Weather Patterns Trigger Consumer Purchase Behavior
We all know that weather impacts the way we feel and the way we act. Rain keeps us indoors, can affect our mood and change what we do. We also feel and act quite differently on beautiful sunny days.Did you know that the weather can also affect what and when people buy? For example, pizza deliveries go up on rainy days as does on-demand movie purchasing and when cold weather strikes, pharmacy sales go up.Socialtyze is now working with IBM Watson to help advertisers capitalize on targeting people by zip code based on the weather so that when specific patterns strike, brands can showcase their products in the newsfeed of Facebook and Instagram, prompting them to purchase.This is a gamechanger for brands looking to reach customers during specific weather patterns.This new technology combines the power of weather intelligence from The Weather Company with a cross-channel digital marketing platform. It gathers geographically and seasonally-proprietary weather data and in some cases, customer-specific sales transactional data. It then uses the data to create weather triggers based on conditions that influence consumer behavior.Weather triggers are categorized into three conditions that influence consumer behavior:
The triggers are also relevant to specific locations and seasons, meaning a brand can predict audience needs in target markets in real-time or even months before.Here’s how it works -
There are many industries that can benefit from this platform and technology. Here are a few case studies across Wine & Pharma:WineIn 2017, $98M wine sales were driven by weather.IBM Watson analyzed sales data and weather conditions during winter in different regions and found that nearly half of 2017 weather-driven wine sales occurred in winter. Ultimately, this data helped wine brands know when they should activate their campaigns to drive results.
PharmaceuticalA popular retail giant sought to maximize their share or revenue from health care related products. The retailer took advantage of the technology to reach consumers when and where symptoms were prominent, or where prescriptions were most likely to be filled.The retailer was able to reach the right consumers in the right moments, and thus succeeded in driving consumers in-store for health care medications, along with notable foot traffic lifts including:
Another dry eye relief product also leveraged triggers and audience targeting to reach relevant consumers and drive consideration of their product, resulting in a 28% Lift in Purchase Intent for the products, 3x the Health/OTC intent benchmark. The campaign also yielded a sustained lift in purchase intent from campaign launch to campaign completion.In summary, this tool paired with optimized paid media targeting has the power to impact your bottom line by solving the part of the equation of serving the right content, to the right person, at the right time.Source: IBM Watson & Nielsen
Humans are born storytellers, it's what we do. We yearn to hear them, watch them and share them. Every culture for thousands of years has a way they've told their stories. From elders story-telling around a fire, to ancestors chipping away at stone walls to weave a tale - stories have made impressions.We are no longer page turning. In this digital age, stories are more important than ever. It's no surprise after all, our eyes are now constantly scrolling through social media at lightning speed, and from time to time something interesting flashes beneath our fingers and we stop scrolling. As marketers that’s exactly what we want to happen.Stories are a powerful tool for brand awareness. Content marketing professionals who use Instagram and Facebook stories as part of their strategy have their poker in the fire and each click/tap is a strike. Stepping away from the traditional news feed, Stories form a more modern sharing habit - While brands are catching on, there is much more growth to be had! Let’s take a look at some important stats:
(Techcrunch)These statistics are exciting AND MOTIVATING! Here are some tips to think about when creating a story and 2 Famous Brand Examples:
J.CrewJ.Crew teased the launch of their new rose-colored sunglasses and with only 50 pairs available during the pre-sale, the company created a limited-time offer:Takeaway: Try running a contest, promoting a sale, or offering a giveaway through Instagram Stories. This type of post delivers a call to action and your brand the opportunity to reward existing followers.
August 21, 2019, LOS ANGELES - Socialtyze - a leading full-service social media agency specializing in brand strategy, content creation, paid & organic social and influencer marketing - has tapped 30 year marketing veteran Iain Douglas as its new Chief Strategy Officer. Douglas will spearhead overall content strategy, brand architecture and brand DNA development for the company’s client roster.“Iain is a tremendous addition to the Socialtyze team,” says Founder and CEO John Bohan, whose shop has served Prestige Brands, Deutsch Family Wine & Spirits, Coca-Cola, Jack in the Box, Dole Packaged Goods, Rubio’s, Ace Hardware, Viacom, Mercury Insurance, Vizio and many more. “He is the kind of strategic thinker that can completely transform the way brands define and market themselves and will help take our already growing business to new heights.”Douglas added: “I’ve had the pleasure of working with Socialtyze on the client-side when I was CMO of Deutsch Family Wine and Spirits and have seen firsthand what this team is capable of and what makes Socialtyze unique from other agencies. I have very high expectations for what we will be able to accomplish together.Douglas brings with him three decades of experience in business strategy, brand building, marketing, platform innovation, and general management experience. Prior to Socialtyze, Iain gained his experience at Procter & Gamble, E&J Gallo, and VF Corporation and, most recently, Deutsch Family Wine and Spirits. Iain is a global executive with strong leadership experience in Footwear and Apparel, Adult Beverage and Consumer Packaged Goods, working in and across North America, Europe, and Asia. He has successfully managed and developed over 70 distinct businesses/brands and major brand initiatives across 14 different categories. Iain also contributes to the strategy consulting firm, ArchPoint, where he helps the team and many clients unlock what is possible. Iain received his business degree from Queen’s University at Kingston, Ontario, Canada.
