If you’re at all active on social media, you’ve probably seen little cartoon creatures popping up all of your feeds and timelines the last few days and weeks as your friends and family try to “catch ‘em all.” No, you aren’t hallucinating, it’s Pokémon and it’s taking over the world…again!
If you missed the initial Pokémon craze in the late 1990s (dubbed Pokemania), you might not see the point of chasing around these characters in a real world setting with a geocaching feel. But if you’re a business owner and you don’t see the point, maybe you should try. It could help your company reinvent itself when it inevitably needs a reinvention.
Pokémon Go has moved millions of people in a very short time and it can teach you a great deal about how to reinvigorate your brand in a new space. Tapping into nostalgia is not a new tactic. But doing so in a way that seamlessly integrates technology in such an immersive level is what Pokémon Go has done. In fact, it’s already generated an estimated 7.5 million downloads in the U.S. alone, and is pulling in close to $2 million daily via in-app purchases.
Now when you walk passed someone staring at their cell phone, they might not be checking a text message or reading the news. They might be trying to catch a Charmander! It’s human nature. People want to be a part of the game, and that includes social media. They want to engage with brands on social media because they enjoy having strong ties to the brands they love. Some users are even organizing community events based around the app. It’s no wonder brands are already exploring how to get unique creatures placed inside their establishments in order to drum up business.
So what can you learn from Pokemania 2.0? If you’re a business owner, you need to know how to integrate the latest technological developments into your brand strategy. You simply can’t stick to the old tried-and-true methods of reaching out to new audiences and continuing to engage them. They simply won’t hear your message— and if they do hear it, they’ll regard it as spam unless it truly moves them to take action.
Case in point: just advertising on Facebook isn’t enough. Having a verified Google listing isn’t enough. Sending out a company e-mail each month isn’t enough. Those are three cornerstones to a strong digital presence, but things have truly evolved since digital marketing arrived. You have to let things evolve naturally in order to really develop the strongest presence. Much like your Charmander eventually becoming a Charizard, when you finally evolve to the highest point, you’ll know it.