Digital Marketing5 October 2024
Sell more, whether it’s raining or shining!
Local businesses often think that weather-based marketing is reserved for the big players, but that's not the case. With just a bit of creativity and attention to weather changes, even smaller businesses can take advantage of the weather to improve their operations.
Applying Weather Marketing in Practice
The main difference lies in how products or services are presented to consumers.
Imagine owning a café, and it’s cold outside. You can create a special offer—a 'warm discount' on soups and hot drinks. It might sound unconventional, but it’s the things that are different that catch attention.
On the other hand, if you run a car wash and rain is forecasted, you could offer a ‘post-rain’ discount for cleaning cars. The key is to think outside the box and tie your services to the weather. For example, a spa or beauty salon could promote post-sun skin recovery treatments during the summer months or rainy day packages.
Weather marketing can also be useful for clothing stores—when warm days are forecasted, promote your summer collection, while lawn care services could offer special discounts for trimming lawns before the rainy season starts.
Plan Ahead—Time is Your Ally
The key thing in weather marketing is not just reacting to the current weather conditions but anticipating future changes. Keep an eye on weather forecasts and plan your strategies and promotions in advance. In the context of digital marketing, this allows you to ensure your campaigns are relevant and well-targeted in time.
E-commerce and Weather Marketing
For e-commerce, combining seasonal marketing with weather tactics is an excellent idea. For example, during summer, your online store could highlight light clothing, fans, or summer sports gear, while in winter, you could offer warm clothing and heaters.
It's important to selectively choose products you want to promote through weather marketing—selling barbecue grills during snowy days may not be the best strategy, but advertising a hot chocolate set? That could be a hit.
Examples of Weather Marketing
Weather-based marketing is not only an opportunity to be creative but also a way to respond to specific customer needs at a given moment.
Car dealerships, for example, can highlight vehicles with four-wheel drive in the winter months or promote heated seats. The marketing strategy in such cases can also include promoting vehicle maintenance services, such as winter check-ups or air conditioning adjustments for the summer.
Travel agencies can offer packages for sunny destinations during the cold season or mountain retreats during the summer heat. Last-minute deals can also be a great way to attract customers based on sudden weather changes.
Restaurants and cafés can adapt their menus to the weather, offering warm meals on cold days or refreshing drinks during heatwaves. Extreme weather conditions, such as heavy downpours, could be an opportunity to offer special delivery discounts.
Gyms and fitness centers can organize outdoor classes on sunny days or indoor training when it’s raining. Additionally, creating seasonal training programs, such as ski preparation for winter or "beach body" programs for summer, can attract customers.
In the end, weather marketing is not just a way to capture customers’ attention but also an opportunity to show that you understand their needs. If you prepare on time and strategically approach digital marketing, time can become your best ally.