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“Hot Doughnuts Now” Sign…Old Idea, New Applications

For our recent mashup presention, we took a closer look at a few apps that are experiencing significant growth. I’d like to further discuss the pairing of Foursquare and Instagram and how marketers can use the two to their brands advantage.

Foursquare is a location-based app, that “gamifies” frequency of visitation of locations (e.g. restaurants, retail stores). Top visitors are rewarded with special titles such as Mayor of XYZ. Additionally, users are rewarded for frequenting a location with special deals.

We’ve talked a lot about what Instagram is. So now, what can we do to exploit each of their competitive advantages?

Foursquare features deals based on a user’s current location. I noticed these deals are usually just text or a stock photo. Wouldn’t it be great if the photo were taken with Instagram within minutes of you passing a location? Remember the “Hot Doughnuts Now” sign that Krispy Kreme used to draw us to their hot, fresh mouth-watering treats? Instagram and Foursquare can pull off the same type of promotion. For example, if I worked at a bar and just made an apple martini, I would take a picture and post in on Foursquare with a special 2 for 1 offer that is good for the next two hours. At that point, I would serve the drink to the customer. Those just checking-in to the bar would then see the special, the great picture of the drink, and naturally order one too. Yes, you can post a pic and deal to Twitter or Facebook, but the people that really care are the ones at your doorstep. These people are already looking for your product, they understandably want a deal, and the value of these applications together is tremendous.

You can already post pics to Foursquare. True, but the posting has typically been from the consumer perspective. What about the business side? Shouldn’t quick-response marketing be mainstream? Instagram is the perfect photo sharing app for this mashup because it doesn’t require tons of energy to edit, no special lighting, and only a smartphone as equipment. Expert quality photos are at the push of a button.

Would this be too much trouble for a business? Do you think it would have the return commensurate with the investment?

Mix & Match!

Thanks to our Mix & Match groupmates for a wonderful presentation today! Click on the pic for the presentation and be sure to check out our friends’ blogs, The 4 Square Blog and Pinteresting.

Any questions on the presentation? Leave a comment & we’ll be happy to answer!