Larry the Ad Man's Blog

I hope you learn from my small business marketing and advertising tips.

"Advertising is to trade what Steam is to machinery" Thomas Cook.
It was an honor to be nominated for 2011 Canadian Weblog Awards.

Sunday, April 24, 2011

How can you market the weather?

One of the most often talked about things, especially in Canada and even more so here in Calgary is the weather. Around here it is often said "If you don't like the weather, wait 5 minutes". The ups and downs of Calgary weather is amazing. So how does a marketer use that and get attention in a city of over one million people?

A client of mine has the answer. Ken Rabb of Calgary Motor Products, Sunridge Nissan and Shaw GMC told me about the contest they were running and it got me excited. In fact, when I drove past the Shaw GMC lot and told 3, 10 year old boys, they got excited. The contest is simple, predict when the wheels of a pickup truck touch the ground parked on a pile of snow. Time accurate and the truck can be yours. No purchase necessary. They promote it in their advertising, signage at the lot and all their social media and website. On the website, there is a live webcam and video updates for contestants to keep up with. Here is the link: 

The nice thing about this contest is the interest it will generate from people and the media. With that in mind, it will translate into sales over a period of time. Customers like dealing with companies who are creative in their business and this, along with other creative business tactics make Shaw GMC and CMP 2 of the sales leaders in the city, year after year. One in trucks, the other in cars. They will continue to build their brand and add to an already great image in the Calgary car scene. What might be your weather marketing event? Until next time, I'm Larry "The Ad Man."

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