On this episode of The Marketer’s Journey, I interview John Solomon, CMO of Therabody, the well-known brand behind Theragun. John discusses how he’s helped to take the brand to the next level since joining in 2021, and how a big part of his strategy has included positioning the product as an essential component of a specific lifestyle. By making this connection, he believes that customers will be empowered to view the product as an integrated lifestyle solution that they can benefit from on an everyday basis.
Key takeaways from this episode:
- Think holistically. John’s experience working with brands like Beats by Dre taught him to integrate digital touchpoints from the beginning to create a holistic experience from start to finish. That way, he was able to act as the voice of the consumer while merging this knowledge with the expertise of his team.
- Ensure your influencer strategy is relatable. John mentioned that when developing the company’s influencer strategy, it was important to consider that it featured a mix of aspirational and relatable figures. For example, in addition to working with athletes like Cristiano Ronaldo, they also made a point of educating consumers and demonstrating how the product fits into the lifestyle of an everyday person.
- Build the brand through the products. With Therabody, the team’s focus is to continue building the brand through products like Theragun. By placing the emphasis on the product’s benefits, John and the team have been effectively positioning the company within the health and wellness market while continuing to build relationships with customers.