Weather affects consumer behavior. When bad weather looms or lingers, consumer spending appears to slow. Store shelves might empty of bread and water, but not of other items local retailers planned to sell. Advertisers scale back their spending. But is a strategy that says “slow down when the weather is bad” in fact a missed opportunity?
People react differently to a forecast than to the actual weather event. Are you accounting for this in your marketing plan? Are you reacting to the actual weather or to the perceived reaction to the forecast? The Weather Channel is.
Our premium digital partner, the Weather Channel, correlates weather data to sales data. So, now, instead of assuming that consumers will react a certain way to certain weather patterns, we can lean on data to tailor your marketing to their actual behavior.
Here are some questions to think about when you’re planning your marketing this season:
1. Which of your services, or products, should you be thinking about?
Look at your own historical data to see how your bottom line and product sales were affected by weather in the past. Does one particular product move better under certain weather conditions? How can you capture this and capitalize on the opportunity?
2. When are the best times to be advertising, based on all this information?
The “trigger” model allows you to push out additional or customized advertising based on when your customer is most likely to buy.
3. Where are the best places to advertise?
Checking the forecast is one of the most common activities for smartphone owners. The Weather Channel app is the #7 most download app on iPhone and #2 most downloaded on iPad. Positioning your ad alongside a forecast gives you increased access to your target market.
4. How will the forecast change behavior, not just the actual weather?
Using our data, you can plan your marketing with real insights on how weather or just forecasted weather affects consumer behavior.