The Impact of Daylight Savings
Daylight savings will end this year on Sunday, November 1st, but what does this mean for advertisers interested in aligning their messaging to the weather?
It’s been widely established that daylight savings impacts your health since it affects your sleep cycle, which presents an opportunity for sleep and health related brands to align the right messaging with this time change.But for every other advertiser, the short answer is that the impact of daylight savings on marketing is probably more related to the seasonal and weather changes rather than the time change itself.
The more daylight could cause more people to be out and about, benefiting brick and mortar retailers and even impact restaurant sales. While less daylight benefits online businesses like e-commerce brands and online streaming services like Amazon and Netflix, since people are more likely to stay home when it’s dark out.
Seasonality sells.Align your advertising to the weather conditions associated with daylight savings starting and ending to continue to see results.
1. Plan Ahead: With a longer perceived day comes more spending during the eight months of the year that we aren’t on standard time.
Therefore, plan to be more aggressive with your advertising from March to November since shoppers will likely be far more active, especially since there’s better weather in general during that time of year.
According to a recent Forecast Factor survey, sixty degrees is the temperature most associated with fall ‘sweater weather’, but seasonality is local; median sweater weather temperatures vary by region, state and metro area.
Not surprisingly, those experiencing fall weather were nearly twice as likely as summer weather.com users to purchase fall clothing and accessories, 29% versus 14%.
Plan for changes in consumer shopping habits like this to better align your marketing and product assortments accordingly.
2. Stand Out: You’re not the only advertiser benefiting from the increased shopping period during daylight savings, which is why it is essential that your messaging takes a new approach aligned with your brand.
What current events, pop culture icons and issues are your audience interested in this quarter that they weren’t previously? Align your messaging with what your customer base is paying attention to at the moment to help drive visibility to your offerings this season.
3. Remain Agile: As you continue to align your messaging to the current season, think about the different types of weather events that are common at that time of year to best prepare ahead of time. However, it’s important to balance planning with spontaneity to ensure your team remains agile enough to account for unexpected weather related events.
Plan to be spontaneous by understanding what is required of your marketing department to move quickly to execute the right creative, serve your messaging on the right channels and have the correct staffers in place to ensure the execution is timely and done correctly, whether it’s display advertising, buying native ads or altering your email marketing strategy accordingly.
Leverage these fluctuations in seasonal demand by incorporating real-time, location-based weather intelligence to monitor transitional consumer behavior, associated with the changing seasons. Avoid basing your marketing strategy solely on static calendar timing at all costs to better manage changing weather conditions affecting consumer shopping habits.
4. Duplicate Your Success: Always measure the success of your weather related campaigns to understand what was most relevant to your audience and most of all, what engaged them and drove the desired results of the initiative.
Don’t attempt to reach your audience for the sake of impressions alone, but serve them relevant messaging that’s truly engaging based off of their interests. Apply specific goals to each of your activations related to real time moments happening in the weather, like daylight savings, to keep each campaign focused solely on success.
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