With a background in marketing and international business development, Lauren Armes founded Welltodo with the aim of informing and connecting brands, influencers and investors in the global wellness industry. She tells us which brands are hot, what peaks her interest most, and how brands can best engage with the media.
Can you introduce us to Welltodo?
Welltodo is a leading platform for wellness startups, brands, entrepreneurs and investors, providing industry news and key business insights from the global wellness industry. We also offer a range of consulting services and host monthly business masterclasses and fire-side sessions with some of the world’s most successful entrepreneurs in the wellness space.
Who are your favourite brands at the moment and why?
One of my favourite brands is Botanic Lab. They’re an innovative cold-pressed drinks company, continually reinventing the product category and making their drinks interesting and delicious. I also love Xtend Barre, Alt Milk and Mindful Chef… for the same reasons. They’re taking simple ideas and creating a new context for a product or service.
What do you look for when new products/fitness classes/stories are being pitched to you, and what peaks your attention most?
Innovation. There are a lot of ‘me-to’ brands that haven’t truly identified a unique selling point – be it through product, brand or otherwise. So we’re always looking for concepts that surprise or intrigue us because they offer something new and interesting.
We won’t write about something just because it’s a hot new trend; instead we’ll write about something because it’s having a real impact on the evolution of the wellness industry and we think our audience would be missing a trick if they didn’t know about it.
What turns you off and stops you from writing about something?
A couple of things. Brands can be a little presumptuous sometimes, which can bug our Editorial team. Sending us a sample doesn’t guarantee anything. We love it when brand owners or their PR representation build a relationship with us first, and then help us to find an interesting and unique angle for our readers. It helps when we can tell that they really understand who we are and who are audience are. It also comes back to having a unique and interesting proposition. We won’t write about something just because it’s a hot new trend; instead we’ll write about something because it’s having a real impact on the evolution of the wellness industry and we think our audience would be missing a trick if they didn’t know about it.
What advice would you give to brands, companies and individuals for building successful relationships with media outlets?
Do your research. Get familiar with the kind of content that each media outlet shares already and pitch an idea that aligns with those existing messages. Taking a shotgun approach to every media outlet won’t work, as they’re all so different. Show that you truly understand who the audience are and then build a unique angle that makes that media representative feel like you know what you’re talking about. Take the time to build a relationship too, whether it’s by supporting their events, meeting up at a networking event, or sending an email that doesn’t immediately shove the product/service down their throat. These people get thousands of people reaching out daily wanting exposure, so find a unique angle and remember, less is always more.