Instagram is running tests to remove the public viewing of “Likes” in Australia, Brazil, Canada, Ireland, Italy, Japan, and New Zealand. While these are just tests, the speculation is that Instagram and possibly Facebook will remove “Likes” all together as a public metric. In these tests, the owner of the accounts can still see the “Like” counts, but questions about the marketing implications still remain among brands, influencers, and agencies. So let's clear these waters.
For three reasons -1. Public Health. Facebook Australia and New Zealand director of policy Mia Garlick said, “We want Instagram to be a place where people feel comfortable expressing themselves. We hope this test will remove the pressure of how many “Likes” a post will receive, so you can focus on sharing the things you love.” As reported in Time, BBC, and Forbes, this move is a shift towards quality content over the popularity of the publisher. This is an affirmation that content is still king. With this move, the platform aims to reduce the public pressure of "Likes" and support a more egalitarian creative space where the coolest content wins.2. Video. Facebook & Instagram have been moving more and more toward short-form video for some time. Videos get a fraction of the “Likes” of Images. Without the pressure on “Like” numbers, more video will be created by consumers, content creators, and brands.3. Stories. Facebook and Instagram are also moving more toward Stories that do not have “Likes”, just view counts and comments. Again, dropping Newsfeed “Likes” will act as a catalyst for Stories.
The writing has been on the wall for years. Keen brands have been moving more toward video and stories in various forms for some time, but now it's more important than ever to capture consumer attention. We're seeing the best results when marketers create at least 4 ad placements per campaign, customized for Newsfeed and Stories across both networks.
Not much. The account owner will still be able to see the “Like” metrics for now providing a good indicator of the relevancy of image creative. However, it's critical that agencies and brands work cooperatively to redefine KPIs, moving away from rudimentary success metrics such as "Likes."
Despite the headlines, we don’t see how it affects influencers differently. With viewability by account owner, they can still report the “Like” numbers. Fraud is still an issue but only for those brands that don’t use the technology to detect it–as such, they are in the same position as before.In sum, we are a big fan of the test and the potential move to drop publicly viewed “Likes” on posts. There is clearly a mental health epidemic that needs to be addressed and we applaud FB/Insta for potentially making this move across the social networks. We feel that “Likes” on image posts are a good metric to measure creative relevance but are not necessarily a strong metric to drive intent. Thumb-stopping, relevant content placed in front of the right audience at the right time has always been the best way to sway users and this move helps brands, agencies, and content creators to move in the right direction.
What Nike, Red Bull & Redemption Whiskey Have in Common
“The second I left the lip, I knew I was breaking bones. I knew my life would change forever. It was just a matter of which bones do I break,” said Grant Korgan as he recounted the memory of his snowmobile accident that broke his back and stole his ability to walk.
This tragic story told in a bar in Hollywood features Grant and his lovely wife Shawna, as the two relive their journey over the last 9 years, discussing Grant’s career as an extreme athlete, their beautiful wedding in Yosemite, their tragic accident and their eventual triumph to becoming 15-time award winning filmmakers.
Everybody loves a comeback – the farther the fall, the greater the rise. It’s a familiar story called the hero’s journey. It makes up the vast majority of Hollywood scripts and it’s one that Redemption Whiskey has intelligently connected with to add value to their brand and customers’ lives.Grant’s incredible comeback is part of Redemption Whiskey’s video series entitled Redemption Sessions produced by Socialtyze and run on YouTube, IGTV and Facebook Watch. Redemption Sessions features musicians and athletes who share their stories of falling down, getting up, persevering and triumphing.The series fits perfectly with Redemption Whiskey’s name and history. By finding and producing comeback stories, Redemption celebrates the perseverance of the human spirit in the face of great odds, while simultaneously creating a connection with its customers and potential buyers.
Smart brands such as Nike and Red Bull know that 95% of purchasing decisions take place in the subconscious* which is why these brands are media companies as much as they are the makers of shoes, apparel, and soft drinks. In return, these marketing machines have created billions of dollars in market value through content creation (a.k.a., clever advertising). Smaller companies such as Yeti Coolers have also achieved massive growth over the last ten years due in large part to its clever advertising – in the form of stories about fascinating people doing amazing things in the great outdoors.
These brands have reverse engineered the value equation. In other words, unlike most brands that run Product-First Marketing with the exclusive goal of selling more product – Nike, Red Bull and Redemption Whiskey realize the power of People-First Marketing, which focuses on content that inspires, entertains and informs.Here, customer value is first and selling product second. You can feel it in the content. The brands are present but People-First marketing is front and center warming customers up and making them more likely to listen.
As marketers of products, we are no longer in the business of generating mere impressions or even showcasing products and services. We are in the Connection Economy – we need to build connections with customers or lose to a competitor. With so little difference between products, the manner in which a company communicates with its customers has never been more important. Those brands that believe in People-First marketing will build stronger, wider and more frequent bridges with customers – creating brand love, sales, loyalty and advocacy.*Harvard Business Scholl, Professor, Gerald Zaltman
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