A couple of weeks ago I – at a very high level – introduced you to Foursquare, a popular location-based social app available on mobile for iPhone, Android and Blackberry devices. 

From an “end-user” perspective, there are a significant number of “gaming elements” that encourage check-ins. 

As a very quick recap,  Foursquare is a popular location-based social app in which users "check-in" at venues (the gym, restaurants, salons, etc.) typically using a mobile device, such as a BlackBerry, iPhone or Android phone.  A "check-in" is simply telling Foursquare (and your Foursquare friends, Facebook friends &Twitter followers, if desired) where you are.  Users are awarded points and sometimes "badges" for check-ins. 

Whenever you open the Foursquare app on your mobile phone, Foursquare uses the location information from your phone to tailor the Foursquare experience to your current location.  For example, when clicking on "places," Foursquare will show the user a list of nearby venues, friends, and tips.

But what about businesses? How can businesses leverage location-based marketing to increase foot traffic to their particular store/shop/venue?

I mentioned in the previous blog post that I am currently mayor of Buddy’s Pizza.  To illustrate the power of Foursquare, consider the following three scenarios that could very well drive additional foot traffic to their pizzeria – at absolutely no cost to the business owner:

• Buddy’s Pizza is located on Squirrel Road and Walton Blvd in Auburn Hills, Michigan.  Olga’s, Mongolian Barbeque, Applebees and TGI Fridays are all in very close proximity to Buddy’s Pizza.  Remember, Foursquare utilizes location information to tailor the Foursquare experience to your current location.
   
  Now consider the Foursquare user who is waiting to be seated at one of these four venues and is getting ready to check-in while waiting for a table to open.  As this user is trying to find the appropriate venue in which to check-in, he/she notices that Buddy’s Pizza is “nearby” and is currently offering a special of 20% off an entire order for a first-time Foursquare check-in.  Perhaps this special entices the user to frequent Buddy’s next time going out to eat.  Perhaps it even entices the user (who is only 1-block away), to take their name off the current waiting list and frequent Buddy’s Pizza instead where they can take advantage of this great offer!
   
• Buddy's could offer a special that can only be unlocked by the mayor, such as a free order of breadsticks with each check-in.  Afterall, the mayor is the most loyal customer (the user who has checked in the most in the last 60 days).  This type of special would encourage Foursquare users to compete for the Buddy’s Pizza mayorship and would keep the most loyal customer (the mayor — ME) very happy.
   
• Buddy’s could also offer specials for frequent check-ins – anyone who checks in 5 times, for example, would receive a free drink with their pizza order.  This would encourage repeat business.

There is no limit to how the business owner of Buddy's could implement specials – limited only to their imagination. 

The first step for the Business Owner, similar to Google Places, is claiming their business.

To claim your business, first find your shop or venue on the Foursquare site.  When you find your venue, click on the link to claim this venue. Complete all necessary fields, and within a couple of weeks you should receive an email from Foursquare confirming your setup.  At this point you will be able to offer specials and see a comprehensive set of analytics associated with your venue.

Foursquare has tremendous opportunity for those business owners looking to drive additional foot traffic to their venue.  According to Foursquare CEO, Dennis Crowley, Foursquare hit over 5 million users last week and is at 2 million check-ins and 25,000 new users a day.  The average Foursquare user checks in 3-4 times day.
 

It started off as an endeavor simply to electronically record the days that I went to the gym.  Afterall "checking in" on Foursquare is a lot simpler and more convenient than recording it on paper and transferring the data to Excel.  Then a strange thing happened.  My competitive nature took over.  First, I unlocked the "Gym Rat" badge.  Then I became mayor of the Troy Community Center.  Now I was having "fun" (relatively speaking, mind you) going to the gym and working out.  It no longer seemed (or seems) like such a chore.

So what is Foursquare?  Foursquare is a popular location-based social app in which users "check-in" at venues (the gym, restaurants, salons, etc.) typically using a mobile device, such as a BlackBerry, iPhone or Android phone.  A "check-in" is simply telling Foursquare (and your Foursquare friends, Facebook friends &Twitter followers, if desired) where you are.  Users are awarded points and sometimes "badges" for check-ins.  Foursquare touts it as "a great way to explore the city." 

Similar to Facebook, Foursquare also has a social networking component.  You can add friends and see where they are and what they are saying about the various venues they visit.

Whenever you open the Foursquare app on your mobile phone, Foursquare uses the location information from your phone to tailor the Foursquare experience to your current location.  For example, when clicking on "places," Foursquare will show the user a list of nearby venues, friends, and tips.

In case you were wondering if there is a business purpose for Foursquare, rest assured that it is a huge opportunity for salon owners, restaurants, coffee shops — anyone with a physical brick-and-mortar location — to specifically market to those potential customers that are already within close, geographic proximity to your business.  In the days and weeks ahead, we will begin expounding on the opportunities for business owners available on Foursquare.

I began this blog post by telling you that I became mayor of the Troy Community Center.  Unfortunately, I also became mayor of Buddy's Pizza.  Hopefully, I will relinquish Mayorship of Buddy's soon!