Over the last 40 years, the
weight loss industry has developed a proven and tested method of
generating direct response telephone inquiries Monday through Friday.
The weight loss industry, probably more than any other business, is
dependent on direct response advertising because the sales process
cannot begin until the telephone rings. In-depth research by
Inches-A-Weigh indicates that no amount of advertising can inspire
people to lose weight. The weight loss client tends to respond emotionally
to program information. Whereas, health
club members tend to respond logically
to price information. The purpose of advertising is to persuade women
that Inches-A-Weigh is their best choice and provides the highest
probability of long-term success. Your local marketing strategy will
utilize a frequent and consistent multimedia mix to deliver this
message
Your strategies are similar
when penetrating small rural, medium and/or large metropolitan
markets. To achieve consistent lead generation, 52 weeks per year, we
determine which media market we will enter. This is the basis for
making decisions that will maintain consistent weekly lead flow and
profitable membership levels. You will utilize a combination of
television, newspaper and direct mail advertising. You will negotiate
with local media affiliates to obtain the most cost-effective rate.
The Yellow Pages has proved to be highly effective with women who are
not influenced by media advertising. Additional internal advertising
programs include promotional lead boxes placed at strategic locations,
special events at local
malls, referrals, walk-ins, physician referral programs, direct mail,
and promotions including giveaway items.
