The perfect example is a recent weather report featured on a Baton Rouge, LA TV station. Its headline stated, in part: "could be trading the sunglasses for an umbrella by the end of the week." That says it all, doesn't it?
That one phrase alone makes it clear that the local weather will be transitioning from sunny skies to rain within a few days. A weather forecaster never has to mention high- or low-pressure systems, stormy conditions, or the way the jet stream is moving. Just by contrasting sunglasses with umbrellas, the intended point is clearly made.
Weather Plays an Important Role in Our Lives
Using metaphors is an effective way to forecast the weather. We understand the metaphors because weather plays such a significant role in our lives. Take the sunglasses metaphor. Human beings naturally love the sun. It is programmed into our DNA. So when people start talking about wearing sunglasses, it tends to evoke a positive response.
Of course, too much of a good thing can end up being bad. That's why doctors, meteorologists, and others constantly remind us to wear sunglasses whenever we are outside. A good pair of sunglasses with built-in UV protection minimizes the risk of sun exposure on the eyes.
Plenty of Weather Metaphors
The other side of the sun coin is rain. When a weather forecaster tells us we will not need our sunglasses for the next few days, he's letting us know that skies will be overcast and potentially rainy. Thus, the need for the umbrella.
Sunglasses and umbrellas are just two of many different metaphors that meteorologists use to describe the weather. Weather forecasters talk about a sauna when they want to describe humid conditions. They might mention the freezer or an icebox when they expect frigid temperatures. The list goes on and on.
We are just pleased that one of the most common weather metaphors happens to relate to the product we specialize in. There is no mistaking what sunglasses refer to when meteorologists talk about them. They actually do us a favor by using the sunglasses metaphor, inasmuch as they remind people to go out and buy a new pair so that they are ready for sunny days ahead.
Use the Weather As a Marketing Tool for Your Sunglasses
So how can we apply all of this to selling sunglasses? As a retailer, use the weather as a marketing tool. Use it to your advantage by reminding customers how much they need a good pair of sunglasses to protect their eyes against UV rays.
During the summer months, stress sunny days and spending time in the great outdoors. If you are located near the coastline, emphasize spending time at the beach and on the water. If your local area is big on sports, tie sunglasses to playing golf, taking in a baseball game, or spending time with the family riding bikes.
In the winter, you can tie the weather in with wearing sunglasses on the slopes. You can discuss driving in winter weather and how sunglasses cut down on road glare. The possibilities are endless if you use your imagination.
It is kind of funny how meteorologists describe the weather using sunglasses as a metaphor. You can turn the tables. Try marketing your sunglasses by talking about the weather and its impact on daily life.
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