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

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   Follow John:  LinkedIn: https://www.linkedin.com/in/johnsolo/   Follow Daniel: YouTube: https://www.youtube.com/@themarketingmillennials/featured Twitter: https://www.twitter.com/Dmurr68 LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing   Sign up for The Marketing Millennials newsletter:  www.workweek.com/brand/the-marketing-millennials   Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: www.workweek.com