LA Weight Loss expanded its direct marketing strategy earlier this month with DRTV spots running on cable and broadcast networks.
The move represents a departure for the company, which as recently as 2009 had relied exclusively on direct mail to promote itself, says Marie Palumbo, vice president of marketing.
In early January, LA Weight Loss began testing 120-minute direct response spots on channels and networks like TNT, Lifetime, Fox and The CW to reach women aged 25 to 55, its traditional target audience.
Not surprisingly, LA Weight Loss’s business is highly seasonal.
“This time of year, the response rate is high because everybody has made New Year’s resolutions,” Palumbo says.
The DRTV offer is for viewers to call a toll-free 877 number intended to start them on the company’s "rapid results" plan to lose seven pounds in seven days, using their healthy living guides and meal plans. Testimonials are also featured.
LA Weight Loss also recently upgraded its website www.laweightloss.com in an effort to make products available to consumers in regions not serviced by its retail outlets. Video supporting the campaign is also on YouTube (http://www.youtube.com/user/LAWeightLossProgram).
But the company hasn't given up on direct mail, notes Palumbo.
Every six to eight weeks, LA Weight Loss gets response rates of 1% to 5% to the more than 100,000 pieces it sends out to segments of its more than 1 million-name database. These mailings promote membership and the company’s various products, she says.
LA Weight Loss tests a number of different formats but sees strong results with 8-1/2-by 11-inch folded pieces which usually contain several discount coupons, notes Palumbo.
Going forward, return on investment from all these different channels will determine LA Weight Loss’s marketing strategy, she says.
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