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Pokémon GO Social Media Takeover
The other day, I had the opportunity to sit in on my first client meeting at my marketing internship. The client was a local lawn care and pet store. Toward the end of the meeting, a "radical" idea came up: becoming a PokéStop for the new GPS-based augmented reality mobile game Pokémon Go. The idea was quickly rejected because of the dangers of the game (which have been all over the news lately) and because of the assumed target audience (children who wouldn't end up buying anything in the store).
While the risks made sense, what they didn't understand is that Pokémon Go is not just a kid's game. Actually, about 78% of players are 18-34 years old. Pokémon Go was released during Pokémon's 20th anniversary year, so most of the people using this app are those who grew up playing the video game, collecting the trading cards, and watching the anime. I have personally loved Pokémon since I was a kid (in case you couldn't tell by the Pokémon-inspired crafts in my gallery and Pin Boards on my Pinterest page), so I was really excited for this game to come out. Nostalgia is a powerful thing, especially since "1990s kids" have been entering the workforce, establishing their families and careers, and looking back at their childhoods in yearning these past few years.
Because of the nostalgia factor and the millennial target market, small businesses looking for an innovative marketing strategy would do well with this new app. Search Engine Journal recently posted an article showing small businesses ways to get involved with this latest Pokémon trend. If you are located at a PokéStop, your business is a popular spot for players looking to stock up on supplies within the game. You could post Facebook statuses and Tweets about the fact that you're involved with the game and invite your customers to come by. You could also use the game as a chance to host promotional events. For example, you could host a Pokémon GO scavenger hunt and have participants meet back up at your business, or you could offer discounts to people who come in playing the game.
Engaging with other companies is a great marketing strategy. One of the biggest reasons for businesses to get involved with Pokémon GO is how huge the app is becoming. According to Business Insider, it has already overtaken Tumblr in terms of active users and is predicted to soon overtake Twitter. Pokémon GO is the newest form of social media and is already taking over more traditional social media platforms. The innovative part of Pokémon GO is that it gets people moving. You can't play by sitting behind a computer screen or a phone screen. You have to go out looking for Pokémon, PokéStops, and Pokémon Gyms. And this is exactly the kind of foot traffic you want for your business, so supplementing your social media marketing strategy with Pokémon GO would be great for your business.
The following behind the Pokémon franchise and the nostalgia factor of Pokémon GO also make great opportunities to interact and connect with your consumers, so be sure you understand the game and franchise before you start marketing with it. Know the rules of etiquette behind it. Also, make sure your business is in a place that's safe for Pokémon GO players, as there have already been incidents related to the game.