Using popular culture to drive local positioning
Local search columnist Lydia Jorden delves into how businesses can utilize hot trends in news and popular culture -- like Pokémon Go -- to drive SERP positioning and a presence in the local digital ecosystem.
Pokémon Go, the hit new augmented reality game for mobile, has increased foot traffic to specific businesses substantially. Individuals playing this game are tempted into specific areas called PokéStops to collect free items to use in the game.
If a business is within range of a PokéStop (which is currently out of a business’s control), it has an immense opportunity to capture additional customers they otherwise may not have captured.
Larger companies are often quick to jump on popular culture to increase business and brand awareness and engage with the community. Along with many others, Zoe’s Kitchen is just one of many businesses utilizing the Pokémon Go craze to offer deals to players. Zoe’s Kitchen is able to keep the entire conversation online, while increasing online-to-store foot traffic — a perfect example of engaging an entire community around a worldwide phenomenon while also advancing business:
Local businesses can join the fun, too
Larger businesses aren’t the only ones who can capitalize on pop culture trends to drive business. So how can local businesses join the conversation?
It might be helpful to look at what local businesses are already doing. Let’s take a look at a couple examples of local businesses who are tapping into pop culture to further their engagement with the community — and also discuss how these activities can elevate local listing positioning.
Example 1: Snowbank Brewing
Expanding a strong social media strategy to assist in strengthening local positioning
In the crowded space that is the craft brewing industry, Snowbank Brewing in Fort Collins engages the community on a fun level throughout its various social media posts.
In late March, Snowbank Brewing created its first “crowd-sourced beer,” a beer designed by the brand’s customers. Fans participated in a poll in which they voted on their favorite grains, hops and SBV, and the beer they created as a result of this poll was dubbed the “Open Source IPA.”
Many visitors were requesting, both online and in the tap room, the ability to vote for the name of the beer, as well as the ingredients. Snowbank Brewing responded to this demand by creating a spinoff of the Open Source IPA, which they called “Beery McBeerface” — a nod to the recent “Boaty McBoatface” story that took the internet by storm.
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