Developing different customer personas for a DTC health & wellness brand with Ryan Gresh (Founder & CEO, The Feel Good Lab)

Ryan Gresh, Founder & CEO of The Feel Good Lab, joins Retention Chronicles to discuss his journey in creating a natural pain relief cream to help their customers feel good and soothe chronic pain. If you’ve ever experienced searing pain, you know that the one thing you want is for that pain to be gone. But, common over the counter medicines, such as NSAIDs, are bad for your GI health if taken for long periods of time. That’s why Ryan and his father founded The Feel Good Lab to help people find hope through their products.  One of the things Ryan wanted to guarantee with their customers was that their solution had credibility and was FDA backed.  On the business side of things, Ryan talks about how the AOV is low for their pain relief cream because it’s a commoditized product, which can be hard to break even on. Which is why customer retention and the lifetime value of their business is so essential. Where The Feel Good Lab team wins is with their LTV and credibility with their customers. Their customers fall in love with the brand, and come back time and time again for that reason.  But not only do they fall in love with The Feel Good Lab brand, but the educational resources they provide. They educate their customers on the best way to use their products, such as right after a steaming shower because the product will absorb better.  Ryan also tells Mariah about how they make their packaging standout because none of their competitors were using clean, white packaging.  Knowing one’s ideal customer profile (ICP) is essential for accurate and successful marketing. Ryan dives deep into the 3 ICPs their 3 products market best with. It’s an interesting dynamic between the age groups and goals of their three customer profiles that you won’t want to miss out on.  This podcast is sponsored by Malomo, a leading shipment and order tracking platform for Shopify and Shopify Plus ecommerce brands.  To see what your custom mockup of branded order tracking and transactional email/SMS would look like, fill out this form & we’ll send your custom design right to your inbox! Episode Timestamps: Chronic pain relief and the importance of hope. 1:13 Branding and marketing strategies for a direct-to-consumer wellness brand. 5:44 Building a successful brand through customer service and authenticity. 10:11 Customer service, product development, and branding. 16:12 Product development and packaging design. 19:47 Pain relief and natural remedies. 22:24 Wellness, pain management, and education. 28:36 Targeting different customer personas for a health and wellness brand. 33:43 Social media marketing for a wellness brand. 38:18 Marketing strategies for a health and wellness company. 42:39