Integrating weather conditions into the programming of its broadcasts is a simple way to put data at the heart of its communication and thus increase its impact.
Weather-responsive campaigns
Weather-responsive campaigns applied to digital signage are communication campaigns whose broadcasts depend on weather conditions (sunny, rainy, cloudy weather...) and temperatures. Thus, these conditions make it possible to control the activation or the frequency of distribution of a content when the current temperature is between two temperature terminals. These campaigns allow weather-sensitive applications in retail outlets suchlike uses related to temperatures in internal communication.
The influence of the weather, a reality
Weather conditions have an influence on our behavior. There is no need to support this fact, it is obvious, and we all witness it on a daily basis: the weather influences the destination of our trips, the way we dress, what we eat, what we buy but also the amounts of our purchases*. Last but not least, it influences our emotions (sun exposure that improves our mood, the melancholy that comes over us on rainy days...), a considerable factor in our decision-making.
It's because the weather directly affects our emotions that, by extension, this influence is reflected in our buying behaviors : aren't we in a better position to buy a cold beer (or an ice cream) On days with high temperatures, or, conversely, hot chestnuts on snowy days? Nothing less effective, then, than promoting ice cream on a snowy day or proposing a “day ”To work by bike” a day of freezing cold.
*A Canadian study showed in 2010 that sun exposure not only contributes to influencing the type of purchase made, but also the amount spent on these purchases. (The effect of weather on consumer spending, Journal of Retailing and Consumer Service, 17)
Making your weather-reactive communication a vector of commitment
A dynamic signage system makes it possible to broadcast content to target audiences. Adding context to communication reduces the size of the target audience and increase the relevance of the messages displayed. Indeed, the content broadcast reaches a smaller population but better qualified. Contextualizing content with weather conditions allows only relevant screens to broadcast specific content, which makes the programming of each screen possible adapted to its environment, and therefore the “viewers” of these screens better qualified.
Broadcasts “in-context” (therefore adapted to the environment of the screen of interest, for example an ice cream promotion broadcast only on hot sunny days) are inserted, with meaning, into the target's journey (customer, prospect, collaborator...). Indeed, the spirit is already prepared by the environment around. Thus, contextualized content fits better into this environment, it then has fewer psychological barriers and is accepted more easily. Moreover, it does not require too violent a change in mindset to be understood and therefore requires less effort to be assimilated. As a result, it is better retained, better integrated and ultimately has a better impact, which results in better engagement.
The implementation of weather-sensitive communication campaigns has an impact on purchasing behavior and is applicable both in wintertime What about summertime, both in outdoor advertising (DOOH), and inside stores, especially as sales approach.
Cenareo offers an intuitive, scalable Saas solution and perfectly adapted to the needs of communication professionals in all sectors of activity: Points of sale, Internal communication, Hotels and restaurants but also DOOH.
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