For those of you who may have heard about foursquare, but don’t know what it is, let me tell you simply that foursquare is great. Foursquare started slowly in 2009. By February 21, 2011 there were 7 million foursquare users and by the end of 2011 that number reached 15 million worldwide users. (Geek Note: On August 8, 2011 President Barack Obama joined foursquare, with the intention that the staff at the White House would use the service to post tips from places the President has visited.)
Here’s a quick overview: foursquare is a location-based social networking app, mainly used by people who have a smartphone. Participating customers “check-in” at local venues (often restaurants, coffee shops, concerts, even stores) using a foursquare app to select from a list of nearby locations. Each check-in awards the participant points and sometimes badges. Badges are fun to acquire and reflect the type of venues patrons frequently visit. For example, there is the barista badge, acquired after a patron has visited several different coffee shops. Participants can also add tips and recommendations related to the businesses they visit.
Foursquare is a great marketing device and it’s also fun for the participating customer. Actually, foursquare has come to be regarded as cool: a quick way to find the places where the hip hang out.
(By the way, I’d suggest if you have a business and you want to use foursquare, have a foursquare manager responsible to start your page and make sure it’s working well.)
The technique is simple. The participating customer, generally someone with a smartphone, downloads a foursquare app and finds your business based upon a GPS locator. If you offer a good promotion, you’re in! For example, you’re a local restaurant. You set up a special foursquare deal so that every third check-in gives the participating customer a free appetizer. People who participate most with your business can become a ‘mayor’ at your establishment. If the business wishes to do so, a ‘mayor’ may be offered benefits that are somewhat like a loyalty program.
Another bonus for business owners other than generating additional income – when someone checks into your establishment on foursquare – he or she is providing you with free advertising, and perhaps generating more business for you when he or she invites friends to come and join the fun at your venue! Participants may even send their foursquare location to Facebook or Twitter to further spread the word.
Foursquare has generated a lot of street credibility since Amex hooked up with it for a second holiday season in 2011 (foursquare+Amex). Thanks to foursquare + Amex’s “Spend $25, get $25 Small Business Saturday in 2011”, Thanksgiving shoppers around the country bought gifts, had restaurant meals and supported local businesses without putting a dent in their wallets. Despite some glitches, the promotion generated more than 2.75M “Likes” on Amex’s Facebook Fan Page.
ONE LAST THING…
For us at Shamrock, developing a foursquare plan is simple. If you would like to try foursquare, but you’re not sure, give us a call at Shamrock. We can help you develop a sound marketing strategy around foursquare – One designed to generate new business for you.
