How do you do, SCVNGR?

Say hello to the new form of customer/corporation interaction: location-based marketing. SCVNGR, and other location-based marketing platforms are valuable to brick-and-mortor businesses of any size. Maybe you've heard of them, but how do you do them?

Let's say I'm participating in a 'trek' on SCVNGR, to go into 5 of the competing cafe's in my city and take a photo of their most delectable treats. One reason it is beneficial to me to do these 'challenges' is because I can earn points with each challenge, and then earn rewards, like discounts on a cafe item. These rewards make me happy and keep me coming to the cafe, which makes the cafe happy!

Location-based marketing is a new and innovative way of interacting with the customer and getting the customer to interact with your brand in a fun way. It strengthens the relationship with existing customers as well as introduces new customers. It introduces customers who may use another brand of the product or service you provide. SCVNGR, and platforms like it, create opportunities for these customers to try our your brand.

Foursquare, another location-based marketing website, offers analysis of your brand too. You can see when people are 'checking in' to your store, who's checking in, who's most loyal, etc. You can even track brand persepction from actual customers! I can't find on the site whether SCVNGR has this analytics option, but I think it would be helpful to employers to see how their mobile-gaming systems were benefitting their business and not wasting their resources.

I love how SCVNGR has not only challenges, but entire treks. Challenges gets you to one store, but treks get you to competing stores, or several locations of one store, etc. These platforms allow you to share what you're doing, with others.

Another thing that SCVNGR lacks, though, is the ability for non brick-and-mortor organiztions to participate, like Foursquare has. I think this sets them back a lot, as there are LOADS of brands without a specific location, like a TV station.

I think it's a great app and a great business opportunity! And it sounds like a lot of fun!