Exceeding the $72 billion mark, the U.S. weight-loss industry has changed significantly, despite the fact that the number of dieters is falling considerably due to increased acceptance of different body sizes. With do-it-yourself plans being a favorite, an ever-larger number of consumers is turning to free diets and fitness apps.
The COVID-19 pandemic has prompted more consumers to try out healthier diets, so commercial diet chains have posted strong growth. Commercial weight-loss companies were expecting to post strong results. Thanks to novel marketing strategies, weight-loss companies may maintain an upward trajectory despite the unpredictable times we’re living right now.
That said, weight-loss companies are employing novel online marketing strategies to reach targeted audiences. Therefore, comparing and contrasting their online marketing strategies is key.
Comparison: Top Companies’ Online Marketing Strategies
#1. Jenny Craig
Jenny Craig employs Google to identify target user segments, which allows it to reach the specific needs of target weight-loss consumers, rather than marketing to wider demographics. A key segment that Jenny Craig’s online marketing approach targets is the “modern woman,” who is defined as an individual seeking weight-loss and long-term nutritional health.
What’s more, Jenny Craig employs automation as an online marketing strategy. With automation, the weight-loss company optimizes segmentation to reach target audiences. Through machine learning, Jenny Craig successfully identifies unique customer needs, improving how the brand serves its users with appropriate marketing.
Thanks to automation, Jenny Craig’s online marketing strategies cut client acquisition costs by 58%, enabling the company to focus on increasing their customers’ lifetime value.
Jenny Craig employs thought leadership as an online marketing strategy. Through its innovative program that’s aptly titled“BE THE HEALTH MOMENT,” Jenny Craig inspires and educates healthcare professionals on how to conduct weight-loss discussions, catalyzing life-changing results for patients.
Through tailored video content, interactive tools to help initiate weight loss discussions, and referral kits for patients, Jenny Craig has positioned itself as an authority on weight management. The novel approach has helped the weight-loss company generate over 4 million impressions and earn placement in eight media channels.
Nutrisystem employs a marketing mix that has had phenomenal results. One strategy that has helped catapult Nutrisystem’s popularity is the use of Instagram influencers. Through influencers like Jessie James Decker, Nutrisystem has managed to create social buzz and drive up engagement.
At the same time, Nutrisystem employs multidimensional advertising campaigns utilizing brand ambassadors and customer success stories to engage with its target audience most effectively. Leveraging celebrity ambassadors that have had continued success with the program, Nutrisystem extends its omnichannel reach and furthers its broad appeal. Some celebrity ambassadors for the brand include Dan Marino, Marie Osmond, Soleil Moon Frye, Genie Francis, and Melissa Joan Hart.
Contrasts: Online Marketing Strategies
While Jenny Craig and Nutrisystem have deployed online marketing strategies with effectiveness, their approaches differ. Jenny Craig employs thought leadership to help health practitioners initiate weight-loss discussions. Through the novel “BE THE HEALTH MOMENT” program, Jenny Craig has achieved significant engagement.
In contrast, Nutrisystem employs influencers, celebrity brand ambassadors, and customer success stories to reach key audiences. Employing an omni-channel approach, the weight-loss company reaches its clients, broadening its appeal.
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