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Here’s Your Sense Of Entitlement

Not Great Expectations
April 27, 2011 By In Basics, Marketing, Newsflash, Tough Love

Not Great Expectations

Welcome to my world. I’m not going to lie – overall it’s pretty awesome. It’s fun, weird, creative, but also at times incredibly annoying. For example, do you want to know what I hear ALL DAY LONG? No? Well, I’m going to tell you anyway.

“Millennials have an unrealistic sense of entitlement”

“Millennials feel entitled to anything and everything”

“Trophy kids”

So admittedly I hear more than this all day, like how we don’t spend money on wine (bull) and how we’re just not “mature” enough to understand how wine is marketed (I throw up a little everytime I hear variations on this theme) – but that’s not what we’re talking about. We’re talking about entitlement and expectations.

Now, if you are the parent of a millennial and you want to wax poetic to me about how your kids have a sense of entitlement, go for it. If you are in HR and want to vent to me about the generation’s unrealistic expectations in our careers, have at it.

It’s fine. You’re talking about your children or your employees.

HOWEVER.

If you are marketing wine and you are talking about this demographic, you are talking about potential consumers. Potential CUSTOMERS. You are not talking about the fruit of your loins or an employee. You’re talking about a person whose money you would like to have in your pocket. We are no longer talking about ENTITLEMENT. We are talking about EXPECTATIONS.

Which brings me to my next point.

EVERYBODY is talking about how millennials expect special treatment. Let me break this down for you, wine industry. In two easy to digest layers.

1) Go find the person that’s in charge of your wine club. Seriously. Find ‘em? Good. Now ask them if your wine club members expect special treatment. They will either a) laugh in your face b) dismiss you with a quick yes and get back to that newsletter they’ve been working on or c) they will think that you are asking them a trick question. If you are their boss, it will almost certainly be c). The reason I’ve asked you to do this little experiment is to show you that EVERY customer you have expects special treatment. You are not a diner in Queens – people do not expect to give you their money and be treated poorly – or vice versa. This goes for any customer of any age.

 

2) Let’s say that millennials are  NOT your customers – they aren’t in your wine club. You WANT them, but if they expect special treatment from you is it really worth all the extra effort just to get them in the door? I won’t answer that for you in this post (read the rest of the blog for the answer), but what I CAN say is this:

CONTRARY TO POPULAR BELIEF, millennials do not expect special treatment from you, wine industry. In fact, millennials don’t really expect much. In my experience, millennials expect you to be dismissive of them, they expect you to be somewhat snobbish, they expect you to pretty much act like every other US winery, in other words. And congratulations, you’re doing a great job so far.

Just like any consumer, if millennials don’t like you, we just won’t by your stuff. We’re not begging for you to change and we CERTAINLY don’t expect you to. There’s plenty of other wine out there to purchase. And we’re buying it. The person that’s begging you to change is ME. Personally myself, Leah Hennessy of Millennier, who also happens to be a millennial, I EXPECT YOU TO CHANGE if you want to make some cash off of this generation. Learn about us. Respect us as consumers and as wine drinkers. Learn to communicate with us. I, personally, expect you to give millennials special treatment because consumers deserve special treatment. I’ve said it before and I’ll say it again: if you don’t want us as consumers, then don’t worry about changing.

The expectations that we SHOULD be talking about are those of the wine industry. Marketers EXPECT the same old marketing tactics that have been in use for the last 40 years to still be effective on a new generation of wine drinkers. They EXPECT that simply by starting a facebook page that every millennial will crawl out of the woodwork to buy their wine. They EXPECT that 70 million people with a proven dislike for wine’s “attitude” will just “grow into it.” And finally (and my favorite) they EXPECT to not change a thing, not change the way they communicate, not change the way they view an entire generation and they EXPECT to make money off of millennials in return.

Let’s think about that. Whose expectations really need to change?

New: Short Presentation on US Millennials & Wine

French Wine & Spirits Connection
March 7, 2011 By In Basics, Presentations

Aaand it’s been a whole month since I last posted – shame on me.

Things have been fast and furious in the world of Millennier including international jet-setting and a speaking engagement in February for UBIFRANCE and the French Trade Commission for the French Wine Connection 2011 in Los Angeles. I was asked to speak to roughly 30 French wine producers about millennials in the US marketplace.

French Wine & Spirits Connection

Logo & Flyer for the French Wine & Spirits Connection this year.

