path,

  • which is on social, maybe you go the path

  • of showing things that you think are done well.

  • 'Cause first of all, let's think about this,

  • you're walking through New York City,

  • you see something you think is well.

  • You take a picture, you go this was extremely well executed.

  • When that bar sees that, they share it.

  • This, that. You see where I'm going.

  • - [Jon] I do. Brilliant. It's brilliant.

  • - Who's comin' in now?

  • - [Andy] Kevin from Chicago. - Kevin from Chicago.

  • (phone ringing)

  • Let's see what Kevin from Chicago...

  • I'm fired up now, John.

  • I think you're gonna dominate. - You got me fired up.

  • - I think you're gonna hit me up in four months

  • and be like, "Fuck, I shoulda done it."

  • Kevin?

  • - [Kevin] Hello? - Kevin, this is GaryVee,

  • and you're on The #AskGaryVee Show.

  • - [Kevin] Gary, my man.

  • - How are you?

  • - [Kevin] Amazing, how are you?

  • - Good, bro, you're on with Jon, can you say hello?

  • - [Kevin] Hey Jon, hello.

  • - Hey, buddy, how are you?

  • - Kevin, you're as chill as fuck!

  • - [Jon] Yeah, man, did we wake you up?

  • - Did you smoke like a fuckin' fat blunt?

  • Like, what's going on here, Kevin, you're chill, bro!

  • - [Kevin] I'm trying my best not to freak out right now.

  • - Okay, got it, got it, got it.

  • What's your question?

  • - [Kevin] Alright, so my brother's

  • 13th birthday's coming up in July.

  • - Okay?

  • - [Kevin] And I was wondering if you had any ideas

  • what kind of gift to give him that would be like

  • very good for his life and life-changing.

  • - Okay, so what's his story at 13 right now?

  • - [Kevin] Uh, loves basketball.

  • Starting to go through puberty, voice changing.

  • - Is he on Instagram?

  • - [Kevin] No, he's not.

  • He's on Snapchat, though, loves Snapchat.

  • - So, I have an idea.

  • For this 13th birthday,

  • I think you should have him create his Instagram account

  • and my friend here, Dunk, who has two million followers

  • in the basketball space--

  • - [Dunk] 2.2. - 2.2 million,

  • is gonna give him a shout-out and send people his way.

  • - [Jon] That's great. - He'll shit his pants.

  • - [Jon] And link to his favorite players

  • and create a whole community around it.

  • - Jon, it's better than that, he'll get like...

  • He'll get like 4,000 followers on Instagram

  • and not know what to do with himself.

  • - [Kevin] Yeah, he'd freak out.

  • - It's a done deal. Email me at Gary@VaynerMedia.

  • Dunk sells these things for like $50,000.

  • I just gave you $50,000, Kevin.

  • Appreciate it, thank you, Dunk. - You're welcome.

  • Dunk! (group laughter) - Very excited.

  • He was very excited about it.

  • Kevin, that's for calling.

  • We just made a 13-year-old's life.

  • Kevin, if you're...

  • Gary@VaynerMedia.com.

  • Dunk, you're the best.

  • - [Dunk] Yes, I'm gonna do it.

  • - I know you are, 'cause you're the best.

  • You're a good dude.

  • While Andy's getting another call,

  • what...

  • What, in your career growing up,

  • what was the best-run organization that you worked in

  • before you went onto the next part of show...

  • What was the place where you really learned how to...

  • A lot of places I'm sure you learned not to do it.

  • But where was the place that really...

  • Who was a great operator?

  • What was a great experience for you early on?

  • - It wasn't somebody I worked for,

  • it was somebody I worked with. - [Gary] Okay.

  • - And you'd be surprised by the answer.

  • It's going back a number of years, but Disney.

  • - [Gary] That's not surprising to me at all, keep talking.

  • - I mean, Disney's commitment to employee orientation.

  • I mean, Disney, you don't wear uniforms, you wear costumes.

  • You don't work at a station, you work on a stage.

  • Every door is a stage door,

  • to the front of the house to the back of the house.

  • You never break character.

  • Their depth of training was incredible.

  • Even a janitor, the guy who sweeps up,

  • they knew that he would get more questions than anyone.

  • So he knew everything. - [Gary] Interesting.

  • - Their depth of training and commitment--

  • - You said "worked with," under what context?

  • What was the story back then?

  • - I'm not permitted to publicly say

  • because we're on non-disclosure--

  • - No worries.

  • - But we worked with them-- - That sounds awesome.

  • Sounds really cool.

  • And what about early on?

  • What brought you into the industry,

  • just literally just making two bucks and hour?

  • - [Jon] No, I was going into politics, believe it or not.

  • I went to University of Denver, started tending bar.

  • But I had two loves:

  • politics and cultural anthropology,

  • which you'll find interesting.

  • So I loved the study of primates and animal societies,

  • which are just like us.

  • So I've learned to analyze people

  • and my crew calls it "Dr. John."

  • I can analyze somebody in seconds.

  • Just their landing point defines everything.

  • - [Gary] 100%.

  • - Do you land in selfish interests?

  • Do you land in gracious interests?

  • Where do you land, 'cause where you land is truly you.

  • Then you try to fix it after that.

  • - [Gary] That's right.

  • - So, it's all very primal,

  • and it's helped me a lot in my other careers.

  • - [Gary] Clearly, I mean, I brought up earlier,

  • even through the editing process of a television show,

  • it was interesting and obvious to me

  • that you traded on EQ, what I would call EQ,

  • emotional intelligence. It's all people behavior.

