I don’t know what the weather is like where you are, but we’ve been having a heat wave in the Pacific Northwest.
Temperatures have gone about the 100-degree mark the past couple of days, and most homes in the region don’t have air conditioning because it is so rarely needed.
Smart retailers who saw the heat wave coming were able to prepare by ordering in more fans, air conditioners, ice, frozen treats and anything that might provide some relief.
But even those who didn’t plan for the heat wave can still profit from it by doing some smart marketing. I saw an organization mount a quick social media campaign to promote special rates, and air conditioning, at their member hotels. A restaurateur did something similar by posting a poem about the heat and the icy beverage specials they were running to help their patrons cool down.
I even called a local movie theater to check on show times and they answered with, “Thank you for calling (name), we do have air conditioning! How may I help you?”
Anytime something unusual happens, you can capitalize on it by being just a little creative.
[Word of warning: don’t try to price-gouge during a crisis; customers will never forgive you for it.]
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