foursquare specials overview

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.


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


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


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


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.


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.


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.


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!


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.


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.


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!


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



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.



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


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."


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!

foursquare specials overview

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