Big cities get the coolest stuff. They get up-scale stores like Tiffany, Burberry and Coach. They have operas, museums and Broadway shows. People in big cities get to use technology first too. Mobile applications like Groupon, Living Social, Foursquare, SCVNGR and LevelUp get released first in big cities and then “trickle-down” to small towns (if the small town is lucky).
People often travel great distances from small towns to big cities for shopping, entertainment and technology — after all, you can’t get the “good” stuff in small towns, can you?
Not so fast…
SCVNGR has been doing a great job of promoting stuff in big towns. Their national clients are doing some of the following promotions:
- Chevrolet is giving away 27 new cars via national SCVNGR treks.
- Coke is using SCVNGR to help launch Paramount’s new film, Mission Impossible – Ghost Protocol.
- Buffalo Wild Wings used SCVNGR during March Madness with over 200,000 people competing in 1.3 million BWW challenges across the nation.
- SeaWorld is using it for their Halloween Spooktacular.
- The National Archives is using SCVNGR for a Civil War Challenge.
- University of South Carolina is using a “creepy” trek to keep track of the campus ghosts.
- Oklahoma State University used SCVNGR to get alumni involved in homecoming festivities (with the winner receiving an Apple iPad).
- Rice University used SCVNGR to get parents involved during Family Weekend.
But does that mean that SCVNGR is just for big cities or universities? No.
Local businesses, entertainment venues, and city organizations are beginning to use SCVNGR and see some great results. They are attracting new customers, improving relationships with existing customers, and getting people excited about what they have to offer. Just a few local establishments successfully using SCVNGR in their promotion strategy are:
- A jewelry store in Atlanta sponsored a $20,000 SCVNGR diamond dash.
- A jewelry store in Charleston, SC sponsored a $12,000 diamond dash.
- Buffalo, NY is using SCVNGR for an architectural trek.
- The Boulder (Colorado) Museum of Contemporary Art is using the application for community building and to get people interested in local businesses.
- The North Carolina State Fair used it for a “Deep Fried Scavenger Hunt.”
- The Children’s Museum of Indianapolis has multiple SCVNGR treks where families can compete.
A recent article suggests that local businesses strongly benefit from using mobile to understand their customers — from the one-time shopper to the loyalist. Mobile applications like SCVNGR give small businesses information about who their customers are. In addition, the loyalty rewards offered by challenges and treks increases engagement, interaction and repeat customers.
“This is the first time in history when small businesses don’t feel like the Internet is a trick, and see it as a tool to gain more users or better relationships with their current customers” says David Tisch, investor & managing director of TechStars NYC.
The project my public relations writing and applications students are working on is accomplishing the following:
- Introducing local, small business owners to a new promotion technology.
- Creating mobile promotions for small businesses to get more college students into local establishments.
- Building relationships with small business owners — letting them know that college students are interested in helping them out. Thereby giving back to the local community.
Good things really can be found in small towns. Many small business owners just may not know what is available to them. Technology needs to be introduced to small business owners in attempts to improve local economies.
SCVNGR may be more important to a small town business than it is to the bottom lines of large, national chains. Small businesses rely more upon repeat consumers. They need loyalty to remain in business. One-time customers — for example, travelers checking out local shops — don’t necessarily result in consistent sales that small businesses need to stay afloat.
SCVNGR helps let people know what’s available, what deals are to be had, and who else is doing “stuff.” This is increasingly important as it appears as though using location-based applications is the “new” way to increase traffic for local businesses.