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Kieran is the Founder and CEO of Amplify Solutions Inc. , a student-run marketing firm that changes the way brands communicate with students. Amplify is one of Canada’s fastest growing marketing firms, Kieran built the organization from a one man shop to a national organization with 60+ employees and 100+ influencer partnerships in 6 months. Amplify creates strategies for businesses to grow and succeed in the student market. They have worked with alcohol-beverage companies, publishers, preparatory companies, tech startups, wealth management organizations and telecommunication companies to drive influence and sales on Canadian university campuses. Prior to developing Amplify, Kieran worked as a business development and marketing specialist with startups both at Western and in Toronto. He has wide experience in the nonprofit sector, working as Director of Philanthropy at the Huron University College Student’s Council and serving as a marketing executive on numerous, on-campus organizations. He founded Amplify in July, 2016 after interning at a boutique, management consultancy, Fathom Strategies and operating as a freelance marketing consultant for several national brands.
City where you’re from: Toronto
Hobbies: Golfing, ice hockey, reading, cooking
Instagram: @Kieran.Mathew
LinkedIn: www.linkedin.com/in/kieranmathew
Why did you decide to become an entrepreneur?
I became an entrepreneur because I saw an opportunity. I had ideas in the past, but I did not execute. I was immersed into the startup ecosystem, having worked with young brands as a business development and marketing specialist, I realized it was now my time to take a risk and learn. I sat in a boardroom filled with the top executives at a leading national, frozen yogurt brand ready to present data the consulting firm I was interning for had found. The data told an excellent story, detailing which demographic, age and gender the company should focus its marketing efforts on and why. But it didn’t tell them how to do it, that’s where I came in. I was a student myself and an avid consumer of frozen yogurt. I knew how the brand could begin engaging myself and my peers, so I shared it. Interestingly, the executives actually listened! They actively took notes and asked questions as I shared these insights. So I kept doing it, I helped several brands cater and sell to consumers in the student market. Although these consultations were valuable, consulting, creating programs and implementing them was a far better service, so I built a brand. I founded the company at the University of Western Ontario, building a small team with my two Partners, Adam Higa and Landon Tulk, and developing an internal strategy. We quickly scaled in order to provide scalable programs for brands nationwide. We now have teams at most major Canadian universities, helping corporations grow and succeed in the student market.
Who were your biggest influences? Was there a defining moment in your life?
My parents were my biggest influences. They supported my vision and my positivity. They expressed no concerns and encouraged me to take this risk and learn.
How is your service different and unique? What has been your favorite moment with it? What’s the vision?
Amplify is different because we are the ultimate insiders. Who could possibly understand the student market better than student themselves? Our insider knowledge allows us to find the best and most creative avenues for brands to begin penetrating campuses. We also differentiate by providing an end-to-end service. Amplify conducts research, finding out how the brand in competing in the student market. Why students choose their client’s brand, and why others choose the competitors. It gathers learnings into consumer behaviour in the relevant vertical and hears stories from student purchasers in this market. Amplify takes that research, addresses the gaps and finds opportunities for brands. It creates programs for businesses to effectively penetrate those gaps and implements the programs at scale, utilizing on-campus teams to implement the program and influencers to represent the brands.
In the early stages of business development, we did not have case studies or proven success. We had to earn the trust of our clients. In one circumstance, there was a fundamental lack of trust. The client did not think that a student-run firm was capable of performing and drawing success, they thought this was likely going to be a waste of time and resources, but they were willing to give it a shot out of goodwill. Thankfully, we surpassed all the KPI’s, in our first meeting analyzing these findings, seeing the shock and pleasure on the client’s face was incredibly satisfying. We knew we had done excellent work and were incredibly grateful to have earned the brands trust.
We hope to continue driving success for brands on Canadian University and College campuses and to scaling further throughout the country with this success. We want to provide students the best possible job experience while in school, one that is full of learning, growth and the ability to network.
If you do Facebook ads, what types of creatives/campaigns do you use (we like specifics)? If you don’t, what untapped marketing channels do you take advantage of?
Facebook ads are only effective if you tap into the right market through niche targeting. We do run targeted ads for our clients. These ads have to tell a story in order to blend into the news feed. Users are expecting to see content from their network; those they have actively chosen to be connected with. When scrolling through the feed, it is easy to skip an ad when it is obvious that you’re being sold to. We humanize brands through storytelling, making the ads blend into the feed so that viewers read and engage with the content, before they realize they are being sold to. That being said, you still have to ensure this ad is hitting the right market. So address your target market, target those you like and engage with your page, but also those who like and engage with your competitor’s pages. If you advertisement is effective enough, people will read, engage and you will begin gradually pulling consumers from the competitors.
