Classic Cleveland mix-up: we asked for a flood of votes to send Francisco Lindor to the All-Star Game (first round of voting closes today!) and instead we got a flash flood warning. But here’s the silver lining: since we’ve been cooped up indoors, it’s given us time to ponder how the weather affects your approach to advertising. Including:

What you offer

Weather has a tremendous impact on buying behaviors—in fact, it’s the second biggest factor behind the state of the economy. Which sounds drastic, but look, you’re not going to seek out a warm, hearty stew on a 90º day. (Unless you’re in “only stew mode,” in which case: get that goulash.)

That said, it’s important to capitalize on seasonal tastes. Like by using a summer kickoff holiday to hawk ketchup or by offering a limited-time-only beer that tastes like the first noel.

Where you’re offering it

New and emerging platforms let marketers leverage weather data to talk to consumers in more targeted and relevant ways. This translates to super specific digital ads that drive sales (and help hair survive humidity). And when you consider new placements, like the IKE Kiosks in downtown Cleveland, there are a ton of opportunities to explore. After all, when it rains, it pours…ingenious digital solutions.

How you talk about it  

There’s a reason why “How ’bout this weather?” is prime time water-cooler chat: the state of the skies (and the roads) is a small talk goldmine. Nothing brings us together like complaining about something beyond our control. Luckily, this fact of life allows for fun human truths to shine through—and for your messaging to bring a smile to everyone who sees it. Right, RTA?

Anyway, on the slim chance that this blog post didn’t give you your daily fix of meteorology: check out all-knowing climate queen Betsy Kling in the campaign video we made for Frankie. (And then go vote!)

Have a 100% chance-of-awesome weekend, everybody!

—Your sunnily-dispositioned friends at Brokaw

Weather has a tremendous impact on buying behaviors—in fact, it’s the second biggest factor behind the state of the economy.

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