Weather Events & Marketing Messaging: Why Smart Brands Connect Products to Seasonal Disruptions

Brands always need new ways to connect with their audience. To make them understand why this product is a solution to a problem in their life. This can be what I call a tiny problem where they find the solution to what they need in your brand.

One way I love to frame up these problems is by connecting a product's benefits to the weather.

This might sound really odd to you, but stick with me and I'll explain.

When Weather Disrupts, Opportunities Emerge

When we experience extremes such as snowstorms and heat waves, life tends to get disrupted. Sometimes in big ways, but for most of us in ways that cause new frictions and changes in our habits to appear.

Instead of going to the office, you're now signing into Zoom for meetings. Habits shift. Instead of coffee outside, you're making it at home. Entertainment becomes more important when you're stuck inside.

So what does this have to do with marketing your products?

I want you to take this as an opportunity to bring your brand forward as a solution to those new tiny friction points. Of course your product likely won't arrive in time to solve anything during the current event, but this type of marketing does serve a few important purposes:

1. A great chance for brand awareness. Discovery by new audiences who all of a sudden see a greater need for your brand solutions.

2. Deeper connection with your existing audience. This brand gets me. This can be through humor, solutions, or insights to their experiences.

3. A time to sell a solution. This can be through a flash sale or a highlighted product.

The Big Brands Know This Secret

Trust me, this is something top brand marketers know well and have a set budget and playbook ready to go for these weather events. When I worked in big advertising, our brands had creative ready to go, along with specific budgets to go heavy-up with messaging on quick turn digital media channels during peak weather events.

Clear cut examples included:

• Allergy medications were ready for pollen spikes by market

• Cold and flu, hand sanitizer, and cleaning products were ready for storm announcements

• Battery and technology brands have tips and advice ready to manage power outages

How Lifestyle Brands Can Do This Too

Now you likely don't sell typical CPG products with a clear health goal, but this also works just as well for lifestyle brands.

Here are real examples of marketing events I executed with indie brands during seasonal winter weather events .

(photos are stock images and not specific to any brand or campaign)

Cozy collection for a fashion brand. Get out of those sweats and into something equally cozy, but with style for your work-from-home Zoom days.

Subject line ideas:

A Sale to Keep You Cozy! ❄️

Double Up and Keep Your Toes Warm with 2 For 1 Socks

Just in: Winter Style Guide

Winter is here! Time to layer up

❄️ The Weekend Forecast? Boots Under $95

Channeling ski-slope chic

Snow day mugs and soup bowls for a pottery brand. Complete with recipe and photos of steaming mugs of cocoa with marshmallows and warm soup and bread on a table. Inspire connection through food.

Subject line ideas:

Cozy Mornings Start with This Mug ♨️

I’m releasing The Winter Drop... again!

❄️ A flurry of fantastic sellers ❄️

A skincare brand that is really a "summer brand." Highlighted the importance of winter moisturizing and sunscreen while out in snow. Nourish your winter skin.

❄️ Winter is quietly wrecking your skin

Comfort You’ll Feel All Season Long

Make snow days fun for the kids with favorite PJs. No need to get dressed all day - have a PJ day with the comfiest bamboo fabrics and prints that inspire the imagination.

Snow Good: Shop PJ Favorites ☃️

Kid Snow Day Essentials Inside ❄️

Candles with seasonal scents for a candle brand. Bring warmth and fragrance to your snow days. Create that cozy atmosphere when you're stuck inside.

The Perfect Stuck Inside Day Candle ⭐️

Cozy has two moods, choose yours!

Your Weather Marketing Playbook

When it comes to marketing, find a storyline. How does your product make a snow day or a heat wave not feel like such a burden but have a glimmer of fun?

Your customer is stuck at home, ready to shop for solutions, even if they aren't going to arrive for this event. We all know that something similar will happen again.

So pick your solution, use your brand voice, and start marketing! Make some IG and Facebook content, post a code or discount in stories, send emails with a weather-inspired subject line.

Let your audience feel seen, understood, and helped by your brand during a time of disruption. That is how you create super fans!

Not sure how to execute a seasonal marketing story for your brand?

Contact me to find out how we can work together on your brand marketing using consumer insights to attract, connect and sell to your ideal customers.