  • Like, I've got a very good read

  • on everybody who I interact with

  • very quickly as well, predicated on...

  • It's pretty basic.

  • If it comes natural to you, if you've learned it,

  • things of that nature.

  • You got something? - [Andy] Yep.

  • - What's your problem over here? Going a little slow.

  • - [Andy] I'm just waiting for you guys.

  • (phone ringing) - Respect. Who's this?

  • - [Andy] Glen from California.

  • - Glen from California?

  • Okay, let's see what Glen's got for us, Jon.

  • - [Glen] Hello?

  • - Glen, you're on The #AskGaryVee Show.

  • - [Glen] Oh, shoot, this is crazy!

  • - It sure is, how's California?

  • - [Glen] It's freaking amazing.

  • You see the weather out here, it's crazy.

  • - (laughs) What's your question?

  • - [Glen] So, um... alright--

  • - Well, first, please say hello to Jon T.

  • - [Glen] Hey, how you doing-- - Hey, Gary.

  • How you doing, man?

  • - [Glen] Doin' great, so...

  • I do a YouTube channel.

  • I have about 24K subscribers.

  • I have about 50K on my Facebook, doing pretty well.

  • - Yep.

  • - [Glen] Only been doing it for a year and a half.

  • It's called Beleaf In Fatherhood, shout it out.

  • But anyway...

  • I just did a deal with Apple.

  • Apple was like, "Hey, I love your picture.

  • "I love this picture that you use on Instagram.

  • "It'd be dope if we could use it for our campaign worldwide."

  • So literally, there are 90 billboard-size

  • pictures of my son around the world.

  • - That's amazing!

  • - [Glen] Yeah, it's great.

  • So I know that this is just like a,

  • it's a cool thing, you know what I'm saying, that happened,

  • and I know it doesn't really get me anything

  • besides the money that we got off top, which is cool,

  • but I'm trying to figure out

  • how to leverage this opportunity

  • into something bigger and to put some more brands,

  • you know what I'm saying?

  • - I do know what you're saying.

  • - Guess where he is? - Where?

  • - No, in other words, you can have some type

  • of an online activity that's interactive

  • where you can guess where he is.

  • Locate him, something along those kind of lines

  • to create engagement.

  • Not bad?

  • - [Gary] Yeah, so real quick,

  • how old's the child?

  • - [Glen] He's four.

  • He's adorable.

  • - I'm sure he's adorable.

  • I mean, um...

  • So, it's interesting.

  • So one more time

  • because I wanna make sure I heard this right.

  • Apple obviously licensed the image from you

  • that they saw online.

  • Through what, through Facebook or Instagram?

  • Just I wanna get all the details.

  • - [Glen] Instagram. - Okay.

  • - [Glen] Through a freakin' hashtag.

  • Only think I every hashtagged.

  • - Wild.

  • And they bought the rights to the photo, obviously.

  • And they're using it in how many billboards

  • in how many markets, I wanna hear it one more time.

  • - [Glen] 90 different billboards.

  • Around the world. - Around the world.

  • And so you're saying to yourself,

  • "Okay, my four-year-old son is on 90 billboards."

  • You took the photo?

  • - [Glen] I took the photo.

  • - And you're thinking about how do I leverage

  • this opportunity, right?

  • - [Glen] Right, and keep in mind,

  • though I had very low numbers, like, 24K isn't a lot,

  • if I put up a video for an ad on Facebook,

  • it gets two or three million views,

  • you know what I'm saying?

  • So I can create very heartfelt

  • stuff for the black community,

  • for church folk, and stuff like that.

  • But I'm trying to figure out how

  • to present this to brands better

  • because I have all these working relationships,

  • but I can't get real money, you know what I'm saying?

  • - Of course I do because brands oftentimes

  • are paying for distribution

  • and are commoditizing out creative,

  • and you're playing in a creative world.

  • And obviously you've shown some distribution capabilities.

  • Let's take it a step back.

  • What bucket do you wanna put this talent into?

  • What do you wanna build?

  • Do you wanna build an agency?[ Do you wanna build a product?

  • I think one of the things that,

  • back to the reason Jon's shaking his head now,

  • these are the practical questions, I think.

  • The model of "I wanna get brands to pay me more

  • "for branded posts on social networks" is fine,

  • and I think is an emergingly massive market.

  • But you're also at the vulnerability of the platforms,

  • the terms of service changing, the market behaviors.

  • I think the question becomes,

  • what do you want to do with your creative talents?

  • Are you trying to build a service business?

  • Are you trying to build a product business?

  • Are you trying to build a personal brand where you--

  • - A father-advocacy business.

  • It could be something on those lines as well.

  • - Where do you wanna take it?

  • I think you have to make those decisions on where you--

  • - [Glen] I already know. - Go ahead.

  • - [Glen] Yeah, so I wanna be, you know,

  • the thought leader on parenting five years from now.

  • Everything I do with these vlogs and these videos

  • only shows my validity in how I can speak on these topics

  • as a father from the father perspective and as a husband.

  • So six, seven years from now,

  • when CNN is having some issue with parenting,

  • they can bring in and talk to me about it.

  • - I understand.

  • - [Glen] But in the short-term, I need to make financial...

  • I need to make some money, you know what I'm saying?

  • - Of course I do.

  • - Well, advocacy and money

  • don't always travel hand-in-hand together.

  • So I know from one, and this is just my view,

  • if you wanna monetize this, then, you know,

  • you need money for charity.

