Heat up your marketing this summer!

26.07.2019

The summer heat and summer marketing don’t seem to mix, or do they? The summer holidays are now upon us and with temperatures at a record high in the UK and Europe this week, people are increasingly taking more time off work as some business seems to go “on hold” until the autumn months kick back in.

The good news is that summer opportunities do exist for entertaining, nurturing, and strengthening connections with your audiences throughout the funnel, as well as helping you test and refine your approach to finish out the year strong.

Playing on a specific celebration or event can increase business as people are more likely to purchase a product or service if it directly applies to something coming up in the immediate future, and the weather is no exception.

Weather influences our mood, eating habits, choice of clothes, going out or staying in and unsurprisingly our purchase decisions. Understanding weather as a factor influencing consumer behaviour is the first step towards designing weather-based marketing campaigns.

When devising a weather-responsive campaign, there are three tiered strategies to consider. All three embrace the fact the weather experienced by consumers is a key determining factor in their receptiveness to an advert, willingness to act, and motivation to purchase.

1. Weather Activation: Using weather signals to activate a creative. If done well, the consumer will be completely unaware that weather is being used for targeting. Tick tock…

 2. Contextualising: Aligning the marketing message with the weather conditions to show appreciation of context and encourage the desired response. Pimms did this well with their series of OOH adverts a few years back directing to passers-by to nearby bars and restaurants to indulge in a jug… or two!

 3. Value Adding: Justifying the consumer’s need for a product or service by providing a dynamic and customised approach through value-added content. In Pimms OOH ads they ensured that the local temperature was featured on their digital display screens. When the local temperature hit 21 degrees during peak commuter times the ad then increased its frequency and air time.

 Of course, some products and services will benefit more than others – not all are directly affected by the weather. However, a huge amount of industries will undoubtedly see elevated ad performance and increased revenue growth from leveraging live weather data within their marketing approach.

Cheers to that!

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