Reward: Respective Marketing Budgets
I received an anonymous call today from someone who claimed to be representing the newly formed BMWA (Brand Managers Worldwide Alliance).
He (well, I think it was a ‘he’) said his friends were a bit confused about Foursquare.
I immediately started to give him my explanation about it before he stopped me and said:
“Why doesn’t Foursquare ask you to check-out?”
I paused, and said; “Ummm, can I call you back?”
It was one of the most obvious questions I’ve ever been asked and yet I couldn’t answer it.
He followed up his call with an email – see the excerpt below:
Do you have any idea how powerful this data could be for me and my friends if we had both ‘check-in’ and ‘check-out times’?
We could then tell our bosses things like:
– average length of stay per customer
– whether or not certain promotions kept patrons in venues longer
– when the best times were to have more staff on duty
His list did tend to go on a fair bit but the point he made was a fair one:
Foursquare could potentially provide brands with the best customer behaviour research they’ve ever had.
So why aren’t they asking us to ‘check-out’?
– ‘checking-in’ is already a burden for the consumer (perhaps)
– the technology struggles enough to handle ‘check-ins’ as it is
– there is no immediate commercial incentive for this service (the aim is to drive consumers into venues with special deals, what they do after they ‘check-in’ isn’t a concern)
So, I called my anonymous friend back and said:
“Maybe we should pose this question to Foursquare?”
His response was; “Go on then.”
So, here I go…