WeightWatchers 2012 Annual Report Download - page 23

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 2012, our US magazine had a readership of approximately ten million, according
to GfK Mediamark Research and Intelligence, LLC, 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 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. While our advertising
schedule generally supports the three key marketing campaigns of the year, winter, spring and fall, we advertise
throughout the year. We advertise primarily in national media vehicles (television, radio, Internet, magazines and
newspapers), which are selected based on their efficiency and effectiveness in reaching our target audience. Also,
we utilize brand ambassadors, including from time to time celebrity spokespersons, as part of our advertising.
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 2012, 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. In fiscal 2012, the WeightWatchers.com website attracted, on average, over ten million unique visitors
per month in the United States alone. 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
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