Marketers Make Most of Falling Mercury By Natalie Zmunda and Emily Bryson York

1. Marketers Make Most of Falling MercuryBy Natalie Zmunda and Emily Bryson York Erica Liu Joseph Luong Rachel Presthor

2. Background • According to Accuweather, this year could be the country’s coldest winter since 1985 • Bad weather is relative • Marketers who understand differences can capitalize

3. Applications • Scott Bernhardt, chief operating officer at Planalytics reports that 40% of his clients are using weather intelligence to inform their marketing • Up from 25%-30% 18 months ago • “marketing into a situation that’s favorable for your product [causes] the numbers to go off the chart.”

4. Campbell Soup Brand monitors weather patterns in certain markets, such as St. Louis, Des Moines, and Tampa, increasing radio ads when an area gets particularly cold, wet, or snowy. • “Misery Index” • incorporates temperature fluctuations within a given day, the year-ago difference, the week-ago difference and extra credit for snow or "nasty" rain. • A positive ranking on the index = miserable area • When an area becomes about 5% miserable, Campbell will cue up chicken-soup radio ads that typically last three to five days

5. Zappos “Cold Weather Outfits Are Hot!” • focused web site to reflect winter weather "We planned on having more of a fashion story on our homepage and e-mail blast, but we're adjusting it to keep winter products top of mind.“ - Aaron Magness, head of business development and brand marketing for Zappos.

6. Google Search Google working with companies to launch winter related search campaigns. Search terms: “hot chocolate” “long underwear” “weather forecast” Focusing on geographical areas such as the Northeast before a blizzard

7. Weather Channel Weather Channel working with advertisers: • General Motors • The Home Depot • Nationwide Insurance Viewership up 24% with people watching for impending storms.

8. Snuggie Snuggie cut back advertising. Demand for the product was high causing an extreme shortage. Snuggie is using the weather as free publicity.

9. Slight Relief • Snuggies not the only brand benefiting • Space heaters selling out in Palm Beach, Fl • Snow Blowers out of stock in Kansas City

10. Planalytics Report • Pioneered BWI Business Weather Intelligence • Translate weather data into insights used to maximize the opportunities and minimize the risks • Provide information companies need to understand and optimize the impact of weather on their business • - To give companies an advantage over competitors • Planalytics reported that demand for these products have increased in December: • Electric blankets increased 13% • Ice Melting products increased 12% • Thermal clothing increased 9%

11. Ugg Boots • Classic Uggs selling Smoothly • Good sales reports from retail stores all over the country • People spending Christmas cash and Gift cards • VP-sales at Ugg Australia. "It's safe to say that the cold weather is certainly not hurting our business and is most likely enhancing it."

12. cold temperatures temporarily helping consumers forget about the recession. • According to Google, recent searches for "snow boots" began outperforming searches for "cheap boots” • first time in almost a year!

13. The End