The importance of weather in marketing
Weather is one of the key focus points amongst retailers because of its profound influences on
consumer purchase behaviour. Weather conditions and temperature ranges impact what we buy,
when we buy, how much we buy, and why we buy. With universal influence, everyday weather
impacts the thoughts and behaviours of everyone across the globe and affects the way that people
consider their daily activities, purchases and plans.
Weather-Based Marketing is both proactive and reactive campaign construction with the intention
of facilitating business, based on past, present, or future weather-related patterns or out-of-the-
ordinary weather events. When it’s cold outside, people are more likely to buy jackets and shop
online. When it’s hot outside they are more likely to buy bathing suits and depending on how hot it
is- shop online. Studies also correlate weather with influencing large purchase decisions such as car
and house choices. The bottom line? The benefits of using weather marketing include in-depth
knowledge of consumer behaviour, boost in sales performance and competitive advantage.
Harness the power of the weather
FWM has a history of creating weather-triggered campaigns, including our work with lingerie and
swimwear retailer Bravissimo. After analysing Bravissimo’s sales data against historical weather
information, FWM discovered that swimwear sales spiked when the sun was shining, regardless of
outdoor temperature. Using the weather to trigger Pay Per Click ads using Google AdWords enabled
Bravissimo’s swimwear ads to only appear in areas experiencing sunny weather. The campaign
achieved fantastic results, with PPC-driven sales revenues for Bravissimo’s swimwear range increasing
by 600% during a 3-month campaign.
Through our work on the Bravissimo campaign and other projects, our weather triggered service
received exceptional evaluation through awards, including:
- Retail & Innovative New Technology Awards at The Digitals 2013 in London
- Best use of Search Marketing at the Rev Awards 2013 in London
- Best PPC Management Software Award at the UK Search Awards 2012 in London
- Innovation Award & Grand Prix at the European Search Awards 2012 in Amsterdam
Get in touch to find out if our weather triggered ad campaigns are the right fit for your business.