IS POKEMON A GO OR NO FOR YOUR BUSINESS?

Unless you’ve been under a rock for the last few weeks, you’ve surely heard about Pokémon Go. While the fever of the original Pokémon version faded some time ago, the virtual version has given the game new life and found appeal among a wider generation.

If you are a retail establishment, Pokémon Go may have already become a fast friend. If you haven’t caught on yet, it’s time. Like any new platform, the first to embrace the new phenomenon will be the biggest winners as they will win the land grab and leverage their experience as similar apps come to market.

For the non-believers, you may think the obvious audience is a younger generation with little buying power, however, don’t discount Pokémon’s appeal to even more sophisticated demographic groups.

We were at Disney Springs and I was shocked about how many grown ups were doing it. I mean 40, 50, 60, and 70 year olds! It was crazy. – Jennifer Wilson, real estate agent and mother of three 

Truth be told, I don’t fit the known demographic, nonetheless, I have happily found myself re-routing, making pit stops, and going for extra bike rides to appease my kids. And like any Mom, I will gladly get behind a game that provides a common ground for my kids and gets them moving. That’s not always easy for me since there is a four-year age difference between my boys. (The timing of the release could not have been better – Hello, summer!) So for me, I see Pokémon Go’s appeal as a mom and as a marketer.

FOR MARKETING: WHAT YOU NEED TO KNOW

Pokémon Go is an augmented reality game developed and published by Niantic for iOS and Android devices. Pokémon Go is free-to-play and is location-based. The release sparked a frenzy in just a few days.

How Is It Played

Players download an app and, like the original version, collect and train virtual creatures called Pokémon for the purpose of battle. Each creature comes with a different proficiency or skill. Some are rarer than others. Pokémon are collected virtually by visiting PokéStops that are geo-tagged in the game. While some people go on planned Poke Hunts, others collect Pokes during incidental travels. Many businesses that have been geo-tagged as a stop are experiencing increased traffic. This is an exciting marketing tool for some. For others, not so much.

How to Make Pokémon Go (or No) at Your Location

There is information out there on how PokéStops were determined but more relevant to you is probably how to become a PokéStop.

Unfortunately, Niantic has a statement on their website that they are not currently accepting submissions for new PokéStops or Gyms.Don’t worry though. I am sure it just a matter of time before this becomes available. Similar to other virtual sensations before this one, you can expect that developers will monetize this craze and the ability to become a stop will come (at a price).

In the meantime, if you are lucky enough to be one of the PokéStops, be sure to take advantage of this marketing opportunity. Spread the word and invite people to your establishment through social media, newsletters, on-site signage, and any other method of communication that you’ve established. Use the gift you have been given!

Remove Pokémon Stops At Your Location

I get it! While Pokémon Go is an awesome get for places like malls or stores, it can be a nuisance for others like hospitals, churches, office buildings, etc. Many of the “No-Go!” businesses have resorted to putting up sternly worded signs.

If being a designated PokéStop is not part of the experience that you want for your business, you can take request removal of your property with Niantic. Just visit the link here.

Nintendo breathed new life into one of its older brands and the craze took over popular culture in a matter of days! From my point of view, it’s a good clean way to keep my kids busy in the dog days of summer and a great way for certain lucky businesses to capitalize on the hype and traffic that might just land on their doorstep.

Happy hunting!