Dear Foursquare: You Could Do Better
Written on July 9, 2010 by admin
I’ve been playing around with Foursquare for a few months, trying to assess its value. My conclusion? It’s a fun game. Another time consumer.
But it could be so much more.
As a marketer, I’m mad that more businesses aren’t taking advantage of it in better ways. For instance, some companies, like Starbucks, award the Mayor a special discount, like $1 off a Frappucino. A new friend, the Mayor at our local SBUX (see below), says that’s no good since she doesn’t even drink Frapps. Why not $1 off anything, or a free drink to the mayor?
And what about everyone else? I have no interest in trying to oust my friend from her Mayorship, but if I knew I’d save 20% when I shopped somewhere and checked in, don’t you think I’d shop there more??
Maybe from a cost perspective brands think it’s too expensive a venture to offer more and better discounts through Foursquare. But these same brands will spend the money it costs to print and mail a 20% off coupon through direct mail, so why not do the same offer on Foursquare and other location based apps? I just don’t get it.
Whrrl’s another geo-location site, and one that’s doing a bit better with this (and to be honest, I can’t blame Foursquare; it’s the retailers that don’t get it). They recently announced their Society Rewards program, which does give you discounts when you check in. The first client to offer rewards is Murphy USA (gas stations), so if you use Whrrl you can save on gas and refreshments (Disclosure: I’m working with Collective Bias/Whrrl to promote this news. Just FYI). I’m hoping this will encourage more brands to see the value.
I’ll continue to play around with these checkin-based sites until I either find value or delete them from my iPhone. Which are you betting on?
