In a very short time I’ve become a convert to Wine Library TV. I say convert instead of fan because in this day and age of hyper-content while living in the age of irony and I think it’s fair to say that most of us come at things with a healthy dose of skepticism. Thus, I was initially skeptical and now I’m a convert, capably side-stepping the unprotected warm and fuzzies of being an initial “fan.”
I don’t get disappointed as often. Trust me, its easier this way.
Seinfeld, the master of irony, is doing a comedy bit on his current tour about how things either are “Great” or they “Suck.” No middle ground.
“Hey, I heard that movie is great.”
“Nah, it sucked.”
“Okay” is for fans. Well, I think Wine Library TV is great.
I look forward to long solitary dog walks or drive time so I can listen through several episodes.
I like the infectiousness coupled with the indefatigable authority with which the host, Gary Vaynerchuk, operates.
One of the other things that I truly enjoy about the show is Vay-Ner-Chuk seems to have an incredible knack for marketing—a sense for community and a sense for doing things that will help him build the business. And, make no mistake, what Gary is selling to legions of Vayniacs is himself. That’s his business.
His schtick, for lack of a better word, all seems so familiar and comfortable, like your favorite pair of jeans.
One of the great hallmarks of great marketing is that marketers don’t think they have to invent the stuff. Use what works for other people. Gary does this brilliantly.
But, it wasn’t until this past Saturday when I was listening to a couple of episodes on a drive up to visit family, and it hit me like a ton of bricks—especially when Gary announced that he was doing fan meet and greets in Chicago and San Francisco over the course of next couple of months.
This die hard J-E-T-S —Jets, Jets, Jets—- fan is doing a tour stop. A tour stop like … like … Jim Rome.
Ding. Ding.
I get it now. If you listen to sports talk radio, like I do, you’ll quickly realize that Gary Vaynerchuk is modeling himself after nationally syndicated sports talk radio host Jim Rome.
It all makes perfect sense. And, really, it’s a small stroke of genius on his part.
If you’re not familiar with Jim Rome, then check out his 14 page Wikipedia entry to get yourself caught up to speed. If you are familiar with him then you’ll immediately have the revelation that I had.
Herewith, 10 stylistic similarities in between Gary Vaynerchuk and Jim Rome:
1) Create a persona around unyielding confidence in the subject matter, filtered through pop culture with a righteous social conscious. Jim Rome has “takes” that stand as mini-editorials on a matter of interest in the sports world. Vaynerchuk does tastings that act as mini-editorials on a wine of interest in the wine world.
2) Refer to yourself uniquely. Jim Rome refers to himself as “Van Smack” or “Pimp in the Box.” Gary refers to himself with the phonetic, “Gary Vay-ner-chuk.”
3) Name your fans: The Jim Rome Show fans are called “Clones.” Wine Library TV fans are called “Vayniacs”
4) Support your roots: The Jim Rome Show is undeniably “SoCal.” Wine Library TV is undeniably “Jersey.”
5) Create a nomenclature around subject matter that can be identified to its source: Jim Rome’s show is “The Jungle” a caller on the show gets a “vine” and has a “take,” etc. There are dozens of examples for Rome.
Gary Vaynerchuk gives a “Paszzz” to a wine, talks of a wine “Bringing the Thunder,” talks of wines that are a “double-bubble,” uses the familiar refrain of, “let’s move on,” speaks of his love for wines that are somewhat vegetal and frequently references “pickle juice” in wine. Others …
6) Omnipresent, but largely anonymous support staff. Rome has Jason Stewart and Travis Rodgers, always mentioned, and rarely heard from. Gary Vaynerchuk has his camera person “Eric?” and several others that are always mentioned, but always off camera
7) Have national meetings with fans. Jim Rome has “tour stops” in affiliate cities. Gary Vaynerchuk is planning Vayniac meet and greets in Chicago and San Francisco.
8) Encourage email interactivity with fans. Jim Rome frequently reads fan emails on air. Gary Vaynerchuk frequently references responding to emails, solicits show ideas from fans and responds to fans via email.
9) Create a “combacker” The classic comedians’ art of using a re-occurring theme for continuity and a humorous frame of reference. Jim Rome has many of these, including almost daily and repeated bashing of O.J. Simpson. Gary Vaynerchuk has the white board with frequent pithy or obscure items written on it.
10) Create an inclusive or exclusive signature for the show. Rome has the, “More of me, less of you (Clones) is better for the show.” Gary Vaynerchuk has the more charitable, “YOU. With a little bit of me … we’re changing the wine world.”
Somebody once told me that, ‘If somebody has what you want, do what they do, get what they got.” It’s a little tongue twister designed to remind you to model yourself after successful people. If imitation is the sincerest form of flattery, Vaynerchuk and Wine Library TV could be doing a lot worse than modeling after the Jim Rome Show. I don’t know if a nationally syndicated talk radio show is in the cards for Gary, but I have to believe that if Dave Lieberman can be on the Food Network then surely there is a bigger spotlight for Vaynerchuk. And that wouldn’t suck. In fact, it might be great.