Foursquare Day heralds trend to location-based marketing
What if your business could offer a special deal to potential customers who just walked by your storefront? What if, as a consumer, you were instantly rewarded for frequent visits, recommending a business to friends or providing feedback on products and services? That’s called location-based marketing, and it’s the next big thing in social media.
Services like Foursquare, Gowalla, Brightkite and Loopt are free smart phone applications enabling users to “check in” anywhere from a grocery store to a coffee shop to a restaurant. Foursquare, the current darling that is catching on fast in Charleston and across the country, lets users earn points for checking in and, if you’re the latte lover who checked in the most at the local coffee shop this week, you’re deemed the “mayor.” You can post tips, suggesting friends try a particular sandwich or stay for Friday night happy hour, see where your friends are, earn badges for your activities and share what you’re doing through Facebook and Twitter.
Businesses and organizations that have accounts on Foursquare can target users with specials, discounts or other useful information. They can reward the “mayor” with free French fries or 10% off a pair of jeans, and follow them on Twitter.
How is this any different from sending customers e-mail coupons or handing out punch cards for a free sandwich with 10 purchases? Because you’re reaching people you know like to patronize your business. This gives you a way to learn about and connect with your customers. Plus, when others see people “checking in” at your location, it’s like a free recommendation.
By monitoring these location-based tools, you can know the moment a customer walks in the door. You know if someone is eating next door at the competition, and you can offer up a special deal to entice that person to visit your restaurant next time. Foursquare is working closely with businesses and will soon be offering up demographic details about your customers and when they visit your business – information which could prove to be incredibly valuable in better serving your customer base.
If you want to get up to speed on all that is Foursquare, join us for a “square up” on Foursquare Day, April 16 (4 squared = 16). Foursquare Day is a national initiative to promote the use of Foursquare. From 5:30 p.m. to 7:30 p.m., join us at our office, located at the Charleston Digital Corridor Flagship, 475-A East Bay St., to learn more about Foursquare, get signed up, mingle with fellow Foursquare users, enjoy free drinks and food — and be entered into a drawing for an iPod touch. For more details on the event, visithttp://www.StepAheadInc.com. Be there or be square!
Lyn Mettler is the founder of Step Ahead Inc., which combines the best of traditional public relations with social media and Internet marketing to help maximize visibility for clients both online and off. The company recently added Foursquare management to its line-up of services.
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