We were lucky to catch up with Rich Mathes recently and have shared our conversation below.

Hi Rich, thanks for joining us today. How did you come up with the idea for your business?

I started my music career on a ground level. We recorded our own music, manufactured, packaged and marketed a unique sound as the artist “MDZ”. Being a big part of the Colorado music seen made me want more. As Bowa Music, we venture out of Colorado. I began performing at music conferences like TJ’s DJ’s, the Texas Summer Music Conference, the Global Music Summit and more. I joined the Grammy Association and the NAFCA for more performance and music business opportunities. Soon I gain my first national distribution deal. Universal Music Group kick off a huge single for me call Betty Krocker following a few national tours. I eventually sign a second record deal with The Orchard Group at Sony. My time on the road lead me to a sponsorship with Xing Tea/New Age Beverages. A second sponsorship would follow with Silver Coin Tequila. At that point I new we were doing something right. After a great run in mainstream radio my sponsor from T&N Service became a partner in the music business. With a passion for Marketing developing the owners of Xing Tea offered me a position as the Director of Marketing for Xing Tea and a continued music sponsorship! I had struck gold! I continued with music and served as the Director of Marketing for the next 7 years. New Age Beverages went public and was sold. Sticking with New Age another 2 years after the merge opened my mind to marketing more brands. I created Market Horse while still working for New Age and after a long talk with the VP of New Age I went on my own and contracted my service back to New Age. Over time I began working with 18 Distributors including UNFI, DPI, KeHE, LoCo Food Distribution, SMNR and 36 food and beverage brands nationally. The Dream Continues!!

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers

Below are a few things about Market Horse

Our Mission
As a Marketing Firm, we believe in superior quality!
Our goal is to build brand awareness, increase sells
and product activation. Understanding human
behavior, consumer location and the lifestyle of your
target demographic is key. We build sustainable
relationships that improve long term sells and
opportunities!

Our Vision
To bridge the gap between
marketing and humanity!

We Value
Life, Relationships, Transparency,
Integrity, Presentation,
Collaboration, Organization,
Growth, Our Clients and Customers

Can you share a story from your journey that illustrates your resilience?

The Brief

Xing Tea was founded in Denver Colorado by owners Scott and Tom Lebon. Scott and Tom were also the proud owners of New Age Beverage Corporation. Having sold and distributed brands throughout Colorado successfully they developed their own beverage “Xing Tea”. With 25 years of experience they created unique and vibrant flavors that not only tea lovers would enjoy. With a fine line budget we developed relationships throughout the country and began our march to success. Selling over 6 billion cans nationally in 6 years through our Brand Ambassador Programs, we concluded the best way to sale and market was a face to face approach. Sample where you sale and influence the community by being a part of the community!

The Challenge

Ready to drink tea has always been a competitive category. To contend against the major players required an extensive marketing budget, time and relationships. A good product sales itself after 16 touches of marketing. Our goal was to develop long term customer loyalty with less touches. Our 5 step model lead the way
See It – Attractive and rememberable POS
Try It – Learn the benefit of the brand
Like It – Hand to Hand Demo (Build word of mouth & Social Media)
Buy It – Enjoy your beverage
Loyalty – Repeat Sells

The Results

National Sales and Distribution (Kroger, Whole Foods, NGVC, Sprouts, 7-11 etc.)
International Sales and Distribution
Brand Awareness
Sells
Customer Loyalty
Social Presence (Over 1 Million Followers)
Over 6 Billion Cans Sold

How did you put together the initial capital you needed to start your business?

Funding both businesses has always been done through sweat equality. I got my first job at 11 years old and have never looked back.

Contact Info:

• Website: markethorse.net
• Instagram: /markethorse for music /yaboymdz
• Facebook: /markethorse for music /yaboymdz
• Linkedin: Richard Mathes
• Twitter: /yaboymdz
• Youtube: YaBoyMDZ

Image Credits
Whole Foods & Richardlophotography