  • No money, no charity.

  • So you start with the monetization

  • and then you build to the advocacy.

  • I don't think it's the other way around.

  • Would you agree, Gary?

  • - Yes, but I think what he's asking is a little bit...

  • It's a little bit interesting what he's up to.

  • So, real quick, you've been able to make some money

  • from brands on creating content on your personal profiles?

  • - [Glen] Yes sir. - How much, like $500 a post?

  • Like that kind of numbers?

  • - [Glen] Nine, $900, yeah--

  • - So Jon do you know this phenomenon?

  • There's like, we believe that it's like a two to three

  • billion dollar market of people with large social

  • network accounts, mainly on Instagram and Facebook

  • where brands will pay them for, in essence commercials.

  • Post, you know-- - [Jon] Uh-huh, yes.

  • - Advertorial, as the way we grew up right?

  • - [Jon] Yes, I've had those requests on my page.

  • - I'm sure, so I look, I think there's a,

  • I think there's a couple ways to do this.

  • I've got a very rogue answer for you.

  • Are you self, are you trying to make this

  • your full-time living?

  • Do you have a job currently as well?

  • - [Glen] I came from hip hop,

  • I'm trying to get out of hip hop.

  • I'm moving towards fatherhood, cause it's--

  • - Understood, but when you say you came from hip hop,

  • do you have a job right now

  • or are you trying to live your life--

  • - [Glen] No.

  • - Okay, I'm gonna throw you for a curve,

  • how old are you? - [Glen] I'm 32.

  • - So, when you become the person that the big media

  • companies in six or seven years call for fatherhood

  • in your genre, things of that nature,

  • is your plan to get, a million dollar book advance,

  • to get paid $40,000 to give speeches?

  • Are you looking to ultimately-- - [Glen] Exactly.

  • - Okay, I would tell you,

  • that I think you should get a job.

  • And I think you should-- - [Glen] Alright.

  • - I think you should get a job for somebody

  • who's a personal brand.

  • I think you should-- - [Glen] Yeah.

  • - Look under the hood. The great advantage,

  • the thing that allowed Jon and I to sit here today,

  • and have all these people watching, and listening,

  • is we did the thing for decades

  • before we talked about the thing.

  • I believe that if you got a 45,000, an 80,000, an 9,000,

  • I'm not gonna speak to your finances.

  • But I believe if you worked the nine to six, nine to seven,

  • to be the social media guy

  • for any personal brand,

  • whether it's in your genre or not,

  • and it probably won't be in your genre,

  • an athlete, an actress, a politician,

  • if you could see somebody,

  • I'm a big fan of working for somebody who's doing the thing

  • you want to do, you get to see everything under the hood.

  • And I would love to see you get, pay your bills

  • and learn the do's and the don'ts,

  • and then use that platform to build yourself up.

  • I'm a very big advocate of the advice that I'm giving,

  • and let me be clear, I know it's taking a step backwards,

  • to take two steps forward.

  • A lot more fun, to kinda sell your $900 post here,

  • your $800 post there.

  • But I genuinely believe that a year or two of that work

  • could become disproportional powerful.

  • Because that you're gonna do,

  • is, I love when, I see what Dunk does or he sees what I do,

  • and then you work it on your account, like

  • it's incredible to see the do's and don'ts.

  • And I think that there's a way for you to possibly

  • get that job, and then build off of that.

  • And that's just one way to go about it.

  • By the way, the other way is to keep scrappin'.

  • - I just gotta say something-- - [Glen] Yeah.

  • - As a father of a 28 year old,

  • I'm just not sure you're an authority on being a father

  • when you have a four year old.

  • Talk to me when he's 15.

  • - [Glen] Well, that's the thing.

  • That's the thing, people want,

  • they see me as successful because

  • they see how well-behaved my children are.

  • But they don't realize that I still have to

  • raise a 30 year old.

  • You know what I'm saying?

  • Like he has to get to 30 in order for me

  • to be considered a success.

  • So, I'm kind of in a weird position where

  • people wanna see what it's like to,

  • be proof that fatherhood is even something that they want

  • because they don't believe in it cause they're,

  • you know, some people don't have their fathers around.

  • So all I am is proof, that's success, I'm proof.

  • - I think Jon's right and I think you're right,

  • which is why I created that whole genre of

  • document don't create. - [Glen] Yeah.

  • - All these people faking it saying I'm a great father

  • instead of look-- - [Jon] Here's the proof.

  • - I've been really pushing my audience Jon to like hey,

  • faking that you're an expert at bars

  • because you worked in one for a year,

  • and you wanna be known in that cause it sounds cool,

  • or it seems like you can make money that way is fine.

  • You're gonna trick a couple of losers,

  • winners are gonna look-- - [Jon] Mhmmm.

  • - As a winning A-type--

  • - [John] I'll see through in a minute.

  • - Yeah, you jumped in right away and said,

  • "Wait a minute bro! Your kid's four."

  • But, what I think he's doing,

  • and culturally he's painting a picture.

  • - [Glen] Is documenting--

  • - That's right, he's like, "I have a four year old".

  • "And that's where I'm at now".

  • So listen, I think you've got two options,

  • a couple of options.

  • You've got probably way more than that.

  • I think the thing that you can do,

  • is deploy massive patience,

  • produce far more content than you're producing now,

  • hustle more, produce tons of content,

  • and build a very slow burn for seven, eight years.

  • I did five episodes a day of Wine Library TV in 2006

  • for, I don't know, about four years before it

  • kind of like meant a little something.

