Both winters and summers are getting more unpredictable. Larger numbers of people are affected by storms, and weather influences consumer behavior more than ever. Weather also impacts brick-and-mortar retail stores and ecommerce with the types of products people search for: ice scrapers, winter coats, snow day activities vs sunscreen, air conditioners, umbrellas. Could you improve sales if you included weather in your marketing mix?
Changing your search, display, and social campaigns depending on the weather will help you connect with your customers. Here are some tips:
Seasonal Products – run promotions on seasonal items: mention the storm as the reason for the promo
Bidding – increase bids based on the weather, and follow the weather pattern geographically (ask Indri how you can tap into a weather API to automate this process)
Display – consider advertising on weather-related sites when the conditions are perfect for demand to peak
Budgets – upside in impressions can deplete budgets quickly — be sure you budget enough for the duration of the weather event
Remarketing – make lists based on weather — crank up exposure when appropriate
Drive-to-Retail – after the storm, drive foot traffic back to brick-and-mortar stores and be sure to prominently display any changes in store hours
Google Shopping – categorize any products related to weather and deploy when appropriate
Mobile – with people stuck in their homes, amplify search and display to tablets and mobile (especially if your stores are closed or unreachable)
Social – use a weather-related event to provide tips and promotions, while listening for potential consumer touchpoints like hashtags that might provide more opportunity for engagement
Customer Service – be ready for shipping delays and questions on delivery (especially on social)
Indri has seen amazing correlation and great success when tying changes in weather and advertising together to reach the right people with the right message at the right time.
photo (edit): Candida.Performa