Magazine article Marketing

Opinion: The Marketing Society Forum - Will Bad Weather Ruin Brands' Summer Marketing Plans?

Magazine article Marketing

Opinion: The Marketing Society Forum - Will Bad Weather Ruin Brands' Summer Marketing Plans?

Article excerpt

Smoothie maker Innocent has scrapped an event to promote its London 2012 sponsorship.

NO - CHRIS LEWIS, MARKETING CONSULTANT AND FORMER MARKETING DIRECTOR, WELLS & YOUNG'S

I think it was Groucho Marx who said: 'I'm leaving because the weather is too good. I hate London when it's not raining.'

And that's the point. The weather is always terrible in Britain and it's the one thing, aside from death and taxes, that we have all come to expect - especially in the summer.

So any marketer reliant on good weather as a prerequisite for a successful summer marketing programme most probably takes a risk just that one step too far.

My advice is to be bold. Plan and activate your campaign with precision and passion, and the weather ... well, it is a mere inconvenience.

YES - JANE ASSCHER, MANAGING PARTNER AND CHAIRMAN, 23RED

It will hinder weather-dependent brands such as ice cream and lager, but help those that provide a refuge from the storm, such as cinemas.

However, for the majority, it will be business as usual, except that much bigger disruptions to their marketing plans could result from the euro crisis. Moreover, those with a strong London business face an uncertain period with the influx of visitors and stay-at-home commuters.

The result is likely to be an over-reliance on discounts, which undermine brand image and profitability. Whatever the weather, brands must operate under an umbrella of ethical, functional and emotional values.

MAYBE - CHARLIE THOMPSON, CLIENT SERVICE DIRECTOR, ABBOTT MEAD VICKERS BBDO

You would have thought that by now we would have learned it will rain when we don't want it to and shine when the kids are back in school. …

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