Like many folks of my generation, Pokemon was a huge part of my childhood. And while the show didn’t manage to hold my interest for long (other than Team Rocket’s shenanigans), the games were something I kept playing, year after year. And that’s what we marketers and advertisers dream of, right? Of having a campaign that people keep coming back to, for inspiration or for nostalgia. So let’s see if Pokemon can teach us a thing or two about leveling up our game.
Tweaking Your Strategy
Anyone who’s ever played Pokemon can tell you about strategy. Just like how different gym leaders have different strengths and weaknesses, different target audiences require different approaches. Just like your Charmander is going to have a terrible time with Brock or Misty, an employer branding campaign is probably going to require a different approach than a product marketing one.
Figuring Out Timing
While it’s great to plan ahead, sometimes timing is what can make or break your campaign, just like it can ruin your journey to becoming the champion. Take Squirtle for example. He can steamroller through Brock’s team and puts up a decent show against Misty too. But the third gym with Lt. Surge at its helm can be hell for that little water turtle. Erika, the fourth one, isn’t any kinder with her bevvy of grass Pokemon. But show him some love and when you finally roll up to the penultimate gym, Blaine and his Magmar won’t stand a chance against you.
Just like that, you have to pick and choose your marketing battles. Know when to launch your campaigns, and when to shelve your ideas (yes, even the rejected ones). You never know when they suddenly might come in handy.
Hunting for Shinies
I remember the first time I encountered a shiny — a stupid Zubat of all things. I’d gone through untold numbers of them (because I was an idiot and never bought Repel), but seeing one appear with sparkles made me forget all about my frustration at being stopped for the umpteenth time.
That’s the same feeling marketers get when they crack a viral campaign. Like shinies, viral campaigns are rare occurrences, and getting one requires a combination of creativity, timing, and luck. Just like those uber-rare shinies, viral campaigns don’t come easy, but when they do, they can be a game-changer and help you attain legendary status. So, keep mining for data, social listening, experimenting, adapting to changes in the market, and aiming for that one-in-a-million idea that will take your marketing efforts to the next level (shameless plug for our last campaign).
The Importance of Relationships
In the game, we could build relationships, referred to as Friendships, with our Pokemon. The higher the friendship, the better the moves. For example, your Blastoise couldn’t learn Hydro Cannon (despite having two literal cannons coming out of its shell) unless it had max happiness. In later generations of the game, it could even unlock evolutions!
Just like that, any good marketing strategy should be built around building relationships with your audience. The happier your audience, the more they’ll engage with your campaigns, and your brand as a whole.
So go ahead, dust off your Game Boy, and start playing. Who knows, you might just catch a new marketing strategy or two.
