How to take advantage of widespread geo-location usage

How far to travel the geo-location path beyond these essentials depends on your audience. The Pew report shows that there’s a wide gulf in usage patterns between smartphone users and other cell phone owners; for example, usage of social services such as Foursquare is 140% higher among smartphone users compared with the overall cell phone population.

So if your target customers are heavy smartphone users, consider an active presence on geosocial sites like Foursquare and GoWalla, which offer consumers an opportunity to “check in” at locations, share the information with friends and offer recommendations on places to visit. To successfully leverage these sites to drive online and in-store traffic and sales, plan on investing resources in maintaining an active profile replete with targeted offers – and promoting the service across platforms, as Dunkin’ Donuts is doing with its “President of Dunkin’ Nation” campaign on Facebook. Customers who “check in” frequently at Dunkin’ Donuts locations are eligible for daily and weekly prizes as well as a grand prize featuring a flat-screen TV.

Dunkin' Donuts Facebook-Foursquare promotion example


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