Creative Marketing Report: Weight Watchers Lead Generation Analysis

This report analyzes the creative marketing strategies employed by Weight Watchers, focusing on their approach to lead generation and customer acquisition. It examines both inbound and outbound marketing activities, including email marketing, social media, landing pages, and PPC campaigns. The report details the channels used to generate leads, such as digital platforms, and how Weight Watchers captures and tracks these leads. It also explores the keywords used on the website and the actions taken to nurture prospective customers. Furthermore, the report discusses the channels utilized to warm leads, ultimately aiming to convert them into paying customers. The report concludes with a bibliography of relevant sources used in the analysis, providing a comprehensive overview of Weight Watchers' marketing techniques and strategies.

RUNNING HEAD: Creative Marketing
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WEIGHT WATCHERS
Creative Marketing

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Contents
Introduction................................................................................................................................2
Lead generation..........................................................................................................................2
Inbound and outbound activities............................................................................................2
Channels used to generate leads.............................................................................................3
Capturing leads according to channel.....................................................................................3
Graphic image........................................................................................................................3
Keywords................................................................................................................................4
Actions taken to keep track of prospect customers................................................................5
Channels used to warm leads from cold.................................................................................5
Bibliography...............................................................................................................................6

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Introduction
The website which I have chosen is https://www.weightwatchers.com/us/ which is an
American based website and represents Weight Watchers Company. We are in market since
May, 1963. The main products and services offered by us on website are diet products and
weight management program to promote weight loss and fitness. We operate in 30 countries
worldwide. The weight watcher programs are based on science. It helps to lose weight by
eating healthier and getting involved in more physical activity. It inspires to eat more fruits,
less sugar, veggies and unhealthy fats. There is a new program called WW Freestyle. I
provide more than 200 zero foods by this program that a person can include in diet such as
eggs, chicken breast, beans and fish. A person can follow the weight program online and can
track food choices and can plan workout. There is introduced a coaching option in which a
person can consult by phone, text or email. I have bring out Beyond the Scale program in
2015 which highlights three modules such as eating healthier, fitness and skills and practices
which can help in shifting mind set. The foods in the program are rated on the basis of
protein, fat, carbs and fibre. There is no limit on the consumption of fruits and vegetables.
Weekly meetings and weigh checks keep people on track.
The products available by me on website help to achieve healthy lifestyle. It includes cereal,
cheese, chocolate candy, flat out flatbread, frozen novelties, popcorn, thin sandwiches, scales
and skinny pastas. I do not only provide recipe for products but also provide recipes for
breakfast, lunch, snack, appetizers, dinners and desserts.
Lead generation
Lead generation defines the marketing process of encouraging and capturing interest in a
product or service. I use this process to enhance sales. The main channels used in lead
generation are digital ones. Weight watchers website uses lead generation. The digital
channels keep on changing with the rise of online and social techniques. The emergence of
new techniques leads to rise of self-directed buyers. The lead generation has transformed
marketing1.
1 Akira Ishikawa and Atsushi Tsujimoto, Creative Marketing For New Product and New
Business Development (World Scientific Publishing Co. Pte. Ltd., 2008)

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Inbound and outbound activities
The outbound activities are the traditional method used to attract potential customers. It
includes email, telemarketing, trade shows, advertisement and seminars. The outbound
activities are less effective so I use inbound activities. The inbound activities help to find
customers through website. It creates qualitative content and pulls toward products and
services of weight watchers. It creates valuable content which helps to attract customers. I use
internet, social media, business blogging and mobile phones to attract customers. It naturally
attract customers when I publish content of customer’s interest. The inbound activities are a
better way to generate leads and drive sales. The other way of using inbound activities by me
is that it is less expensive and focuses target audience2.
Channels used to generate leads
The channels used by me to generate leads are email marketing, display, social media
marketing, landline pages, ppc campaign and websites. I use these channels because these are
effective and capable of reaching customers. These channels build corporate awareness and
credibility. It also helps to generate high quality leads.
Capturing leads according to channel
I send email newsletters with the great offers and best practices to capture leads. The leads
can be generated by knowing interest of customers. The social media helps to spread content
to the new audiences. The leads can also be generated by the effective social media channels
like Twitter and Facebook. It promotes content. The landing pages helps to generate lead by
converting web visitors to lead3.
I make effort to convert lead by encouraging customers. The customers can be encouraged by
signing up newsletters or filling form for demos. The display ads help to generate leads by
online publication. It reaches more of target experience4. The pay per click (ppc) campaign
can generate leads by putting qualitative content and free trials.
Graphic image
2 Robert J.Lackie and M. Sandra Wood, Creative Library Marketing and Publicity (Rowman
& Littlefield, 2015)
3 Ian Fillis and Ruth Rentschler, Creative Marketing (Palgrave Macmillan, 2006)
4 Liz Hill, Catherine O’Sullivan, Terry O’ Sullivan and Brian Whitehead, Creative Arts
Marketing(Routledge, 3rd ed, 2017)

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(Source: By Author)
(Source: By Author)
Keywords
The keywords used by me on website are “how to lose weight fast by following weight
management programmes”, as it clearly defines the purpose and aim of website.

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Actions taken to keep track of prospect customers
I keep track of customers by number of customers visited it’s website and Facebook page.
The customers approach to company by messaging or posting on Facebook page. Weight
watchers contact to customers via text or phone and convert prospective customers into lead5.
Channels used to warm leads from cold
Checking out interested leads:
I pick out the list of persons who tried to contact company. It is needed to be careful at the
time of working with purchased leads. I need to remind about company and products at the
time of sending mail. Usually the customers forget about the company in long period of time.
It helps to recognize brand6.
5 Camerson S. Foote, The Creative Business Guide To Marketing (W.W.Norton, 2012)
6 Robyn Blakeman, Integrated Marketing Communication (Rowman & littlefiels, 3rd ed,
2018)

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Bibliography
Ishikawa A, and Tsujimoto A, Creative Marketing For New Product and New Business
Development (World Scientific Publishing Co. Pte. Ltd., 2008)
Lackie R J and Sandra Wood M, Creative Library Marketing and Publicity (Rowman &
Littlefield, 2015)
Fillis I and Rentschler R, Creative Marketing (Palgrave Macmillan, 2006)
Hill L, O’Sullivan C, O’ Sullivan T and Whitehead B, Creative Arts Marketing (Routledge,
3rd ed, 2017)
Foote C S, The Creative Business Guide To Marketing (W.W.Norton, 2012)
Blakeman R, Integrated Marketing Communication (Rowman & littlefiels, 3rd ed, 2018)