  • Four years every day, you know--

  • - [Glen] Yeah.

  • - pumping out that show daily, five days a week.

  • You know, I think a lot of you in my audience know,

  • a lot of you have just discovered me in January.

  • I've been putting out content on the internet,

  • every single day for a decade.

  • For a decade-- - [Glen] Yeah.

  • - at scale, successfully.

  • So, I think you either deploy patience,

  • and make you $900 here,

  • your $100 here, your $500 here.

  • One month is $4000, you feel like you got it.

  • The month it goes like to 80 bucks,

  • you're like "What the fuck?"

  • Or, you take the route that I painted first

  • which is, you go and get a job as a social media

  • content person for a very famous athlete, or actor,

  • or actress, so you could see it at a higher plane.

  • So you can see what it tastes like--

  • - [Glen] Yeah.

  • - at the $10,000 posts, at the $100,000 speaking engagement

  • so that you're like, "Okay, that's what it takes

  • "to get there." Got it?

  • Or you do both. - [Glen] Got it.

  • - It's funny, that's the same advice I would give

  • to somebody who asked that question about the bar business.

  • - [Gary] I believe you man.

  • - Go to work for the best one you can find in town.

  • - [Gary] 100%

  • - You know, work for an example,

  • and learn from that example. - [Glen] Yeah.

  • - Same deal.

  • - [Gary] Glen, I appreciate you calling man,

  • good luck to you. Keep hustling.

  • - [Glen] Appreciate it brother, thank you.

  • - [Gary] Jon, you know what's interesting right?

  • It's fun for me to hear you say that right now 'cause,

  • literally, I mean I think that's generally what attracted,

  • why, I mean fuck!

  • To watch four hours, I always watch around

  • Thanksgiving and Christmas too,

  • I feel like they were always doing marathons,

  • I was watching with my family, I'm like

  • "Let's all watch this".

  • Like, it was, you know, it's just, it's unbelievable

  • how if people deployed patience,

  • they could get what they want, they just don't want to.

  • They want passive income quick.

  • - [Jon] Well there is no quick.

  • It took you a long time to monetize your work didn't it?

  • - Nobody's got quick.

  • Nobodies, Beyonce's been dancing, fucking singing

  • since she was like 4.

  • Like every athlete,

  • outside of like the super freaks,

  • like 88% of them, it's the hard,

  • and by the way, there's the

  • the 400 best football, baseball, and basketball players

  • on natural talent, aren't in the league,

  • 'cause they didn't work hard enough.

  • - [Jon] You don't become a household name for no reason.

  • - I believe that too. - [Jon] In almost no case.

  • - [Gary] I'm a big believer.

  • - It takes a lifetime to get to that point--

  • - [Gary] And it's talent, and hard work.

  • - You bet. - [Gary] Listen, I could work--

  • - And substance

  • - [Gary] 100%, I could work really, really hard at baseball,

  • like real hard, 18 hours a day, it wasn't gonna happen.

  • Like, there's a little self awareness in it.

  • That's why I love business and entrepreneurship,

  • it gives everybody a little bit more of a chance,

  • it's not a physical attribute.

  • I mean it's a mental one but, one more?

  • Last one, who's this?

  • - [Andy] Glen sorry, - Oh Glen again, Chandler?

  • (phone ringing) Chandler Parsons?

  • - [Andy] Chandler Lyles

  • - Okay, alright.

  • (phone ringing)

  • - [Chandler] Hello, this is Chandler

  • - Chandler this is GaryVee and you're ask,

  • and you are on The #AskGaryVee Show.

  • - [Chandler] Hey, how are you doing?

  • - Doing really well, please say hello to my

  • phenomenal guest Jon.

  • - Hey.

  • - [Chandler] Jon, what's up man, how are you?

  • - Good man, how are you?

  • - [Chandler] I'm doing well, I gotta tell you guys,

  • you're both idols of mine, so this is awesome.

  • - Sounds like you're a very smart man.

  • - Yes, obviously a man of great taste.

  • - Great, clearly

  • (group laughter - You are a winner!

  • - [Chandler] Yeah, it depends on what day

  • you talk to my wife about that. - Chandler, you are a winner!

  • - What can we help you with?

  • - [Chandler] Yeah, so I run a barbecue restaurant--

  • - This is great.

  • - [Chandler] In Lexington, Kentucky, and you guys

  • are marketing geniuses, both of you.

  • So just, what advice do you have for

  • small guys like me, you know,

  • competing with the big guys out there?

  • - Jon, before you answer that,

  • Chandler, can you give us a little more context?

  • How many years?

  • What kind of revenue?

  • Give us something to give you a real,

  • we could give real good answers to that question,

  • but here we are, let's go even a little further.

  • - [Chandler] Right. - Give us a little more context.

  • - [Jon] How long you open? How much you doing in sales?

  • - [Chandler] Sure so, we started as a food tent

  • a couple years back. - [Gary] Nice!

  • - [Chandler] Worked our way up to a gas station.

  • - [Gary] Love it.

  • - [Chandler] After that, we actually just closed

  • that location to open our next location,

  • which is a real location now so.

  • Yeah, we do about a million dollars in sales.

  • - Good for you!

  • - [Chandler] Yeah so, we've done a lot of social media

  • stuff to this point.

  • But, you know it seems like, I don't know.

  • - It's been tapped out?

  • - [Chandler] We hit a plateau--

  • - Yeah, happens.

