Over the last fortnight, it was impossible to avoid a topic that everybody - even outside of the digital world - was talking about.
Pokémon Go, as we know, has - for the time being - taken the world by storm.
NB: This is an analysis by Magdalena Keitel, online marketing manager at Regiondo.
So, as an activity provider, it is now time to get into the gamame and use it for your marketing.
The augmented reality game Pokémon Go released by Nintendo has become the most successful app within a week.
In short: as a player, you walk around real-life neighborhoods and hunt down virtual characters with your smartphone.
With more than 65 million users (and climbing) it has already become the most successful app of all time. Because of that, it is only natural that local businesses are eager to jump on that bandwagon and benefit from the success.
But how can you get started and reap the benefits that come along with Pokémon Go?
The Pokémon Go world in a nutshell
Pokéstops, Pokécoins, Pokéballs, gyms and lure modules – there is a whole new vocabulary that is involved with the game.
If you didn’t grow up watching the cartoon and collecting Pokémon Cards this might be confusing at first.
To help you get started with Pokémon Go for your business, check this guide.
Beyond the basics of actually playing the guide, it's worth nothing that nothing comes for free.
That’s why there is a Pokémon Go currency – the Pokécoins. It is possible to exchange real money into the virtual currency to buy extras such as the lure modules.
The current pricing for a lure module is 100 Pokécoins with an eight-pack going for 680. The rate to buy Pokécoins is currently at $0,99 for 100 coins.
How to use Pokémon Go for your marketing?
1. Keep the Pokéstops humming
- You might have already figured that it is beneficial for your business if there is at least one so-called Pokéstop nearby. They refresh on a regular basis so visitors don’t have to wait long for it to provide them with another benefit. Therefore it is even better for you if you buy some lure modules to make your Pokéstop more attractive.
2. Give the players what they need- Another idea to make your business more Pokémon Go friendly is to offer the players free wifi and the possibility to charge their phones. The app requires a lot of data and battery power so the phones get drained quickly. By giving the players what they need to keep on playing, your business automatically attracts more players. Since the charging process will take a while, your business will definitely see the results in increased sales.
3. Use it for communication- Even if you don’t want to actively play the game, it is advisable to monitor it during your opening hours. As soon as a Pokémon shows up in your business spread the news on social media. You can be assured that the players will follow!
How can leisure and activity providers jump on the bandwagon?For shops, cafes and restaurants it might be easier to get a piece of the Pokémon pie, but also leisure and activity provides can make use of the hype.
1. Tips for tour operators
If you offer guided city tours, include the Pokémon hunt in your tours. This way you can stick to your daily business but also provide an easy and effective way for people to collect new Pokémon in an unknown area.
Creating an own Pokémon tour including all the Pokéstops and gyms in a certain neighborhood could also be an idea. If you offer outdoor activities such as bike or segway tours consider turning your vehicles into Pokémon catching machines.
By installing smartphone mounts on the handlebars of your bikes or segways your customers can play Pokémon go during their tours. This way you make the fun adventures you offer even more fun to that specific audience.
2. Tips for amusement parks and zoos
As a zoo or an amusement park operator you could offer some special entry fees for Pokémon Go players.
Since your business covers a large area it is very likely to find a lot of Pokémon there. Pokémon friendly prices are therefore an efficient way to attract more visitors.
As a special event you could host a Pokémon hunting party. Promote that event on social media and schedule a specific time for the players to show up.
Offer some prizes for the best Pokémon caught during the event and let the players show off their pride. You will be surprised how many people show up to these events!
3. Tips for events and parties
Pokémon Go players like to gather and show off their trophies as well as compete with their best Pokémon. This comes in very handy for the organizers of parties and events.
Make sure you have Pokéstops around your location and consider buying some lure modules to keep your visitors busy. Special theme parties are also good to attract a huge amount of people.
Photo contests and raffles are just some ways to combine the game with your event.
You can see that there are many creative ways to include Pokémon Go into your marketing. Yet, interestingly, by becoming a Pokémon-friendly business you will see the results coming in almost immediately.
Since the app is still very new it is likely that more updates and features will come soon. Make sure to stay up to date to make the most out of the hype.
NB: This is an analysis by Magdalena Keitel, online marketing manager at Regiondo.