Entrepreneurs love speaking about their technique to achieve youthful customers, significantly Gen Z.
However not Therabody.
The fitness-focused model, which manufactures “percussive remedy” and handheld therapeutic massage merchandise, stored listening to from its core viewers of efficiency athletes that they’d additionally wish to see merchandise their growing old dad and mom might use, in accordance with CMO John Solomon. This buyer suggestions prompted Therabody to push into a brand new space: wellness.
Therabody developed three new therapeutic massage gadgets that concentrate on on a regular basis advantages to individuals’s psychological and bodily well being. One gadget, for instance, helps with leisure, whereas one other offers percussive therapeutic massage remedy, which customers can activate with a single button (in step with Therabody’s purpose to be extra accessible).
“The Exercise Known as Life” marketing campaign, which Therabody launched in October to enrich its new product line, goals to achieve customers who need to handle their stress, sleep and ache, Solomon mentioned.
This group contains nearly everybody: busy dad and mom who raise up their youngsters and throw out their backs, grandparents who wish to play with their grandkids, frontline employees like nurses and supply drivers who’re continually on their ft and workplace employees who spend all day sitting in entrance of a display.
“Your exercise may not appear like being within the gymnasium or coaching for a marathon,” Solomon mentioned. “In case your exercise appears like internet hosting the household for dinner or procuring and operating round, restoration is simply as vital.”
(Enjoyable truth: Therabody’s flagship therapeutic massage gun was born when the corporate’s founder, Dr. Jason Wersland, jury-rigged a jigsaw energy device by attaching a tennis ball to the top of it.)
Solomon spoke with AdExchanger.
AdExchanger: How do you goal completely different teams of customers?
JOHN SOLOMON: We take an audience-based strategy to our focusing on.
If we’re going after elite athletes, we work with [exercise-tracking app] Strava, Outdoors Journal, Runner’s World and influencers in that house.
With wellness, it’s extra of a mass play. We air on TV exhibits the place the buyer is. A few of our lively growing old customers are nonetheless closely watching cable information, so we have a look at these channels. For customers who aren’t watching TV, we goal YouTube rather a lot now.
We’re additionally in 10,000 shops, and considered one of our merchandise is featured in Greatest Purchase’s Black Friday/Cyber Monday advert.
Why does Therabody prioritize focusing on older customers?
We all know how vital motion is to well being and wellness, and we all know when older individuals cease shifting, that’s when loads of well being points occur.
What techniques does Therabody use to achieve older audiences?
We lean closely into among the social channels they’re extra prone to be on, like Fb. We tailor the content material to be extra instructional and longer format and information them by means of it, versus one thing fast and snappy which may work on a platform like TikTok.
What’s your first-party information technique?
We do loads of shopper analysis: formal analysis research, operating surveys, social listening.
We’ve got 20 of our personal retail areas, and 5 of these supply a extra immersive membership expertise. We’re continually getting direct shopper suggestions from our retail areas based mostly on what’s working and what’s not.
And thru our app’s onboarding course of, the client can inform us what they’re excited by, what actions they’re doing and any illnesses they’ve. We additionally plug into Apple’s HealthKit and combine with Strava.
How does sonic branding play into Therabody’s advertising and marketing?
Lots of our merchandise at the moment are being infused with sonic-based remedy. We got here out with a lounger that has sound remedy constructed into it, for instance, and we’ve got a characteristic in our app that makes use of sound to assist customers go to sleep or focus.
Entrepreneurs have to have model consistency and uniformity, together with from a sonic standpoint. We’ve got a crew that focuses on the science of sound and frequencies [and] how they’re utilized in our merchandise and within the content material we create.
Are you utilizing generative AI in your advertising and marketing?
AI is a good device to brainstorm and get going once you’re on the lookout for some thought starters for copy otherwise you wish to convey an idea to life.
We’re within the early levels of utilizing it and seeing the way it can enhance workflow, however we’re not utilizing it within the formal artistic improvement course of but, by way of making movies or imagery.
This interview has been edited and condensed.
