Marketing Strategy & Meteorology 8/27/12

I am sure you are looking at this and thinking, these two have nothing in common.  Well it does and is used in every weather venture out there.

Why am I talking about this?  I came across a secondhand copy of “Marketing Planning & Strategy, the second edition.  While some examples are dated, the principles are still current and solid.

Everyone experiences weather in their own way.  The question is how to reach out to people with useful products.  Let’s look at broadcast Meteorology as a example of this and compare WeatherNation vs The Weather Channel (TWC).  Each network is targeting a different market even tough they are competitors.  WeatherNation is using the model TWC used to use, they are focusing on nothing but weather.  Each segment is always about the weather and they use the time honored principle in you need to look out the window with webcams timelapses from all over the country.

TWC is now a division of NBC and Comcast, so they have large corporate support while WeatherNation is just beyond startup status.  Weather is only part of of TWC, which they continue to be criticized over.  While WeatherNation is all weather all the time, TWC breaks up their weather coverage with filler programming.  Some of it is close to the core weather programming like When Weather Changed History, Storm Riders, Weather Caught on Camera.  Other programming slips farther from the core market segment with Turbine Cowboys (all about wind turbines), From the Edge with Peter Lik (outdoor photography), and the upcoming Iron Men series about construction workers at Ground Zero in NYC.  In an attempt to get new viewers they are aliening their core viewership of weather fanatics.  It makes you wonder if Comcast has surveyed their surroundings to present this style of non-weather programming.

(c)2012 Charles Schoeneberger


About Chuck Schoeneberger

Former forecaster at Meridian Environmental Technologies Inc (now a Interis Company), with a background in GIS and LiDAR, with other stints at GeoSpatial Services of Winona, MN and Aerometric (Now Quantum Spatial) of Sheboygan, WI. He is a weather technologist for public storm safety from a local to international level. LinkedIn Profile: His views are his own and not of his employer.
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