  • - [Chandler] You know what I mean and I'm,

  • we're getting ready to bring a video guy on full-time--

  • - Where's your location?

  • How you feeling about your location?

  • - [Chandler] Our new location is really strong,

  • but I'm one of those guys like,

  • what we're doing now is plenty to make enough money.

  • The problem is that we're just like,

  • I always want more.

  • You know what I mean? I'm always trying to get better.

  • I don't wanna be complacent.

  • I really just feel like we hit plateau.

  • So I don't know-- - How many cars go by each day?

  • What's your traffic count?

  • - [Chandler] The road we're on,

  • probably fifteen thousand or so.

  • - Okay, so you're on a road

  • that would qualify for a national franchise,

  • so he's got some got some good potential.

  • - [Gary] I love that. - Based upon the traffic

  • on that road. You know I'm gonna say something

  • and I think Gary's gonna agree with me.

  • We're not in the content business,

  • we're not in the restaurant business,

  • you're not in the barbecue business,

  • we're all in the business of creating reactions.

  • When a post creates a reaction, it works, doesn't it?

  • When it creates no reaction it doesn't work.

  • So, the post isn't the product,

  • the reaction is the product.

  • The post is the vehicle. - [Chandler] Wow.

  • - To you, barbecue isn't the product.

  • Barbecue is the vehicle.

  • The product is a reaction.

  • Are people reacting well?

  • Are they sitting up when the food hits the table?

  • Are their feet tapping to the music you're playing?

  • How are your guests reacting to what you're doing?

  • - [Chandler] Yeah, everything reaction-wise

  • has been fantastic.

  • You know, they're all my mom's recipes, all home made.

  • We like to joke she was farm to table before it was hip.

  • She grew up on a farm in South Georgia,

  • but, yeah, people love the food

  • tons of positive reviews online. - So you got a story.

  • - [Chandler] Yeah, yes sir, yeah.

  • - You have a story, and a most powerful asset to marketing,

  • particularly to Millennials these days is to have a story.

  • Is that story online?

  • Do people know that story, your mother's recipe?

  • Are you creating curiosity online and in a marketplace

  • to try your mom's recipes?

  • - [Chandler] I'm the guy that does the marketing.

  • I'm probably dropping the ball on not really hammering home

  • the mom side of the story.

  • - Not only that, you're not hammering home shit

  • because you haven't posted on Instagram in four days.

  • - [Chandler] Uh, you are right about that.

  • - I'm aware, and so to me

  • hitting a plateau from a marketing standpoint

  • you as somebody who's got such a great piece of,

  • you have food for Instagram.

  • Like, you've been given a gift.

  • I'm working with people that have concrete companies,

  • like fencing, like doorknobs.

  • You have barbecue food in Kentucky.

  • You should be posting four times a day

  • on Instagram, right, and you're not.

  • So for me, you haven't tapped out anything.

  • You haven't even started.

  • - [Jon] But it's even more than that.

  • I'd be posting pictures of the smoker,

  • the product smoking, the raw product.

  • You know, making real quality statements

  • in what you're doing.

  • You've got to create curiosity

  • so people wanna walk through the front door and taste it.

  • - And Chandler, when you have a baby that ridiculously cute

  • sitting next to you and working on the business,

  • like this is, so wait a minute,

  • you've got barbecue in Kentucky, which allows you

  • to speak about a lot of things like sports and other things.

  • It doesn't have to always be about the food, right?

  • You could talk about the basketball team and things

  • of that nature, the recruits.

  • - [Chandler] You think so, you think people like

  • that kind of side? - 100%, brother.

  • If you literally post and use the hashtag

  • whoever Kentucky recruited, and I promise you

  • five of them are superstars, and you use their hashtag,

  • of those five, I promise you that people are gonna

  • discover that 'cause they're clicking that hashtag

  • Kentucky Bas-- - Kentucky Basketball, forget

  • about it. - It's religion

  • - It is religion. - It's religion, it's religion.

  • So yeah, I absolutely do.

  • Like when I look at your Instagram and great job

  • by Andy here, pulling up your stuff,

  • we haven't even begun here, right?

  • And, you could do one day just on the beans,

  • one day just on the coleslaw,

  • like one day just on the beans!

  • Like four pieces of content just on the beans!

  • Are the beans good?

  • - [Chandler] Man, that's so easy to do, too.

  • I mean you're a 100% right

  • because it's all made from scratch, so the essence

  • of making stuff from scratch is a story.

  • - Chandler, are the beans good?

  • - [Chandler] You can see the path there.

  • Yeah, I mean, they're the best fuckin' beans on the planet.

  • - Dude, I love beans.

  • - So I gotta tell you something.

  • I'm looking at your page right now and there's

  • a bottom left picture which I gotta tell you guys,

  • as one who takes professional food pictures,

  • that picture sucks.

  • And the reason why is

  • you're showing little, unimportant things.

  • You gotta come in on the meat.

  • You gotta show the juiciness, the thickness of the ribs.

  • - [Gary] He did a good job here on this one, right?

  • Like, what is that? That's a hush puppy, right?

  • - But you're getting closer to the product.

  • You can see the crisp, the flavor.

  • Try to make these pictures a little closer.

  • Try to get people to connect, those are okay,

  • but that's almost a little too close.

  • - [Gary] Look at that shit! - There you go.

  • - [Gary] That's some shit right there.

  • - Look at the U.S. Air Force.

  • Is there a base nearby?

  • - [Chandler] No, not here.

