3 ways to utilize Foursquare for event marketing

Originally published in Social Media Today

Location-based social network Foursquare continues to generate a lot of attention from marketers of all shapes and sizes. While some struggle to figure out how best to utilize the platform, others are going full-force with new campaigns designed to engage and reward loyal customers. Regardless of where you fall on that spectrum, here are three tangible ways to utilize Foursquare to engage customers around your next event.

Incorporate your venue into the invite and/or confirmation

Thankfully, many event invitations come electronically-either via a formal HTML email or a personal note from a contact. Either way, both present opportunities to incorporate Foursquare.

If you're utilizing an HTML email, consider using a tool like embed.ly to generate some quick HTML code that will allow you to drop your Foursquare venue in to the body of the email invite. If you're simply sending someone a quick email, hyperlink the Foursquare venue for the recipient.

Both methods add value to the invitee (Foursquare venues contain a Google Map, address, phone number, etc.) while subtly letting them know you're using the service, which leads to the next idea.

A virtual check-in desk

After you've claimed your venue on Foursquare you get access to some pretty nifty insights and analytics. Pop open the analytics dashboard prior to the event starting and keep tabs on who's checking in and when.

If one of your event attendees checks in and has linked their Twitter account to their Foursquare account (most people have) you'll be able to see that person's Twitter handle. From there, you can quickly shoot off a 'welcome' tweet and point them to specific areas they should check out. I've personally done this at a couple recent events and found it to work quite well.

Solicit tips and to-dos

Finally, one of Foursquare's most basic features allows users to provide tips and/or to-dos for different venues. As part of your event, consider setting up a reward for those attendees who offer up tips or to-dos during their time at your place of business.

While the attendees get a chance at a prize or discount for doing so, you benefit down the road as others check-in at your venue and discover the tips from those who have come before them.

What other ways are you using Foursquare to support events?