In this Identity Building Blog article we will explore why we are increasingly suggesting to our clients that they explore Foursquare mobile marketing ideas to help develop an online base of loyal customers.

From Foursquare.com: Foursquare is a mobile application that makes cities easier to use and more interesting to explore. It is a friend-finder, a social city guide and a game that challenges users to experience new things, and rewards them for doing so. Foursquare lets users “check in” to a place when they’re there, tell friends where they are and track the history of where they’ve been and who they’ve been there with.

Be sure to visit our Foursquare mobile marketing terminology blog article for simple definitions to terms like check-in, mayor, badges, tips, etc.

What is Foursquare mobile marketing?

Foursquare mobile marketing can truly be an asset to your internet / inbound marketing mix. Foursquare mobile marketing is not only a highly recognized social media application that integrates well with Facebook and Twitter, but it is also incredibly fun to use (for consumers AND businesses).

Foursquare really empowers businesses to get creative and define marketing ideas that are unique to their specific organization, mission, and audience group. Once a business really understands how Foursquare mobile marketing works, they can instantaneously begin developing ideas that persuade and reward visiting customers to share their experiences with that business.

Essentially, Foursquare mobile marketing is a great way encourage visitors to return to your establishment and share their experience each time they do so.

What are benefits of Foursquare mobile marketing?

Foursquare mobile marketing offers incentives to customers who stay loyal to a particular business. It also develops a deeper sense of connection / association with a particular business because visitors want to publicly identify themselves as being located at a physical establishment.

The business that successfully develops a marketing plan to encourage people to check-in essentially gets free publicity to all that users social media friends on Facebook and Twitter.

Andrew is the 'Mayor' of Carnegie Mellon University having checked in 40 times in the last 60 days.

By the numbers: Foursquare Statistics

• As of August 2010, foursquare had close to 3 million users worldwide.
• As of August 2010, there were over 15,000 venues experimenting with Special Offers on foursquare.

Who is Foursquare mobile marketing for?

For the Consumer:

• Foursquare is for the consumer who enjoys posting status updates on Facebook and/or Twitter and sparking conversations.
• It is also for the consumer who enjoys posting feedback, reviews, and tips to excite or warn other consumers. A consumer not only spread the good word of a company but can also leave tips for future consumers on how to get the best experience at that particular location.
• Who likes to be loyal to a particular company or brand.

For the Business:

• Foursquare is for the business that has a physical location where customer interaction is an important aspect of the business.
• It is also for the business that can benefit from increasing the frequency of a customer’s visits.
• For the business that promotes itself online and creates good web content to interest users on their website and social media sites like Facebook and Twitter. Foursquare is one more way to strike up a conversation about your business online.

Top 5 Best practices when using Foursquare mobile marketing?

1. DO train your staff after the initial launch and encourage them to check-in. This will help sort out any flaws before you begin your public marketing ideas and develop a front line team who can help spread the word and even show others how to use foursquare.
2. DO offer incentives to your employees for checking in. This will give a rough idea of the level of incentives required for a certain level of interaction.
3. DO develop a plan that ensures all yours organization’s events communicate your foursquare mobile marketing presence to your customers.
4. DO NOT assume foursquare users will stop to see whether your organization is listed on foursquare. Foursquare users are like any other human beings with busy lives and a million things on their minds. Post signs around your building(s) that encourage foursquare users to share their experience.
5. DO NOT be boring about it. Foursquare is supposed to be fun. In many ways it’s a game. Be creative. Who knows. Maybe you will have a PR event for your new mayor every two months!

Identity Building Blog Takeaway on Foursquare mobile marketing?

Foursquare can definitely be a great asset to particular types of businesses. For smaller businesses such as bars and restaurants we recommend utilizing Foursquare as a high-tech and social way of building brand loyalty and increasing customer visits. For organizations that draw large crowds for events or simply have a large customer base (think colleges and universities) we recommend a mix of Foursquare mobile marketing ideas to help promote events and increase awareness of that organization.