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.


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…

    June was, unfortunately, very average for Victoria.

  2. 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…

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