In March 2011, I heard one of the founders of location-based application, foursquare, speak at the South By South West Interactive festival in Austin, Texas. Up until that time, I’d not used location apps except for the occasional checkin through Facebook places. Since then, however, I’ve been playing with foursquare to understand its application and how it can be used as a marketing tool for business. Location-based applications work because they are available on mobile devices. Wherever I go, whatever I do, I can share with the world what I’m enjoying. And, if what I’m enjoying is a product or service that your business provides, then that’s good news for you.
The key part of using location-based applications is to CHECK IN.
By saying “I am here” at this location (restaurant, bar, show, place of interest, live event, playground) and (if I want to) posting comments and photos, I share what I like and dislike about this experience so that friends can take that information on board to make a better decision in the future. And as the system gets to know what I like better, it’ll provide me recommendations — ‘facilitate serendipity’ as co-founder Dennis Crowley explains in this video:
A newbies special – a great way to reward new clients
I had my first experience of foursquare as a business tool a few months back when I went to visit a local hair salon. When I checked-in (the application invites me to register my visit in order to accumulate points and to share with my social networks great places I’m visiting), a message popped up – a Newbies Special. It offered me a free hand massage while I was waiting to have my hair done. I was chuffed. Who doesn’t like a freebie? A few weeks later, I was traveling to Melbourne and while in the hotel bar grabbing a pre-dinner drink, checked in on my iPhone. Up popped a special from the restaurant. Free glass of wine with my meal. I was planning on having dinner there, so this extra little bonus was the source of a promotional message from me out to my friends to share my good fortune. Both these instances are examples of how thousands of small businesses are harnessing the power of location-based applications like foursquare to connect with clients and to reward customer loyalty.
Who doesn’t want to be mayor?
Foursquare is acquiring over one million new users per month. Millions of people in every city, in every country, are checking in and playing the game of foursquare – vying to be mayor of their favourite establishment. The built-in gaming technology (you win points for multiple visits, you get crowned the mayor if you’re a regular – and many establishments reward mayors with extra love, attention, discounts) keeps fans using the application because loyalty and use is rewarded and because the built-in rewards system of acquiring points and beating your friends to a high score work. (Quick aside: I’m the Mayor at my gym. Now, that’s not because I go there more often than anyone else who trains there, but I religiously check in to maintain my mayorship. When I’ve been ousted and de-crowned! — which foursquare takes joy in letting me know the minute it happens — I’m quick to get back on my game to redeem my position. Sounds silly, but for the business, it’s a good testament. And, because each time I check in I have foursquare post to my social networks, those that I’m connected to on those networks get to see that I like going to this gym – and that’s a powerful endorsement when your customers are posting your name all over the social-media-sphere.)
Recommendations and referrals from people you trust
When I visit a place, as well as writing a review or comment, if a friend has also visited and left a comment, the application will let me know by sending me a notification. “Hey, your friend Sophie was here. She recommends the pasta.” The ability to know what someone whom I trust thought of a place is a shortcut for me. Should I spend time going to that show or visiting that exhibition? My friends recommendations matter and I can know them by seeing what they said when they ‘checked in’. It’s very clever.
Location-based marketing and your business
Facebook, despite having it’s Places application recently bought foursquare’s major competitor – so you can bet they know the power of location and are looking to make bigger waves in this aspect of social media and social sharing. Still relatively new to businesses in Australia, foursquare is a powerful tool that should be explored as part of an integrated marketing campaign. But what is foursquare and why has it become the hottest customer magnet ever conceived? Here’s what bestselling author, David Meerman-Scott has to say:
“The power to reach buyers at the exact time and the exact place they’re looking for what you offer has massive implications for all kinds of businesses worldwide. Carmine Gallo expertly shows you how to tap into the foursquare revolution, and he does it with a practical approach you can put to work in your business right now. There’s an epic swarm and it’s time for you to check in!” —DAVID MEERMAN SCOTT, bestselling author of Real-Time Marketing & PR
Join the Australian Businesswomen’s Network on 8 February for a closer look at foursquare
International bestselling author Carmine Gallo not only has had unprecedented first-hand access to foursquare’s founders, he also has interviewed dozens of business owners and marketers who have revolutionised their businesses through The Power of foursquare. He joins us on 8 February as our guest on BOOKED for Lunch, a free lunchtime webinar during which we’ll interview Carmine and ask him about his new book The Power of foursquare. You can read more about this free upcoming webinar here.
