Advertising Age reports that NutriSystem, the diet business, has decided to aggressively market its product line during the first months of 2006 by targeting male customers – an unusual approach for an industry that largely focuses on women.
“With men you can talk to them a little more bluntly, a little less about hand-holding, encouragement and concern and more about - these are the results you’re going to get,” the company’s chief marketing officer Tom Connerty told Ad Age.
“With men you can talk to them a little more bluntly, a little less about hand-holding, encouragement and concern and more about - these are the results you’re going to get,” the company’s chief marketing officer Tom Connerty told Ad Age.
- KC's View:
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This doesn’t mean that the folks at NutriSystem are ignoring women – just that they see the ability to generate incremental sales by targeting a fairly large demographic group.
Strikes us that hitting a series of singles and doubles won’t be hard…and that there’s even some potential for a few home runs.
