Location Based Marketing Strategy
Location based marketing strategies are a relatively new concept in the mobile marketing arena. Applications such as Foursquare and Facebook Places lend themselves to promoting brick and mortar businesses and supporting location-based mobile marketing campaigns. Getting started with location-based strategies is not complicated. Simply become familiar with the location-based tool, set up an account and create a campaign.
What is Foursquare?
Foursquare is a social networking platform for mobile devices. Users check in at certain venues or businesses. When a user checks in at a local business or network, their location is published to let their friends know where they are and what they are doing. By checking in at local businesses and venues, users earn points and prize badges.
With enough visits to a local venue or business, users may earn coupons to use for specials, and money saving offers at the businesses and venues they frequently visit. The most frequent visitor to a locale, with regards to number of days (with only one check-in allowed per day in a 60 day period) is named the “mayor” of that business or venue.
Users may check in via text message, or an application downloaded to their smartphone. The smartphone application utilizes GPS technology to pinpoint the user’s location. In January, 2012, Foursquare boasted approximately 16 million users.
Foursquare check-ins may be integrated with the user’s Facebook or Twitter account, and the social networking site is updated whenever they check in using their Foursquare account.
How Businesses Market with Foursquare
Foursquare is built upon the concept of geo-location. Businesses may utilize Foursquare as a location-based marketing strategy to capitalize on this geo-location technique. The use of Foursquare by businesses is very straightforward. First, the business finds their location on the Foursquare map. Next, the business “claims” the location.
After claiming the location, the business may post specials and incentives for users and their friends to physically “check in” at the business. When users and their friends check in, they receive points on the Foursquare application, as well as any special prize that is advertised by the company.
Businesses may offer uses specials upon their first, or “nth” check-in. For example, some businesses offer a tee shirt or other incentive when users check in for the first time at their location. Other businesses offer specials for a user’s 10th or 20th check-in. Many businesses offer specials to the mayor of the location. For example, one Whole Foods market offers free coffee anytime to the mayor of their location. Other business offer the mayor of their locations gift cards, freebies and coupons.
Foursquare Analytics Tools
One of the best features of Foursquare for businesses is the ability to track users via the Foursquare analytical tools. Businesses may track the most frequent visitors, as well as the most recent visitors. Business may also track the time of day that the most visitors check in and the total number of visitors.
Foursquare is a unique and useful tool for businesses to use a location-based strategy to drive customers to their locations. Configuring Foursquare for your business, as well as downloading the application, is free. Check and see how other businesses are using Foursquare to promote their products and services, and then try Foursquare as a location-based marketing strategy for your brick and mortar business.
Facebook Places operates in much the same way as Foursquare. Users’ locations are displayed to their friends in a Facebook feed, as well as their Facebook Places page. Users also check in at brick and mortar locations to earn points and specials.
A web-enabled smartphone with access to Facebook Mobile is required to use Facebook Places. Not all platforms support Facebook Mobile. For example, Blackberries and Android-based phones are currently working to develop Facebook Mobile apps.