Over the past week, millennials the world over have been prowling the streets, smartphones in hand, searching for Pokemon. The link between one of the newest viral mobile apps of all time, Pokemon Go, and your small business may seem tenuous at first; but with a little ingenuity you can see how other businesses are using the app to promote themselves.
Here are just three ways you can use viral trends like Pokemon Go to become your own marketing champion.
1. Identify your audience
As a small business you may be pretty limited as to what sort of marketing resources are available to you. Just because you don’t have the scope of your larger competitors, doesn’t mean you can’t create engaging marketing material using a little research.
When trying to discern whether to capitalize off a viral trend, think about your typical customer. If you generally serve an older demographic then perhaps posting a joke on social media about avoiding catching Zubats may fall a bit flat.
As Xero President Russ Fujioka mentioned in an article published recently on Inc., more than one quarter of the population in the U.S. are millennials; so there’s a pretty good chance you’ve got some regulars who fall in this category.
“The release of the game has come at a prime time, despite being almost two decades after the height of Pokemon’s initial popularity,” Fujioka says.
“The children who were obsessed with Pokemon are now adults. They have their own money and don’t have to ask mom to buy them a starter pack or to take them to see the Pokemon movie, or you’d like to hope so anyway.”
2. Promote in-store to increase foot traffic
Once you have established that you’ve got the appropriate audience, it’s time to promote. Keep your finger on the pulse of what is trending and think of ways you can use that to attract more customers to your brick-and-mortar location. As Fujioka notes in the case of Pokemon Go, “some businesses have taken to placing sandwich boards advertising what types of Pokemon have been caught at their store and advertising their status as a PokeStop”.
More specifically, you can purchase Lures in the Pokemon Go app to increase the amount of Pokemon in the area. Fujioka noted the potential to “increase your revenue for mere dollars an hour”, giving a Reddit user’s account as an example.
“There’s a [PokeStop] outside the bar four blocks from my house. My [girlfriend] and I went in there at 10pm on Sunday night and the place was dead,” the user said. “She threw down a Lure and within 10 minutes there were over a dozen new people in the bar. The bartender was unaware of the game, but when we showed him how it worked he immediately downloaded it and said he’s going to start throwing out Lures on slow shifts to bring in business.”
3. Develop your brand’s voice using social media
While your business may not be a PokeStop or have a Gym nearby, there is still the opportunity to create memorable content for your social media channels. Doing so is a great opportunity to develop your brand’s voice, so even if your post on social media doesn’t mean that a customer comes immediately running into your store, they may remember you later on. Some businesses have even capitalized on Pokemon Go’s success by offering discounts to players if they show the game on their phone in-store.
As noted in Xero’s Digital Marketing Guide for Small Businesses, developing a presence on social media channels will help raise your profile and “engage with your potential customers and learn from their feedback”. It goes on to encourage small businesses to keep at it once they’ve begun.
“A Twitter feed or Facebook presence that starts busy and then tails off into silence is not a good advertisement for your business,” the guide says.
Fujioka puts it simply, “While some crazes can be blips on the books, if leveraged right, they can help boost cashflow, foot traffic and brand awareness. What is viral today may be gone tomorrow, but the decision on whether or not these trends are right to leverage for your business is ultimately up to you.”
You can read the Inc article here.
The post 3 ways you can drive an insane amount of traffic using Pokemon Go appeared first on Xero Blog.