Weather Based Marketing – Does it Work?

The weather impacts a lot of our day to day activities such as how we dress, what we eat and where we hang out. If it is 90 degrees outside, there is a good chance you are not wearing a sweater outside or eating soup for lunch. You’re more likely wearing shorts and snacking on some ice pops. If you live in an area that gets a lot of snow such as Colorado, you are more likely to spend your winter skiing than someone who lives in Florida where the pools stay open year round. Weather impacts our lifestyles. Weather based marketing is advertising that is based off of your local weather. With the increase of picture based social media, there has been an increase in weather based marketing.

How it works:

Let’s take Starbucks for example. During the summer months in New Jersey, there is an increased amount of Instagram photos of ice coffee, cold brew coffee etc. while in the winter months, there are more pictures of hot coffee, hot chocolate and holiday brews. The weather changes what you want to buy. A weather based ad would be one that reads ” It’s hot outside but our cold brew is extra cold.” This reminds the consumer of the discomfort the heat may be causing them and how refreshing a cold drink would be. Another weather based ad would one showing someone drinking a coffee while on a ski lift. That would be a great advertisement for areas with a lot of mountains and ski resorts however that advertisement would not work well in an area that never experiences snow.

Does it work?

100 percent! People buy based on how they feel. If they feeling cold, they will probably want something warm like hot chocolate or a hot meal. If their pool is opened year round, they will be willing to buy swimsuits year round. If their pool is only opened May through August, there is a good change they will not buy a swimsuit in February. Advertising based on local weather works.

Next time you see an advertisement think about if that could be a weather based advertisement, good change it is! As always contact us for more information – contact@kompass-usa.com