My friend Tom Snyder wrote a great how-to guide for businesses that want to market using geolocation services. The guide focuses on Fourquare but there is plenty of strategy interlaced in Tom’s prose. The strategy and tactics he uncovers are the real value of this gem and can be applied to any geolocation service. The best part is that the mini guide is only $1.99 electronic download for your Kindle or Nook. I read through my copy using the Android version of Nook in about 20-30 minutes.
If you have never used Foursquare Tom takes you through all the detail of setting up an account. Then, he moves into areas like, claiming your venue and making sure you have Twitter and Facebook accounts for your business to maximize the value of geolocation based marketing.
One of the strengths of geolocation marketing is drawing customers in by offering specials for checking in at your venue. Tom shares some tips and tricks for doing this correctly. For me the most important was making sure your employees know about Foursquare and the special.
Want to track your results? Of course you do and Tom shares some ideas for utilizing Twitter search to track checkins. Your venue dashboard is going to be the best place to monitor conversions but for watching the word spread Twitter and Facebook are key.
Only big companies and venues get their own unique Foursquare badges which are coveted by geolocation devotees. Tom offers more step-by-step instructions for planning an event at your venue to help Foursquare users earn those badges even if you aren’t one of the big boys. I was part of a group that accomplished this with the “I’m On A Boat” badge earned at AJ Bombers last year.
The short guide wraps up with case studies that further prove the value of geolocaiton based marketing for retail, entertainment, travel, and food and beverage businesses. Personally I’m still looking for a compelling case for B2B businesses and geolocation or I’m going to create my own at a future trade show.
So, give Tom’s little gem a read. Even if you have no plans to utilize geolocation you will learn what this latest marketing phenomenon is all about.