The product JW offer is terrible. No amount of marketing is going to fix that issue. A polish turd is still a turd. I don't blame the publishers. I found it a hard sale to pitch in the 80s and 90s. I don't know of a single convert from preaching in my congregation during those two decades.
The whole religion has a potential for great growth but requires major changes. With free labor and a strong faith base of followers they could accomplish a lot in the community to attract followers. However truthfully the GB don't want to attract all followers. They target only the ones they can control, thus the slow growth.
The meetings are boring and the religion is fanatically controlling. They have major beliefs that are physically dangerous and emotionally damaging. The message is not uplifting and their reading material is both bland and targeted to the uneducated.
End of the day I think it boils down to this.... The community as a whole looks at JWs as a bunch of weirdos.