by Mattr | Apr 30, 2015 | news
(Originally posted in Entrepreneur.com) The impending Mad Men series finale is causing a stir in the social sphere: Viewers are reluctant to say goodbye to the characters, who represent the quintessential ’60s experience. One reason may be the intimate look the series has depicted of the advertising industry during that decade. Another may be its insightful glimpse into a time of hard-and-set demographic lines — which in turn provides a significant lesson for modern business owners. In short: We’re no longer in the Mad Men era, and our marketing shouldn’t be, either. Today, lines between gender, culture and age are fuzzy. Same-sex couples are having babies. Americans have a black president. Knowledge workers have replaced industrial workers, and we’re living longer. So we’re able to make more and spend more. Given these blurred lines, narrowing your startup’s target market into specific demographics is no longer an effective branding strategy. Instead, emphasizing “psychographics,” which reveals people’s behavior and mindset, rather than demographics, will result in higher consumer engagement and more brand visibility. Why psychographics trumps demographics When psychographics — the study of people’s values, opinions and attitudes — first found its way into scholarly journals in the ’60s, the challenge it posed was considered too challenging. To obtain the interests, attitudes and opinions of a market meant commissioning time-consuming, expensive and bias-ridden surveys. When compared to demographics — which comprises age, gender, ethnicity, income and location — the practice of collecting psychographic information was pushed aside, and no wonder. With demographics, stereotypes predominated: A person was either a man or a woman. People were black, white, Hispanic or Asian. Those over 65 were retired with grown kids and seeking a...
by Mattr | Apr 16, 2015 | news
Symmetry50 names Mattr as a Top 25 Startup to Watch in 2015. Mattr provides rich context around a brand’s influencers, their audience, and their psychographic profiles by uncovering personality traits, interests and values. Today Mattr announced that it has been named to Symmetry50’s ‘The Top 25 Startups to Watch in Austin’ list, joining local innovative startups such as Umbel, Unseen, Burpy and Favor. The top startup recognition is Mattr’s second in a month after being named one of the top 50 Austin startups to watch by Built in Austin in March. “We’re humbled to be getting so much recognition recently as a startup to watch in our community,” said Jack Holt, CEO of Mattr. “With all the great, young companies in Austin, being honored as an innovation leader is inspiring our team to work even harder. It’s also proof that the strides we’re making to innovate digital marketing with our social segmentation and influencer marketing technology are resonating with both the industry and our customers.” Mattr launched in January 2011 and is one of the first platforms that focuses on qualitative data through social segmentation. Rather than focusing only on followers, Mattr provides rich context around an influencer, their audience, and their psychographic profile by uncovering personality traits, interests and values. The self-funded company captured significant clients early on to retain a recurring revenue stream while expanding its technology to help grow its client base, making it an appealing choice as a top startup in 2015. The full “Top 25 Startups to Watch in Austin” article is...
by Mattr | Apr 8, 2015 | news
(Originally posted in Noobpreneur) Influencer marketing is like hosting a dinner party. You invite the coolest people you know, bring out your best china, make them feel special, and hope they go home and tell their friends about how tender your scallops were. Influencers are the people a brand desperately needs to hang out with. They have active followings on social media, and they’re on the front line of their audience’s trends and attitudes. By connecting with these powerful people, you can position your brand on the cutting edge of all things innovative and desirable. So, why don’t you invite these influencers to connect as soon as possible? Seventy-six percent of marketers are already using influencers when they launch their products, but you can set yourself apart by gaining their expertise and reach in the earlier stages of product development. However, just like any dinner party, you need to be welcoming, generous, and patient. Above all, you need to know how to communicate with your special guests. Here are six tips for involving your influencers in the product development stage: 1. Use social media to befriend them Influencers are social media butterflies, so this is often the best way to reach them. Explore LinkedIn, Twitter, and Facebook, and identify influential people who you think would be interested in your new product, including those you already have relationships with. People with large followings and active profiles will likely be able to provide valuable feedback about your product through their connections. Think about reach, relevance, and resonance. If you can get all three from an influencer relationship, it should be a...
