As we all get set to enjoy the traditions of fall such as watching the leaves turn colors, visiting the pumpkin patch with the kids, and enjoying one too many pumpkin spice lattes, marketers should also be thinking about how changing weather conditions could impact the performance of their advertising.
In fact, the winter storm that ripped across much of the United States in early February, which forced Wal-mart to close as many as 500 stores across the South and Midwest (New York Times) is a stern reminder for all marketers to have a winter-proof advertising strategy in place this holiday season. Having the flexibility to pause or even activate in certain weather conditions will be vital to success as brands also face shifting consumer behaviors amid the COVID-19 Delta variant.
Here are three things to “winterize” when building your advertising strategy for the fall and winter seasons:
For example, if you own a collision center, flex your ad impressions ahead of, during, and immediately after a snowstorm when vehicle owners are more likely to need your services. If you own a furniture store, consider pausing your campaign during storm conditions when you know foot traffic drops off. Save those impressions for a nicer day when consumers are more likely to venture out.
Winterize your advertising now, and put your business in a position to succeed, no matter what the weather looks like outside!
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