While Pokémon GO may not be the white-hot phenomenon it was when it burst on the scene three months ago, it’s still a powerful force. Knowing how to use Pokémon GO for marketing purposes can help you use this force to generate leads for your small business – and turn its passionate players into paying customers. Here’s how:
Do a Quick Assessment
Is Pokémon GO worth your while? It depends on two factors; whether your business relies on foot traffic and if it sells consumers goods or services on the spot. Restaurants, convenience stores and boutique shops are great candidates. Light manufacturers, graphic design firms and auto repair shops aren’t.
Find Your Place in the Pokémon Universe
Pokémon GO uses GPS information to guide players through real life cities and neighborhoods to catch characters. Some are randomly spaced, while others congregate in special places, like “spots” and “gyms.” Ideally, your business will be located here, and you can find out if this is the case by playing the game yourself or asking a participant. A simpler way, however, is to observe. If a stream of smart phone gazing newcomers treks regularly into your business, there’s a good chance it’s on the Pokémon map.
Lure Them In – Or Track Them Down
If your business isn’t a Pokémon stop or gym, you can still use the game to drive foot traffic to your door. For just a small fee (around $10 a day), you can populate your business with creatures to lure in players. If your business is mobile (like a pop-up or food truck) you also have the option of going to where Pokémon GO players congregate.
Create a Marketing Strategy
If you’re simply looking for more foot traffic, being a landmark or using a lure might be all your business needs. But if you’re looking to turn leads into something more, it pays to develop a Pokémon GO marketing strategy. Here are some ideas to go about it:
Window of Opportunity: Create a limited-time offer for Pokémon GO players. This may be a time when your business is typically slow and you’re looking to generate more sales. If you run a mini-golf range or go-cart track, this might be a weekday afternoon.
Character Discount: Assign a percentage value to Pokémon characters located at your business and discount the purchase price if a player catches it. Or designate one character for a buy one get one (BOGO) discount, if caught.
Mobilize Your Marketing: If you sell screen-printed t-shirts or handmade jewelry, create Pokémon themed items to sell at a popup shops near stops or gyms. If you run a convenience store, load up a van with energy drinks and snacks and head out to the nearest public park – a popular Pokémon hangout.
Tap Team Spirit: Pokémon GO players are encouraged to join one of three teams: Mystic, Instinct and Valor. Designate team days at your business where members get special discounts or preferential treatment. Alternate teams and days to maximize business. Another way to tap team potential is to encourage players to visit your bar or restaurant and to use it as a gathering place for all teams.
Pokémon GO has changed the gaming landscape like few other apps before it. If you run a small business, this change can be leveraged into lead generation opportunities that yield passionate, paying customers. Need help evaluating the right channels for marketing your business? Contact us today.