Seasons Change and So Do Your Audiences
Seasonal marketing – are you going to have to work harder when the sun comes out?
Sunny days get us all smiling and feeling refreshed about life. The birds are tweeting (in a literal sense!), the sky is blue and your office has an all-round good buzz.
But hold on a second – if everyone is out enjoying the good weather, who is spending time browsing your website or buying your products?
That’s where clever, seasonal online marketing comes in to play. We all see shop windows changing when the sun makes an appearance – they
go from autumnal and cosy to fresh and bright – and why should you online presence be any different?
The truth is, research does show that you have to work a little bit harder in sunny weather to attract attention. Until everyone has access to a mobile phone screen that is non-reflective, browsing hours whilst sunbathing will be decreased.
Studies on markets in France have shown that rainfall has a significant, positive effect on online sales, with some areas seeing a 15% increase in online sales compared to dry days.
Similarly, a decrease in air temperature saw an increase in online purchases and when the highest temperatures were recorded, e-commerce slowed down on average.
So, what can you do about it? Here’s a few ideas:
- Use social media to get in on the weather conversation. It might be small talk, but people will be willing to engage with a real-time post.
- Use your location to snap pictures. Show everyone how lovely your shop/office/study looks in the glorious rays of the sun!
- If you can relate weather to your products or services, go for it.
- Consider changing your Facebook/Twitter/Google+ cover image to something bright and cheerful to match people’s moods. Try and keep it in line with your company branding though.
- Capitalise on rainy days. Missed out on sales and visitors during sunny periods? When it’s gloomy, go get ‘em!
- Plan your social posts around evening times when, even on a good day, people may be settling down for the evening indoors.
- On a rainy day, give people something to do – hit them with a message that makes them want to take action immediately.
That’s just a few hints for you, so remember to reflect the seasons within your online campaigns.