Weather-Based Marketing Strategies
When devising a weather-responsive campaign, there are three main strategies to consider. All three embrace the fact the weather experienced by consumers is a key determining factor in their receptiveness to an advert, willingness to act, and motivation to purchase.
Targeting by Weather Signal
Using past, current or forecast weather signals to activate a creative. The consumer is typically unaware that weather is being used for targeting.
Example - displaying an ad for a cold drink when temperature reaches above a certain threshold.
- This digital OOH advert for Stella Cidre appears only when temperatures rise by 2° C above the national average, and there is no rain.
Targeting by Signal + Contextualizing
Targeting based on past, current, or forecast weather signals and aligning the marketing message with the weather conditions to show appreciation of context and encourage the desired response.
Example - “It’s cold, grab a coffee”, or “Miserable isn't it? Imagine your perfect holiday, Book it now!”
- Starbucks send weather-triggered email promos which reference current weather conditions in the messaging.
Targeting by Signal + Value Adding
This approach provides a reason for the communication along with dynamic, customized creative displaying value-added content. The content justifies the consumer's need for the product or service.
Example - “It’s going to be wet, buy that raincoat now!” + [customized forecast]
- Timberland send email promos for the weatherproof range triggered by a 3- day forecast for heavy rain. They display a personalized forecast along with product suggestions.