Sports car dealers now know that a temperature of 75ᴼ with sun will increase their sales of convertible models. Likewise, SUV dealers know that sales of 4-wheel drive vehicles will climb with the first large snowstorm of the winter.
The same thing happens in the world of e-commerce. Season changes have a direct correlation with sales. Think about it for a second… How often do you browse clothing products online when the weather is nice and toasty? Most likely not often – you spend your days outside by the pool or near a lake. In contrast, with the first sign of fall, we begin to spend more time inside using smartphones and computers to purchase products to cope with the season changes. For example, a cloudy, dreary week may cause some consumers to buy in order to enhance their moods.
Check Weather Patterns Regularly & Advertise Accordingly
What’s the first thing you do in the morning before you get ready for work? The number one regular mobile activity is checking the weather. Forty-seven percent say they use their devices to check the weather. If you haven’t done this yet, you should implement weather forecasting to your short-term marketing and advertising strategy. Change in weather patterns alters shopping moods for the best and the worst. Be prepared for it all.
Use weather shifts to promote different products on your social media channels, for example: if it’s rainy and cold make sure to bring attention to your jackets and hooded products that your customers can benefit from during high chances of precipitation.
Weather-Based Marketing Strategies
Prepare for the Expected
Some things are naturally bound to happen during certain times, for example, we know April showers are bound to happen in May, blizzards come and go during the cold season which is usually anytime between late fall and early signs of spring. Make sure to do in-depth research of the weather patterns in your targeted area to get the best use out of weather-based marketing strategies.
Regular Seasons: Spring, Summer, Fall, and Winter
Prepare for the Unexpected
If you live in Michigan – you already know this. You simply blink and the weather changes, so if you market to areas where the weather is unpredictable don’t solely rely on the weather channel. Prepare ahead, your social media marketing strategy should be well-thought-out in advance. Social media content should be easily interchangeable in case of abrupt weather change.
Extreme Weather: Hurricanes, Tornadoes, Blizzards…etc.
When information such as weather forecast is presented to the customer, it simply justifies the need for the product. Incorporate 7-Day Forecast along with product suggestions that are specific to the weather and temperature for the particular week. It can be as simple as including a small snippet of the forecast and suggested product at the bottom of your weekly newsletters.