Lindsay wiles the weather channel

625 views
472 views

Published on

Published in: News & Politics, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
625
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
24
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Lindsay wiles the weather channel

  1. 1. Using weather conditions todrive engagement and purchasethrough mobile.Lindsay Wiles, Strategic Sales Director
  2. 2. MattersWeather+ =+ + ?
  3. 3. London - Mar 2012London Oct 2010 London Oct 2011WeatherMattersLondon Mar 2013
  4. 4. Twitter conversation around“Perfect Weather For…”partysleepweekendstudyjoggingreadingbaseballtanningicepicnicfashionsportsgeneralelections parkdepressingtornadohuntsstarbuckscreamshoppingnetflixweatherdaytenniscouponingbeautifulbeersoupsweatnapsex campingsmoothiechocolatemarathonrunningmusicbikingroadinghotcoffeecuddlingoutdoorsrelaxwalkingfoodopenbeachrunstrollbookweddingswimfishingfestivalpoolgames scubawatermorningpaintingcloudyboysbankingsunegghumpcancelledhighlunchwrapsyogaphotographySlushgolfcoollongsandwichCinnamonlemonaidBloodyNikealertfrenchstreetsalmontoastnewvideo youthwindowsfilmssurfingwineonionconferencesmokingzoo cocoapholifebirthdaykidsBurgersbedthunderstormRaventruckrainwaistedtripChipsoccerhalfrelayswimminggamecrunchblueberrydrivebellyaidweekpaellaAfricanRoyalworkpizzatvfitnesscasualwindsurfMiamidrinkeasterbasketballNASCARvolunteeringlettucegardeningshirtsschoolpantsstormcamoracescleaningclu
  5. 5. Real-timeLocalMobileSocialCustomer-drivenTrendsMarketing
  6. 6. “Kevin Turner, former CIO at Walmartused to say to me – ‘So, how are yougoing to let me integrate weather?’Because, it turns out that weather isactually a much more importantdeterminer of merchandise than manyof these other factors that are built intoour store systems.”-Steve Ballmer, Microsoft CEOKey Note, National Retail Federation AnnualConvention NYC, 2007Weather AffectsSales
  7. 7. ConnectingWeathertoRetailers
  8. 8. WeatherFXThe weather-intelligent marketing platformDYNAMICMESSAGINGWEATHERANALYTICS
  9. 9. WeatherFX‘Always On’
  10. 10. WeatherFX‘Always On’
  11. 11. 12WeatherFX‘Always On’
  12. 12. Estee Lauder’s product brand message adapted to weather’sUV Index based messagingExtremeUV Index: 6 to 10MediumUV Index: 3 to 6MinimumUV Index: 1 to 2Not just temperature and conditionAd Product: Mobile Adaptor w/Tap to Landing Page + VideoWeatherFX‘Always On’
  13. 13. WeatherFXThe weather-intelligent marketing platformDYNAMICMESSAGINGWEATHERANALYTICS
  14. 14. 15WeatherFXPlatformClient ProprietaryRevenue and ConsumerDataINPUTS OUTPUTSTWC Proprietary WeatherDataGeo/Hyper-LocalSeason/Time of Day/Dayof WeekStandard Media TargetingConditionsMarketing MessagingOn-Property Paid MediaOff-Property Paid Media(Weather Extender)On/Off-Site Content Mgmt& Organic SocialCRM MarketingWeatherFXAnalytics
  15. 15. WeatherFXAnalytics
  16. 16. Advertising When Rain is In TheForecast Helps a Leading DIYRetailer “Own Rainy Days”WeatherFXAnalytics
  17. 17. 18• Using weather conditions through mobile can be apowerful route to understanding consumer purchasingintent• Think about the opportunity more from a ‘search’ asopposed to ‘display’ perspective• Maximise profit and minimise loss• A cooler May is predicted• Last minute deals for half term – go Eastern Europe!• Chicken pie gets eaten SaturdayTheSeasonalForecast
  18. 18. Thank youLindsay.wiles@weather.comTel:02036185613Mob:07753864042

×