Weather Demand

Earlier this week, I shared my thoughts on “Just High Enough Analysis.”

In the article, I shared the story of when my daughter and I went to the ski hill. It was an exquisite day. The sun was shining, and the weather was fantastic. It was the perfect skiing day. So when I discovered our passes wouldn’t work, I debated paying full price for lift tickets.

Paying full price in late March would be out of the question MOST of the time. But a great skiing day is rare, making the $200 lift tickets more reasonable. Weather significantly affects our experience, regardless of whether the experience is inside or out.

But how does a marker marketer plan for the weather? No marketer alive would have predicted that the best day of the ski season would happen in March, especially after our winter.

The short answer is that they can’t. But what they can do, like meteorologists, is use forecasting to help align demand with the weather. Add in the adaptability and personalization of digital platforms, and savvy marketers can use a blue-bird day to their advantage.