The Marketing Millennials

233 - Crafting Great Performance-Driven Creative, with John Solomon, CMO of Therabody

Feb 27, 2024

Therabody CMO John Solomon discusses the importance of performance-driven creative, expanding product offerings, packaging design, audience targeting, and bottom-of-the-funnel campaigns. He shares insights on creating products for different consumer types and the role of creative in selling products.

42:09

Episode guests

John Solomon

AI Summary

AI Chapters

Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Performance-driven creative is essential for marketing success.

Expanding into new consumer verticals leads to sustained growth.

Consumer insights shape effective marketing strategies.

Integrated approach aligns marketing efforts with business goals.

Deep dives

Importance of Marketing Performance

All marketing is considered growth marketing and performance marketing, emphasizing the significance of driving business performance through marketing strategies. The approach is to ensure that marketing always focuses on achieving clear goals aligned with the company's strategy, utilizing metrics and key performance indicators (KPIs) to measure success.

Introduction

4min

Strategic Marketing Alignment for Business Growth

17min

Insightful Discussion on Creative Targeting and Product Segmentation

4min

Customer-Centric Innovation and Strategic Marketing Planning

11min

Evolving Brand Teams and the Holistic Marketing Approach

4min

Creative is great, but… If it doesn’t drive performance, what are you doing?

Take it from Therabody CMO, John Solomon, the mastermind pioneering Theragun from a one-product wonder into a multi-pronged company intent on expanding its product offerings, when he says, all creative must push performance.

He dives into the complexities of driving business as a company with a high ticket, infrequently purchased item, and explains how expanding into new verticals is key to sustained growth. He and Daniel also discuss all the dirty deets about the value of great packaging design, the trap of over-targeting your audience, how to integrate brand awareness, and the best tactics for driving bottom-of-the-funnel campaigns.

And later, John shares the unique challenges of creating products for different consumer types and reveals his unique perspective on the role of creative in selling product.

Black Crow helps Shopify brands get more value out of their existing tech stack by using AI to uncover patterns that can fuel performance. You can sustainably grow your email/SMS lists, efficiently retarget on Meta, and start seeing additional revenue that you would have otherwise missed in paid marketing and abandonment flows. Visit the link for more information.

00:00:22 - From Political Science to Marketing Chief

00:03:26 - Marketing's Role in Driving Business Goals

00:09:21 - Incorporating Customer Voice in Marketing

00:15:32 - Budget Split: Awareness vs. Consideration vs. Funnel

00:22:05 - Products Built for Consumers

00:27:37 - Importance of Internal Marketing Strategies

00:28:37 - Marketing Products to New Audiences

00:32:17 - Valentine's Day Campaign Planning Timeline

00:39:00 - Always Think About Marketing Performance

Check Out Therabody:

Website: https://www.therabody.com

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