The Evolution of Pokemon (and its effect on marketing)
If you haven't already seen, a little app called Pokemon Go hit the Google and Apple app stores a couple of weeks ago. Now I understand fads come and go and this might be one of them but it has made a fundamental difference in the way we do social gaming. Now there has been a lot of different emotions following the launch and success of Pokemon Go; ranging from 'i'm sad for the world' to 'my kids are fitter'. The thing we will be discussing today is just how this has affected marketing for local businesses and how it gets free (well kind of) press. Where there is Yin, there is Yang and reports of people being mugged whilst playing Pokemon or finding dead bodies isn't unheard of but mostly its all positive.
I decided to take him to London where Pokestops are plentiful, gyms are abundant and people with lure's are everywhere. What I saw even surprised me, person after person, young and old walking past me either flicking a digital ball on screen or waiting until their phone vibrated to announce the arrival of a new Pokemon on screen. From a business perspective I was very sad to also notice day after day that businesses didn't grab this gift by the horns. So the problem: Most companies who see this craze want to have a Pokestop on their shop and whilst they can apply to have one, it takes time and is also not guaranteed. So why do so many companies blessed with a nearby (or even on top) Pokestops not use it to their advantage? Recently coffeehouses in the states as well as Georgia Aquarium in Atlanta used Lures to bring more people through the doors, at £0.79 ($0.99) per 30 minutes its a easy and affordable way of getting more people to be and stay in your vicinity. Seeing as Pokemon Go players use the app on average for 40+ minutes a day, this is a great opportunity to present them with a incentive to come on in.
6 Opportunities for marketers
The big question is; If I'm close to or on top of a Pokestop, how do I get people in the door? The solution: Simply put, acknowledge the players and acknowledge their love of playing the game. Lure's are great as they create a higher chance of catching Pokemon so keep and advertise your use of Lures for high traffic times of the day.
If we take a coffee shop as an example: Average person walks in and buys a coffee to go. Why would you not want to keep them in the shop for a second coffee or a snack, upping the average order value?
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So keeping a lure on the shop during busy time where people actually have time such as 12-and-2pm as well as 4-to-7pm would ensure you have more people slow down and maybe take a seat.
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If you have a Pokestop pared with a gym why not instigate gym battles at times where you use lures or calling out rival coffee shop patrons to battle at your shop? This not only allows people to play the game to the fullest but also offers a chance to catch Pokemon you might not have. It also allows people to socialise and have a common story to tell. The great equaliser. Remember earlier in this article I mentioned you should acknowledge the Pokemon Go players exist? Well lets take the above examples and take it a step further.
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Why not offer 20% off your order if you are a Pokemon go player? With the increase in footfall the canabalisation of revenue will be offset and surpassed by the increase in volume and hopefully the increase in average order value or orders per visit. (Brainfart: Water on a hot day as they are walking?)
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We also need to consider that it takes money to make money... so why not reward users who use their own lures nearby or on your Pokestop? If they place one, hand out a free coffee, that person just spent £0.79 and gave you 30 minutes of people walking by. A £2.75 coffee will be a good return of investment.
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Recently I also saw coffee shops hand out rewards based on the Pokemon player's level. Free soft drink for over level 10 when something else is bought and a more interesting reward for those over level 18.
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Now, I know, some of you might have online businesses with no real tie to the real world, but have you seen how companies are using the trends to get in the action.
From social posts leveraging the newest rare Pokemon appearing in a local park all the way to rewarding players who make the news, be it local or international. This example is a great example of how companies grabbed onto a trending story quickly and used its virality to get their names into the press
I hope this gives all of you a good view on just how small things can change industries, how something as simple as an app can change human behaviour and how un-related things can benefit your business.
Now, go catch 'em all
