Pokémon GO may not seem like an obvious tool for your next marketing campaign, but with the app currently boasting more daily users than any other social media app it’s worth assessing how you can tap into its marketing potential.
As a restaurant or café with a fixed location, you may be surprised to know that there are a number of ways that you can leverage the app.
Anyone can purchase lures. Lures (known formally as Lure Modules) attach to a PokéStop and attract nearby Pokémon to that location for your (or your customers) catching pleasure. If you purchase lures as a business, you can advertise this to your customers and hopefully lure them in too!
How to create a lure
To create a lure for your business it has to be near a PokéStop. This is shown by an elevated blue cube that turns into concentric 3D spinning circles when you get close to it.
If your business is close enough to a PokéStop you can buy lure modules by tapping the red and white Pokéball at the bottom of the page; this link takes you to the settings where you can then tap ‘shop’, this will allow you to purchase PokéCoins, (the payment will come out from your iTunes or google play account).
Now that you have PokéCoins you can buy a lure module, the amount you buy is up to you – each lure lasts for half on hour. When you want to drop the lure, tap on a PokéStop and then tap on the white bar beneath this location. The screen will now say ‘empty module slot’ tap the white bar again to install the lure.
Your location should now be a lure spot! You’ll know this because pink ‘petals’ will now surround the PokéStop. The Pokèmon will start showing up so your customers can catch ‘em all.
The key to buying lures for your restaurant or cafe is to advertise it! Make a post on your social media and display a sign in the window telling passersby that you're on it. You may even decide to tell your audience what times you plan to drop lures and with any luck you'll get a mass of people showing up!
Rewards and incentives
Another strategy could be to use Pokémon GO as an opportunity to up-sell or offer rewards for players . You could do this by offering a discount or even free coffee or food depending to customers based on the level they're on - simply get them to flash their phone to receive their reward. This is a great way to introduce new customers to your product!
Pro tip: Be sure to keep a record of the people claiming their discounts.
Another pro tip: If your establishment is busy during peek times but you still want to offer incentives, you might consider limiting the incentive to off-peek times.
And if your business is not near a PokéStop?
If your business isn’t close to any PokéStops this rules out you being able drop lures there. But don’t fret! There are alternatives. Pokémon tend to exist in fixed locations. That is, if one person catches a Snorlax in a certain place, chances are anyone else in that area can catch a Snorlax there too. The benefit of this for you as a business is that you can share with your online audience which Pokémon they’re likely to catch by visiting your location. If you have rare Pokémon nearby, even better!
And if all else fails, word is that you’ll soon be able to pay to make your business into a PokéStop!