How to Capture Lightning in a Bottle
Yes, I can admit: I blog about this topic not from afar, but as one of those crazy people who stare at my phone and walk around town trying to capture Pokemon.
And, yes, the massive popularity from early July, when this online game was released, has declined. But, if you look at the statistics, there are still a lot of people who are playing. Furthermore, those people are not just kids.
As a marketer, I will admit, I had no idea this would present such an opportunity to push a message, bring in new people, advertise a brand, etc. Did you? I really believe this is like catching lightning in a bottle, but there are a few components to this type of episodic (my personal prediction) opportunity.
- Do you have smart people on your team or your agency team who are in touch with situations like this?
- Even if you have smart people, do they have permission to bring crazy, “out of the blue” ideas to the table? Do you give your people permission to truly be innovative?
- Can you move quickly? If you can’t, just give up now because lightning strikes fast. Even if you have people who think creatively, if your organization has a 25-step process to get new marketing campaigns approved, you will miss the opportunity. Make sure you have a special process for things like this.
If you are shaking your head right now and thinking this is just crazy, let me give you just a few examples (there are many) of both commercial brands and nonprofits that tried to grab their share of the lightning.
1. The Dallas Arboretum and Botanical Garden used Facebook to let people know about its abundance of “Pokemon Go” riches.
2. The Muncie Animal Shelter in Indiana used “Pokemon Go” to encourage people to come walk their shelter dogs while walking around parks and the city to capture Pokemon—and it worked.
3. T-Mobile offered all customers who claimed the gift—via their T-Mobile Tuesday’s apps—one year of free, unlimited data on “Pokemon Go,” as well as a few other “Pokemon Go”-related gifts.
4. The Tennessee Department of Safety and Homeland Security used this marketing piece to promote driver safety.
If your nonprofit didn’t get in on the fun, that’s OK. I’m not sure it’s over, so there is still some time.
But, my main point here is: why didn’t you take advantage of it? Ask that question and make sure you are OK with the answer.
Vice President, Strategy & Development
Eleventy Marketing Group
Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.
Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.