Weather affects our mood and our decisions
Description
Predicting the weather plays an enormous role in the world of advertising and marketing, too. Weather determines what products sell and which don't, and it influences our moods when it comes to spending money. Even a one-degree shift in the temperature has dramatic effects on the sales of dozens of products.
Research:
RichRelevance’s analytics team conducted a comparative analysis on online sales during rainy days.
They surveyed 4 different verticals; home furniture, wholesale, clothing, and big-box stores (Home Depot, Walmart, etc.). It was discovered that on rainy days, sales increased by 10-12% in the home furniture, clothing, and wholesale, but little increase in big-box stores.
This is evidence to show that consumers spend more online during cold weather, but prefer to shop in big box stores when the weather's nice vs. online.
In 2014, the UK experienced severe wet weather during February and saw an increase of 18% in online sales.
Using weather targeting tools like WeatherAds, users can set automated ads to be released under specific conditions, like Amnet’s beer ads. By matching ads with the current weather, Amnet exceeded its campaign goal by 46%.
Application
Weather-Triggered Email Campaigns
Implement weather-based triggers in email marketing campaigns to deliver personalized content and offers based on current weather conditions. For example, a clothing retailer could send promotions for raincoats or umbrellas during rainy days, or advertise sunglasses and beachwear during sunny weather. By aligning marketing messages with the weather, brands can increase relevance and engagement with their audience.
Dynamic Weather Ads
Use dynamic ad creative that adapts based on local weather conditions. For instance, a beverage company could display ads featuring hot beverages like coffee or tea during cold weather, and switch to ads for refreshing drinks like iced tea or lemonade during hot weather. This approach ensures that advertising content resonates with consumers' current climate-related needs and preferences.
