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Find Your Loyal Customers on Location-based Marketing Services

Finding out about your most loyal checkers-in should tell you a little something about what type of location-based service (LBS) customers your business is attracting. These are people who are vying to be top dog at your location even without an offer. Seeking them out and asking their opinion on what might make a good offer will help you decide which offer to create.

Follow these steps to find your customers:

  1. Search for your company on the top location-based services.

    Be sure to check foursquare, Gowalla, SCVNGR, and Facebook Places.

  2. Look for the mayors (in the case of foursquare), top visitors, and people who’ve left pictures or tips.

    • To find your mayor on foursquare, search for your venue using the search box at the top of the page. Once you find the venue you’re looking for, click it. Then look to the right of the map and you’ll find your current mayor.

    • To find your top visitor on Gowalla, search for a venue using the search box at the top of the page. Once you find the venue you’re looking for, click it. Then look underneath the map on the right side of the venue page. Your leaderboard appears in a list below the map.

    • You can’t find the person with the most check-ins on Facebook Places, but you can find discussions happening at the venue, along with any friends that have checked in. Go to Facebook Places and search for your venue using the search box at the top of the page and click it. Look in the left-hand navigation on the page for “Discussions” and “Friend Activity.”

  3. Click the pictures of the people who check in to your location.

    If you run a small business, do you recognize them? If they checked in that day, maybe go back through your receipts and take a look at what they bought and how much they spent.

  4. Search for your customer on Google.

    The more you know about your customers, the better an idea you’ll have about what their potential value could be.

  5. Keep notes on anything you find.

Be careful, though, just as you would in direct marketing. Disclosing to customers how much information you have on them can make them feel a little like they’re being cyberstalked.

Facebook Places is still in its early development, so it doesn’t allow you to see top visitor
Facebook Places is still in its early development, so it doesn’t allow you to see top visitors.
Gowalla’s Leaderboard is similar to foursquare’s mayor.
Gowalla’s Leaderboard is similar to foursquare’s mayor.
On foursquare, you can see the mayor and the frequency of that person’s check-ins.
On foursquare, you can see the mayor and the frequency of that person’s check-ins.

Customers who provide tips, recommendations and photos are adding value to your location, so don’t forget to pay close attention to them and reward them commensurately.

Occasionally, people become so competitive about winning that they try to game the system. If you notice unusual check-in activity, discretely let them know that you know they aren’t playing fair with a comment like, “We love that you are checking into our venue every day at the same time. We will be sure to keep an eye out for you next time you are in our store!”

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