To be opportunistic, be prepared

Snowed in today.  Thanks to a full complement of communications technology, it doesn't really matter. Work continues as normal.

But the weather-generated shut down is big news, and a big opportunity for marketers.  The PR types have grasped this for ages.  You can be fairly sure that certain incidents are going to happen with occasional regularity.  Weather gridlock.  Lost children.  Some idiot leaving sensitive information on a train.  So you prepare your campaign materials, linked to what you have to promote, and wait for the inevitable to happen.  Then you jump all over it.

You'd think traditional marketing types would follow this model, but there's little evidence of it.  Both my personal and work email boxes are receiving the same levels of traffic as ever from incoming direct mail today, but almost nobody is using a timely angle.

Only three companies grabbed the opportunity.  Lucky, that.  I get to mention them all.

ONE:  The Garden Centre.  First out of the gate, as the forecasts told us to prep for the worst.  Remember those poor birds who won't be able to get to their food supply, and drop by for some bird seed.  Opportunistic, practical and tugged at the heart strings.  Good stuff. (But no, I didn't buy.)

TWO:  HSBC.  The bank took the chance to promote the depth of services available through online banking.  Even if I already bank online, had I discovered them all?  Experience the convenience of banking from your armchair and thank heavens you don't have to battle up to a branch any more.

THREE:  Weight Watchers.  A surprise.  I wouldn't have thought there was a natural angle for them.  But here it was.  The weather is frightful, you probably don't want to go outside.  But exercise is important.  So here are ideas for stuff you can do in your sitting room.  A creative stretch that shows almost anyone can link to almost anything if you think hard enough.

The big surprise?  No grocery stores.  I'm on the email lists for Tesco, Waitrose and Sainsbury's, and not one promoted their home delivery services.  I can't imagine a better opportunity, as we're all locked down making due with what happens to be in our fridges.  And yet, all three missed the boat.  Better luck next storm.