21 july, 2016
After an avalanche of "marketing lessons taught by Pokemon Go", it´s time to grind our own tips out from this revolutionary mobile game app.
After almost two weeks of Pokemon Go mania, we couldn´t help writing an article about it and I couldn´t help trying out the latest millionaire virtual reality application – which was not as cool as the trailer suggested, but it´s ok.
If you are anywhere with people and internet connection, you have been wondering what it´s going on with the world and start complaining with random people about the decadence of our society. Or you actually got nostalgic about your Pokemon time and you feel like you finally had the opportunity to be the one and only Ash Ketchum.
Nowadays people can literally live a virtual life: socialising on Facebook, visiting the world on Instagram, finding a job on LinkedIn, working virtually from home, sharing documents on GoogleDocs, creating group presentations on Prezi, following a conference on Skype and play tennis with their Wii.
It´s not the first time we deal with “augmented reality” tools but what makes Pokemon Go unique is the story and the brand behind it.
Pokemon Go created something for all ages that is fun and cheap. I knew all drawbacks and criticism about the app before downloading it; I was looking for good vibes only. The silver lining of the game is that players actually go out and (eventually) discover new places, instead of being locked up at home. Playing Pokemon Go pushed me to go out indeed after a working day, instead of lazing on the couch. Although I am a bit sceptical about the alleged cultural side of the app: do you really think that people so concerned in chasing Pokemons are gonna stop by a museum and visit it? Well, we can hope at least.
Personal perceptions apart, Pokemon Go has some marketing lessons to teach us, but I guess your Facebook feed has been full of marketing articles as well during the last week. In Presentaciones.biz we thought something different: Why not to turn these marketing principles into presentations tips? Jayson DeMers from Forbes listed 7 smart moves this mobile game app applied, explaining how it blew up people´s minds in just a couple of days.
“Put these lessons to good use in your own company or organisation, and you’ll inevitably see an increase in both customer acquisition and retention”, affirms DeMers.
1. Good branding can sell just about anything
Pokemon, on the other hand, is a brand that’s been consistently developing itself for more than 20 years. The game itself is good, but without the branding, it never would have taken off.
A presentation must be visually appealing and show a strong branding. No matters what product you are trying to sell, if the audience is familiar already with your brand, you have that extra oomph to rock.
2. Timing is really important
Pokemon launched just after the start of summer, when kids are out of school. Plus, Pokémon is 20 years old now, and fans who were children when the series first launched are now 20-something adults with significant buying power.
The concept of time is of utter importance when you deliver a presentation: you have to convince your audience in a short time and incite them to take action in the near future. If you are selling a product, think about the best time to present it; as Pokemon Go did.
3. Social proof is everything these days
With Pokemon Go, social proof is visible—when you see people having fun with the same mobile game almost everywhere you turn, it’s almost impossible not to want to get involved.
Present visual and think social. People can follow your presentation everywhere if you allow them to do so. Writing short concepts in your slides will help your message to get viral. As DeMers says: “we won’t notice a business unless we hear someone else talking about it”.
4. A sense of identity leads to loyalty
There are a handful of identity factors that make Pokemon Go such an addictive hit: first of all, its layer of nostalgia; secondly, the feeling of loyalty you build in the game with your factions against the rival´s ones.
Your mission during the presentation is to gain your audience trust, convince them your product or service is outstanding and build a relation with them so that they will actually buy it or follow your company in the near future.
5. You don’t need a weighty ad campaign.
Pokemon Go didn’t invest much into advertising because it didn’t need it because it immediately created a connection with people.
Here again, we want to strengthen the importance of creating a connection with the audience. A good presentation could get rid of expensive and unnecessary advertising, although this depends as well on your company or product´s branding.
6. It’s important to reward ongoing investment.
In Pokemon Go there are definite rewards for continued investment, and that’s what keeps users playing.
You think of your presentation as a Pokemon Go reality, make up games, questions, play roles and riddles to keep your audience concentrated. At the end, you can deliver gadgets to reward those people who actually got it right.
7. Low learning curves lead to higher adoption rates.
Despite having no formal tutorial or instructions, it’s pretty easy to pick up the basics of the app, making it extremely easy for people to get involved.
Simplicity is the key for a successful presentation: add a dynamic touch to it is recommendable, but exaggerating with transitions, icons, images, zooms or any kind of effect would make it kitsch and distract the audience.
Written by Laura Zuffi
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