WeightWatchers 2013 Annual Report Download - page 22

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Marketing and Promotion
Our communications with consumers and other promotional efforts enhance our brand image and
awareness, and motivate both former and potential new customers to join Weight Watchers meetings or subscribe
to Weight Watchers Online.
Media Advertising
We advertise primarily in national media vehicles (television, digital, print, etc.), which are selected based
on their efficiency and effectiveness in reaching our target audience. Through WeightWatchers.com, we develop
and maintain a high level of engagement with new and potential customers on various social platforms like
Facebook and Twitter. While our traditional advertising schedule generally supports the three key marketing
campaigns of the year, winter, spring and fall, we communicate with consumers in the digital space in real time
throughout the year. Also, we utilize brand ambassadors, including from time to time celebrity spokespersons, as
part of our advertising.
Word of Mouth
The word of mouth generated by our current and former customers is an important source of new customers.
These referrals, combined with our strong brand and the effectiveness of our plans, enable us to efficiently attract
new and returning customers.
Public Relations
We carry out many of our key public relations initiatives through the efforts of current and former Weight
Watchers leaders, members and subscribers, including from time to time celebrities. These leaders, members and
subscribers engage in national and local promotions, information presentations and charity events to promote
Weight Watchers and demonstrate the program’s efficacy. In addition, some become media-trained ambassadors
and represent us in various national and local public relations activities. We currently have over 450 media-
trained ambassadors as part of our grass roots network.
In addition, we have a science-based public relations initiative to capitalize on Weight Watchers’ position as
one of only a few clinically proven commercial weight management programs. This has included an increased
investment in third-party scientific research, the inclusion of a science center on the WeightWatchers.com
website and increased efforts to share our consumer and program insights with leaders in the scientific and
medical communities as well as the general public.
Customer Relationship Management
We use direct mail and email to attract new and returning customers and to engage current 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 2013, NACO sent over 26 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, we continue to leverage WeightWatchers.com’s email
targeting capabilities. Its email promotional programs are an important customer acquisition vehicle for both our
Internet and meetings businesses.
Weight Watchers Magazine
In addition to generating revenues from subscription sales and third-party advertising, Weight Watchers
Magazine reinforces the value of our brand and serves as an important marketing tool to both existing and
potential customers. We offer Weight Watchers magazines in most of our major markets.
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