The high-lights and low-lights of 5 Foursquare campaigns - ClickZ
Value: [rating=4]
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