Lauren Kleinman is the Founder of Dreamday, a first-of-its-kind performance PR agency sitting at the intersection of affiliate marketing and commerce PR. Dreamday works with editorial-darling DTC brands like Fly by Jing, Brightland, Bearaby, Girlfriend Collective, Material Kitchen, Our Place, Haus, and more. She is also the Co-founder of The Quality Edit, a digital publication curating DTC brands, with hundreds of DTC advertising partners.Lauren was formerly Founding Team & VP of Marketing at Ritual, where she oversaw its branding, communications, community, and partnerships from Day 1, helping to scale the company to millions of subscribers.
On this episode of the pod, Lauren joins Blaine and Ramon to talk about her experience running marketing & affiliate at Ritual, how her performance-minded approach to marketing led her to Dreamday, lessons from the best-in-class brands, the affiliate marketing landscape, why affiliate is such an important channel, the tie between affiliate and PR, how to be competitive when securing press, the editorial landscape, inspiration for the quality edit, how to scale a content team, and much more.
16:00 What Is Performance PR? The Future. 🤩
I think what we aim to do as an agency is kind of hit the four KPIs around, we're going to get you the most, press pieces that we can per month. We're going to get you the highest quality press pieces that we can per month. We're going to drive increased traffic through the affiliate channel, and we're going to drive increase revenue through the affiliate channels month over month.
20:00 How The Best Brands Keep It Fresh
We specifically seek out brands that are, excellent at marketing and excellent at launching new campaigns, launching new collaborations, working with new celebrities or influencers, launching new products. And like, do you have something new for us to talk to on a fairly regular cadence? I would say like at least twice a year at a very bare minimum. Four times a year better, but we have a lot of clients that are like launching something new or doing a new collaboration every couple of weeks. And those are like our highest volume press clients.
31:20 The Next Big Marketing Trend 👀
Affiliate marketing is still like one of the most efficient channels. I think we had a client last year that they had analyzed like Facebook versus affiliate marketing, and affiliate as a channel was like 15 times more efficient and had 15 times higher ROAS, than paid social. So, I think it is an amazing channel.
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