Lately I see a rise in questions on how to use a tool like Foursquare for marketing purposes. Someone in the member-only Linkedin group of the Chartered Institute of Marketing asked the question:
On the 26th July AdAge Digital writes: Forrester: Why Most Marketers Should Forgo Foursquare Forrester itself concluded:
· Geolocation users: Small but influential
· Fragmented Landscape
· LBSNs are important for some marketers
Earlier this year I attended Social Media Marketing Conference 2010 in London and Location Based Social networking tools were mentioned as one of the three upcoming trends. I looked into Foursquare to find out how it is used by European businesses (see list of companies and examples further below).
Businesses use Foursquare to reward customer loyalty and create brand awareness
Based on the examples it can be concluded that the promotions are especially popular in the hospitality industry and that most of these promotions include a free drink for the mayor. Other examples use the number of check ins as a promotion. With both types of promotions businesses reward the loyalty of their customers and use Foursquare as kind of mobile loyalty card.
Promotions around special events such as the opening of Louis Vuitton Maison in London or the Samsung 3D Event in Amsterdam focus probably more on awareness around the brand and the special event.
Unfortunately the results do not tell how successful a promotion is for the brand or store. Umbro had 100 check ins with a Manchester United game. Although Umbro had higher expectations, it says that will launch other activities with Foursquare. The Selexyz bookstore has been quoted by the Dutch Newspaper ‘De Volkskrant’. The company stated that it is a good way of micromarketing to a small group of influential users and will continue the promotions.
For the smaller retailer Foursquare may offer an additional way to attract new customers and to get more insight in the people that visit a store.
Foursquare case studie/ examples for Brands, Shops and Retail:
1. Bookstores of Selexyz, The Netherlands:
Foursquare users receive free reading tips written by other users. All Foursquare users that leave a tip and check in 10 times receive a free bestseller of their choice. People can redeem their book through Twitter @selexyz.
Results: Since its launch at 16th April nine stores together received: 1853 check ins by 799 people. The most check ins are done in the larger cities: Rotterdam 494, Amsterdam 356, Utrecht 331 and Den Haag 230.
2. Louis Vuitton United Kingdom:
Louis Vuitton teamed up with Foursquare. People that check in three times receive a special designed LV badge. Louis Vuitton have 13391 friends on Foursquare. Read more
3. Umbro United Kingdom:
Umbro launched an experiment with Manchester United during a certain match. People that checked in could win a T-shirt.
Results: More than 100 people checked in and received a ‘swarm’- badge.
4. Samsung The Netherlands:
Samsung held a 3D event in Amsterdam. People that checked in at Foursquare or the Dutch equivalent feest.je (translation: little party) could win a Samsung 3D LED Television. Foursquare: 73 check ins by 40 people.
Feest.je: 71 check ins
5. G-Star Raw Store PC Hooft, The Netherlands:
This denim brand at a well known Dutch shopping street is offering the mayor a VIP fitting room.
Results: 43 check ins by 27 people.
6. Westfield Stratford United Kingdom:
To promote the area in Stratford people that check in at venues in the area receive a free dinner at a pop-up version of the restaurant Bistrotheque.
Results: Unknown.
Foursquare Business to Business case study
A check in at this venue gives a one hour complimentary boardroom usage – worth £70.
Results: 219 check ins by 68 people and 135 friends.
Foursquare case study in Media:
8. Financial Times worldwide:
This newspaper teamed up with coffee shops at universities. Foursquare users could receive free access to the paper.
Results: unknown.
Foursquare case study/ examples in Restaurant, Bar and Hospitality:
9. Cafe St Oberholz, Germany:
Offers the mayor a free coffee.
Results: 1384 check ins by 507 people.
10. Rosa’s Soho, United Kingdom:
This eatery offers a free plate of prawn crackers with the first check in.
Results: 32 people checked in all together 65 times.
11. Zebrano, United Kingdom:
Anyone checking in at this bar receives 50% off on the bill.
Results:In total 266 check ins by 126 people
12. Breakfast in America, France:
The promotion of a free coffee for the mayor resulted in 252 check ins by 146 people.
13. Burger King, The Netherlands:
This Burger King Restaurant is offering after the 10th check in a free Whopper.
Results: 125 check in by 54 people
14. ME Barcelona Hotel, Spain:
The foursquare user receives with a check in a free cocktail with dinner.
Results: 61 check ins by 38 people.
15. Hummus Bros, United Kingdom:
This Greek restaurant promotes its different venues with a 2-1 meal, only for the mayor. Results:Hummus Bros Wardour street received 352 check ins by 200 people. The venue, near New Oxford Street, received 141 check ins by 68 people.
16. Niederlassung, Germany:
This bar offers the mayor of a free beer.
Results: In total 147 people checked in 546 times all together.
17. Bou Tea, United Kingdom:
The mayor can count on a free drink and a free pastry in the morning.
Results: Bou tea received 230 check ins by 42 people.
18. The breakfast Club, United Kingdom:
This venue offers the mayor 20% off.
Results: In total 220 users were good for 311 check ins
19. Hotel Condado Spain:
The hotel is offering a free breakfast or an upgrade to a superior room when a user checks in.
Results: 21 Check ins by 16 people
20. The Village, United Kingdom:
The mayor has free admission with five people to this night club.
Results: 174 check ins by 79 people.
The last two are the much discussed and successful UK campaigns of Domino’s Pizza and Jimmy Choo.
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