Pennsylvania Tourism Office taps into foursquare to promote in-state destinations

 The recession has ripped through the tourism industry like a rampant tornado, leaving in its wake empty hotel rooms and struggling businesses. Smaller budgets have forced state tourism offices to get creative. Pennsylvania is the first state to tap into foursquare, a new social media platform and relatively inexpensive marketing tool.

Foursquare is a free, location-based, online and phone program, through which users can check in at locations with their cell phones. Smart phone users have a full-featured GPS application, while cell phone users text in their location.

Users try to collect badges from frequent visits to destinations and other feats. The person with the most frequent foursquare check-ins at a given location, say Allentown Fairgrounds Farmers Market, is dubbed the mayor. Each person that checks in can leave tips and suggestions for other travelers on the destination's page. Users are encouraged to create a page for locations that don't already have them.

"We've had budget cuts like everything else," says Richard Bonds, director of social media for the Pennsylvania Tourism Office. "Social media provides a key outlet for getting our message out and getting people to travel."

In-state marketing

The Pennsylvania Tourism Office was already active on Facebook, Twitter, Flickr and YouTube; foursquare was the next logical platform, Bonds explains. Their initiative created three badges to promote in-state destinations. The PA Shooflyer rewards customers for stopping by three selected restaurants across the state. The PA Retail Polka badge encourages shoppers to spend their money at three in-state shopping centers. The PA 4 Score & 7 wants residents to soak up history at three museums. Lehigh Valley restaurants and museums figure prominently in the initiative.

The program launched in May, utilizing 100 businesses with existing foursquare accounts. Since then, 14 locations have been added, 6,500 friends confirmed to VisitPa.com and 600 badges unlocked, Bonds says. Chicago was the first to jump on the foursquare bandwagon, and Bonds says other states are interested in using it as a marketing tool.

Michael Ressler, of Nazareth, checks into foursquare almost every day and is working toward his PA Shooflyer badge.

"It's kind of like Twitter but with less information," Ressler jokes. "Twitter tells you what's going on, while foursquare lets you share with your friends where you are and what you're up to."

Ressler joined foursquare shortly after moving to Pennsylvania eight months ago. He doesn't think foursquare has helped him get acclimated to his new surroundings any quicker, but says the application has sparked his competitive side.

"It's for bragging rights to see how many places you can get to," he adds.

Foursquare is free for users, but Bonds won't get into brass tacks about costs on the setup side.

"Foursquare is a marginal cost compared to traditional media," he says. "But there's no cost for businesses to participate."

Businesses can capitalize on understanding their customer base and reward frequent visitors with discounts or freebies.

"Ultimately, I think foursquare will become a customer reward place for folks," Bonds says. "It's a good spot for business owners to be."

Starbucks keyed into customer loyalty in May by offering a $1 discount for users who unlocked the mayor status at each location. Customers showed their phone to baristas for proof.

Ressler adds that he'd frequent a restaurant or business more often, if there was an incentive.

Viral publicity

Billy's Downtown Diner in Bethlehem is one of the 50 restaurants to make the PA list. Owner Billy Kounoupis hasn't yet used foursquare to offer discounts, but hasn't ruled the idea out.

"We were giving incentives before it was fashionable," he says. "We don't advertise we're going to give you an incentive; we do it because we're genuine."

Kounoupis operates Facebook and Twitter accounts for the restaurant, but assumes Billy's Downtown Diner was added to foursquare by a loyal fan. He learned of the diner's presence on foursquare in mid-July. Kounoupis was not contacted by the tourism board about participating in the state-wide promotion, but doesn't mind the free marketing.

"I'm thrilled and honored to be put into the mix -- how or when I'm not sure," Kounoupis says.

Kounoupis says he takes an active role in promoting the restaurant and community, but knows word of mouth is the best advertising.

"People are drawn to social networking to share the best buy with people in their networks," Kounoupis says.

Jonathan Davis, chef and co-owner of Pearly Baker's Ale House in Easton, was also unaware of his spot on the PA Shooflyer list.

"Despite all the recession speak, we've had a pretty good year so far," Davis says. "It (foursquare) couldn't hurt."

An incentive to shop

The Promenade Shops at Saucon Valley in Upper Saucon Township is the only shopping center in the Lehigh Valley currently listed under the PA Retail Polka badge.

Marketing coordinator Melissa DiLazaro has been using foursquare as a promotion tactic since May after noticing customers would check-in to individual stores, but not the shopping center. She created a general page for the center after reading an article about foursquare.

"It's a great marketing tool. Any way I can get more feedback from customers is a win-win for me," DiLazaro says. "It can connect to Twitter and Facebook, so you can tell everyone in your networks where you are."

The linking feature is optional to users, but allows friends who may be unknowingly shopping at opposite ends of the center to meet up, DiLazaro says.

DiLazaro wasn't aware they made the tourism office list, but hopes the mention draws outside visitors to the destination. So far, 201 people have checked in to the shops through foursquare.

Business owners who want their destination included on the list must set up a foursquare account and then contact the tourism office at [email protected].

Reporter Kelly Huth can be reached at 610-258-7171 or [email protected]. Talk about issues in your town at lehighvalleylive.com/forums.

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