Foursquare: Not Just For Fun
Posted on 17. Feb, 2010 by Nicole in Blog, marketing
The people behind Foursquare, I believe, have a hint of marketing genius. For those of you who are not familiar with Foursquare, it’s a location service-based social network-come-game. Basically, what it does is tell your friends where you are any given moment; such as your office, a restaurant, movie theatre etc. Right now, it’s just a game and a point of silly fun but it has potential to be a huge marketing tool.
According to Scott Hepburn of Mediaemerging.com these are just few of the possibilities.
Location-Based Offers: Imagine checking in at Starbucks and receiving an offer for a free coffee with purchase of a scone, or a coupon for 10% off at the neighboring bookstore. As a marketer, Foursquare could let you hyper-target your message to consumers at the precise moment they’re in your proximity.
Behavior-Based Offers: If you check in five times a week at McHooligan’s Neighborhood Pub, you provide valuable behavioral data to marketers. Expect a message (Promotion? Thank you note?) from Mr. McHooligan, and maybe an ad from Alcoholics Anonymous.
Shareable Promotions: This isn’t just mobile media — it’s social media, too. Foursquare could offer advertisers the option of letting you share a promotion with your friends. Think of it as a reward you can pass along, making your friends love you even more.
Loyalty Rewards: It’s nice to imagine all customers are equal. They’re not. Not to marketers, anyway. The customer who checks in from my place of business (and presumably spends money) most will be rewarded with better offers. Being Mayor has its perks.
I’m not a Foursquare user, but I do find the marketing aspect of it very intriguing. To all you users out there, have fun and hopefully one day all your visits to your favorite restaurant of coffee shop will pay off.
7 Responses to “Foursquare: Not Just For Fun”
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Kyle Lacy
17. Feb, 2010
I think there is huge potential with using Foursquare for business but the tool needs to be more stringent on sharing techniques to Facebook and Twitter. I love the tool but people need to cool it sometimes on sharing their location.
I also have a post on the topic > http://kylelacy.com/5-ways-to-use-foursquare-for-business/
Chris Theisen
17. Feb, 2010
I see the potential in Foursquare as well with one big exception. Forgetting to check in. Currently you have to remember to open the app to check in. I was at Scottys Brewhouse the other night but was more worried about my youngest one getting into everything than I was checking in. On the way home I realized I didnt check in. If there was a way for Foursquare to auto check you in when your phone sits at a certain location for a period of time then they would be on to something. Imagine how cool it would be to be at a location you didnt know had a special offer for 4square users only to have an sms message buzz that you are getting a discount on whatever service the establishment provides. They could also highlight 4square participating establishments via a live map tied into GPS so you would be more apt to visit those places. For right now its a fun thing to do with your friends but until they make it easier to check in, or businesses advertise their involvement better (think table top advertisement) the service will be a novelty
Bradjward
17. Feb, 2010
Every example here = giving stuff away for free.
I’ve posted some thoughts about brands building their following on free stuff before (http://bradjward.me/index.php/2009/09/02/what-makes-you-talk-about-a-company-or-brand/), and Foursquare seems to be going down that road as well.
At what point is this no longer sustainable? This whole notion on the social web that loyalty should equal free stuff is getting a little out of hand, in my opinion. Great thoughts though!
Will
17. Feb, 2010
Brad: Everyone is always going to want something for free. The old notion of “what’s in it for me?”
I know that Pizzology gives a free pizza to if you become the Mayor, but think about all of the times you have to go to Pizzology to keep up to earn that free pizza. It makes sense. Just like the buy 5 subway footlongs and get one free. Same principle.
I honestly think Foursquare has tricked everyone to help them collect data so they can sell the company to a large marketing research firm. Genius if you ask me.
Kyle Lacy
18. Feb, 2010
Brad > what do you recommend then?
Chuck Gose
20. Feb, 2010
Right now, Foursquare is a pretty shallow application, meaning there’s not a lot to it. Check-in’s, friends, points & mayor titles. I’d love to see more businesses take advantage of the marketing opportunities the tool provides, but I wonder if Foursquare should take the service up a notch and make it more Yelp-like (photos and reviews).
I believe that down the line large retail outlets, restaurants and hotels will play a key role. Just think about what would happen if they integrated their existing loyalty programs with Foursquare. That’s the next step.
Chris Theisen
24. Feb, 2010
Brad what part of foursquare is people wanting stuff for free. I know businesses that use it to track customers and for marketing. I have stopped using it because I dont really see the point personally but it has business use. If all it costs to get tracking info on your customers is a pizza then go for it. Im sure at a college with a bunch of single people it could get alot of use