Marketero · Entrevistas
Ep 19: Rebrand to Expand: Theragun Becomes Therabody to Sell CBD via "Jobs to Be Done"
12 ideas de marketing sacadas de «Ep 19: Rebrand to Expand: Theragun Becomes Therabody to Sell CBD via "Jobs to Be Done"», de DTC Podcast. Sobre todo de…
- 12 ideas despiezadas
- Fuente DTC Podcast
- Dura 48 min
- Publicada en 2020
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El rebranding de Theragun a Therabody abrió la puerta a expandir la categoría de producto
Oferta y precioTheragun era un producto específico; Therabody es una plataforma de wellness que puede incluir CBD, terapia de luz roja y otros productos complementarios. El nombre permite crecer más allá del dispositivo sin perder el equity de marca construido.
like tarragon has an amazing brand name and amazing recognition and and it is because of dr. Jason and what he's built and how we've marketed the product and how we've spoken and kept customers first but really you know to to be that tech wellness company to move into you know a space that reman hat you know was very important because it does open open up the ability for us to be like this isn't just what we do we're gonna do a lot of other things so that's exciting that's fun you know being part of that journey and very fortunate so I think I'm just excited as everyone else to see where…
Escúchalo en el minuto 40:35
Recoge feedback del cliente de forma omnicanal: outbound e inbound
Investigación de mercado y clienteTheraBody recoge feedback de eventos, market research, comentarios, textos, emails, familia que usa el producto, training y educación. No esperes a que el feedback llegue: sal a buscarlo. Tener canales abiertos en todas las áreas es lo que hace el loop efectivo.
mean a lot of companies kind of wait for it to come in to them a lot of companies will you know do something to ask for it they're only their top customers you know that kind of thing how do you it's it's everywhere and that it's it's anything from the outreach that we do market research that we do events that we attend comments that we get family members that use it texts that we get emails I mean it's really it really is from everything that you could think of you know what I mean its outbound and inbound I think there's so much training and education that goes on we're on the ground a lot…
Escúchalo en el minuto 32:13
CBD tiene restricciones específicas por plataforma: planifica canales alternativos desde el inicio
Canales de adquisiciónFacebook, Instagram y Google tienen políticas muy diferentes sobre CBD. Dos de las tres plataformas son categóricas y una tiene guidelines. Si vendes CBD, diseña tu estrategia sabiendo que los canales principales pueden estar bloqueados y busca alternativas.
lot of ambiguity in in regulatory you know bodies in determining what can and can't happen um and that trickles down into what I kind of claim coin this the big three you know whether it's Facebook Instagram Amazon and Google what are they doing how are they tackling these issues what are their stances two of them are very black-and-white can't do it and one of them has you know and a little bit more you know have have a little bit more guidelines so which is great and I think again for CBD brands that have little to zero THC in them you know it it really you know we're not trying to have…
Escúchalo en el minuto 42:10
Cuando crees en el producto, el marketing se vuelve orgánico y potente
Marca y posicionamientoCuando puedes conectar emocionalmente con lo que vendes y usar el producto tú mismo, el marketing es genuino. Si el producto es un commodity, solo estás girando diales sin convicción. La pasión por el producto hace que los mensajes realmente importen.
marketer you're always wanting to have that passion to connect with the product like anybody can sell a widget and once commodities become widgets to you you're just applying tactics you know what I mean and you're just turning dials when those dials actually mean something to you you become that much better of a marketer when you use the product all the time when you hear the testimonials when you see the proof and you hear at time and time and time again and it's amazing to have customers you know I mean and have that forward-thinking customer mindset you know that you are trying to help…
Escúchalo en el minuto 14:29
Oferta y precioTheraBody prioriza que el tratamiento sea idéntico sin importar qué dispositivo uses. La mínima mala experiencia pierde al cliente para siempre. Esta consistencia es la regla número uno de la empresa.
at the end of the day it goes back to that treatment if that treatment isn't the same device-to-device we've messed up and so keeping that consistency making sure that it's hitting on all of those at the same time that's the most important thing because the minute a customer has a bad experience we've lost him forever hello and welcome to the day it goes back to that treatment if that treatment isn't the same device-to-device we've messed up and so keeping that consistency making sure that it's hitting on all of those at the same time that's the most important thing because the minute a…
Escúchalo en el minuto 0:00
Diferencia entre embajadores de marca e influencers tradicionales y organízalos en pods separados
Canales de adquisiciónTheraBody distingue entre embajadores (atletas profesionales que representan la marca y cuyo rendimiento se apoya) e influencers tradicionales (creadores de contenido en redes). Los segundos necesitan su propio pod porque hay muchas piezas móviles y colaboración entre grupos.
