Along with the message and the choice of media, when you reach out to dieters can be as important as how you reach out. Come holiday time, the tendency to overindulge combined with the urge to turn over a new, healthier leaf in the new year, drive increased demand for diet-related products. "Without a doubt, it's a big time of the year for diet mailers," says Rodriguez. "I know for my clients, January is a big month."
Another aspect to consider is that for many customers, dieting tends to be cyclical. Unfortunately, people tend to regain the weight they lose because a particular diet doesn't work for them, so they may be open to new, diet-related offers throughout the year. For this reason, Rodriguez says he's seen weight-loss companies mail the 60- or 90-day hotline names from another diet company's buyer file. "Unfortunately for some people, [dieting's] a novelty; they try [a diet] for a few weeks, and then the novelty wears off and they engage in a new diet. I think that's another example of a timing factor," he notes.
Given the significance of this market, isn't it time you made a New Year's resolution to connect with weight conscious consumers?
Lists to Test:
Absolute Diet Weight Loss Responders: 2.9 million people who want to lose weight. Price: $85/M. Call: Great Lakes List Management Inc., (814) 456-2175.
Active Dieters: 175,000 online responders and buyers of weight loss products. Price: $110/M. Call: Paramount List, (814) 459-8787.
Diet & Weight Loss Product Buyers: More than 3 million buyers of products and information to help reach weight loss goals. Price: $100/M. Call: The Catamount Group, (203) 778-4110.
EZ Weight Loss Buyers: 18,403 dieters who purchase multiple diet products on a weekly basis. Price: $100/M. Call: Bulls Eye Marketing, (201) 770-9000.