Pokémon Go – a recently released augmented reality (AR) game from Niantic Labs, in partnership with Nintendo and The Pokémon Company, based on the popular video games and trading card franchise – has taken the nation by storm.
Not yet familiar? Well, the game combines GPS and smartphone camera technology to transform the real world, so that players can “catch” digital Pokémon creatures and visit “PokéStops” to replenish the supplies needed to play the game. PokéStops include local and historical landmarks, buildings, parks, museums, public art, and more. The game is designed to get players outside and exploring their community.
It’s working, too.
The app has been downloaded by over 75 million users worldwide, and it’s reportedly earning in the neighborhood of $ 1.7 million every day – and that’s only from smartphone-equipped gamers in the United States. The game’s immediate popularity even raised the market value of Nintendo by a staggering $ 7.5 billion shortly after its launch.
It’s not just the game makers that are benefitting, though. Many opportunistic small businesses have found ways to cash in on the Pokémon Go craze, too. Here’s how your company can join the fray and profit off of the game’s unprecedented popularity.
Lure them in.
If your business isn’t a PokéStop, odds are it is near one (these areas are shown as blue cubes on the players’ game map). These areas attract players looking for Pokémon and supplies, and there are several ways you can use PokéStops to attract more customers.
Lure Modules, which attract Pokémon to a PokéStop for 30 minutes, also attract large numbers of players to the area. These digital beacons can be bought by anyone in the in-game store for as little as $ 1.19 an hour, making this a low-cost way to drive foot traffic to your company and generate additional business.
One California coffee shop, for example, is offering to buy a Pokémon Go Lure for every 15 drinks purchased, to ensure players are well-caffeinated as they hunt for Pokémon.
Many small businesses are taking a simpler approach, featuring nearby PokéStops in their marketing and signage, and there’s no reason your company can’t follow suit.
Photo: Steve Lubitz (Twitter)
Give them a deal.
Small businesses are also pairing the popularity of Pokémon Go with existing and new specials. Some are offering discounts and other incentives to customers who catch Pokémon nearby and share the feat on social media, hoping that will attract other patrons to the area. It’s a win-win: players can brag about their Pokémon Go accomplishments, while businesses get exposure and attract more customers.
Photo: Mad Fox Brewing Company
Pairing the Pokémon brand with your own is a great way to generate buzz. Some businesses, like Bump N’ Grind in Silver Spring, MD, are even creating new, Pokémon-inspired menu options and products. Not a bad idea.
Photo: Bump N’ Grind
Get social.
If you engage with any social media at all, you are probably well aware of Pokémon Go’s presence. Small businesses can “weedle” their way into that conversation by using their accounts to advertise.
Some businesses are doing this by mentioning they are near a PokéStop, highlighting their free Wi-Fi, or simply offering a hub for players to charge their phones (Pokémon Go is a serious battery-drainer). Others have been tracking and posting updates about the Pokémon creatures their customers have spotted nearby.
Here’s the broader point: The Pokémon brand is now 20 years old, meaning the children who played the games when they were younger are now young adults with plenty of buying power, which makes them a great potential source of revenue for small businesses. So, if you play your (Pokémon) cards right, your company can easily capitalize on this phenomenon.
Business & Finance Articles on Business 2 CommunityThis article originally appeared on Free Enterprise and has been republished with permission.
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