Word has it we’re in for a cold winter.
Area schools will likely cancel classes at some point.
The thought of being stranded at home inspires parents to think ahead. Are supplies of hot chocolate and marshmallows adequate. Locate the snow boots, hats and mittens. Perhaps a few movies will be needed just in case it’s a three-day white-out.
All that, from the mere mention of a possibility of inclement weather.
Turns out, weather is a key factor in what promotes sales.
You don’t have to convince us. Here at the Register we just bought a fireplace heater for the break room. We figure it’s as close to the real thing as practical and will provide a nice ambiance to guard against the cold and gloomy days ahead.
Media strategists at The Weather Channel, now called The Weather Company, have confirmed local weather plays a big role in a consumer’s purchasing preferences.
An area’s precipitation, temperature and even dew point all influence what people buy. More to the point, the three factors tell marketers what they should be promoting.
A balmy forecast should bring discounts to outdoor grills and fans. Window displays should feature gauzy clothing, hats and sunglasses.
With snow in the forecast, you can bet Glen Coffield of Town & Country will put his Carhartt jackets in one window and Justin, Red Wing and Timberline work boots in the other.
Weather channel experts can also be very helpful to specific industries and market their services as such. Knowing a hailstorm is on its way, for example, can be helpful to the insurance industry. A mass email and text message telling policy owners to move their cars to cover could save millions of dollars in claims.
On a larger scale, energy and crop traders base their economic forecasts on long-term weather trends.
TALKING ABOUT the weather is now more than just a way to make small talk. It’s part and parcel of big businesses.
— Susan Lynn
