PMA Featured Member: Lab6 Media
FollowLearn more about this week’s Featured PMA Member– Gold Member Lab 6 Media!
What are you most excited about now that you are a PMA member?
Lab6 Media has been a PMA member since its founding in 2015. Prior to that, Karen and Angel were both heavily involved in the PMA as Board Members and on various councils. Karen currently serves on the Publisher Recruitment Council.
What is your company all about and how does it work?
Lab6 Media is a digital marketing agency specializing in direct response campaigns for niche ecommerce retailers that have $1 million – $100 million in gross revenue. Our services include affiliate marketing, search engine marketing, social media marketing, media buying, influencer marketing, and mobile app marketing.
We were founded in 2015 by advertising industry veterans Angel Djambazov, Karen Garcia, and Joel Garcia.
What are your core business values?
Lab6 Media strives to be an extension of our clients’ internal marketing team. Our goal is to create sustainable campaigns that educate customers and foster customer affinity for our clients’ brands. We understand growth is a dynamic process, so we focus on providing business development opportunities as client needs evolve. As a small seven-person team, we are able to consistently innovate our own processes to stay on the cutting edge of the industry.
What are the biggest benefits a client gets when working with your business and with which clients do you work best?
The Lab6 team is extremely experienced with the majority of the staff having more than 20 years of experience in the affiliate space as individuals. We love a good challenge, revel in our data capabilities, and are ravenous learners. For our clients, this translates into knowledgeable personnel with vast experience in tackling issues of all sizes in many different verticals. We love diving into the nuances of a business and using data to back up our recommendations.
What makes us different from the large affiliate agencies is our commitment to providing the most comprehensive, expert affiliate management you can get out there. We don’t just plug and play: we troubleshoot, problem solve, innovate, and think of creative campaigns and connections that others don’t. Each member of our team brings a different strength to the core of what we offer. We have tech specialists, creative experts, and decades of experience in the affiliate space. We feel a responsibility to our clients, and are committed to staying on the forefront of the digital marketing industry.
Tell us about your audience and demographic.
We love working with ecommerce merchants who have a strong foundation and are passionate about their customers and their products. We have profitably managed campaigns for established and emerging brands, from startups to multi-billion dollar international corporations. Lab6 Media’s clientele verticals are quite diverse, with our largest categories including Apparel, Food & Beverage, Sports, Gaming, and Business Software.
Do you have any requirements or restrictions to work with you?
While we do not require clients to be a particular size to work with us, affiliate marketing in general is most successful with established brands. We’re more than happy to have a discovery discussion with nascent brands to review their needs and make recommendations for next steps.
Any success stories you’d like to share?
In Q4 of 2020, we engineered a targeted series of placements with Barstool Sports on behalf of C4 Energy. While the rate card initially projected slightly above 750k views, our meticulous strategy to harmonize campaign messaging with the target audience yielded remarkable results. The campaign swiftly skyrocketed, surpassing all expectations with an astounding 9.5 Million views—a monumental triumph, particularly as it coincided with the fiercely competitive Black Friday weekend. This success underscores Lab6’s unwavering commitment to delivering tangible, results-driven outcomes for our clients.
When Lionel Messi shook the football world and joined Inter Miami for the 2024 MLS season, the official MLS affiliate program was ready. Previously it would take a PR push and perhaps a paid placement for a kit launch. But everyone knew Messi’s Kit would break sales records, so every media company and publisher was open to integrating through the affiliate channel. As with many hotly anticipated sports announcements, timing of embargoed information fluctuated wildly leading up to the event, making ongoing communication with stakeholders critical. Lab6 kept everyone consistently in the loop and major partners all released their articles perfectly. Sales were off the charts and worthy of the GOAT.
Any upcoming opportunities that you’d like to share?
We just launched a brand new Chrome extension specifically for affiliate managers called AFFirmative (https://getaffirmative.com/). This extension helps managers shorten their recruitment funnel and time to activation by assisting with the discovery of experienced partners already working within the affiliate model. We also have several other tools in our development pipeline that we are looking forward to launching in 2025.
What makes your business stand out from your competitors and gives you the edge?
Years and years of experience, a small, dedicated team of experts who work really well together, each with different but complementary strengths. We started as a group of friends who wanted to work together and build something special, something that worked for each of us, and I think we succeeded! We’ve had some of the largest clients out there, and continue to grow as an agency. Most importantly, we truly love the work and inspire each other every day to learn and innovate.
Thank you, Lab6 Media, for your support of the PMA!
(Member spotlight features are available to Industry Champion, Platinum, and Gold Members who fill out the applicable form here).
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