It’s Time for Margarita Marketing posted by Eammon Conaghan

Now that the sun has touched base at 23° 26′ 16″, summer is in full swing.

Publications run smaller books and TV ratings shut down, meaning that many advertisers have also traditionally switched off at this time of year. But a trawl through seasonal psychology studies suggests that it might be a bad time to take your eye off the ball.

People are generally happier, more optimistic, energetic and open to new experiences in summer, making it the perfect time to switch them to your brand. Or, it’s an important time to remind them why they should stick with you.

The effect of daylight on personal mood is well documented. A lack of it can lead to lethargy, overeating and, for an estimated 11 million Americans, the depression of seasonal affective disorder. Still skeptical? Then consider this—people from Portland, Oregon take more antidepressants than any other Americans even though they also have the most breweries per head. If all that beer is not enough to overcome 222 cloudy days per year then you know you’re dealing with a powerful phenomenon.

More than 40 years of research into the moods of meteorology has also found that wind, rain, temperature and humidity can influence feelings of wellbeing. Most interestingly for marketers, good weather makes people less skeptical and less anxious, while also “broadening” their cognitive style. Sounds like the ideal state of mind for pitching a new product or service, doesn’t it?

There are even more rewards for those marketers who take their Margarita at their desk instead of the beach. Our target audiences have better memory in good weather, so they’re also more likely to recall the ads we make. We’ll raise a glass to that!

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