Pokémon Go’s popularity has gone supernova and polarized the entire world. People are either loving it and looking for them wherever they go, or hating it and looking down their nose at everyone who plays.
But let’s look at a third group of people who are leveraging its popularity to drive traffic to their stores.
Pokémon Go and Your Business
If you’re not fully up to speed on how this newfangled trend works, let’s give you the basics.
- Pokémon GO uses your smartphone to bring Pokémon into the real world so players can hunt them
- It turns local landmarks and businesses into Pokémon Gyms, whether they like it or not
- Businesses and landmarks may also be PokéStops, which players go to grab free accessories and items like PokéBalls
Sound like fun? Maybe not for you. But looking at it objectively, you can see that business owners have a choice. They can either fight this trend, and shoo these Pokémon Goers out of their business with a broom like a crusty old shopkeeper, or they can embrace it and use it to their advantage.
How to Attract Pokémon Go Players to Your Business
Once you’ve decided to embrace the potential foot traffic, there are lots of things you can do.
First of all, you can literally put the word out on the street, and add a fun sign that targets Pokémon Go players, like this clothing store did:
This is a really simple and free way to try to hitch yourself to this bandwagon. But if you’re going to go down this road, make sure it’s in line with your target market, or you risk cheapening your brand.
“It’s a statement of what your brand is, who it stands for and who it seeks to appeal to,” said marketing professor Ken Wong, from the Stephen J.R. Smith School of Business at Queen’s University.
“While it may generate traffic for you, whether or not that traffic generates profitability in the short, and more importantly, long-term is a different story. If you’re in a business that needs a promotion to stay in business, you’re already on a slippery slope.”
He adds that if you are going to commit to it, do so quickly while the trend is hot.
The Pokémon Go Lure Module: Make Your Business a PokeStop
Fully capitalizing on the trend may mean going beyond street signage and using the game’s Lure Module to help gamers find you.
“Pokémon GO has a purchasable in-game item called a ‘Lure Module’ which attracts Pokémon to a particular PokeStop for 30 minutes,” wrote Forbes Contributor, Jason Evangelho.
Those Pokémon it attracts? They’re visible to and attainable by everyone in the nearby vicinity. Use it during a typically slow period of your day to get more foot traffic, and then use your creativity to turn them into a paying customer.