Studies have shown a direct corelation to weather conditions and customer behavior. So how do you take advantage of this?
It's simple, for the LONG-TERM, look at your calendar! Chances are that you will experience cold weather in the winter months, wet weather in spring, hot weater in summer, and a cooling trend in the fall! Plan accordingly!
But as you get closer to the dates, within DAYS of events, sales or promotions, you need to look at the local forcast.
The day of your event, look out your window!
But beyond the completely obvious statements above, what does this mean? You have to not only adjust WHAT you are saying, and WHEN you are saying it, but more importantly WHERE you are saying it!
Generally speaking, cunsumers are on the move, so mobile is a great answer! You will reach a lot of your audience through the internet. But as weather changes, adapt to the conditions!
Conventional advertising is your "Fair Weather" approach and does a great job in advance of an event or as branding, but to get down to the "Severe Weather Alerts" you need to be immediate and precise in your targeted message. This is where you add social media to your mix (with purpose) and you deliver the exact information.
So, Here is your Weather Forecast for Advertising:
Winter - people in Northern weather typically are indoors more. Stay with TV, Internet and Social
Spring - You lose the attention span to outdoor activities, so go mobile
Summer - Stay mobile but add event promotions and search engine marketing. Radio (done correctly) adds a great layer of branding.
Fall - The most chaotic times to deliver a message! Bank on your BRANDING but deliver the message using TV, social and web.
For ANY season, remember that community involvement and sponsorships are ALWAYS a great idea!
Weather the storms, be prepared for the sunny days!