Pairr wants its users to know one thing: Your champagne lifestyle is on them.
The Dallas-based technology company brings consumers various brands, influencers, and artists via customized occasions and experiential marketing. Pairr‘s software and data solution, the Experience Exchange, is what it calls the “first live experience platform” that connects its members with invitation-only events from the world’s top brands.
And, this week, Pairr is poppin’ the bubbly itself in celebration of its first birthday.
Pairr was founded by an unlikely local trio: a tax lawyer, an experiential marketing industry veteran, and a millennial globetrotter by the names of Zach Jones (CEO), Garrett Greene (VP of Operations), and Tinsley Merrill (CRO). But, those different backgrounds are exactly what made the concept take off.
“We wouldn’t be who we are today, one year of success down, without the different views and personalities contributing to who we are as a brand,” Greene says in a statement. “Zach came up with this groundbreaking concept, I saw the need to measure ROI in the experiential marketing space, and Tinsley has implemented a unique strategy to scale our userbase and add color to the brand.”
The response, back in September 2018, was immediate and organic—Jones says within the first month, without having a marketing budget, Pairr had over 1,000 users and started partnering with household brand names like Red Bull.
“Consumers were craving targeted, customized, experiences where they could interact with the brands they were actually interested in,” he says, “which is the exact opposite of the traditional mass outreach approach of experiential marketing.”
Pairr: How it works
In addition to Red Bull, Pairr has formed partnerships with Neiman Marcus, Topo Chico, and Greystar Property Management, among others. Pairr is also working with Learfield | IMG College to enhance game day at Dallas’ own Southern Methodist University.
The intent is to then take these brands and pair them directly with customers in meaningful ways.
Merrill says to think of it like a dating app, but for brands. Companies are able to select their target consumers, create tailored events, manage who’s going, and amalgamate consumer content on social networks. Pairr says this method solves the problem of how to “break through the noise,” reduces event risk and cost, and encourages engagement with Millennials and Gen Z.
“Brands spend so much money guessing what consumers want and then marketing events to the masses, just hoping some of the right people show up and engage with their brand,” Greene says. “Pairr’s approach is to first simply ask potential attendees what they want so that brands can remove the guesswork and focus on delivering that exact experience that their potential customers want.”
It’s all about creating the right events for the right people. On the user end, Pairr wants you to “experience everything” by customizing free live events funded by “bada** brands.”
Once signed up, a user can select their experience preferences, then Pairr invites them (and other like-minded individuals) to events they match with.
Take for example one of Pairr’s most sought-after events: the Neiman Marcus ‘Empower Texas Panel.’ Scheduled for this November in Fort Worth, the panel has hosted in the past some of Dallas’ most well-known female founders, such as Jamie O’Banion of BeautyBio, Catherine Lowe of LoweCo. and ABC’s “The Bachelor,” and Brittany Underwood of Akola.
Pairr says around 75 percent of its platform is female, so it’s currently working to specifically target women in Dallas. It’s also currently only in North Texas, but has future plans for expansion.
To celebrate its first year of success, the company intends to paint the town Pairr Purple.
“We’ve really taken the experiential marketing model and turned it on its head,” Merrill says, “and in the process have been afforded the opportunity to work with some pretty amazing brands and influencers.”
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