Ahh yes, the perfect snow day in Georgia: school is out, there are a few patches of ice, a dusting of snow on the ground, and not a loaf of bread or jug of milk in sight at your local Kroger. Growing up in Georgia, this is a typical once a year occasion for me. However, with the emerging use of social media, businesses have started to take advantage of this snowy opportunity.
Years ago, before social media, the only way to find out if your favorite restaurant was open was to give them a call, or hike a couple miles up the road. As we know here in the south, we don’t ice our roads or shovel our driveways, as this would mean it would be possible to get to work/school (heck no). Now, in the new and improved world of digital marketing, I can pull my phone out of my pocket, scroll through Instagram, and see live updates on openings and closings of my favorite restaurants, bars, and coffee shops while being “snowed in”. However, these businesses are not simply informing me, but selling to me. “Free hot chocolate with any purchase!” “$1 well drinks ALL DAY!” “We might be closed, but our online store is open!” are just a few of the posts I saw yesterday. While I would normally eat some soup and stayed curled up inside with some Netflix, I was now trying to decide where I would eat dinner and what bar my friends would meet up at later.
This shift towards using social media to inform and sell to customers has turned snow days from zero dollar days to thousands of dollar days. In a world so digitally connected it is now easier than ever for businesses to sell to their customers no matter what the weather is outside. Instead of closing their doors and calling it a day, businesses are now focusing on the consumer who has had work or class cancelled for the day and has nothing better to do than scroll through social media. By being proactive, and having the ability to instantly post to social media, businesses can effectively market their business on any day no matter the situation. While this is a win-win situation for both the consumer getting cheap drinks and the business making money, I guess the only downside is that I won’t get a full day off when it snows in the marketing industry.