Mother Nature in the marketing mix

5 Jul

Force Majeure. An Act of God. The bloody weather.

Whatever you call it, our climate has wreaked havoc on marketing plans this past year. Whether it was blasting out summer heat well into the fall or doling it out in meager portions during the traditionally hot months, our clients have felt the impact.

Columbia Fuels launched a successful fall fuel promotion, with exceptional coupon retention only to watch helplessly, like all home heating providers, as the warmest winter in recent memory cooked their goose.

BC Ferries has seen their anticipated swell in spring passengers freeze as the summer continues to prevaricate.

Vancouver Island Brewery knows thirsts increase when the temperature rises, which must make a bad omen of the long cool spring.

Think of all the diligence and smart ideas and planning that go into a successful campaign. And it can all go down the drain at a stroke of Mother Nature’s hand.

The days of predictable seasons are done. Maybe it’s time we all started putting weather variables in our marketing plans.

Advertisements

2 Responses to “Mother Nature in the marketing mix”

  1. Andrew Hall July 6, 2010 at 9:21 am #

    All the facts about the recent campaigns being screwed by weather may be true, but…

    http://www.timescolonist.com/June+weather+Victoria+wasn+think/3232597/story.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+canwest%2FF227+(Times+Colonist+-+News)

    June was, unfortunately, very average for Victoria.

    • dougbrowncreative July 6, 2010 at 12:37 pm #

      More of Mother Nature’s tricks Andrew. We’re just being lured in by a feeling of complacency…

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Amy C. Amy Do.

Amy fall down.

Son of the Morning Light

All images are copyrighted & owned by the photographer who created them. Under no circumstances shall these digital files be used, copied, displayed or pulled from this site without the expressed written consent of the photographer.

LE WOOD SHOP ANEKA DEKO

BOUTIQUE DE DÉCORATION ET DE MOBILIER EN BOIS ET MATÉRIAUX RECYCLÉS

the Blacklight Arrow

David Blacker's Blog

TV Amanda

Blogging about all things tv, advertising & marketing

Ballentine Media Inc.

Vancouver Small and New Business Branding, Design and Social Media Strategy

BriWrites

BriWrites: Brian Hartz's Blog

Financial & General Copywriter

Barry Hill, MBA (Ivey)

%d bloggers like this: