Skip To Content

What is Weather-Based Marketing?

Feb. 21, 2019 | Jailyn Glass

Weather-Based Marketing Team

In this week’s podcast, the gloomy Michigan weather has the team stirring. Join Morgan, Jailyn, and Dwight as they chat about weather-based marketing, 5GE controversy, and more!

Weather-Based Marketing Explained

Weather-based marketing, also known as weather-triggered marketing or weather-driven marketing, is a marketing strategy that involves tailoring advertising, promotions, and messaging to specific weather conditions or forecasts. The idea behind weather-based marketing is to leverage real-time or predicted weather data to better target and engage with consumers based on their current or expected weather-related needs and preferences.

Examples of Weather-Based Marketing In Action

Data Collection: Marketers collect weather data from various sources, including weather APIs, meteorological services, or proprietary weather data providers. This data includes information such as temperature, humidity, precipitation, wind speed, and forecasts.

Segmentation: Marketers use the collected weather data to segment their audience based on geographical location and the current or predicted weather conditions in those areas. For example, they may identify regions experiencing hot weather, rainy days, or snowfall.

Content Customization: Once the audience is segmented based on weather conditions, marketers create customized content, advertisements, and promotions that align with the specific weather conditions. For instance, on a hot summer day, a beverage company might promote cold drinks, while a retail store might advertise summer clothing.

Timing and Delivery: Marketers then deliver these tailored messages through various channels, such as email marketing, social media, digital advertising, or even physical signage, at the right time to maximize their impact. For example, a restaurant may send out a coupon for hot soup and coffee on a chilly winter day.

Optimization and Analysis: Marketers continually monitor the effectiveness of their weather-based campaigns and make adjustments as needed. They may also analyze historical weather data to identify trends and optimize future marketing strategies.

By aligning marketing efforts with the weather, businesses can better meet customer needs, increase engagement, and drive sales. Have questions? Learn more about weather-based marketing with Perfect Afternoon today.

Primary Image Source: Envato Elements