C’mon venues – Wake up and hand out the free coffees!

Yes! Another day, another Mayorship in the bag for me! But honestly, who cares?

It’s a sad but true fact, those of us using Foursquare are diligently checking into venues attaining Mayorships, unlocking ‘Local’, ‘Bender’ and ‘Super’ badges, for nothing! Currently no venue is fully utilising it. With a reputed 1 million check-ins a day and growing, I can’t help but wonder why businesses are missing the opportunities to attract and reward customers that are practically being served up on a plate for them (see what I did there?)!  Are we, the user, ahead of our time?

Or is it as simple as, they just don’t get it? Just like they don’t get those funny things called Twitter and Facebook. It’s just something those crazy kids are doing.  The genius of Foursquare is that the Venue owner has little to do apart from creating a reward, the users, simply by checking in, control the game and the Venue gets all this beautiful free SM publicity. I’m using cafe’s as an example but Foursquare is not limited to cafe’s, I believe if your business has customers, there’s an opportunity there.

In the US, where it’s taken off (surprise surprise), venues have special offers for their Foursquare customers. It may be a discount on the specials or a free coffee. The customer checking in most becomes the Mayor of the venue.  Mayors are due special rewards and so have a slight kudos, people want to become Mayors. People are visiting venues to become its Mayor. Essentially it’s a loyalty scheme disguised as a game – Genius!

Despite its current reign in the ranks of Social Media it took years for Facebook to become mainstream, and then along comes Twitter and people are still sceptical about that. So, my concern is this, I am currently Mayor of FOUR different venues in Edinburgh, when are venues going to realise that Foursquare is here, and hand me my free coffee??

Karlie MacGregor (@KarlieMacG)

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When you want to hide from Google

Really interesting article over at econsultancy about the retraining of online consumers to use means other than search to find deals.

In these recessionary times, now more than ever people love a bargain. I’ve lost count of the homes and offices I’ve gone into in the last year who’s bathrooms are stocked with those telltale brands that are only found in the low price foreign chain supermarkets. We’re all well past the no thought of price consumerism (are we?) of the early naughties and now the middle classes are just as comfortable in Lidl as those making do on benefits.

But discounting is a no go back cycle. If you’re offering stock at slashed prices with minimum profit margin you don’t want your cash rich clientele to know.  Loose out on the disposable income they would otherwise quite happily have spent. – not such a great positioning strategy.

So online coupon and crowd sourcing sites need to stay off the general search radar in order to win those heavily discounted deals from brands.  Hiding product pricing from Google as part of their business model means that they have to find other ways to get the attention and the conversions from deal savvy audience.

Enter email – how many times has it been written off only to rise again as a champion. Women are subscribing to email to find deals. Brand loyalty/reward meets targeted low wastage marketing. But don’t stop at email, think Facebook, Twitter and even geo location couponing.

It’s all to play for and how refreshing to look at business models where search visibility isn’t a major part of their tactical marketing!