Case Study

Gary Vaynerchuk, the CEO of VaynerMedia, often gets invited to speak at large, highly public conferences. Instead of giving his usual keynote to the 4,000 people at South by Southwest (SXSW), he set up a Q & A booth instead, and committed to answering every question that he could. So, instead of delivering one message to 4,000 people, he stood at a booth for five hours and answered every question that someone asked. It meant that he connected in conversation with 200 people instead of dispensing his agenda to 4,000 people. This is a great example of someone wanting interaction and figuring how to achieve it in such a huge audience.