WeightWatchers 2008 Annual Report Download - page 20

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Please find page 20 of the 2008 WeightWatchers annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

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according to MediaMark Research, Inc., an industry tracking service. In addition to generating revenues from
subscription sales and advertising, Weight Watchers Magazine also reinforces the value of our brand and serves
as a powerful tool for marketing to both existing and potential customers.
Marketing and Promotion
Word of Mouth
The word-of-mouth generated by our current and former customers is an important source of new
customers. Over our more than 45-year operating history, we have created a powerful referral network of loyal
customers. These referrals, combined with our strong brand and the effectiveness of our plans, enable us to
efficiently attract new and returning customers.
Media Advertising
Our advertising enhances our brand image and awareness, and motivates both former and potential new
customers to join Weight Watchers meetings or subscribe to Weight Watchers Online. We have historically taken
advantage of a range of traditional offline advertising vehicles such as television, radio and print. Further,
WeightWatchers.com has developed a strong capability and presence in Internet advertising. Our advertising
schedule supports the three key marketing campaigns of the year: winter, spring and fall. We allocate our media
advertising on a market-by-market basis, as well as by media vehicle. We select our media vehicles (television,
radio, Internet, magazines and newspapers) based on their efficiency and effectiveness in reaching our target
audience.
Direct Mail and Email
Direct mail and email is a critical element of our marketing because it targets potential returning customers.
We maintain databases of current and former customers in each country in which we operate, which we use to
focus our direct mailings and email. During fiscal 2008, NACO sent over 30 million pieces of direct mail. Most
of these mailings are timed to coincide with the start of our marketing campaigns and are intended to encourage
former meeting members to re-enroll. WeightWatchers.com made a substantial investment in developing email
targeting capabilities. Its email promotional vehicles and programs are an important customer acquisition vehicle
for both our Internet and offline businesses.
WeightWatchers.com Website
The WeightWatchers.com website is an important global promotional channel for our brand, services and
products. The website is an important vehicle for communicating our services and products in greater detail than
could be achieved in more traditional advertising vehicles. In addition to being a gateway for our Internet
subscription products, the website contributes value to our meetings business by promoting our brand,
advertising Weight Watchers meetings and keeping members involved with Weight Watchers outside of
meetings through useful offerings, such as a meeting locator, low calorie recipes, weight management articles,
success stories and Internet forums. In fiscal 2008, our Meeting Finder feature generated on average
approximately 1,000,000 meeting searches per month in the United States alone. The Meeting Finder makes it
easier than ever for our existing and potential members to find a convenient meeting place and time.
WeightWatchers.com now attracts, on average, over 6.3 million unique visitors per month in the United States
alone.
National Accounts and At-Work Meetings
As healthcare costs continue to be a significant concern on the minds of employers and their employees, we
believe that our broad range of services and products uniquely positions us to serve the corporate market and help
companies reduce their healthcare costs and improve the overall well-being of their employees. Our strategy is
focused on leveraging our organizational capability to serve companies of every size through the recent
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