Sunday, March 1, 2009

If I Had a Hammer

Gary Vaynerchuk at FOWA Miami 09 from on Vimeo.

Posted this comment in response to this video


I think your totally blowing it when you (chastise) Cartier for buying a print ad or a TV spot. Are website ads, maintaining twitterfeeds, dropping Seismic comments unique and valuable? Absolutely. And they are underutilized. Definitely.

But TV, print, and all other media have a role to play. Whether its reaching more people in a specific period of time or associating a brand with a pop culture moment, or many other things

For example maybe Cartier sells 80% of its watches on 4 specific weekends. It could tolerate the inefficiency in targeting a print ad in SI for efficiently timing a message to half the men in this country with a glossy picture at the perfect time of year.

Maybe I'm Coke, and being part of the fabric of America is best articulated with entertaining everyone's family and friends while they are together during the Super Bowl.

Digital advocates say that if your only tool is a hammer, every problem looks like a nail. I say even though you have all the tools, sometimes you use the new ones and sometimes you just need a fucking hammer.
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