Weight Watchers’ promotional strategy exposes audiences to their brand in a wide variety of locations where potential dieters can be found. With the message of “something for everyone,” there is a broad range of platforms utilized to speak to audiences. Promotions are communicated on TV, internet, newsstands, supermarkets, direct mail, email and word of mouth. Brand advocates are relied on power of their in developing customer loyalty. Word of mouth generated by current and former customers is an important source of new customers.
WeightWatchers.com attracts, on average, over 8.1 million unique visitors per month in the United States alone. It is an important global promotional channel for the brand, services and products and allows Weight Watchers to communicate services and products in greater detail than could be achieved in more traditional advertising vehicles. In addition to being a gateway for Internet subscription products, the website contributes value to the meetings business by promoting the brand, advertising meetings and keeping members connected outside of meetings through useful offerings, such as a meeting locator, low calorie recipes, weight management articles, success stories and social media functionality. WEIGHT WATCHERS INTERNATIONAL INC - WTW Annual Report (10-K ... (n.d.). Retrieved from http://sec.edgar-online.com/weight-watchers-international-inc/10-k-annual-report /2007/02/28/section2.aspx
Licensing and endorsement arrangements give Weight Watchers access to weight-conscious consumers and increases brand awareness through products sold at retail such as Weight Watchers frozen dinners and desserts. Another branded platform found in supermarkets and newsstands is the Weight Watchers magazine which has a
readership as of fall 2010, of 10.1 million according to MediaMark Research, Inc. Weight Watchers Magazine reinforces the value of the brand and serves as a tool for marketing to both...