tasti D lite ‘sprinkles’ some love on Location-Based Services

Last week I revealed my skepticism about Location-Based Services with the post “I’m the mayor! So what?” and with over 40 comments, I think it’s safe to say that there are a lot of opinions about LBS’s out there. Just to clarify, I do use LBS services (the ones that are available to me as a devoted blackberry user, and actually struck up a great conversation with the folks over at Whrrl about alpha/beta testing for blackberry-YAY!).

Some great takeaways from the comments on last week’s blog:

  • Recommendations from LBS data can improve your real-life experiences as apps and data evolve
  • We all said “What’s the big deal?” when Facebook and Twitter came out…look at them now
  • You have the serendipity of running into a friend
  • There’s room for these services to grow (and I hope they do)
  • The responsibility is in the hands of a business owner to really reward customer loyalty and establish its own program to complement the LBS services, which is an individual business decision.

The last point brings me to today’s blog topic: A business totally rocking the Location-Based Service space.

While not every business “gets” the LBS world, there are some who are totally rocking. Today, I’m going to focus on a personal favorite. As a former New Yorker, I am a huge tasti D lite fan. I’ve chatted them up over Twitter (@tastidlite) for the past couple of years and exchanged some e-mails with their genius Social Technology Officer, BJ Emerson (@BJ_Emerson) who really understands social media and LBS. They understand social media so well that they gave me a shout on Twitter when they announced the future opening of their Boston location and even asked me if I had a flavor preference for opening day. I died of happiness, but have returned to this Earth in anticipation of the opening at 205 Newbury Street in Boston.

Not only does tasti D lite understand social media, they really understand the value behind Location-Based Services (for businesses and consumers) and are maximizing the benefits of Twitter, Facebook, and Foursquare and customer loyalty with their Tasti TreatCard® that allows you to earn extra points just by being social. According to their website it works like this:

“Register your Tasti TreatCard® online and opt-in to enable your account to update your Facebook and Twitter status on your behalf or automatically check you in on Foursquare every time you make a qualifying purchase at a participating Tasti D-Lite center. You’ll earn 1 point per purchase for each social network connection you set up. The secure interfaces provided by Facebook, Twitter and Foursquare allow the myTasti.com application to post messages on your behalf without storing your personal account information.”

Tasti d Lite has the trifecta when it comes to the social marketing mix: They’re social, they’re engaging, and they’re rewarding. The cherry on top? They’ve made it easy to get rewarded for being a customer, whether you visit once a day or once a year. They understand the value in every customer and reward the most loyal customers accordingly. If more businesses took advantage of social media and Location-Based Services, I think there would be a lot more answers to the “Why bother?” question in the LBS space.

Do you have a business in mind that’s totally rocking the LBS space? Share your opinions in the comment section. I’m a skeptic, but I look forward to becoming a LBS believer. I just need some proof!

If you’re interested in Location-Based Services (LBS) and you’re on twitter, check out #LBSchat on Thursdays at 9pm EST, hosted by @EricLeist and @mrahmey. You can also follow @LBSchat on Twitter and check them out on Tumblr. Don’t forget to check out the incredible example of LBS on tasti D lite’s website. If you’re interested in seeing BJ Emerson speak live, he’ll be speaking at Social Media and Community 2.0 in Boston this April.

More to come on businesses using Location Based Services. Next up: using social media and LBS for charity. Stay tuned…

(For transparency’s sake, I’d like to note that I am not endorsed or sponsored by tasti D lite. I’m just a big fan.)

About Karen Costa:
As the Online Marketing Specialist at Compete, Karen Costa specializes in the day-to-day online marketing functions for Compete.com-paid search, email marketing, social media, affiliate, etc. Before Karen joined the Compete team she was an online marketing coordinator for Bliss Spa and then worked for a couple of start ups. Karen says, "I'm not sure what I want to be when I grow up!" Find Karen on Twitter as vanillabean45 or connect with her on LinkedIn at http://www.linkedin.com/in/karencosta

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  3. Zach Cole

    Finally got around to reading this, and I must say I’m sad that I didn’t get to try this place while still in Boston! I definitely agree that those who get the LBS space, simply rock. It feels great to have that personalized touch, and be rewarded for interacting with the brand through social platforms.

    Another great example is this store near Porter Square called Greenward. I did my Christmas shopping there for my sister this year and as I went to pay I noticed a SCVNGR postcard indicating that there was a special. I checked in, received the special (a free lollipop – rewards get greater with more points), and the cashier was completely well-versed in the platform, even offering to help me redeem the reward if I needed it. I can’t say how important it is for brands who wish to adopt these platforms to make sure that the entire process is communicated internally first. Makes a world of difference.

    Great read!


  4. David Culbertson

    I’ll offer a contrarian tale about tasti D lite. I travel to NYC once a year for SMX. In October 2010, I was trying to remember the name of the soft serve ice cream place that I’d stumbled upon during my NYC visit in 2009.

    So, I used the handy maps app on my iPhone, but had no luck finding it. I tried a Google search for “ice cream new york” and “soft ice cream new york” and again failed. Getting frustrated, I turned to the Yelp app and searched for “ice cream” close to my location. Bingo! I found it because categorized tasti D lite as ice cream – something they don’t do themselves on either their website or their Google local listings.

    They may get social media, but effective use of location based search seems to be eluding them.


  5. Nick Stamoulis

    They are doing exactly as should be with Social Media, and that is engage! Show your followers you are there, that you care and it will all pay off. I think that LBS have sort of fallen behind in the mind of business owners who are focused in on social media now. We all know that in order to have total success, you have to hit all the important pieces of the marketing puzzle.


  6. Nick

    You hit the nail on the head with “We all said “What’s the big deal?” when Facebook and Twitter came out…look at them now”

    These sites have turned from fun and entertainment to business, fun, and entertainment. LBS is bound to do the same. Just as a few have said above, some have fallen behind by not getting into social media yet and you do need all the pieces to make the puzzle.

    We just did a blog post this morning about the twitter record that was broken on New Years day in Japan. Some people are saying how social media is a fad, but I definitely think it’s here to stay. Theres no better way to get quick and reliable information than twitter.

    Check out our blog post at http://blog.moscreative.com

    MOS Creative


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