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Foursquare > Case Studies > Fai r Folks and a Goat: Balancing physical presence with online presence
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Fai r Folks and a Goat: Balancing physical presence with online presence

Technology Category
  • Application Infrastructure & Middleware - API Integration & Management
Applicable Industries
  • Retail
Applicable Functions
  • Sales & Marketing
Use Cases
  • Retail Store Automation
Services
  • Cloud Planning, Design & Implementation Services
The Challenge
Fair Folks and a Goat is an unconventional business that operates a membership and a la carte-based cafe & design gallery in New York. The unique nature of their business model, which allows customers to buy any design items in the cafe, including the furniture they are sitting on, makes expanding local reach critical. They needed to help people understand what their business is about. The challenge was to balance their physical presence with their online presence. Their previous experience with other online advertising platforms was difficult, with broad targeting likened to “shouting out into a forest, and sometimes something shouts back at you, and sometimes it doesn’t.”
About The Customer
Fair Folks and a Goat is a unique business based in New York City. It operates a membership and a la carte-based cafe & design gallery. For $25 a month, customers can get unlimited coffee whenever they want, though an a la carte option is still available. The cafe is designed like a living room, and customers can buy any of the design items in the space, including the furniture they are sitting on. The business was co-founded by Aurora Mazzei and her husband Anthony. Aurora serves as the creative director of the business. They have two locations in New York and are looking to expand their reach both physically and online.
The Solution
To expand their local reach and balance their physical presence with their online presence, Fair Folks and a Goat turned to Foursquare Ads. With Foursquare Ads, they were able to reach out to people who are physically in the neighborhood and could come by. As they grow with more locations, they expand their physical reach and the online side expands that even more. The use of Foursquare Ads has been different from their previous experience with other online advertising platforms. The customers coming in and visiting Fair Folks and a Goat because of their Foursquare Ad are different, according to Aurora.
Operational Impact
  • The use of Foursquare Ads has allowed Fair Folks and a Goat to reach out to people who are physically in the neighborhood and could come by.
  • As they grow with more locations, they expand their physical reach and the online side expands that even more.
  • The customers coming in and visiting Fair Folks and a Goat because of their Foursquare Ad are different, providing a new customer base for the business.
Quantitative Benefit
  • Amount paid per customer visit $1.30
  • Avg. customer spend per visit 400+
  • Return on investment 15,000+

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