There are quite a few US companies currently using foursquare marketing, but only a few here in Australia, and one of the best and most effective campaigns we've seen recently is from Borders bookstores.
When users are near a Borders store and they check in on their smart phone through foursquare, they are alerted with the following prompt:
Tapping on the orange tag reveals the details of the special and how to unlock it.
What We Like
This campaign uses a very simple process, which is often the best technique especially for a relatively new and unknown medium like foursquare. All users have to do is to check in to the store three times, and the application automatically unlocks the special. For even novice users of foursquare, this is an easily accessible and very approachable idea.
Why It Works
As with most foursquare campaigns, the beauty of the Borders special is that it encourages users to come back to the store again and again so they can check in. And even when they've unlocked the coupon, customers can continue to check in, receiving a 10% discount for every third visit. Perfect for generating return customers and word of mouth buzz.
Ideas You Can Use
If you have a business which sees a fair bit of foot traffic through the door, head to foursquare and check if somebody has already created it as a venue. Is it there? Who has checked in? And most importantly, who is the mayor? From here you can let the ideas flow. The coupon will largely be determined by the nature of your business, but keep the following elements in mind:
- Make it simple
- Encourage multiple check-ins
- Reward your loyal customers!
Borders have used all of these elements in an uncomplicated, effective campaign, which is why we're pleased to present them with the 'Thumbs Up' Award for this week.
Chris is a specialist in Social Media Marketing at Traffika. Follow him on Twitter @chrispahor
