Marketers’ Guide to Foursquare

People should be excited to earn your badge.Millions of users turn to foursquare every day sharing their activities and loyalty with their social network, earning badges and points along the way.

Among all location-based services (LBS), foursquare offers news opportunities for brands and venue owners to attract and engage customers.

Foursquare for Brands: 4sq Pages and Partner Badges

Let’s explore first 4sq marketing tools for brands not tied to physical locations: Pages and Custom Badges.

Foursquare Pages

foursquare page - redbull

Foursquare Pages are your custom homepage on foursquare with a custom URL (“www.foursquare.com/yourbrand”), the epicenter of all brand engagement. Your fans can “follow” your Page (similar to Facebook Page) and enjoy your content you create for them (like tips and guide). 4sq Page can be customized to include your brand image and links to other online properties.

Foursquare Page tips. A foursquare Tip is a piece of information tied to a location. Share your expertise associated with real-world experiences, which is one way on foursquare to communicate those to your followers. When one of your followers checks in nearby, your Tip will pop up on their screen. Users who don’t follow you still can see your Tip when they check in to that specific location.

For example, The New York Times guided their foursquare followers to the best spots to visit while in Vancouver for the 2010 Winter Olympics. Simply make every Tip interesting, worthwhile and actionable.

Unfortunately, you can not create this Page on your own at the moment. If you’re interested, you can download this form and follow the instructions at the top. Be patient, it may take you a few weeks.

Partner Badges

Foursquare Badges

Foursquare has a fun reward system which motivates users to accomplish things so that they can unlock badges 4sq created. Brands can also engage users by offering Partner Badges to their followers.

Toys’R’Us created a badge to reward loyal holiday shoppers with Black Friday discounts; CNN supported a healthy lifestyle with a Healthy Eater badge for users that checked in to farmers markets.

If you feel like you have a great idea for a Partner Badge on foursquare that you want to pitch, please fill out this form. A wide audience should be excited to earn (or UNLOCK) your badge by performing a behavior pattern (not just one action).

Foursquare Marketing for Venue Owners

For merchants and other venue owners, foursquare offers a free set of tools to help you attract new customers and keep the best ones coming back.

You can attract new customers or reward your most loyal ones by offering foursquare Specials – mobile coupons, prizes or discounts when they check in at or near your venue, whether it’s a unique discount for first-time customers or rewards for the 10th visit.

You can sign up for foursquare’s free Merchant Platform also allows you access to your Venue Stats dashboard, allowing you to track your customer foot traffic over time.

Foursquare Specials

Foursquare offers a range of different types of Specials, some designed to get new customers in the door, some designed for specific promotions, and others to reward your most loyal customers.

  • Mayor Special: encourage repeat visitors
  • Frequency Special: encourage loyalty and repeat visits
  • Count Special: attract new customers
  • Custom Special: promote deals
  • Venue Regulars Special: increase short-term repeat customers

During the process of claiming your venue on foursquare, you can ask them to mail you a free sticker to help you attract new foursquare customers.

If you run less than 10 venues, you can register a foursquare account and claim your venue. If you run between 10 and 100 venues, you need to download and complete this form or this form for over 100 venues.

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