It's the new sensation that's sweeping the nation, and you, intrepid marketer, are sitting there wondering (perhaps even aloud) "how can I use this to my advantage?"
Well, I'm sorry to tell you, it's too late. Sure, if you own a store, you can post signs or social media updates welcoming players and maybe get a bump in foot traffic, but it's probably too late to get any media (social or old-school) attention for doing so. It's even too late to get attention for signs banning Pokemon players.
But, you protest, I'm not mom-and-pop store owner. I work for a corporation and we have budgets! Congratulations! But, is your budget McDonald's-sized? Nope (certainly not if you're reading this).
So, go ahead and slip a reference into your social calendar but don't burn too many man-hours thinking up innovative Pokemon marketing strategies.