Pokemon Go...Really?

By Cowley Team
07/20/2016

Lately it seems all anyone can talk about is Pokemon Go. Whether you’re a fan or not, the conversation is out there. Over the past few weeks we’ve seen gamers get off their couches and out into the world. And as a result we’ve seen business attempt to take this popular game and turn it into a marketing tool. “Stop by! We heard there’s a rare Pokemon in the store!” While this might work for some places, it won’t work for all. You should be evaluating what you’re selling, and who your audience is. If you’re Mercedes and you’re selling high end cars, your audience probably doesn’t overlap very much with the Pokemon Go audience.* Now all you have is a store full of people who are unlikely customers and essentially all you’ve done is promote and help out Pokemon Go.

As marketers it can be easy to want to jump on every band wagon and strike while the iron is hot. And yes, there is something to be said for keeping up with the times and staying relevant. Some of these band wagons can be advantageous; but not all of them. If you leap without thinking you might end up doing nothing more than spending your valuable marketing budget on things that don’t really return on your investment. Fads come and go, and while they might be great while they’re here, they will soon be replaced with something else. So before you spend your budget, make sure you’re choosing the fads that will not only grow the fad, but grow your business.

 

* https://www.marketingweek.com/2016/07/26/mark-ritson-the-real-lesson-of-...

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