Walking down the street, my phone beeps and when I look at the screen, I see an offer to stop in a nearby store and save 20%.
Trouble is, I don’t have an immediate need so I ignore the offer.
So how’s this better than direct mail or print ads?
I use Foursquare because, right now, it amuses me. But it’s work – I need to remember to check in. Soon it won’t amuse me, it will annoy me because I have enough to do in my life and the reward isn’t there.
Occasionally I notice that some business near my location is offering something special – but again I don’t have an immediate need so I ignore the offer.
Social media is all about the conversation, but I am struggling with how a local business is going to use location-based technology like Foursquare or Facebook Places to have a conversation with me. In order to do be effective, to deliver relevant offers, they are going to need to manage a lot of data. Otherwise I am going to receive offers for something I just bought (can you say ‘refund or return’?) or they are going to send me offers that are the wrong message at the wrong time just because I happen to be nearby.
Call me crazy but how will this be any better than having a sign in the front window announcing a sale 0r having an employee handing out fliers – these low tech approaches reach everyone rather than just those that have a smartphone.
What am I missing?
Other sources:
The Advertising Opportunities in Facebook Places (http://bit.ly/9VsZkZ)
Facebook ‘Places’ is an advertising game changer (http://bit.ly/8Yi62y)
Facebook Introduces ‘Places,’ Lets Users Check in From Venues (http://bit.ly/b2gdMX)
