Service promotions with the weather
Oh, the weather outside is frightful But the fire is so delightful And since we’ve no place to go Let it snow, let it snow, let it snow.
It’s a catchy tune to play at Christmas when we’re all caught up in the white powdery stuff.
Until it’s green. Or for that matter, if you live in a region that doesn’t get much snow.
When it comes to your marketing, we’ve already shown you how dangerous it is to just follow or mimc your manufacturer’s message when they’re talking about weather patterns that aren’t happening. Selling winter tires to your audience when the temperature is above 10 degrees doesn’t resonate.
But what happens when the temperature plummets and you get 20 centimetres of snow overnight? We go from singing in the rain to letting it snow in one day. Can you afford to lose that opportunity?
Not when a certain percentage of your clients are procrastinators, waiting until it’s almost too late to get those winter tires or new wipers. Not many employers accept excuses like, “oops, I can’t go to work this morning because I forgot that new battery in my car.”
How to prepare for the weather-based marketing?
What’s the answer then? You can’t rush a marketing campaign through in a day, especially if half your team is on vacation or you don’t sit down with your agency until next week.

Knowing your client base

Have a process

Have a swipe file
Be prepared
Weather-based marketing isn’t rocket science, but it may seem that way when you time it properly. Parts and service campaigns have to be ready to focus the necessities like batteries, windshield wipers, and wiper fluids; things that are important for the time of year from a safety perspective. You want to remind the client as opposed to selling them something.Educate your audience on the benefits of winter maintenance when the time is right because being prepared come rain or snow is the best way for your marketing to complement the weather.
Thanks for reading! Stay tuned for more content.
Cheers, Jason HarrisStay in touch with me

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