This time it's all about wet leaves.
Weather and Marketing. We already know of their co-existence. First warning of a snowstorm brings the snow shovels storefront at Home Depot. Want to see batteries and candles move off the shelf? Just mention ice storm.
Before those shovels ready themselves for pick-ups, a WalMart meteorologist determined they needed to be there, at that store, in inventory. Same with an overnight package. FedEx’s internal weather department works 24/7 to find the best direction around the storms to your front door.
Small business has their own approach of relating sales to weather. Pool supplies move up front in early spring. Corduroy jackets display themselves late summer.
Britland Auto Body doesn't have inventory. The Greenbrook New Jersey establishment relies 100% of its business on the misfortune of others. Fault, non-fault, insurance, no-coverage, an auto accident is the bread and butter of Britland (over 40 years) and it's the automobile accidents that will keep them growing, expanding and profiting.
Human error plays a significant role is causing accidents. But weather is a more predictable and reliable factor in determining sales. Britlands’ sales spike in winter. First the wet falling leaves, then the noreaster with everything covered in white, and finally, the ice storm that made the 20 minute commute into 2 hours...all conditions that produce auto accidents.
The winter of 2012 has not been cooperating with Britland. No snow, no ice, 50 plus temperatures. Luckily, Britland has a pro-active advertising campaign that was designed by First Looks to accomplish its marketing objectives: to steal market share from competitors and inform the customer of their right (and not solely the insurance company's) to choose their preferred body shop.
A geographically defined outdoor advertising campaign worked to establish name recognition within a five-mile radius of operation. Outdoor was perfect...100% of Britland customers have cars! A rotating campaign of fun conceptual messages kept Britland Auto Body just above their steering wheels for 6 months.
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When the snow didn’t fall and the temperature didn’t drop, Britland was ready with a cable commercial created by First Looks and produced by Beach Productions. Supporting the outdoor advertising in its whimsical concept and messaging, the 30-second commercial reached a wider target audiences than the billboards, while conveying the important communication of “self-decision” of where to take your damaged auto.
Don't let Mother Nature call the shots. Let First Looks!
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754 Dixie Lane
