Now that Pokémon Go has been available for a while and we have all calmed down, it’s time to start thinking about how we can cash in for ourselves and on behalf of clients. Now, before we dig into the different ways we can use Pokémon Go for marketing, let me first say we have to be tactful. Time and time again something becomes popular and we (marketers) absolutely ruin it. Approach marketing with Pokémon Go with the commitment to become a part of the experience, not hijack the experience. Agreed? Great! Let’s proceed.
To understand the marketing potential of the game, we need to understand how users are interacting with it.
While the game is still young, we are already seeing a wealth of actionable data that points to a presumably effective platform for businesses to market their physical locations. If the millennial market is important to your brand, it might be a good idea to start getting familiar with Pokémon Go. Check out some important terms that you will need to be familiar with to start catching all the customers.
The above might sound like a bunch of hootenanny, however understanding the dynamic of those 4 concepts will help you form tactics to use this addictive game to drive business. Branded capabilities are coming very soon according to developer Niantic. While the game already supports in-app purchases, we will soon see advertisements in the form of sponsored locations or Poke Stops. The game will offer brands a pay-per-visit model for the amount of traffic driven to their store because of the game. There’s no word as to how exclusive this ad unit will be available nor how they will organize the chaos of brands flocking to take advantage.
As we patiently wait for Pokémon Go to unleash ads on the Poké-verse (I made that up), there are very simple tactics you can use to help bring attention, engagement and business to your location.
While this is a fun new way to approach consumers, it is important to understand that these fads come and go. Pokémon Go is picking has incredible momentum, but I would recommend using it as a novel addition to your efforts and not a tactic that should be taken too seriously. Open the game, get familiar and see how you might be able to use it to benefit your business!