From our coverage on Mashable, you’ve probably learned a fair share about Foursquare for business. There are more than 9 million people on Foursquare, and there are 250,000 businesses that have claimed venues and use the location-based service as part of their overall marketing program. Foursquare is a free platform for merchants to use to engage and incentivize customers, but only if done right. Here’s what not to do as you embark on your Foursquare marketing endeavors.
1. Creating a Complicated Special
There’s no fun in trying to unlock a special that is nearly impossible to unlock. Try to keep it simple. The purpose of Foursquare’s merchant platform is to bridge the gap between customers and merchants, and a high barrier to entry could easily turn users off. There are seven kinds of specials to choose from, depending on whether you’re targeting new customers, encouraging people to come back multiple times or wanting to reward the mayor (your most loyal Foursquare customer).
Foursquare enables businesses to activate a special only on certain days or during certain times, or they can reward people for every nth checkin, regardless of what time or day it happens. “Receive a free cupcake on your fifth checkin” or “10% off your bill on Tuesdays” are good examples of simple rewards.
Specials can provide discounts, a few bucks off or a free item. If you’re worried about margins, you can offer a special that doesn’t affect your bottom line — maybe users will get to shop during special hours at your shop. Alternatively, you can post videos of your most active Foursquare u sers on your Facebook and...
