it out to the public?’”
Terrill calls the videos “perfect testi-
monials.” The company’s newest cam-
paign — which hit TV airwaves in late
January — allows Nutrisystem’s members
to express their success stories directly,
while “also letting folks know about the
new Nutrisystem, including lower prices
on frozen food programs,” Terrill con-
tends. “By combining these two things
within a branded-response campaign,
it’s something fresh for consumers, but it
doesn’t deviate from our brand.”
Social media has also become a key
part of Nutrisystem’s direct response mix,
thanks especially to the company’s own
community on Nutrisystem.com. “Some
businesses are able to build an online
Powering the Evolution of Direct Response
community naturally, and we’re lucky to
be one of those,” Terrill says. “Folks in
the program naturally want to talk with
other dieters, to share tips and tricks, to
have a true social discourse about their
weight loss.”
The company has a dedicated social
media team that “monitors our custom-
ers’ discussions,” Terrill says. “We want
that direct feedback, and we also want to
be proactive in answering any questions
that come up. We pass along information
internally to the right sources and try to
answer every question about the program
we can, which furthers customer loyalty.”
Nutrisystem is also expanding its
social media base to external sites like
Facebook, Twitter, You Tube and more.
“We find that customers who are engaged
in our social spaces stay involved in our
programs longer,” Terrill says. “Exporting
our internal community success to places
like Facebook is crucial.”
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Contact Us To Learn More
(561) 509-7079
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Building on Lessons Learned
Terrill credits Nutrisystem’s “stable” of
agencies and vendors for their efforts in
building the company’s success. “When
you have the budget we do, you always
have a litany of partners, and they’re
consistently in tune with what we need,”
he says.
But he does single out the com-
pany’s newest agency partner,
Donat Wald+Haque, for their work on
the current campaign. “We knew the
agency had done well in this branded-
response space, especially via their work
with eHarmony,” Terrill says. “We knew
that’s what we needed — to tell our
whole story, but still drive new customers.
The story of weight loss is an emotional
one, and we needed a partner that could
make the story of a life transformed come
to life. The team at Donat Wald+Haque
is good enough and smart enough to real-
ize that the Flip camera footage we had
Terrill’s knowledge of the right type of
agency partner, the right media mix and
more comes from close to two decades of
experience in marketing, E-commerce
