Weight Watchers has traditionally used celebrities in it’s marketing but are now looking to normal everyday people to show it’s program works.
In the US, 69 percent of adult men and women are overweight or obese with each gender making up approximately 50% each. The traditional marketing by Weight Watchers involved the story of a female celebrity. By continually using a female, consumers naturally associated the weight loss program to females.
This unfortunately meant that for Weight Watchers, they were effectively cutting out half of their potential customer base.
Weight Watchers is the most popular weight loss program in the world, however this market share is being tested by other programs and the rise of technology. Revenue at the company has declined seven quarters in a row and this drop has been associated with the rise of fitness monitors.
Fitness monitors cost much less than weight watchers and give users the ability to track their diet.
To continue to remain relevant, Weight Watchers will start offering other methods to help lose weight such as web coaching and experts online 24 hours a day. There is also a Weight Watchers coupon available to help reduce the cost of the program.