HOW HVACR LEADERS CAN CAPITALIZE ON WEATHER-TRIGGERED MARKETING BY KEITH SNOW, PRESIDENT, B2E DATA MARKETING
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id you know as an HVACR leader, you can capitalize on weather-triggered marketing? It’s true. Of course, no one can control the weather, but in many ways, the weather controls us. From how we dress, what we eat, to where we go, and how we feel – the weather outside plays a role in our decisions and purchasing behavior as consumers – whether we are conscious of it or not. However, those who work in the HVACR industry, are quite conscious of the impact of weather. It has a clear and direct connection to your business. To deliver clear and measurable results, you need only dig into the data. Thus, leveraging the weather in your HVACR marketing strategy makes perfect sense.
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HVACR BUSINESS MAY 2022
Weather-triggered marketing reveals hidden patterns of customer behavior that isn’t obvious without the benefit of this more advanced analysis. UNDERSTANDING HOW WEATHER AFFECTS HVACR SALES
that consider the finer impact of different weather conditions.
It might seem obvious that HVACR customers want to be warm in the winter and cool in the summer. But the weather’s influence works in much more granular ways as well. Do you understand how impactful the weather patterns are on your business?
Take, for example, a Canadian study that looked at sunlight, consumption, and spending. According to the study, when exposed to sunlight, consumers were willing to pay 37 percent more for green tea, as opposed to during cloudy conditions, when they were more likely to spend money on alcohol and coffee.
Weather-triggered marketing uses weather data to create adaptive campaigns
A more nuanced understanding of weather-triggered consumer behavior, can be of great benefit for those in the HVACR industry. By using past sales data analysis in conjunction with weather databases, contractors can get more from their traditional marketing strategies. Weather-triggered marketing reveals hidden patterns of customer behavior that isn’t obvious without the benefit of this more advanced analysis. Intuition won’t reveal the following HVACR weather-triggered consumer patterns, including: • How product sales align with specific temperatures and weather patterns. Weather-triggered marketing can be a valuable tool for planning
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