LA Weight Loss launches DRTV, direct mail effort

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.”

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