Marketers Make Most of Falling Mercury

By Natalie Zmunda and Emily Bryson York

Erica Liu Joseph Luong

Rachel Presthor

BackgroundAccording to Accuweather, this year could be the country’s

coldest winter since 1985

Bad weather is relativeMarketers who understand differences can capitalize

Applications

Scott Bernhardt, chief operating officer at Planalytics reports that 40% of his clients are using weather intelligence to inform their marketingUp from 25%-30% 18 months ago “marketing into a situation that’s favorable for your

product [causes] the numbers to go off the chart.”

Campbell Soup

“Misery Index” incorporates temperature

fluctuations within a given day, the year-ago difference, the week-ago difference and extra credit for snow or "nasty" rain.

A positive ranking on the index = miserable area

When an area becomes about 5% miserable, Campbell will cue up chicken-soup radio ads that typically last three to five days

Brand monitors weather patterns in certain markets, such as St. Louis, Des Moines, and Tampa, increasing radio ads when an area gets particularly cold, wet, or snowy.

Zappos“Cold Weather Outfits Are Hot!”

focused web site to reflect winter weather

"We planned on having more of a fashion story on our homepage and e-mail blast, but we're adjusting it to keep winter products top of mind.“ - Aaron Magness, head of business development and brand marketing for Zappos.

Google Search

Google working with companies to launch winter related search campaigns.

Search terms:

“hot chocolate”

“long underwear”

“weather forecast”

Focusing on geographical areas such as the Northeast before a blizzard

Weather Channel

Weather Channel working with advertisers:

General Motors

The Home Depot

Nationwide Insurance

Viewership up 24% with people watching for impending storms.

Snuggie

Snuggie cut back advertising.

Demand for the product was high causing an extreme shortage.

Snuggie is using the weather as free publicity.

Slight Relief

Snuggies not the only brand benefiting

Space heaters selling out in Palm Beach, Fl

Snow Blowers out of stock in Kansas City

Planalytics Report

Planalytics reported that demand for these products have increased in December:

Electric blankets increased 13% Ice Melting products increased 12%Thermal clothing increased 9%

- Pioneered BWI Business Weather Intelligence - Translate weather data into insights used to maximize the opportunities and minimize the risks- Provide information companies need to understand and

optimize the impact of weather on their business- To give companies an advantage over competitors

Ugg Boots

Classic Uggs selling Smoothly

Good sales reports from retail stores all over the countryPeople spending Christmas cash and Gift cardsVP-sales at Ugg Australia. "It's safe to say that the

cold weather is certainly not hurting our business and is most likely enhancing it."

cold temperatures temporarily helping consumers forget about the recession.

According to Google, recent searches for "snow boots" began outperforming searches for "cheap boots”first time in almost a year!

The End