Therefore, the weather is something that cannot be ignored when it comes down to three key parts of a leisure business: revenue, marketing and maintaining footfall.
One of the main areas that all leisure businesses need to focus on is responsive marketing. The ability to publish high-quality, reactive marketing materials is vital to targeting potential customers - yet reactive marketing is also one of the most testing tasks a marketing manager will face.
How does the weather affect the leisure sector?
There has been much research into the kind of effects the weather has on humanity - yet despite the fact that 50% of people say weather doesn’t affect their mood, it does affect their actions.
According to Weather Unlocked a 2010 study ‘revealed that exposure to sunlight dramatically increased levels of consumption as well as the amount spent per item. Experiments show consumers would willingly pay 37% more for green tea and 56% more for gym membership after being exposed to sunlight.’
Therefore, people may are more likely to spend more money when the sun is shining, and less when the weather cools once more. This may lead brands to the conclusion that summer = greater revenue and winter = less revenue. But of course, this doesn’t take into consideration the difference between indoor and outdoor attractions.
Education Scotland discuss how weather affects Scottish residents, and their findings resonate easily with everyone throughout the UK, ‘The bright, warm and sunny summer months can encourage people to take more exercise and eat more healthily. However, in winter many vulnerable and elderly people in Scotland often spend much of the winter indoors to avoid the cold, snow and ice.’
Therefore, we can deduct that outdoor leisure attractions that involve exercise are likely to see more footfall and generated revenue during summer, whereas other brands that operate indoors can expect to see more customers during cooler months.
However, the weather is becoming more and more unpredictable for brands. According to The Guardian, it was predicted that boxing day 2015 would see the biggest retail cuts ever as the high street faced poor sales when comparing year on year due to milder winters.
This too will have had a knock on effect onto leisure brands with consumers wanting to exploit time outdoors rather than at an indoor leisure facility.
But there are many ways marketing and brand managers can combat the unpredictable weather - they need a rigorous marketing contingency plan.
Personalised, reactive marketing
Modern audiences expect personalised marketing materials.
“73% of consumers prefer to do business with brands that use personal information to make their shopping experiences more relevant.” - Gigya - Industry Leader In Customer Identity Management
If 73% of the modern market expect it, it can’t be ignored. Yet personalised marketing goes beyond mentioning someone’s name or targeting them for their interest in Tom Hardy, for example.
It stretches out to external factors such as the weather - and as the weather is one of the key common denominators when it comes to customers choosing whether or not to visit a leisure attraction, it needs consideration and action.
For example, there’s no point in advertising a visit to an outdoor attraction when there’s a snowstorm. Therefore it’s key that the personalised marketing experience is also based on external circumstances that your target is experiencing.
Personalisation is crucial yet problematic, but it doesn’t have to be if you have the right solution. Web to print technology can assist, and provides brands with the power to create personalised content in real-time by using bespoke templates designed specifically for your brand.
With Brandit, you can create:
A3 & A4 Posters
And much more…
Reactive, personalised marketing is easily mastered with a web to print platform to hand - providing you with the chance to push ahead competing businesses who don’t have the ability to create marketing and branding materials in this way - and the approval processes ensure you have consistent marketing as well as real-time branding.
Adaptive marketing assets
Wet Leisure.co are a website dedicated to the wet leisure sector, in one of their recent posts they claim: ‘The Met Office now officially describes Britain’s weather patterns over the last few years as ‘unusual’ - which of course is problematic for businesses relying on the right weather to generate footfall.
With unpredictable weather, comes unpredictable marketing. This requires a solution that enables marketers to constantly shift their marketing collateral to suit the needs of the company dependent on external factors.
Web to print is just one-half of the battle. If you can edit your materials but don’t have access to the files and imagery you need instantly - then this will impact your revenue.
Your business needs to facilitate the needs of a web to print solution, which is where cloud storage can assist.
Whether you call it Cloud storage, digital asset management, or something else entirely - having access to all your files with the ability to quickly search for ‘sun’ or ‘rain’ will ensure you always have t your brand collateral to hand that you need to successfully pursue reactive marketing - whatever the weather outside your window.
Climate change, the weather and cutting costs in the leisure industry
When researching how weather affects various industries, there is a message that stands out loud and clear, climate change is affecting businesses with weather changes across all sectors.
Your Climate Life reports that climate change could affect the leisure industry in the following ways:
‘Changes in the time of year when some sports can be played
An expansion in some sports, such as surfing and yachting, along the south coast and elsewhere
Changes in the places where some sports and games can be played (ski and snowboarding resorts may not survive in Scotland if warmer temperatures mean that they no longer receive or retain enough snow)
Changes in working hours and leisure patterns, more in line with Mediterranean countries (perhaps the siesta will be adopted!)’
They also go on to say that because of the UK’s varied climate,the changes won’t be felt the same throughout the nation, providing yet even more marketing issues for brands.
Creating marketing materials that will suit all these changing climate issues could become costly - but web to print software allows you to cut out the agency middleman and take your designs in-house.
This means when other businesses are struggling to keep up, you’ll be ahead of the game saving time, and driving revenue. It’s an opportunity leisure businesses simply cannot afford to waste.
The weather and leisure brands - the good, the bad, and the ugly
All sectors suffer from the effects unpredictable weather - and the bad news for this is that the weather can lead to unpredictable growth and revenue generation.
The worst case scenario, or as we like to call it, the ugly - is a big fall in revenue and footfall - resulting in the closure of a business.
But the good is the ever changing face of reactive marketing. It’s easier than ever with both web to print software and cloud digital asset management to adapt no matter what the weather, time or your budget. And this is something modern leisure businesses can’t afford to pass up considering it has such a dominant effect on their business.
You can also request a free demo by filling in your details below, or visit our product pages to see videos of the software in action. We’ve helped huge brands such as the Crowne Plaza and Hotel Indigo to personalise marketing and take their collateral creation in-house. Isn’t it time you took the control back, too?