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

Marketing, June 20, 2012 | Go to article overview

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


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. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited article

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

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this article
  • Highlights & Notes
  • Citations
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.