  • - And this post on May 14, the one that said

  • Happy Mother's Day, right,

  • you know, you've got the Mother's Day hashtag

  • but there's no other hashtags that you used. Right?

  • You've gotta get into best practices too.

  • And remember, you called in, that means you know me,

  • and I always say, watch what I'm doing,

  • not what I'm saying, and you know that I'm treating

  • my Instagram very differently than you're treating

  • your Instagram, right?

  • - [Chandler] Right, yeah.

  • I guess,

  • I guess I just had to double down on,

  • I mean I'm not, I guess for our market

  • I'm just not believing in Instagram

  • but that's probably dumb.

  • - It's not--

  • - [Chandler] We do a bunch of Facebook advertising

  • and really go into that, but--

  • - Look, it's not about being dumb or not,

  • or it being dumb or not.

  • It's mapping your output

  • to your ambition.

  • You've achieved-- - [Chandler] What do you

  • mean by that? - Well I'll explain.

  • You've achieved something incredible.

  • Most people will never build a business that does

  • a million dollar years in revenue, and I have no idea--

  • - [Chandler] A million plus. - Million plus. God bless.

  • To me, I just heard from you.

  • You opened this, and let's rewind it, that said,

  • you're still hungry. - [Chandler] Right.

  • - Listen, you've got a little one at home.

  • I'm not telling you how to do your work-life balance.

  • I'm not telling you, you do you.

  • Here's what I can tell you.

  • By looking at your Facebook and YouTube and Instagram,

  • in a 2018 environment around food culture

  • that is completely being dominated by consumption online,

  • I don't think your actions are speaking to you being hungry.

  • - [Chandler] Okay, so what,

  • your answers always do everything,

  • but obviously Instagram-- - Yes.

  • - [Chandler] What are the two other things I can do in 2017

  • to set us up right for 2018?

  • - So again, I think watch what I do and not what I say.

  • I think you should literally get an intern

  • from a local high school or college.

  • If you can't afford it, or if you can afford it,

  • or you have a relative, I think they should

  • literally film you every single day

  • and you should put out a piece of content

  • for 3 minute, 7 minute, 19 minute video on a day to day

  • basis, Lyles Barbecue day to day every single day.

  • From those videos, I think you should do four posts

  • on Instagram, seven on Twitter, five on Facebook,

  • and I think you should start a barbecue podcast,

  • Kentucky barbecue podcast and put out a show

  • once a week on audio

  • above and beyond working every day,

  • and taking care of your little guy,

  • if you're as hungry as you fuckin' say you are.

  • - But if you were then you would've posted

  • and that four day gap wouldn't exist

  • 'cause you posted before the four days

  • - [Gary] Jon, I'm empathetic.

  • Chandler's deemed that that's not as important.

  • Facebook ads are working better, and Chandler,

  • you know it's fun to talk to you.

  • You know my spiel, which is like

  • fine, that's doing better now, but it's also

  • 'cause you're not doing Instagram well.

  • - [Chandler] Right, absolutely. You're right about that.

  • We just need to go back to doing some homework

  • and get into practicing. You're 100% right.

  • - [Jon] I wanna add one more thing if I can for you.

  • If you can increase your guest frequency

  • by one visit a month, that's a 12-15% increase in revenue.

  • - [Chandler] Right.

  • - One visit more per month is 12-15%.

  • You need to work on that as well.

  • So you need to have the frequency programs in place,

  • you need to have programs to get people that come mid-week

  • back on weekends, people to have a propensity to come

  • on weekends to come back mid-week.

  • You need to work this in a more immediacy type of way.

  • You've got to increase frequency as well,

  • especially in a market like yours where you can

  • only get too many, so many new customers.

  • You got a lot of barbecue in your area.

  • - [Chandler] Sure, yeah, absolutely.

  • so sometimes it isn't a question of adding more customers,

  • sometimes it's a question of adding more customers

  • and more frequency, and that's the combo that together

  • will make you much more successful.

  • - There's also an insight to the way--

  • - [Chandler] Jon, let me ask you this really fast.

  • In restaurant business, pricing is key.

  • And I know the difference between

  • a fast casual restaurant, Jon.

  • Where do you think the price point needs

  • to be averaged ticket-wise?

  • 'Cause I'm under the belief that,

  • 'cause we make everything from scratch,

  • we're priced just a little bit higher,

  • and we do a lot to try to differentiate ourselves

  • with marketing and telling stories on Facebook and things,

  • but we're going to have to do better, obviously

  • it sounds like, but what price point do you think

  • and does that play into it at all?

  • - Well, let's say you were selling a steak

  • for half the price of somebody else,

  • and somebody comes up to you and says,

  • "Your steak is too expensive."

  • They're not saying it's too expensive,

  • 'cause they paid twice the price

  • for a steak someplace else.

  • They're telling you your steak is not worth the price.

  • So, I don't think you should ever lower your price.

  • You need to make the statements that provide

  • the value commensurate with that price.

  • So, are you saying the things, recipe,

  • spec, our best ribs are the best in the world,

  • the meatiest, it falls off the bone?

  • You don't have an absolute value issue.

  • You have a value perception issue,

  • and there's a difference between

  • perceived value and absolute value.

  • - [Chandler] Sounds like Gary saying--

  • - I wouldn't lower your prices

  • I would build my value statements.

  • - And what's interesting about that advice is,

  • there was something in the way

  • that you were communicating about Facebook versus Instagram.

  • I would highly recommend you think

  • about branding versus sales.

  • Too many people-- - [Chandler] Sure.

