For the first time in weeks, I woke up bright and early for a brisk morning walk. I didn’t even hit my snooze button the usual 15 times. No, I was on a mission. A mission that had nothing to do with losing calories or enjoying the sunrise (though these were definitely added perks to my morning stroll). It was a mission that had everything to do with hatching some rare Pokémon eggs and catching some new ones along the way.
Unless you’ve been living under a rock for the past month (and if you have, that sounds downright cozy), you’ve probably heard of a little something called Pokémon Go. Since its launch in the United States on July 6, 2016, this addictive augmented reality app has taken our nation (and other countries) by storm. According to an international survey conducted by YouGov, Pokémon Go players spent over $250 million in just the first few weeks. The survey also found that 1 in 5 players spend money within the app, and there are 11 million users making in-app purchases in the US and UK alone.
What is Pokémon Go (and why should I care)?
For those not in the know, Pokémon Go has players capture imaginary creatures superimposed on real locations on their screen. The immensely popular smartphone app also allows users to purchase items to help them level up in the game, including Pokecoins, eggs and incubators.
While you may be immune to the Pokémon Go craze, and feel no inclination to hunt down Diglett or battle for a local Pokémon gym, you shouldn’t overlook its marketing potential. The game is changing the way people interact with local businesses. More and more companies are jumping on the Pokémon Go bandwagon and using it to boost customer engagement and sales. Now it’s time for you to take advantage of this worldwide phenomenon. Here are a few ways that your business can use Pokémon Go to catch ‘em all!
Stop in the Name of Pokémon
If you’re a hardcore Pokémon Go player, Pokestops are the place to be. Pokestops are real places or businesses where players can visit and collect free items such as eggs, Pokeballs and so on. These stops are indicated with a blue marker. Once a player is close enough to interact with the Pokestop, the marker will change shape.
PokeStops refresh every five minutes or so, meaning players don’t have to travel far for more Pokeballs and items. This is great news for your business if you’re situated on or near a Pokestop. Players will be tempted to stick around, stock up on Pokeballs and maybe even make a purchase or have a bite to eat depending on your type of business.
I Go to the Gym Every Day (The Virtual Gym)
If you’ve noticed a recent surge in foot traffic at your business, you may be located on or near a Pokémon Gym. Pokémon Gyms are where players from all three teams - Instinct, Mystic and Valor - go to battle it out, train their Pokémon and win a gym for their team. Gyms are constantly changing teams, meaning players will be back to reclaim their territory.
“Lure” In Customers
One of the best ways to bring in new customers is to place a virtual “lure” at your business. Lures are purchasable in-game items that any Pokémon Go user can place at any Pokestop. These features draw Pokémon to that given location which, in turn, will draw Pokémon trainers who want to nab some more Pokémon!
However, lures expire after a certain amount of time. If you run a restaurant, you could initiate lures during slow points of your day. Or you could throw down a lure before a special event or open mic night.
Power Up Your Marketing
Unfortunately, businesses don’t really have a say right now in whether or not their location is a Pokestop or a Gym. But Pokémon Go creator, Niantic, announced that they will be rolling out a “sponsored locations” opportunity for businesses. With sponsored locations, companies can pay to be featured on the game’s virtual map in an attempt to attract more customers to their business.
If your business happens to be close to a Pokestop or Pokémon Gym, don’t be shy about announcing it. Let potential customers know they can relax and comfortably train their Pokémon or collect more Pokeballs in your cafe (all while enjoying a caramel macchiato of course).
Even if you’re not located near a Pokestop, you can still cash in on the Pokémon fever. If you’re a restaurant or cafe, you could serve Pokémon themed drinks or menu items. For example, Starbucks whipped up an array of drinks inspired by the game, including a Pokeball Frappuccino, and Doughnut Time created a Pokeball Nutella-filled doughnut.
Or you could welcome players by offering special deals. Tasty Burger, an east coast restaurant chain, handed out free tater tots to any customer who caught a Pokémon at their location and showed a photo to the cashier. Even a witty sign featuring Pokémon may be all the incentive passing customers need to take a peek-at-chu establishment (sorry, we couldn’t resist).
The Hottest New Social Network
There’s no denying the importance of social media in your local marketing strategy. Now you can extend your social media reach even further by joining the Pokémon Go conversation. After its initial launch, Pokémon Go had more than 6 million mentions on Twitter in less than a week. Pokémon Go users have now surpassed Twitter’s daily users, and people are spending more time on the app than on Facebook.
Capitalize on this latest craze and invite people to play the game at your location, reminding them that your location is near a Pokestop or Gym. Or you could offer free wifi or charging stations for avid players. After all, the app is a HUGE battery drainer.
You could even increase your brand exposure by asking trainers to share and tag their favorite Pokémon Go photos taken at your business. This is a great way to spark interest in your establishment! Trainers will catch the ever elusive Squirtle, and you’ll have a hopping business!
Even if you couldn’t care less about the Clefairy in your backyard, you can still take advantage of Pokémon Go’s popularity to increase brand awareness and drive sales. Whether your business is a restaurant, boutique or even an art museum, there’s a way for every business to implement Pokémon Go into their marketing strategy. So, now that you’ve learned the ropes to Pokémon Go, it’s time to catch all those trainers (and customers)!
