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Posted on Fri, 12/16/2011 - 01:11 PM by
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I checked into my office on Foursquare the other day and I got a message showing there was a special offer. I thought, that’s odd, I didn’t create a special offer. When I clicked on the offer is was a special from American Express telling me that if I used my American Express card to buy $10 worth of something I would get a matching $10 credit from American Express.
This program has been developing since a June roll out, but it appears Amex has really ramped it up to every imaginable category of business. As I thought about this a number of things came to mind, but the most important one was that a credit card company had essentially taken over a geo-location service. Now, I’m not suggesting that’s a bad thing. (For the record, American Express is a client and I happen to think very highly of the folks at the OPEN business unit.) I am suggesting, it’s an interesting turn of events and here’s why:
The full benefit to Amex is evident only to those that know the numbers, but my guess is that this is a cheaper and way more directly targeted way to get to a user than paying for TV. Plus, when someone checks is on Foursquare when out with a bunch of friends and announces they just got $10 off, I’m guessing some non Amex toting friends take note. This play also positions Amex squarely at the front of the hip line and will likely help remove some of the stodginess that they’ve been shedding for a few years now. This combination of location, mobile, commerce and local business to reach the end user is quite possibly the digital media story of the year. MORE NEWS FROM DUCT TAPE MARKETINGWhat If Your Customers Could Talk to Your CRMI spend a lot of time talking to and about the stuff that we do to make it work now. So sometimes it’s a real treat to get to talk to someone that’s so far out ahead of most of us in their thinking that you pretty much just listen with your mouth open when they talk. (I would put my conversati... Who Doesn’t Need Great Free Stuff?Next week is National Small Business Week in the United States and to help celebrate all things small business I’m holding a live webcast where, among other things, I’m going to give a number of lucky participants some awesome business tools like: A copy of Premise Landing Page Softwa... 5 Reasons Why Landing Pages Are a MustOnline marketers have used the term “landing page” for many years to describe a sales tactic focused on getting people to take one, specific action. Today, landing pages have simply become a required element in the marketing toolbox for every imaginable business, including local brick and mort... 13 Questions That Will Lead You To Your Perfect Marketing StrategyPlenty of startups try to determine the perfect business model to take to market only to find that the market doesn’t need, want or understand what they are presenting. The fact is most books or courses on business models take this into consideration by suggesting trial and error scenarios and m... 5 Non Spammy Ways To Get a Blogger’s AttentionEveryone, from PR firms to individuals with a product to sell, pitches bloggers these days. Getting coverage or exposure for your business by way of a number of highly read blogs should be a foundational element of your PR approach. So, I thought I would share of few of my thoughts on the most eff... RELATED SMALL BUSINESS NEWSWhy I’m Not Sure Google Will “Nail” the Places-Plus IntegrationDavid Mihm wrote an epic post earlier this week about the eventual merge/integration of Google Places and Google Plus. (It would help if you read that post before continuing on here.) SBSM Flashback: May 2011For those of you who are new SBSM readers & subscribers, here’s a list of noteworthy posts you probably missed from one year ago. I try to put together a post like this each month to introduce new readers to old content that might be worth reading. Your ValueElectricity is free, but we pay energy companies to harness it. Water is free, but we pay for the privilege of filtering. Air is free, but we pay for the solution of conditioning it for summers in our homes. Natural gas is free, but we pay for the importance of safety in its use. Oil is free, but we... The Indescribable AngerToday I want to talk about something I haven’t mentioned on this blog. In fact, I rarely mention this in real life, either. But I have a feeling I’m not the only one with this problem–and I think it will do some good to finally speak about it openly. Join @GaryVee and @AmberMac in Toronto July 26 for Social Mix 2012If you’re in the Toronto, Ontario area on July 26, make sure you keep the day free for what promises to be one of the city’s leading social media and business events this year. Top business and marketing folks Gary Vaynerchuk and Amber Mac will be keynoting at the inaugural Social Mix, ... |
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At first I was confused, but then I saw that a number of restaurants listed around my business also had the same offer. Apparently American Express had struck up a deal with Foursquare (and as it turns out any number geo-locations services) to offer specials directly through Foursquare at locations that accepted American Express (data that American Express would obviously have)