Whether you like it or not, the weather has an impact on consumer behavior. From pools and air conditioners in the summer heat, to snow blowers and boots on the cold and snowy days; buyers are influenced by weather conditions. While many companies have always run seasonal ads, your brand now has the ability to harness the current and forecasted weather to deliver hyper-relevant ads to consumers when the conditions matter the most.
Brands and agencies can take advantage of this technology to deliver effective display ad campaigns that create personalized experiences for consumers. Weather-based ads take seasonal advertising to the next level. Timing can be everything when it comes to how much advertising influences consumers. Having the right message at the right time significantly increases the engagement rate over generic advertising.
Need a few ideas to start planning your campaigns?
Car dealerships can use this for both car sales (promoting SUVs when it’s snowing and convertibles when it’s sunny) and fixed ops (winter tires in the snow or windshield wipers in the rain).
Apparel and Accessory Brands can run ads based on the weather. From heavy coats in the snow to rainboots in the rain, there is so much potential to influence your consumers.
Beauty Brands can offer ads around personal care products during various weather conditions (lotion in the winter, sunscreen when it’s sunny, or hair products when it’s humid or raining).
Banks and Credit Unions can build campaigns around the climate and financial needs like home equity loans for seasonal improvements.
Landscapers can show ads based on appropriate projects for the current weather conditions. You can show lush gardens growing in the rain, or a family enjoying their patio in the sun. And since many landscapers also offer snow removal services, you can take advantage of weather forecasts to target homeowners about plowing when snow is expected.
While you may think this is type of advertising is better suited for the B2C world, those in B2B marketing can still take advantage of this technology.
Drone companies that work with businesses, real estate agencies or media companies to take aerial pictures and video can encourage weather-based shots
Tradeshow and Events companies can target businesses showcasing how their venue is suited for each weather condition.
Use compelling graphics and copy to tell a story
The possibilities are endless when it comes to weather-based ads. You can be as innovative and creative as you like with this level of targeted advertising. The more compelling the message and images you use, the better engagement you’ll see. Use the weather to tell your audience a story, evoke feelings, and entice them a clever call to action.
Let’s work together to come up with messaging and a strategy that works best for your brand. So the next time it rains, you’re inundated with leads.
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