Cover Story: Direct Marketer of the Year: Dawn Zier
Evolve or Die
"All the easy jobs are gone, so being all-in and hungry is a must," Zier says.
That's a lesson she learned very well at Reader's Digest, when "troubled" often appeared in news articles describing the brand's financial health.
"The knowledge that I gleaned over my career at Reader's Digest was really invaluable and portable beyond publishing," Zier says.
Trained at the direct marketing and database "powerhouse," she'd found her calling. She used that knowledge immediately in November 2012.
"When I came to Nutrisystem," Zier says, "it felt as though the company had lost its way a bit with its marketing and its messaging. I'm a huge believer in customer segmentation, and addressing the segments differently. I believe that the decision to go on a diet is a very emotional one, and so do most people I know, so the messaging that we're moving towards reflects more of those emotional connections. I've worked with our team to infuse Nutrisystem's marketing and advertising with a tone that shows female consumers that the company is listening to them, and we're also refining our messages to the male audience, as well. And we don't talk to the two audiences the same."
So an important bit of data for the team is the fact that 70 percent of Nutrisystem's customers are female. That weighs into everything Nutrisystem does.
"We've also worked on our product pipeline to ensure that it speaks to our audience and reflects the needs of our audience," Zier says. "So products like NuMi, the Fast 5 kit, EnergiZING and Craving Crusher shakes, our Jump Start Weight Loss kits at Walmart are all examples of that."
First, though, Zier had to help Nutrisystem's staff create a better relationship with data.
Zier says her favorite aspect of direct marketing is data. That wasn't the case for Nutrisystem. So when she joined Nutrisystem, she helped share the love.