Whether The Weather Works

Marketers are known for their ability to seize existing opportunities and capitalize on them to sell products or services. One such opportunity is the weather, which has become a popular marketing tool for various industries.

In the realm of weather-related marketing, an interesting example is Disney's practice of selling ponchos during parades and rainy days in their theme parks. This strategy demonstrates how savvy marketers can leverage the weather to provide convenience and generate additional revenue.

During parades, especially if rain is in the forecast, Disney theme parks often experience an influx of visitors seeking to secure a prime viewing spot. Recognizing this opportunity, Disney strategically offers ponchos for sale at various merchandise locations near parade routes. By doing so, they cater to the immediate needs of park guests who want to protect themselves from the rain without sacrificing their parade experience.

Disney's decision to sell ponchos rather than provide them for free may initially seem profit-driven. However, it also aligns with the company's dedication to enhancing the guest experience. By offering ponchos for purchase, Disney ensures that those who genuinely desire them have easy access, while others who are less concerned about getting wet can enjoy the parade without an additional cost.

Additionally, the availability of Disney-branded ponchos presents an opportunity for the company to further reinforce its brand identity and maintain a cohesive aesthetic within the park. These ponchos often feature beloved Disney characters or logos, enhancing the overall experience for guests and potentially creating a sense of nostalgia.

While some may view this practice as a clever marketing tactic, it is important for consumers to weigh the convenience of purchasing a poncho against alternatives such as bringing their own or seeking shelter during inclement weather. Ultimately, Disney's approach to selling ponchos during parades demonstrates the interplay between marketing, guest experience, and the weather, highlighting the creative ways companies adapt to capitalize on existing opportunities.