Curt Hecht, chief global revenue officer at The Weather Channel Companies, spoke at Business Insider’s Mobile Advertising Conference in New York City today, and he shared some of his company’s secrets to success as technology continues to progress.
The Weather Channel has a few very important advantages, which have certainly pushed it on its way to success.
It reports information that people truly need
By its nature, the Weather Channel’s product is something that people need — not merely want. “People need the weather on their phone,” said Hecht.
Still, you can get weather information from other places, so it’s the Weather Channel’s job to make sure that its product stands out.
Weather matters in sports, for instance, and superfans want as much information as possible. Look at fantasy sports players, who can gain an advantage if they know the wind and weather conditions.
“It’s just added value, at the end of the day,” said Hecht.
The Weather Channel’s brand is instantly recognisable
As the prime source of weather news on television for years, the brand has developed into something ingrained in the minds of a very broad audience.
As a result, as the world moves to digital and mobile, people instantly identify with the brand and consider it the go-to source.
“People know the Weather Channel brand, so if they’re not satisfied with the Apple app, they come to us,” said Hecht.
It hits consumers on all fronts by using multiple channels
Half of the Weather Channel’s whole business is on digital. “I don’t know how many media companies can go out there and say [that],” said Hecht. “We are a multi-screen company.”
Having all those platforms allows the Weather Channel to achieve a level of reach and frequency that resonates. Wherever someone needs the weather, the Weather Channel offers it.
“Certainly Facebook doesn’t have that kind of presence and distribution,” and neither does Google, said Hecht.
NOW WATCH: Ideas videos
Business Insider Emails & Alerts
Site highlights each day to your inbox.