Category Archives: Advertising

I’m guilty of it. We sit down at a restaurant and before I even pick up the menu, I’ve got my iPhone in hand and I’m “Checking In.” And you might not know it, but I’m kind of a big deal at my local library – I’m the “Mayor.” And nothing made me happier than to receive my “Swarm Badge” at the last Cardinals game I attended.

No, I’m not a politician, nor am I participating in some sort of adult scouting community. It’s called Foursquare and its part game, part social network, part city guide, and its goal is to encourage people to explore their neighborhoods – and reward them for doing so. Join (it’s free), and in minutes you’re connected to friends through your Gmail contacts, Facebook friends and Twitter followers and you’ll start seeing updates of where they are and what they’re doing.

But what makes this application different from mere status updates is the addictive rewards you get for “Checking In.” Tell Foursquare where you are and earn points. Visit a place more than anyone else and become the “Mayor” of that location. Check in four nights in a row and earn the “Bender” badge. The urge to move up in the world of Foursquare is hard to resist.

Sure, all of this may sound like just silly social fun, but some retailers and restaurants are starting to see the advantages of tapping into a socially-fluent customer base. Businesses can offer users Foursquare specials – offers for new visitors and/or loyal customers. You may, for example, decide to offer a loyalty special for users who check in a set number of times in a certain number of days. Or, like Starbucks, you could offer a special to the current mayor at your location. Users see these offers as they check in and can take advantage of them instantly.

And that’s not all. Foursquare encourages users and business owners alike to add “tips” to business profiles. When a user checks in, they see these tips – things like “Check out happy hour 4-6pm for half priced appetizers.” or “The best selection of carpets and floors in town.” giving new visitors the low down on what to do to get the best experience – and a reason to come back again and again.

With over 1.5 million users and counting, Foursquare is a unique opportunity to reach new and repeat customers with meaningful offers and information when they’re already in or near your place of business and primed to make a purchase. Sign up, check it out – but don’t be surprised if soon you’re collecting badges and bragging to friends about your mayorship.

~Jennifer McKenzie