With the recent announcement of Gowalla closing it's doors the term Gamification is rolling around in my head a lot. Gowalla, especially being close to home in Austin here, did a good job of both competing with Foursquare for Geo-Locaiton Check-Ins, but also making it pretty and fun to compete for badges and honors. But is this type of offers something good for business to be involved in? In short, yes, if managed right!
Now, make no mistake, while Gowalla looked slick, and three years ago had a great run with South by South West (SXSW), Foursquare crushed it. Now, while many people will mention Facebook Places, the trouble with nailing down how well that is doing is that they don't seem to provide numbers on "consistent" users, rather, leading to "number of people who have tried Places".
In the end, unless we all know a LOT of people out in the wild, who are always out and about, Geo-Location services are really not a necessity of life, hence the term, Gamification. Some people love gamification, others think the worst of it. Essentially, looking at Foursquare and Gowalla, they used the fun and bragging rights for badges and "mayorships" to instill a competition system, and thus, turn "where you hang out" into a game.
Some businesses have adopted using these services very well while to advertise their business and to reward their clients. One that comes to mind is Chili's restaurant. When you check in on Foursquare with two others in your party (so three total check-ins at the same time) you get a free appetizer. Now, for people familiar with these services, that's a nice bonus. For the restaurant, it's word of mouth ads and a salty starter that could ensure more beverage purchases at a good margin. However, the only bad part is when you do that, and your server has no clue what Foursquare is and spends the next 15 minutes trying to get a manger that does, assuming they do, for help.
Corporations, small businesses, and brands have a great tool with Geo-Location Game-based apps out there today. Maybe you have a business that, well, honestly, isn't too much fun in it's normal surroundings. Let's say, a laundromat. I mean, what's fun about doing your clothes right? Ok, maybe some of you like that, and more power to you, but for me, it's a bore. But, if I were to go to a local Laundromat and check in Foursquare, it sure would be nice if the Mayor of that location got, say a discount coupon once a month, or even free soap or something. Rewarding consistency and loyalty, getting your name out there, and making people want to come and check in if they were just stopping by before.
Another example you say? Ok, let's get more powerful. You own a gas station, or manage one. Anyone ever walk into a gas station, or stroll up to the pump lately and say, "Man, I'm so HAPPY to be here!". No, usually it is, "What!? It's how much per gallon now!?". Well, you see things like, "Free car wash with 8 gallons or more purchase" all the time, so why not a "Mayors get a free car wash" or "$0.05 per gallon off when you check in"? The latter would be very powerful these days! And, when three's a gas station on every corner in some places, it's a deferential that could get people to come to your corner first!
More powerful you say? OK, what about plumbing? Anyone get a drain snaked lately? If not, let me attest, it's expensive. But how can you check in to a business that comes to you? Well, with a bit of creativity, the owner of said plumbing company could make a generic spot on Foursquare, let their client check in (so as not to give away their home location if not desired) and then provide a 5% or 10% discount for checking in when they arrive at your house. Creative, discounting something that's helpful, and you can't say that being the Mayor of "Generic Guy's Plumbing" wouldn't start a conversation next time you are with your social friends! This alone is word of mouth gold for the creative businessperson behind it!
I warn you fair reader, that while this all sounds positive, as with most of our discussions here, your personal and professional brand can be impacted greatly if the people you hire are unaware of these things. When that server walks away with your phone (you'd be surprised how many do when you show them the ad in the app), or when the customer service rep at the counter looks at you like you have three heads, it's game over! As with any other social strategy for a company or person, if all the players in this game aren't aware of the rules, well, it's not a very fun game. So take the time to ensure everyone knows the offers, rewards, and the apps involved. A short review and continued (remember consistency!) reminders, goes a long way when we are talking about experiences!
Whatever your reward system, we're living in an age where instant gratification spells great reward for those willing to play the game well, and with a focus on their customers. The more creative you are with these opportunities, the more you will build brand loyalty and see it spread rapidly as well! So go on, get your game on and don't forget to check in so you can get checked out!
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