The weather situation as a marketing tool
CAMPAIGNS Weather conditions are important for three quarters of companies when presenting their offers. Gamned offers companies the opportunity to broadcast their marketing campaigns and promotional offers according to the current weather conditions.
The weather can play an important role in a purchase decision.Gamned enables advertisers to personalize their campaigns and adapt them to meteorological conditions and forecasts. Indeed, the weather plays an important role in consumers' decisions, for example for the summer season business. Tourism is one of the sectors most affected by the weather. The shipping company CGN has taken this indicator as an opportunity to test various weather-based strategies with Gamned in recent weeks. Online sales are directly related to weather conditions: Temperature, wind speed and precipitation. Consequently, Gamned adjusts the broadcast of the campaign based on this data. From Geneva to Montreux via Lausanne and Evian: the nicer the weather, the more intensively the banners are used to attract more people to excursions on Lake Geneva. "The bad weather at the beginning of this season had a significant impact on the number of sales of our cruises. By adapting the rhythm of the campaign to the weather, we can reach our target audience at the right time," says Maxime Staszewski - Digital Marketing and E-Commerce at CGN, "When it rains and the temperatures are cooler, the number of tourists is lower. Adapting the campaign to the climate also makes it possible to increase the ROI of the campaign: you invest more when the weather is good and reduce investment when it is bad. This modification showed a gain of 30% compared to traditional advertising campaigns. "In contrast to everyday products, seasonal products such as beer, fruit or ice cream react very sensitively to the weather. In addition, consumers are inclined to spend more money when the weather is nice. It is therefore possible to activate a digital campaign when the temperature exceeds 23 degrees and to integrate dynamic elements into the advertising banners in real time," explains Pierre Berendes, CEO of Gamned Switzerland. "Ultimately, this form of contextual targeting is based on weather data, which makes it possible to optimize investments and promises CGN a tailwind.