  • - Right? It's, you know, if that's the case...

  • I can just tell that you're a smart enough man

  • to know a shitload of eyeballs are on Instagram.

  • - [Chandler] Right, yeah, yeah.

  • - So... Go ahead.

  • - [Chandler] No, I was gonna say they are.

  • I guess I'm just, I'm doing that stupid thing

  • where people justify that it's not happening

  • in their area, of course, but it's happening

  • everywhere else in the world, but that's it.

  • - Yeah, this whole notion-

  • - [Chandler] That's it, right. - That ran through your mind

  • that nobody in fucking Lexington, Kentucky

  • is on Instagram is ludicrous.

  • - You know, honestly, what you're doing

  • is you're assuming an excuse, which is worse

  • than making an excuse in and of itself.

  • Don't assume anything until you know it.

  • That's what's exciting about this environment

  • and the things that you're doing,

  • is you can test all of these,

  • and it's not only what you do,

  • it's how you do it, as Gary's saying,

  • to make it more work effectively.

  • But don't make the excuse out of the gate,

  • 'cause then you're gonna discount

  • your initiative and your effort before you start.

  • - It's interesting, I believe so much

  • in driving people to your...

  • If you've got quality, the cost of acquisition

  • is something that is fascinating to me.

  • So, for example, we're about to do something

  • at Wine Library, my family business.

  • We have a huge gourmet department,

  • I wanna continue to build it up,

  • and we're about to create something

  • called Free Food Friday.

  • Like, we're gonna give away a fuckload of free food.

  • Just like, I don't know, show up

  • between this three hours, and we're

  • gonna give you a $20 food gift certificate.

  • And the truth is, the cost of acquisition

  • for us, that $20, because we know our business

  • is so much better than a lot of other people's business,

  • that we can make that ROI positive

  • in a two or three-year window.

  • I am fascin...

  • Now look.

  • - Can I make that work for him? - [Gary] Go ahead.

  • - I'm doing exactly the same thing in a different way.

  • If you buy a guest through traditional media,

  • the cost of that guest is typically $40 to 80.

  • - [Gary] Bingo.

  • - So, let's say you're ribbed in across your five dollars.

  • Food costs, the ribs, the potato,

  • the platter, the whole thing.

  • I would give out 100 coupons for a free

  • rib dinner to people that have never

  • been there before, no restrictions.

  • So now, Gary walks up to the front door with a coupon,

  • "I got a coupon for a free rib dinner,

  • "never been here before."

  • "Come on in."

  • First of all, I don't pay 'til they come,

  • second, I'm paying $4.65, not

  • 40 to 60 dollars for each customer.

  • And then here's something that nobody else will tell you.

  • If somebody goes to a restaurant for the first time

  • and has a flawless experience,

  • the statistical likelihood of them

  • doing a second visit is about 40%.

  • They come back a second time--

  • - [Chandler] I believe that too, because--

  • - And have a flawless experience,

  • the statistical likelihood of a third visit

  • is still about 42%.

  • The third time they come, the statistical

  • likelihood of a fourth visit

  • is over 70%.

  • So, you gotta market to three visits, not one.

  • Visit one, free rib dinner.

  • You sit 'em down, put a red napkin

  • on the table, not a white one.

  • Identify 'em as a first-time customer,

  • connect with 'em, and work to get 'em back

  • a second time and a third time.

  • Once they're there the third time, you own 'em.

  • - My man Chandler--

  • - [Chandler] The red napkin thing is genius

  • 'cause in a fast, casual environment,

  • we're not hitting that tablecloth, but-

  • - Let me give you-

  • - [Chandler] See a napkin that's red on the table-

  • - Chandler, let me give you-- - Can I detail that for him?

  • - Go ahead, go ahead.

  • - Okay, so you put a red napkin at the table.

  • Gary sits down, he's eating dinner,

  • now he's getting his free rib dinner,

  • oh, and his water costs him nothing.

  • I know he's a first-time customer

  • 'cause he's got a red napkin.

  • When he's leaving, the manager comes

  • to the table, writes on the back

  • of a business card, $5 off chicken.

  • "Did you like the ribs?"

  • "Loved 'em."

  • "You gotta try my chicken.

  • "Come in for the chicken."

  • Now I'm prompting a second visit,

  • not with a printed coupon, a hand-written card.

  • Now he comes in for the second visit,

  • drops the business card on the table,

  • everybody knows this is a second visit,

  • 'cause red napkin was the first visit.

  • Second visit, you finish the meal,

  • you go up, you say, "So, how was the chicken?"

  • "It was frickin' great."

  • "Are you full?" "Totally stuffed."

  • "Man, next time you gotta try my cheesecake."

  • Free piece of cheesecake.

  • Now, three visits.

  • Ribs cost me five--

  • - Wait, a piece-- - [Jon] A piece of cheesecake.

  • - Oh, I thought a pizza-flavored cheesecake.

  • I was like, "That's fuckin' brilliant."

  • - So the rib dinner-

  • - Keep going. - Costs me $5.

  • The chicken was a washout 'cause it was a discount.

  • The cheesecake is $1.35.

  • For about $6, you got three visits

  • out of 'em with a 70% likelihood of a fourth.

  • That's the way you market a restaurant

  • within the four walls of it.

  • - [Chandler] That is huge.

  • That's why you two are the best.

  • - Chandler, let me give you,

  • listen, let me give you one more for the road, mister.

  • - [Chandler] Give me whatever you want, man.

