WeightWatchers 2011 Annual Report Download - page 25

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Please find page 25 of the 2011 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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We ask each of our licensees to include on their packaging information about our services and our products,
such as our toll-free numbers and a URL for WeightWatchers.com. This marketing and promotional support
reinforces the value of our brand.
Our licensing and endorsement arrangements give us access to weight-conscious consumers through
products sold at retail and increase the awareness of our brand. We continue to believe there are significant
opportunities both in the United States and internationally to take advantage of the strength of the Weight
Watchers brand and our other intellectual property through additional licensing and endorsement arrangements.
Weight Watchers Magazine
Weight Watchers magazines are published in most of our major markets. In the United States, Weight
Watchers Magazine is an important branded marketing platform that continues to show strong circulation and
advertiser acceptance. As of fall 2011, our US magazine had a readership of 10.9 million, according to
MediaMark Research, Inc., an industry tracking service. In addition to generating revenues from subscription
sales and third-party 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 almost 50-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 2011, NACO sent over 32 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 meetings members to re-enroll. In addition, WeightWatchers.com continues to invest in developing and
refining its email targeting capabilities. Its email promotional programs are an important customer acquisition
vehicle for both our Internet and meetings businesses.
WeightWatchers.com Website
The WeightWatchers.com website is an important global promotional channel for our brand, services and
products. The website is a 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
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