Pokémon Go is being used by millions only a few days after it’s release. Learn how you, as a local small business owner can capitalize on the craze.
Pokémon Go is a phenomenon. It bolstered Nintendo’s stock by 10% overnight, hit #1 in the App Store in just two days, and has inspired hundreds, if not thousands of groups to interact with each other where they normally would not.
That last reason is likely to be the most influential of them all. The game’s developers, Niantic Labs built the game with the goal of allowing people to connect with the outside world and each other. As we all know from Facebook, Instagram, and other platforms, this new level of interconnection and creates a new opportunity for small business.
How Did it Get This Big?
As a proud “90’s Kid,” I have vivid memories of physical Pokéballs, vast collections of Pokémon cards (my boyfriend still has his). We watched Pokémon cartoons and saw Pokémon movies. We were glued to our Game Boys playing Pokémon the way everyone is currently glued to their phones.
Well, it didn’t stop there. Generations of kids still play Pokémon. The last two Nintendo 3DS video games sold 25 million copies combined. My 8-year-old nephew plays the video games and guess what I got him for Christmas last year? Pokémon cards.
So, What is Pokémon Go?
Pokémon Go is an app that you can download for free in the Apple App Store and Google Play store. It sends players out into the real world to find and catch Pokémon at sites in their community, with a particular focus on landmark sites. The app includes the locations and images of each site that Pokemon or other gameplay items are located. Players have to go out and explore their surroundings to “catch” Pokémon and collect items from “Pokéstops.” Once a player has arrived at the correct spot, he or she can use the camera on their phone to see and photograph the Pokémon at that site before they attempt to catch the critter.
So now that you have a brief understanding of the game and why it’s so popular, let’s get into how can a small business make the most of the trend and embrace Pokemon Go’s opportunities.
1. Learn the Game
The best way to find creative ways to take advantage of this new platform is to understand it. Download the game in the Google Play or App Store and learn to play it.
2. Welcome and Embrace Pokémon Go Trainers (aka Players)
Some businesses have been forced to take a negative stand on the Game because it’s users are getting too distracted during work hours. Sure, set boundaries for your employees and don’t allow the game to impact productivity, but otherwise, keep yourself open to the opportunities the game provides. Some corporate businesses have already shown that they may require a purchase to come into their location to play Pokémon Go. This approach is understandable, especially if you think the game is silly. At first, getting non-paying customers out of your store seems like a logical step, but giving a positive first impression to gamers will serve you better in the long run. Goodwill goes a long way.
If the players of the game are a nuisanced to your business and you would like to stop your involvement in the game, you can also submit a request to developers to remove your location from the game altogether.
3. Share your Wifi with Gamers
Why does Starbucks have so many people hanging out there? They have continually embraced the world of devices by offering free Wifi and even providing charging stations.
With data restrictions on most cell phone plans, many are concerned about how much data the game requires. Solve that problem for them and open up your Wifi waves – trainers will respond by staying longer.
4. Drop a Lure
Once you get to know the game, you’ll discover a “Lure Module” is one of the most obvious ways to take advantage of its features. A “Lure Module” attracts Pokémon to a particular PokéStop for 30 minutes. The Pokémon (multiple) it attracts are visible to everyone in the nearby vicinity. There is however, a catch: currently, you can only place Lures at your place of business if you’re a Pokéstop. Lure Modules can be purchased individually or in sets of eight. You can spend $20 and purchase enough Lure Modules to bring potential clients in all day. With your Lure’s activated, nearby trainers can take advantage of the increased amount of Pokemon in an area and you can use it to get more foot traffic, and turn that traffic into paying customers. Win-win!
5. Highlight Your Role in the Game
Housing one or more Pokémon? Take Crystal Bridges Museum of American Art’s lead and let trainers know what Pokémon are where in your building. This is even more powerful if you hae a rare Pokémon.
Are you lucky enough to house a PokéGym? Stop what you’re doing and let people know! Players on the three teams within Pokémon GO battle for control of Pokemon Gyms. Pokemon GO encourages teammates to congregate and battle together at a gym at the same time in order to strengthen or weaken it. Teams will often trade control of gyms several times in a day. If you house a PokeGym or are close to one, you might even consider offering a discount or prize to whichever team controls the location.
6. Tie It In To What You Offer
If you’re a Pokéstop (lucky), offering Wifi or using a Lure, or any combination thereof, one way to get paying customers is to add a special menu item or offer a discount to those who show their game.
7. Start a Team
Have a loyal customer base? Notice a lot of them are using the game? Start a team. Users can join a team after hitting level 5, and you level up by catching Pokemon. You just need to find a gym, and it’ll prompt you to participate in a team. The developers have confirmed that like previous Pokémon games, trading is going to be a huge thing, as no player will be able to collect all the creatures by themselves unless someone “takes time off work and travels the world for a year.” I am almost positive there are those plotting to do that very thing, but for the millions of other players, teams will be a big part of trading and competing to “catch them all.”
8. Encourage Gameplay, Check-ins, Photos Around Your Business
Run a contest, host an event (costume party?!), and pass out prizes or special discounts. These types of things are an easy way to create awareness and content for your business.
9. Put Your Participation on Full Display
All these other efforts will be much more effective if you create and share the content generated through them. Share the content, but don’t stop there. Display your participation with window decals, table tents, or other posted signage.
10. Stay Updated on the Game’s Progress
It’s only been a few days since it’s release, and Pokémon is already making a huge impact. This augmented reality game has hit such high demand that it’s global launch has stalled so that Niantic Labs and The Pokémon Company can catch up. Once they catch up, you can be assured that the Niantic Labs will iterate, making updates that will change the dynamics and usage of the game. These changes can both limit and open up new possibilities for small business owners. The only way to navigate those changes is to stay updated on them.
There you have it! All the ways you can capitalize on the craze.
This game is exploding, but it is only among the first of it’s kind. At this point, we can almost guarantee Pokémon Go will serve as the first widely popular game of a slew of “real world gaming” apps and wearables. As with Myspace, Friendster, and Facebook, this is just the first of many opportunities to use new forms of interaction as unique marketing and engagement opportunities.
Did I miss something? Do you have an example of any of these in action?
Comment below to give us your insights and experience on using Pokémon Go to drum up local business.