  • - There's a very interesting thing

  • that Jon said, because I grew up

  • in that environment, too, and Jon's

  • from the traditional marketing world

  • that we grew up in, pulling from his world.

  • Notice how he said, "First-time customer,

  • "I'll give it to you," because the traditional

  • retail and bar thing is like, look, it's more...

  • If you've already got somebody in the funnel,

  • the cost of acquisition for a new buddy

  • is very, very, very powerful.

  • I used to do that, too, but it was tricky, right?

  • Because now some of your old-time customers

  • may see that, and they got that angst of,

  • "Wait a minute, why am I being not treated

  • "that way as a loyal customer?

  • "You just want new people."

  • And it's always been a friction for us, right?

  • In the retail, right? - [Chandler] Right.

  • - Now, I just went to Instagram, right?

  • I typed in Lexington, Kentucky.

  • Got it? - [Chandler] Yes, sir.

  • - I'm looking at nine posts right now

  • that are top posts, and ungodly amounts,

  • unlimited amounts of people's posts

  • that are from Lexington, Kentucky.

  • I went all the way down, and that's from 48 minutes ago.

  • 40 pictures down, 48 minutes ago.

  • Thousands of people are posting right now

  • on Instagram from Lexington, Kentucky.

  • I go to the top nine posts, I click the middle one.

  • It's a nice little cute couple, right?

  • They got 298 likes.

  • Abby, she's from somewhere, she's part

  • of a sorority, it looks like.

  • She has 2,387 followers.

  • There's a triple dot in the top right corner on Instagram.

  • I hit it, it lets me send her a message.

  • I send her a message, "Abby, see you're in Lexington.

  • "We love being part of Lexington.

  • "Here's a $20-off coupon, $10-off coupon, free chicken."

  • Only she sees it.

  • You're grabbing somebody who has a big social media profile.

  • You've not hurt any of your loyal customers

  • like me and Jon had to back in the day.

  • She comes and she posts a picture

  • of the food and creates word of mouth.

  • Now that $5 acquisition created no friction

  • to loyal customers, and, because she's now media,

  • she amplifies it, and you're getting

  • an $80, $500, $4,000 media amplification

  • against your five fuckin' dollars.

  • - And, last, one thing. Don't discount.

  • People get addicted to discounts,

  • they don't get addicted to free.

  • - [Gary] That's right.

  • - So, give-

  • - [Chandler] Yeah, no, that's the one thing

  • we've probably done right that we've

  • never wavered on, was discount.

  • I mean, that's, you don't cheapen the product, for sure.

  • Well, guys, I appreciate this, and I just

  • wanna say one thing.

  • When I separated from the Air Force,

  • made it three years ago now,

  • I watched a ton of Bar Rescue and I watched

  • a ton of Gary's content, and you guys

  • and the content you put out really helped me

  • build this business from, literally,

  • we were a tent on the side of the road,

  • to now we have our brick and mortar business

  • with very little debt on it, and that's something

  • you guys helped me with.

  • So, I am eternally grateful, and if you're ever

  • in Lexington, first rack of ribs is on me,

  • and no red napkin needed.

  • - Okay. (Gary laughs)

  • - [Gary] And I'll end with, thank you for what you've done

  • for this amazing country that has created

  • a framework for us to be all able to do this.

  • - [Jon] That's right.

  • - [Chandler] Alright, and if anybody out there,

  • YouTube, Lyles Barbecue Company, check us out.

  • - I love the plug at the end.

  • Jon, this was such a pleasure, my friend.

  • - A pleasure. - I really enjoyed this.

  • - Do it again.

  • - Yeah, we should definitely do this again.

  • Now, it's customary-- - So you gonna be watching me

  • the next few days when I go on?

  • - Are you on this, are you gonna be on?

  • - No, I'm gonna do what you advised me to do.

  • - 100%.

  • - I am, the next week-- - I'm impressed with you.

  • - Gonna focus on working on this and connecting greater--

  • - Let's clap this up, team, I'm excited.

  • (group applause)

  • - I want you to take a peek,

  • give me a little advice next week.

  • - Well, the best part is the Vayner Nation,

  • tens of thousands of people are about to bother you.

  • This is a piece of cake for me, I'm just gonna chill.

  • (Jon laughs)

  • Jon, the guest gets to ask the question of the day.

  • So you're gonna get thousands

  • of answers on YouTube and Facebook.

  • What question do you wanna ask them?

  • A selfish consumer insights one for you,

  • a general one, something that's funny to you?

  • What question of the day do you have to take us out?

  • - You know, I have a rescue tour that starts on July 10th.

  • I'm going to 27 cities in six weeks

  • to teach small business people how to make money.

  • - [Gary] I love it.

  • - And it's my passion.

  • It's a three and a half hour program, means the world to me.

  • I wanna hear from everyone, what is the most

  • important thing that I could teach them

  • to increase their revenues, improve their business?

  • I think I know what it is,

  • but I'd love to hear it from them.

  • - [Gary] Well, we'll get you set.

  • - What is most important to you,

  • 'cause that's what I wanna do.

  • - I appreciate it, my friend.

  • You keep asking questions, we'll keep answering them.

  • (hip hop music)

- On this episode we're gonna rescue you.

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ジョン・タファー バー・レスキューとレストランのためのブランディングとマーケティング｜#ASKGARYVEE 257 (JON TAFFER, BAR RESCUE AND BRANDING AND MARKETING FOR RESTAURANTS | #ASKGARYVEE 257)

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    小錢 に公開 2021 年 01 月 14 日
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