Alexandra Zatarain

Ms. Alexandra Zatarain
Co-Founder

Meet Ms. Alexandra Zatarain

Eight Sleep  |  Forbes 30 Under 30

Alexandra is an entrepreneur and marketer with experience at startups, international academic institutions, and Wall Street organizations.

She is the co-founder and CMO of Eight, a sleep innovation company that is helping people sleep better through smarter bedroom products. She specializes in marketing strategy and execution for early stage companies, including product launches, public relations, communications, and branding.

In 2017 she was named by Forbes to the 30 Under 30 list of young professionals making an impact in the Consumer Technology industry.

Question One

Honest Mattress Reviews asked, “As you’re truly in a league of your own right now regarding simple, accurate, sleep tracking – what messaging is the key message consumers should know based on the first impression of the brand?  Health or Smart Integration (IFTTT)?”

Ms. Alexandra Zatarain answered, “We are all about better sleep. We believe that people need to sleep better, and smarter – and that technology can fundamentally improve the way we sleep.”

Industry Talk | Eight Sleep's Co-Founders Talks Marketing, Business & Technology

Question Two

Honest Mattress Reviews asked, “Having great success with growth and Venture Capital what are your 12-month goals for your brand (product development, market expansion, etc).”

Ms. Alexandra Zatarain answered, “We are launching new products to market and improving our technology. Unlike other brands in the sleep industry, our products can improve through software with new app releases that include anything from new data visualizations and correlations to home integrations and bedtime relaxation features. So our product team does a lot of work in that area.”

Industry Talk | Eight Sleep's Co-Founders Talks Marketing, Business & Technology

Question Three

Honest Mattress Reviews asked, “How have new emerging social media communication technologies changed your Global Marketing Strategy?”

Ms. Alexandra Zatarain answered, “Our marketing strategy has always taken into consideration any new trend. However, before diving into new platforms we consider whether our customers use it and if they would engage with our brand there.”

Industry Talk | Eight Sleep's Co-Founders Talks Marketing, Business & Technology

Question Four

Honest Mattress Reviews asked, “As consumers now have greater access to information while in the research phase of the consumer buying cycle – what key messaging do you see as the most critical to establish and nurture potential new consumers regarding your sleep tracking technology.”

Ms. Alexandra Zatarain answered, “The key message for us is the value that our products provide: with Eight you can measure your sleep as the first step towards your goal of better sleep. We don’t make gadgets or anything you need to wear because we believe in seamless and actionable technology.”

Industry Talk | Eight Sleep's Co-Founders Talks Marketing, Business & Technology

Question Five

Honest Mattress Reviews asked, “Do you believe that the mattress industry will embrace (and expand) the shipped straight to your home shopping model or will that remain a smaller niche in the entire market?”

Ms. Alexandra Zatarain answered, “I believe the industry will move towards physical locations because a mattress is the type of purchase people want to try. Even while offering easy returns and trial periods, we can further eliminate the barriers to purchase by being closer consumers. But this doesn’t mean that the purchase will necessarily occur in those physical locations.”

Industry Talk | Eight Sleep's Co-Founders Talks Marketing, Business & Technology

Question Six

Honest Mattress Reviews asked, “As consumers are exposed to shorter lifespan marketing campaigns on social media channels (from competitors) how will this impact Eight’s Smart Sleep Technology marketing strategies?”

Ms. Alexandra Zatarain answered, “At this stage of the company, having just launched our Smart Mattress six months ago, we are laser focused on communicating the benefits of our mattress technology vs. a standard mattress. So most of our outreach occurs online with campaigns that change constantly for increased performance and optimization.”

Question Seven

Honest Mattress Reviews asked, “Do you view products like FitBit and Zeeq pillow as affinities or direct competitors to your sleep tracking?”

Ms. Alexandra Zatarain answered, “90% of our customers use or have used a fitness tracker, so we see FitBit as a product that complements what we do. The more data our users have, the better decisions they can make about their sleep. We will soon start offering correlations between fitness activity and sleep!”

Industry Talk | Eight Sleep's Co-Founders Talks Marketing, Business & Technology

Question Eight

Honest Mattress Reviews asked, “As mattress reviewer affiliates have created and continue to develop a strong presence on the internet – directly impacting consumer buying decisions – what is Eight’s opinion of organic reviewers?”

Ms. Alexandra Zatarain answered, “Organic reviewers are great! I believe that all reviews add value because they give readers an opportunity to know more about any product.”

Industry Talk | Eight Sleep's Co-Founders Talks Marketing, Business & Technology

Question Nine

Honest Mattress Reviews asked, “How important is celebrity/influencer marketing (paid) compared to real consumers testimonials and reviews.”

Ms. Alexandra Zatarain answered, “Real consumer testimonials are still the most important. Consumers are more sensitive to recommendations from friends and family than people they don’t know. So in the end a great product experience is a better investment than a paid endorsement.”

Industry Talk | Eight Sleep's Co-Founders Talks Marketing, Business & Technology

Question Ten

Honest Mattress Reviews asked, “If we define competition as anyone selling mattresses, are Venture Capital backed Mattress ‘startups’ companies under far greater pressure to innovate sleep technology or focus on faster means to ROI?”

Ms. Alexandra Zatarain answered, “Most businesses with venture capital are pressured to focus on ROI, because that is how you build a business. However innovation and ROI can go hand in hand, as long as you can communicate the value of your innovation to consumers.”

Industry Talk | Eight Sleep's Co-Founders Talks Marketing, Business & Technology

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