When weather is bad, consumer spending might appear to be slow. Local retailers see certain types of inventory pile up and advertisers pull back on spending. On the surface, reigning in your marketing budget during foul weather sounds like a solid marketing plan. But, is it based on fact? What if it is actually a missed opportunity?
Knowing Your Weather Facts is Half the Battle
Weather-related marketing plans work best when you have a cohesive understanding of the weather, and the weather forecast, for your market. We know people respond differently to the forecast, than they do to the actual weather.
If you are preparing for harsh winter conditions, do you have an awareness of the full forecast? How does the forecast differ from the same time last year? Are you tracking how your audience reacts to the actual weather event, as opposed to how they reacted to the forecast? We are.
Don’t Fear the Weather, Plan for It
Weather.com not only maintains historical weather data, but many years of correlated sales data. We can tell you how consumers in your industry acted during specific types of weather, for quite a few years back. You can tailor your marketing to the documented, specific behaviors of your target market, instead of what you think they “might” do.
By understanding the forecast and related consumer behavior, you can plan for “bad” weather by adjusting your approach, accordingly.
Here are a few things to ponder when planning:
1. What services, or products, should you be thinking about?
Does your BUSINESS respond more favorably to a specific product, or service, during specific weather conditions? Use your own historical data, paired with weather data, to determine this.
2. When are the best times to be advertising, based on all this information?
You can buy advertising for your products to trigger when your customer is most likely to buy. Does the weather forecast affect your consumer’s purchasing decisions when the storm is being tracked or right after it hit?
3. Where are the best places to advertise?
Even in perfect weather, checking the forecast is the most common activity performed by smartphone owners. By positioning your ads alongside the forecast, you have increased access to your target market.
4. How will the forecast change behavior, not just the actual weather?
By accessing our correlated data, you can make strategic choices in advance that are based on real data in regards to how weather affects consumer behavior.
Many marketers react to weather events, instead of acting in anticipation of them. Don’t let this opportunity pass you by. If you are prepared, “bad” weather can be a tremendous opportunity to reach your customers right when they are most receptive to your message.