Opinion Leaders should Tell A Story

January is the time where Americans welcome an energized focus on losing weight. There are commercials, programs, discounts, products and memberships everywhere. Losing weight is the number one New Year’s Resolution. So, it did not surprise me to welcome multiple new faces as opinion leaders to what product we should all use to lose weight in 2012. There was Jennifer Hudson singing harder next to her old plump self, there was Charles Barkley promoting Weight Watchers new market-men and then there was Janet Jackson promoting Nutri System. Jenny Craig even added Mariah Carey to their roster as she is shedding her baby weight.

While I am sure all of these new advertisements and endorsements will net each of the companies more new customers; Jennifer Hudson is the most effective marketing strategy of them all. This fact is supported by an heavy increase in enrollment in 2011 amidst a struggling economy. Enrollment had increased 19% by the end of 2011. Weight Watchers was very innovative in developing new programs and going after new markets. The new points plus is more about success and targeting men with the tagline, Lose Like A Man is extremely creative. Women only make up 50% of the population so creating a new market with men can be profitable.

Jennifer Hudson as an opinion leader works, people connect with her as a “regular person” and her weight loss story has played out in front of our eyes just like her rise to fame. Charles Barkley’s weight loss is continuously showcased on ESPN as a testament to the power of Weight Watchers. While the campaigns for Jenny Craig and Nutrisystem are less genuine, they are also competing with a very well managed integrated marketing campaign by Weight Watchers. The company has combined multiple aspects of the promotional mix to reach potential customers. They are using social media, public relations, online advertising as well as traditional media like television.

I am not the only one who counts Weight Watchers as the winner in this marketing war. I believe Jennifer and Charles story and the Weight Watchers brand has a proven reputation. Just check out their website.