NEW YORK – October 27, 2014 – The weather is changing and it’s having a larger and more recognizable impact on consumers. For marketers, this increased weather volatility represents a huge risk, but it also represents a game-changing opportunity.
To help marketers leverage the impact of the weather forecast on consumer demand, The Weather Company has launched Forecast Factor, an online resource created specifically to enable them to transform weather risk into business opportunity. The Forecast Factor site will provide weather-based consumer forecasts, proprietary insights and real-world best practices to help marketers implement and execute weather-centric media strategies to best promote their products and services.
Forecast content and weather impact analysis will be provided by The Weather Channel® on-air business and weather expert Paul Walsh, one of the nation’s leading experts on the effect of weather - and weather forecasting - on consumer behavior.
Content will include:
- Ways to increase sales and revenue by integrating weather forecasts into marketing plans
- Consumer behavior predictions based on weather forecasts that will affect various industries and types of businesses
- Long-range weather forecasts and the macro-impact on consumers / economy
- Marketing tools, tips and trends to help implement an effective weather strategy
- Industry best practices and case studies related to weather strategy implementation success
The site’s content will be applicable for businesses of all sizes, with a particular focus on the following industry segments: retail, automotive, travel, consumer packaged goods, restaurants and insurance.
Advertisers using the Forecast Factor service will be better able to proactively adjust their media plans to align with the expected impact of the weather on consumers and execute strategies that are more relevant and effective. The Weather Company’s WeatherFX team also works with advertisers to produce campaigns that can leverage these insights with weather-triggered messages to consumers in real time across all screens - TV, online, mobile and tablet.
The service was soft-launched as an email newsletter during Fall 2013. As an example of the insights available via Forecast Factor, the service correctly predicted the effect of the polar vortex on consumer demand during the holiday season last year (“It’s Freezing Out There”) as well as the impact of the late break to spring on 2014 consumer spending (“60 is the New 80”).
"While we can’t change the weather, businesses don’t have to be at its mercy anymore - in fact, they can now use it to their advantage. Advancements in weather forecasting, data analysis and media have opened up amazing new capabilities for marketers,” said Curt Hecht, chief global revenue officer, The Weather Company. “Our goal with Forecast Factor, Paul Walsh’s expertise, and our WeatherFX platform is to provide marketers with powerful weapons in their arsenal to change weather from a reason for poor sales performance during their earnings calls to a reason for sales success. The actionable insights that Forecast Factor provides puts the power back in their hands.”
“Whether it’s a late spring, a particularly cool summer or extended rainy season, there are ways that marketers can turn all of these situations into opportunities. That’s my mission and what Forecast Factor’s all about,” said Walsh.
Forecast Factor is now available online and via Twitter, Facebook, Google+ and YouTube. You can also subscribe to Forecast Factor’s free email newsletters.
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The Weather Company: Where the World Gets its Weather
Through The Weather Channel (weather.com) and Weather Underground (wunderground.com) brands, The Weather Company provides millions of people every day with the world's best weather forecasts, content and data, connecting with them through television, online, mobile and tablet screens, as well as third-party publishing partners via API. Through WSI, the company delivers superior professional weather services for the media, aviation and energy sectors. The Weather Company is owned by a consortium made up of NBC Universal and the private equity firms The Blackstone Group and Bain Capital. For more information, visitwww.weather.com/press.
TWITTER: @weatherchannel, @ForecastFactor,@PaulEWalsh, @curthecht, #WeatherFX