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Our commentary: Since launching 18 months ago, Foursquare has emerged as a popular marketing platform for small businesses such as restaurants, bars, wine shops, and retailers - in this article ClickZ interviewed 5 such marketers to see what had worked and what hadn't.
It's both sobering and encouraging reading so make sure you check it out. Without much surprise the pertinent take-away: think first and commit to executing well - why?
When you're reliant on people "checking in" to help increase your brand awareness it really boils down to "why would I?" and "don't make it my problem to remember!"
Marketing implications: Foursquare campaigns are, well, campaigns. So you need to be committed and not expect magical results that last forever without you making it happen.
It has to be a part of the bricks-and-mortar operations since otherwise (as one interviewee states) "...this is not a 'silver bullet... your business systems and methodology should already be in tip top working order before turning an extra spotlight upon yourself."
Isn't every area of marketing based on effort before reward? The closing case study suggests you don't need to centre everything around sales promotion however, the cultural types at a trendy neighbourhood bar in New York just check-in, unprompted! How so? "It's become part of our daily social life here," notes the interviewee. "People walk in, check in, and carry on." The shape of things to come? Maybe.
Recommended link: Foursquare Marketing Hits and Misses: 5 Case Studies
By Danyl Bosomworth
Dan helped to co-found Smart Insights in 2010 and acted as Marketing Director until leaving in November 2014 to focus on his other role as Managing Director of First 10 Digital. His experience spans brand development and digital marketing, with roles both agency and client side for nearly 20 years. Creative, passionate and focussed, his goal is on commercial success whilst increasing brand equity through effective integration and remembering that marketing is about real people. Dan's interests and recent experience span digital strategy, social media, and eCRM. You can learn more about Dan's background here Linked In.
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