WeightWatchers 2004 Annual Report Download - page 15

Marketing and Promotion
Member Referrals
An important source of new members is through word-of-mouth generated by our current and
former members. Over our 40-year operating history, we have created a powerful referral network of
loyal members. These referrals, combined with our strong brand and the effectiveness of our program,
enable us to efficiently attract new and returning members.
Media Advertising
Our advertising enhances our brand image and awareness and motivates both former members and
potential new members to join our program. Our advertising schedule supports the three key
enrollment-generating diet seasons of the year: winter, spring and fall. We allocate our media
advertising on a market-by-market basis, as well as by media vehicle (television, radio, magazines and
newspapers), taking into account the target market and the effectiveness of the medium.
Direct Mail
Direct mail is a critical element of our marketing because it targets potential returning members.
We maintain databases of current and former members in each country in which we operate, which we
use to focus our direct mailings. During fiscal 2004, our NACO operations sent over 23 million pieces
of direct mail. Most of these mailings are timed to coincide with the start of the diet seasons and are
intended to encourage former members to re-enroll.
Pricing Structure and Promotions
Our most popular payment structure is a ‘‘pay-as-you-go’’ arrangement. Typically, a new member
pays an initial registration fee and then a weekly fee for each class attended, although free registration
is often offered as a promotion. Our Value plan in the United States provides members with the option
of committing to consecutive weekly attendance with a lower weekly fee (with penalties for missed
classes). Our Flexible plan provides members with the option of paying a higher weekly fee without the
missed meeting penalties. We also offer discounted prepayment plans.
Public Relations and Celebrity Endorsements
The focus of our public relations efforts is through our current and former members who have
successfully lost weight on our program. Classroom leaders and successful members engage in local
promotions, information presentations and charity events to promote Weight Watchers and demonstrate
the program’s efficacy.
For many years we have also used celebrities to promote and endorse the program in different
countries. Since 1997, we have retained Sarah Ferguson, the Duchess of York, to promote and endorse
our program in North America.
In 2003, we and the American Cancer Society launched a new initiative called the Great American
Weigh-In in the United States. This annual event spreads the word that eating well, being active and
maintaining a healthy weight can reduce cancer risk.
Weight Watchers Magazine
Weight Watchers Magazine is an important branded marketing channel that is experiencing strong
growth. We re-acquired the rights to publish the magazine in February 2000 and relaunched its
publication in May 2000. Since January 2003, we have sustained its circulation at over one million. Our
most recent information from MediaMark, an industry tracking service, shows a readership of 6.45
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