Foursquare Testing Promoted Listings With Select NYC Small Businesses
Foursquare has opened the door for a “handful” of small businesses in New York City to begin testing promoted listings — advertisements that don’t first require a consumer to check-in at the business’ location.
Small businesses have traditionally been limited to advertising and promotion on Foursquare via discounts and other specials that only trigger after a check-in. But, as AdAge reports today, the new test gives a select group of SMBs the chance to promote themselves when consumers are nearby.
Some merchants can now lure in nearby consumers by promoting a photo of a dish, a glowing review left by a Foursquare user or just their listing.
The several merchants currently working with Foursquare are targeting Foursquare users based upon their locations and check-in histories. Merchants can target nearby consumers with particular tastes — a predilection for fine dining, for example — or ones who previously checked-in to their store. The promoted listings can appear in a user’s recommendations — the listings on the app homepage — or in the “Explore nearby” section.
According to AdAge, merchants are being charged “per action” — i.e., only when a consumer clicks on the ad/listing. They can turn the ads on or off at will.
Foursquare CRO Steven Rosenblatt tells AdAge the ad program will roll out more widely later this summer.
(Some images used under license from Shutterstock.com.)
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