Incorporating weather conditions into programming is a simple matter of putting data at the core of communication, thus boosting your impact.
Weather-responsive campaigns applied to dynamic display are communication campaigns with broadcasts that depend on weather conditions (sunny weather, rain, snow, etc.) and temperatures. Thus, these conditions can govern activation or frequency of broadcasting of an element of content when the current temperature is within a certain range. These campaigns allow weather-sensitive applications at sales points, such as uses linked with temperatures in internal communication.
The influence of the weather, a reality
Weather conditions have an effect on our behaviour. We don’t need to look for evidence to support this fact, we can all see it every day: the weather influences our travel destinations, how we dress, what we eat, what we buy, but also the amount that we spend on our purchases*. Finally and above all, it affects our emotions (exposure to sunshine, which improves our mood, the melancholy brought on by rainy days...), a significant factor in the decisions we make.
It is because the weather has such a direct effect on our emotions that, by extension, its influence makes a contribution to our purchasing behaviour: aren’t we more likely to buy a nice cold beer (or an ice-cream) on days with high temperatures, or, conversely to choose hot chestnuts on snowy days? There’s nothing less effective than advertising ice-cream on a snowy day or promoting a “bike to work” day in freezing cold weather.
*A Canadian study in 2010 demonstrated that exposure to the sun contributes not only to influencing the type of purchase made, but also the amount allocated to such purchases. (The effect of weather on consumer spending, Journal of Retailing and Consumer Service, 17)
Contextualising communications provides a medium for engagement
A dynamic display system allows content to be broadcast to target audiences. Bringing context to communication helps to reduce the size of the target audience and to increase the relevance of the messages displayed. The content shared reaches a population that is smaller in number but better qualified. Contextualising content with weather conditions allows only the relevant screens to broadcast specific content, so that the programming of each screen is adapted to its environment, and therefore the “viewers” of these screens are better qualified.
“In-context” broadcasts (therefore suitable for the environment of the screen concerned, for example an ice-cream promotion shown only on hot sunny days) are introduced usefully into the route of the target (customer, sales lead, employee...) The viewer’s mood is already prepared by the environment around him/her. Thus, the contextualised content is better integrated into this environment, encounters less of a psychological barrier and is accepted more easily. In addition, it does not require too drastic a change in mindset to be understood and therefore calls for less effort to be assimilated. Consequently, it is better retained, better integrated and ultimately has a better impact, which results in better engagement.
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