Did you experience failure along the way? What did you learn from it?
In any business venture development, there will always be small failures and setbacks. In internal brand development and in business development, I have made mistakes and failed several times. In the early stages I would get bogged down by the failure, further setting me back and displacing myself from the ultimate goal and vision. That was another failure. The key to these failures is removing an emotional reaction to it. Step back, analyze it, critically examine your actions, what went wrong and why, and make sure it doesn’t happen again. Be grateful for the failure because you’re getting better every single time.
Give the readers the best entrepreneurship advice you have.
Execute. We all feel this a general malaise in taking this risk. It is imposter’s syndrome. We look at the challenge and feel incapable. We question and think of all the challenges and quickly forget the opportunity. We do not grow in our comfort zones, we grow outside our comfort zones. Take that imposter’s syndrome, cultivate that energy and channel it into your vision. You will not truly know what challenges come until you begin the process. You will never learn more than in developing your own brand, I guarantee that and the best part is, you do not have to do it alone. There is a massive network on entrepreneurs that will want to hear about what you are doing and offer advice and mentorship. If you do not have those connections, make them and use that support to succeed. It’s a fun and addictive process.
Teach us something about {internet marketing, social media ads, fundraising, sales funnels or another topic} Can you recommend any favorite websites to learn that topic?
When marketing or advertising a product online or in-person, frame your sales piece in a positive manner, Do not say “We don’t overcomplicate things,” say “We keep things simple.” Negative frames require far more processing power and despite having a positive connotation, it typically sparks a negative reaction. Mashable and Moz are two excellent sites for marketing and entrepreneurial content, there is a lot to learn there.
What daily habits do you have that allow you to perform at your peak?
Automation. Waking up at the exact same time everyday, even on weekends, setting up eating patterns and exercise patterns. Our bodies react well to routine. Energy has increased and so has focus, when you have to make less decisions each day on when you’re waking up, when you can eat and when you can exercise, you put more thought into the things that matter and generally become a more efficient person.
What should an entrepreneur focus on?
Self awareness. It will be difficult to develop a thriving business venture and lead teams without first looking inward and understand yourself. You will better understand your goals, aspirations and develop an ability to remove yourself from emotions during times of heightened stress and complications, focusing on solutions. Unfortunately, I do not have a three step formula on how to become self aware. Meditation has helped me immensely, Headspace is a great application for it and generally taking care of yourself. It is important to be selfish sometimes, eat well, exercise and take a bit of time to decompress each day.
Walk us step-by-step through the process that you had to go through to get from the early stages to where you are today.
The first step was to network. Business professionals like to tell their stories and are often happy to find the time to chat. I did not know anything. I mean anything at all. I could not have even told you the difference between marketing and advertising, so I learnt. I sent countless cold emails to business executives explaining who I was, where I was studying, what I was up to at school and graciously asking for 15 minutes of their time to learn their story and ask a few questions about their career. I chatted, I learned a lot, and each conversation became better as I knew more and had better questions to ask. I met many interesting people and began volunteering time and effort to work with young businesses in their marketing and business development portfolios. I learnt more and more, gaining hands-on experience with these businesses, I asked more questions and developed as an individual. Through these continued experiences in addition to a very hands-on, high-learning internship I began to consult for national brands on how to effectively penetrate the student market, and then I took the leap of faith and built a brand around it. We scaled quickly throughout Canada and did so effectively, because I continued to network, ask question and learn during this time. It’s all about being willing and open to learn and constantly develop.
What are some of your favorite books?
To Kill a Mockingbird. The Lean Startup. Zen and the Art of Motorcycle Maintenance. Shantaram.
Where do you see yourself and your product in a couple years?
In a couple years, I hope to make Amplify a Canadian household name. I want students to be excited to have the opportunity to apply and work for the business and I want graduates from the schools, who had previously worked with the brand to help mentor current employees helping them to learn and grow. I want to continue scaling deeper into the Canadian university and college market, and if the opportunity is there, go international.
If you would like to connect with Kieran, feel free to send him an email at kmathew@amplifysolutions.ca, connect with him on LinkedIn, https://www.linkedin.com/in/kieranmathew/ or follow him on Instagram @Kieran.Mathew
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