LA Weight Loss launches DRTV, direct mail effort

Share this content:

LA Weight Loss has launched a direct-to-consumer campaign featuring two-minute national cable DRTV spots, direct mail, search marketing and social media.

Marketing firm Edmunds Communications Group is working on the direct mail portion of the effort, while San Dimas, CA-based digital agency WebMetro is overseeing its pay-per click and SEO initiatives. Direct response agency Mercury Media is handling media placement, and DRTV production firm ShadowBox Pictures is producing the direct response TV ads.

The campaign's six-week test flight is the first phase of LA Weight Loss' growth plan for 2011, which also includes expanding its centers throughout the US. During the test period, LA Weight Loss will track performance and evaluate its media use in terms of targeting stations, then adjust its media plan.

The initiative is targeting female consumers ages 25 to 55. The direct mail component will target the company's database of existing customers.

“The goal of our campaign is to build awareness between weight loss and our Rapid Results Diet System,” said Marie Palumbo, VP of marketing at LA Weight Loss. “We want to increase our market share, drive business and help more people achieve their goals.”

LA Weight Loss is taking a two-pronged approach to reach dieters through its bricks-and-mortar and direct-to-consumer online channels, she added. Customers can purchase the LA Rapid Results Diet System on the e-commerce site. It includes a menu and a two-day kick off plan.

“If you're one looking for one-on-one accountability, the center is the perfect environment for you,” said Palumbo. ”If you're one who needs to lose weight in privacy of your own room, the e-commerce site can provide you the solution you need.”


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above