define influencer right we like to say there's there's ambassadors right so we have their you know we have Sara body earth Aragon athletes right people that we have created and formed a relation with because we can support them in in their athletic achievements and and what they're doing people that used to view or part of you know part of that we go down a huge list but those are active you know professional athletes down to you know everyday athletes there's influencers in the traditional sense of you know I'm on anagram and and I create content just specifically for a social Channel I'm a…
Escúchalo en el minuto 20:20
La educación es el pilar del mensaje: responde el 'por qué' antes de vender especificaciones
Mensaje y copywritingTheraBody organiza sus campañas en pilares de educación: por qué somos diferentes, qué nos hace especiales, qué nos hace únicos. Las especificaciones y el precio son lo más fácil de competir; el diferenciador real viene de educar al cliente sobre lo que te hace diferente.
important to us is is it all goes back to education how are we educating our customer on what we're about you know just fulfilling that why like why should this matter to me and that comes from all the different teams there's not you know there's not one boxes above is a collaborative effort to determine who those are and once those are those are our pillars right the tactics and omni-channel and where you go and buy and how you execute execute a said plan or messaging I mean those are those are those are just places to bind again you can buy media anywhere and I think what we're really…
Escúchalo en el minuto 34:30
Las flagship stores de marca son experiencia, no punto de venta
Canales de adquisiciónTheraBody Reset en Century City es un espacio para vivir el producto — tocarlo, sentirlo, booking tratamientos. El objetivo no es vender ahí sino generar el momento 'aha' que convierte. Ser TheraGun certified provider requiere un protocolo específico.
City you know we call it the fair gun reset it's an experience you can go and experience the product whether that's touching it feeling it or even booking a treatment and again you know to become you know Sarah GaN certified treatment provider you know there's a certain protocol that they had to go through so that we could you know effectively in a timeframe put together hey here's well you know what would you like to choose you know what's what's ailing you let us help you here's here's kind of what we have and in that way that you can experience it you know as a professional what or as you…
Escúchalo en el minuto 23:33
Al expandirte a retail: timing preciso, contratos protectores y no aceptar acuerdos desbalanceados
Canales de adquisiciónEntrar a retail tiene timing complejo: la marca necesita suficiente movimiento para ser reconocida por compradores. No aceptes acuerdos unilateralmente favorables al distribuidor. El retail evoluciona igual que DTC; no te quedes con el modelo tradicional si no te favorece.
challenging what that status quo is there's no right or wrong answer for them as a business you know and I mean they have to they have to it's very tough to time that up right like when you know your brand has had enough movement to be recognized by the buyers right by the people you know the buzz that's created about it so there's a lot of there's a lot that has to do with timing of knowing when to start that outreach and start that journey to getting distributors getting retailers you know where are you in that what's your you know where in the market are you and I think always not just…
Escúchalo en el minuto 25:07
Usa estructura de pods centrada en el cliente en vez de jerarquía lineal
Canales de adquisiciónTheraBody organiza su equipo en pods donde el centro es customer experience y cada rama (marketing, influencers, diseño, partnerships) parte de ahí. Esto permite colaboración transversal y que ideas lleguen desde cualquier equipo sin pasar por jerarquía.
thing about Sarah Gunn is that we're in a pod structure so it's not you know there's not this like linear you know traditional top-down thing where you gotta got to go up and then go down and go up and go down it's it's more of a collective and in the in the center is is custard you know customer experience because that's where it all starts is where our customers are and each branch in each pod kind of go off of that and so yeah you have your marketing pod in your sails and your business development and your partnerships and you know your design and digital Andy calm and and us you know…
Escúchalo en el minuto 18:21
Crea presale content con páginas diferenciadas y sub-marcas de contenido
Estrategia de contenidosPara productos nuevos o nuevos mercados, crea páginas de presale que educen antes de vender. A veces hasta sub-marcas de contenido que apoyen a la marca principal. Esto es especialmente valioso para CBD donde los canales tradicionales están restringidos.
my advice in in what you're doing like you just you're so gifted at content as a company because you come from such a truthful place and such a your story and your in your product are so amazing your you know your you guys have become so good at telling the story around your products I think it's just I think it's really diving into that content one of the things we specialize in as an agency is really focusing on presale content essentially so so different experiences different pages even sometimes different sub brands like content brands that are built to support the main brand there and I…
Escúchalo en el minuto 44:58
Mensaje y copywritingTheraBody собственная философия заключается в том, чтобы показывать полную информацию о продукте — что это такое, как может помочь, какие исследования подтверждают эффективность. Это создает доверие и отличает от конкурентов, которые скрывают детали.
and transparency is is really big and I think that you know again it kind of goes back to that that nature of what's Aragon and what we've put together in owning that entire process you know that means start to finish and building something that you know we believe in we use and and that it's that it's out there that that information is there you want to know everything about it here it is you know what I mean there's no hiding in the shadows there's here's what the product is here's how it can benefit you here's what it helps with so
Escúchalo en el minuto 46:25
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