• About Tom Dougherty

    Tom Dougherty CEO, Stealing Share

    Tom Dougherty is the President and CEO of Stealing Share, Inc., and has helped national and global brands such as Lexus, IKEA and Tide steal market share over his 25-year career.

    An often-quoted source on business and brands, he has been featured recently by the New York Times and CNN, discussing topics ranging from television to Apple to airlines.

    Tom also regularly speaks at conferences as a keynote and break-out speaker. To find out more on inviting him to your speaking engagement and view a video of him speaking, click here.

    You can also reach him via email attomd@stealingshare.com.

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Pokemon GO and PokeStops a boon for business

On Monday, I wrote about the popularity of the new Pokemon Go app and how its popularity both befuddled me and intrigued me.

Pokestops
Pokemon Go means even Pikachu can be found at PokeStops

At last check, the game now has been downloaded well over 7.5 million times and is making in the neighborhood of $2 million per day. It is the most popular app in Apple’s app store and is on track to be used by more people than Twitter. Additionally, some estimates report that Pokemon Go is being played nearly 45 minutes a day per user, more than any other social app. The Holocaust Museum and Arlington Cemetery have already outlawed the use of the app on their grounds.

A new opportunity for businesses – being near PokeStops

Thinking about it today, the Pokemon Go brand can be a powerful tool for businesses. As I wrote, the emotional drivers of this craze is that those who use it believe they are cool when they use it and are at important places. It is also much the same for businesses. They have an opportunity to connect with a new target audience.

PokestopsOne of the game’s intentions is to urge people to get out and walk, looking for these virtual Pokemon characters. Throughout the augmented world, there are PokeStops that give players items like eggs and Poke Balls. Businesses have the ability to purchase (within the Pokemon Go app) items called lures that entice Pokemons to their location for a period of time.

Store owners have reported immediate increases in traffic and sales if they are near a PokeStop and have an active lure. There is no other current form of advertising with this impact on such a wide scale. These businesses, in essence, echo the brand face the player has – I am cool because I use it and my location is important. The businesses are aligning themselves with a very coveted age group and making their own locations important.

Eventually, the game’s developer, Niantic Labs, will make it possible to purchase PokeStops. As of now, the best businesses can hope for is that they near one. But the power of this Pokemon Go craze cannot be denied and, most importantly, should not be dismissed by businesses needing to connect with a potentially new audience. Latching onto the Pokemon Go phenomenon means you are cool and where you are is important.

That will make your business important too.

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