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Foursquare Specials
© 2011 foursquare labs 2
Merchant Platform // Specials
The following slides will take you through the various Special types, provide examples, and offer tips.
© 2011 foursquare labs 3
What are foursquare Specials?!
• Specials are mobile coupons, rewards, discounts, or experiences that are unlocked by foursquare users.
• Specials should make your customer feel “special,” in whatever way makes sense for your business.
• Specials Criteria: - Must provide value to the users (economic or
otherwise). - Should be unique to foursquare users who check
in at your venue, and not a general public offer. - Specials must be offered at consumer facing
places where commerce occurs, not at offices or personal homes.
Merchant Platform // Specials Overview
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Why offer foursquare Specials?!
• Our 7 types of customizable Specials help you to interact with your most loyal customers and/or attract new ones.
• Specials are FREE and work in real-time
• Running Specials provides you with performance analytics and actionable data related to your venue and customers. "
• Breakdown of Special unlocks, foursquare usage, male to female ratio, most active times of day, and the social reach of your customers. "
Merchant Platform // Specials Overview
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Foursquare terminology:!Before getting into specific Special types, a quick run down of foursquare-speak:!
• Special: A mobile coupon, prize, discount, or experience presented to a user at or near your venue."
• “Locked” Special: A Special that has not yet been qualified for by a given user. "
• “Unlocked” Special: A Special that a user has earned the right to redeem, based on the criteria set by the merchant.
• Newbie: A foursquare user who checks in to your venue for the first time."
• Mayor: Your most loyal foursquare customer, and de facto mascot. Mayorships are calculated as the individual with the most check-ins
at your venue over the past 60 days.
• Swarm: A large number of users checked in to one location simultaneously."
• “Flash” Special: Like a flash sale, this is a Special starting at a specific time and limited to a specific quantity of unlocks.
Specials // Terminology
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Specials // Newbie Special
Newbie Special!
What is it?!• A Newbie Special unlocks only on a user’s first visit to a venue.
Use Case:!• A great way to attract new customers who browse venues near their current location.
Successful Example: • RadioShack offered 20% off to users upon their first check-in.
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Specials // Friends Special
Friends Special!What is it?!• A Friends Special rewards foursquare friends for checking-in somewhere together. • You choose the minimum threshold for a group of friends needed to unlock the Special.
Use Case:!• Facilitates customer acquisition. • A truly “social” Special which incentivizes groups of friends to visit your venue together.
Successful Example: • H&M offered 24% off of one item for users that checked in with 3 foursquare friends.
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Specials // Flash Special
Flash Special!What is it?!• A Flash Special is a time-sensitive, limited quantity Special. • This Special is unlocked by the first people to arrive at your venue at a designated time.
Use Case:!• Creates a sense of urgency and excitement. • Allows you to target a specific time of day. • Often used as a “door buster” deal.
Successful Example: • Sports Authority gave the first five users to check-in to the store each morning a $20 gift card.
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Specials // Swarm Special
Swarm Special!What is it?!• Swarm Specials reward large groups of users for visiting your venue at once. • You set a minimum and maximum threshold for a group of users in order for the Special to unlock for a 3-hour window.
Use Case:!• A true group deal that incentivizes and rewards large groups of users for visiting your venue. • Drives traffic during low traffic periods. • Great for grand openings or special events.
Successful Example: • Colibri Cuisine food cart offered one free taco with purchase to swarms of 10 people!
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Specials // Check-in Special
Check-in Special!What is it?!• A Check-in Special is unlocked every check-in.
Use Case:!• Encourages repeat visitors. • Catch-all Special type for offers which are redeemable for conditions that are controlled outside of foursquare.
Successful Example: • Breathe Easy Spa and Salon offered foursquare users 15% off of any spa treatment upon check-in, and 25% off on Mondays.
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Specials // Loyalty Special
Loyalty Special!What is it?!• This is a digital version of the classic coffeehouse punch card.
Use Case:!There are three types of loyalty Specials:!
1. Reward loyal customers consistently, every 3, 5, or X check-ins to your venue.
2. Reward loyal customers exactly once, on their 3rd, 5th, or X check-in to your venue.
3. Reward loyalty within a set time period, such as for 3 visits within the next 21 days.
Successful Example: • Luke’s Lobster gave exclusive access to a party for customers who checked in 4 times over two weeks.
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Specials // Mayor Special
Mayor Special!What is it?!• A Mayor Special rewards only your single most loyal customer: the Mayor.
Use Case:!• The ultimate loyalty reward • Taps into game mechanics of foursquare
Successful Example: • Mt. Snow Ski Resort in Vermont rewarded their Mayor with a reserved parking spot right at the base of the mountain!
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Combine Specials to target different customer segments:
Optimizing Specials Campaigns!Optimize your Specials Campaigns by combining Specials together, incentivizing foot traffic during slow periods and relying on foursquare Venue Stats !
Tracking Redemption
Include a POS code which will only be seen on unlock that an employee can enter at the register.
Specials // Best Practices
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Specials // Best Practices
Utilize links to ease redemption!Utilize our newest feature – active web links within Specials – to ease redemption at POS and/or to drive to an online destination. !
Use your web link to host a QR code or barcode to be scanned at POS.
Use your web link if your Special’s reward exists on the web or to have users opt-in to a contest or sweepstakes.
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Specials // Best Practices
Train employees to reduce friction!Train your employees on the ins and outs of your foursquare promotion, including the differences between a ‘locked’ and ‘unlocked’ special screen.!
© 2011 foursquare labs
Specials // Analytics
Monitor Results!Use our detailed analytics and reporting system to monitor and compare check-ins and Specials at each one of your locations. !
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Specials data organized into a weekly graph Venue dashboard analytics
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Specials // Promotion
Promoting Specials!Build awareness and excitement around specials to maximize their potential!
Window Clings !Window clings are vinyl stickers that indicate your venue is on foursquare. They are a great reminder for users to come inside and check-in to your venue!
We will send you clings for free! Sign up for yours here."
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Specials // Promotion
Promoting Specials!Customize your own promotional material using the foursquare assets! !Create your own custom signage!Use foursquare assets to create a custom branded experience that fits your venue and incentivizes check-ins.
Puma branded custom signage is found at all Puma stores in the U.S.
The crème de la crème parking spot at Mount Snow – reserved for
the Mayor.
© 2011 foursquare labs
Specials // Claim your venues
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If you haven’t set up any Specials yet, visit foursquare.com/business/venues to claim your venue(s) and get started!