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Foursquare marketing

Lamar_Morgan by Lamar_Morgan

May the crowd "checkin" with you

Location-based social media is a growing segment of participation marketing. It adds an interesting way for customers to interact with brands they love. Since users are already sharing information and 'checking in' to places they enjoy, brands can get involved and interact with these loyal customers. More importantly, companies can actually listen to what their customers are saying and reward the most loyal for contributing.

Many folks around the world are already using Foursquare. However, there are still a great many business - both large and small - who have yet to learn how to optimize social media for their benefit. Unfortunately, many companies still approach social media like traditional marketing. They see it as a channel to conquer. Not only is this counter to the spirit of social media, but it can actually backfire as the heavy-handed, centralized approach can turn off your greatest brand ambassadors.

What is so amazing about social media in general - and services like Foursquare in particular - is that it is a form of mutual collaboration between you and your audience. You audience is the one who "lifts" up your business. Your business is the one who "lifts" up your audience. It's a wonderful mutual uplift paradign...once you get the hang of it.

So, let's get started.

What exactly is Foursquare?

How can Foursquare benefit a business?

Lifting up the "other guy" first is a big tenant of social media. You see it with Twitter when the company instructs you "to follow someone." Obviously, you are to follow someone before they follow you. But, what happens when you decide to follow someone else first? Surprise, surprise, you have folks following you.

Foursquare takes this idea to a much higher level by actually "rewarding" people for showing up at specific venues and then also empowering them to uplift that venue with a "tip" or "to do" recommendation. Plus, the owner of the venue can choose to reward the person who "checks in" the most to become that venue's Mayor. How does it all work? Watch the video.
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Use an eye-catching picture

People will start asking questions

Print out this JPEG picture and place in your storefront window

It has been said that curiosity kills the cat. But, what does it do to people? These days I think it sends them to the Internet. Whether your establishment has Wi-Fi or not, if your audience sees that "Dorothy picture from the Wizard of Oz," I think they are going to be curious about Foursquare. "What is it?" "Why should I care?" To get the answer, folks will travel to the Internet. Why not help them? Just send them to www.foursquare.com. That is really all you need to do to START the ball rolling.

Once the ball begins to roll, and more traffic begins to show up at your venue, why not encourage it to grow? Offer "perks" - especially to those who become your Mayor? In the next module, "Perks for Foursquare Users," I have some suggestions in that regard.

Become a super mayor

Take advantage of the pre-set links

Becoming a a Mayor of a Foursquare venue is not difficult. But, it may take more perseverance than you care to deliver. However, as you might imagine, it is a great deal more difficult to become a Super Mayor. Becoming a Super Mayor means you qualify for 10 mayorships in a single day. Nevertheless, it happens all the time. And, I should know. I am a Foursquare Super Mayor.

For those interested in becoming a Foursquare Mayor - and possibly even receiving the Super Mayor badge - I have created a easy way to proceed. But first, you must join Foursquare. To do that, you must visit Foursquare.com and freely enroll.

While it is true the idea with Foursquare is that you physically visit every venue where you desire to become the Mayor and "check in" using your cell phone and the free Foursquare app, it is also possible to remotely check in to any location worldwide that is a Foursquare venue(provided you know the location) using an online computer. Just follow the instructions at Foursquare Mobile.

Since all you need to qualify for the Super Mayor badge is 10 mayorships in a single day, I have taken the liberty to provide you with some "ready-to-go" links. The links listed represent both well-known and unfamiliar Foursquare venues across the nation. Do not be surprised if some venues are harder to qualify for than others. It all depends upon how much competition there is for the badge. However, once you have a Foursquare account, all you need do is "click the link" to check in.

I recommend you "check in" three times-a-day per venue to speed up the mayorship process. But, don't just become the Mayor of a venue. Take advantage of the opportunity to build a relationship with the venue. Add a "tip" or a "to do" to the actual Foursquare web page as well. And, when you do post a tip or to do, don't hesitate to you the website link option.

Please know I will be changing the links to this module from time-time-to-time. Now, if you prefer to go out and seek your own Foursquare venue, you are more than welcome to do so. However, if you want an easy way to be a Foursquare Mayor or Super Mayor, at venues across the nation, this is it.

Check in - Graman's Chinese Theatre (Las Angeles, CA)
Add a "Tip" or "To Do" - Click here

Check in - Gateway Arch (St. Louis, MO)
Add a "Tip" or "To Do" - Click here

Check in - The White House (Washington, DC)
Add a "Tip" or "To Do" - Click here

Due to concerns for spam, Squidoo limits the number of links to the same domain name for any one Squidoo lens to nine links. Therefore, for more Foursquare links for faster mayorship approval, visit Foursquare mayorships.

Perks for Foursquare users

Marketing tips for venue owners

If you are a venue owner and your business relies upon foot traffic to pay the bills, you should be proactive at making Foursquare a very visible part of your marketing strategy. Below are some suggestions:
  • Offer something "cool" to whoever is the Mayor of your establishment. (See the prior two examples.)
  • Wisconsin North Shore Banks - Gives a $5 Subway gift card to any Mayor doing business with a bank office.
  • Offer a little discount for Foursquare users who checkin and show you their cell phone or mobile device. Whether you make the offer every day or only certain days, it's a nice way to reward your frequent customers.
  • Starbucks Nationwide - For a limited time, Mayors of individual Starbuck stores can unlock the Mayor Offer and enjoy a money-saving perk for their frequent store checkins. For example, a $1 discount on a Frappachino.
  • In lieu of a "frequent customer" card, use the Foursquare equivalent. The Foursquare app tells you how many times someone's checked into your venue. Well, let your customers know that on their 5th (10th or 12th) checkin that their drink or meal is your treat.
  • NYC's East Village Cupbakery, Butter Lane - Offers a free cupcake to the first 10 people to checkin each day. Believe it or not, the cupbakery has seen sales increase significantly since they started promoting themselves on Foursquare.
  • Because you never get a second chance to make a good first impression, why not do something special for the Foursquare "newbie." If the customer is "checking in for the first time," let the first drink or order of fries be "on-the-house."
  • Milwaukee's AJ Bombers - Attempted to unlock the hard-to-achieve "swarm" badge earlier this month by getting 50 or more people to check in to the restaurant at once. The success of the effort surprised even the restaurant. See how this burger joint was able to gather a huge crowd using social media. Visit AJ Bombers.
  • Wall Street Journal - The world's best-known financial newspaper wants to help you explore New York. So, they have teamed up with Foursquare to offer tips around the city. You can also unlock their badges by exploring the five boroughs, discovering new lunch spots, and hanging out in the financial district.

Marketing tips from viewers

What do you recommend?

It's not just the venue that can benefit from Foursquare, but the public. So, it only makes sense to ask the public what they recommend a venue do to attract them. Well, here is a forum from which you can make recommendations. Have at it!

  • MattBodnar Jan 4, 2011 @ 7:56 pm | delete
    You make some great points about the value that consumers get from using foursquare. I think there is a really compelling value proposition for small businesses and consumers on both sides of the location based marketing table.

    Another great resources for learning how businesses can use location based marketing is http://locationbasedmarketing.biz
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