Response Magazine - February 2011

“When Connerty said, ‘Let’s take the
business direct,’ Nutrisystem had been a
little dormant and had lost market share,”
says Terrill. “But using DR gave him the
confidence the company could spend big-
ger dollars more wisely. That ability for
quantitative results — the ability to track
spending, pull it back where it wasn’t
working and spend it in other areas — al-
lowed Nutrisystem to take off again. And
it went to this new business model with
a new diet but the same brand equity,
making it the perfect candidate for DR
success.”
When Terrill joined the team under
CEO Joe Redling, he found a brand on
the upswing. “We were able to continue
to layer in spending across all media be-
cause DR and online were the right way
to tap into a new base of consumers,” he
says. “Plus, with our product, you need
more explanation of how it works to
interest people in the higher price point.
DR lends itself perfectly to that.”
Nutrisystem helped customers lose
more than 10 million pounds combined
in 2009. And even when the economy
turned sour late that year and over the
next couple years, DR helped the com-
pany sustain its success. “Navigating
tougher times meant testing different
media mixes, but the business model al-
lows us to maintain efficient spending and
a comfortable budget,” Terrill says. “The
ability to keep our DR machine running
while building our brand is based on a lot
of fresh creative and constant testing and
monitoring.”
Don Shula and Dan Marino, and tennis
legend Billie Jean King — its most recent
campaign hits at the heart of its customer
base, featuring current real customers
using Flip cameras to film their weight-
loss efforts and talk about their experi-
ences with Nutrisystem’s plans.

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Flipping the Script

Terrill knows that Nutrisystem’s core brand is its female-focused meal plan. And he says that in such a competitive space, innovation in the company’s product offers and marketing efforts is crucial. “We need to keep innovating because of all the copycats in the market,” Terrill says.

While Nutrisystem has had much success using celebrity endorsers — including actress Angie Everhart, Philadelphia Phillies manager Charlie Manuel, singer Marie Osmond, NFL Hall-of-Famers

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