Last year Cinnabon wanted to straighten out the mess of location venues listed on Foursquare and Facebook Places, and cause marketing helped the company achieve excellent results. Cinnabon was active on both Foursquare and Facebook Places, but the venue listings were something of a mess. Cinnabon makes cinnamon rolls and other sweet-smelling treats meant to tempt as you walk through the mall, airport concourse, or other high-traffic locales. That's one of their pecan-caramel tempters at the left. Because of duplicates or bad GPS coordinates many Cinnabon locations showed poorly in Foursquare search results. To correct that, the company determined to undertake ‘venue optimization.’ “Venue optimization creates one location that would be checked into most often, and that increases your visibility on Foursquare,” Cinnabon’s corporate communications manager Rachel Hadley told the Nation’s Restaurant News earlier this month. “If there are 10 other venues for that location with a few chec...
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