The Marketer's Journey

Ep #142: How Therabody Is Building Its Brand by Addressing Real Consumer Pain w/ John Solomon, CMO of Therabody

Jun 6, 2023

John Solomon, CMO of Therabody, discusses how he's building the brand by addressing real consumer pain. Key topics include holistic marketing, relatable influencer strategy, and building the brand through products.

35:33

Episode guests

John Solomon

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Episode notes

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Quick takeaways

Integrating digital touchpoints from the beginning creates a holistic experience and allows the team to merge consumer knowledge with expertise.

A successful influencer strategy includes featuring both aspirational and relatable figures to educate consumers and showcase the product's everyday use.

Deep dives

The Importance of Building a Lifestyle Brand

John Solomon, CMO of TheraBody, discusses the strategy of connecting the TheraGun brand to a lifestyle rather than just focusing on product benefits. He draws on his experiences with Beats by Dre and Apple, where he learned the power of building a brand that represents more than just its core product. By making TheraGun a part of consumers' everyday lives, the brand aims to create a meaningful and relatable connection.

Introduction

2min

Career Journey and Early Fascination with Technology

8min

Building Therabody's Brand and Expanding Target Audience

5min

Evolving the Marketing Story and Creating Connections

2min

Expanding Product Line and Commitment to Health and Wellness

16min

Insight into the Popular Smart Goggle i-Mask Massager and the Goal of the Podcast

2min

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.

Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, and Google Podcasts!

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.

Learn more about Therabody here: https://www.therabody.com

Learn more about John here: https://www.linkedin.com/in/johnsolo/