It is a very simple overview with some foundation data on the generation and consumption designed to introduce non marketing-types to the demographic. If you feel you have a good working knowledge on the generation (and if you’re a reader of this blog, then I’ll bet that you do), then this presentation may not be for you. However, if you’re looking to educate someone who’s just learning about the generation (a boss, an employee, etc.) you may find it helpful.

The video of last year’s UBIFRANCE event.

UBIFRANCE will have a video of the presentation at some point, but the deck is available at millennier-inc.com/ubifrance

 

 

Newsflash Millennials: Spending, “Selfishness,” and Social Currency

September 27, 2010 By In Basics, Charts & Numbers, Newsflash
Millennial Stats from QSR and Pew Research

Pulled from QSR's article mentioned below, some great visualization of some crucial Pew data out earlier this year

So you want to know about millennials, eh? Well, don’t take my word for it – take a look at some of the latest headlines and get some important insights – as well as a bit of myth-busting – on this mysterious generation.

Restaurants Should Cater to the Millennial Generation – QSR Magazine – Despite a few trite and opinionated generalizations early in the piece, a very good article on how one industry is taking spending habits and trends among younger millennials into account.

Millennials Are Less Likely to Cut Spending During Recession press release & Accompanying Report - MarketResearch.com – A press release and accompanying report summary put out by a research organization de-bunking the “buy cheap” myth of two segments of adult millennials.

Me Generation Actually the Us Generation – Miller-McCune – Another myth busted: the research-based Miller-McCune shows that the “tropy-kids” are showing an overwhelming sense of social responsibility.

How Millennials Measure Greed – Dallas Morning News – Though I’m sure this piece in the Dallas Morning News was supposed to be a cute and timely comment on the buzz of the new Wall Street movie, it’s actually a surprisingly insightful peek into the millennial generation’s concept of social currency.

MILLENNIALS: WHY BOTHER? (The Short Answer)

Why Bother?
September 3, 2010 By In Basics, Marketing, Tough Love
Why Bother?

The question of the moment.

Summer’s over, September’s here, and it’s time for me to address something head on.

As Millennials become more of a focus in the wine industry, I’ve been getting more and more blowback both online and in person regarding the value of this demographic. Now if I’m getting this feedback – a person openly dedicated to establishing the value of this demographic within the wine industry – one can only imagine the general opinion at the moment. I feel it’s timely and appropriate to address this.

Most of the opposing feedback I’ve gotten can be summed up by the following question:

WHY BOTHER WITH MILLENNIALS?

Great question.

Here’s the answer:

TO MAKE MORE MONEY.

That’s it folks. If you want to make more money, cultivating millennial consumers is a no brainer.  The concept is basic – it’s a huge group of people that spends a lot of money on wine that you don’t currently have access to. Period. It’s the same reason folks are reaching out to the Chinese market – same reason, different scale.

THAT BEING SAID:

If you WANT to cultivate millennial consumers, you’re going to have to change the way you reach out to this group (marketing, advertising, branding, etc.), because we don’t respond to the same outreach tactics that our parents did.

Think about it: is this really surprising? Do you – personally – respond the same way to ads, marketing, branding , etc. that your parents did? Why would millennials be any different? This is a basic concept, but one that’s important to understand in an industry that’s been utilizing the same outreach tactics for the last 40 years.

If this is too much of a pain, or perhaps better said, too painful for companies to realize, then it’s a waste for these folks to go for millennials.

There are still SEVERAL companies and individuals out there who dismiss the 70 million millennial consumers as kids, as buying cheap, or in some other way completely irrelevant to the wine industry. To those people I say thanks for reading the blog and best of luck – clearly our money is no good to you, so I and my 70 million friends will buy someone else’s wine.

HOWEVER: If a company DOES want to reach the millennial market effectively, that company MUST change its tactics. The purpose of this blog is to help people do just that.

Building a Brand: What Makes You Unique?

August 13, 2010 By In Basics, Branding, Tough Love

You work in wine right? Ok.

Pop Quiz

Pop quiz, hotshot:  What makes your brand unique?

Seriously. Think about it.

Have your answer?

Ok.

Is your answer “our wines”?

You just failed.

Is your answer a variation on “our hands-on approach/small lot fermentation/unique vineyard location/new French oak/anti-mechanical pumpovers/hand harvesting/etc.”?

Fail.

Is your answer a variation on your “passion for winemaking/wine”?

Not good enough, people.

What makes my brand unique? This is the first question you’ll want to ask yourself when you are re-working or creating a brand. It’s the foundation upon which all of your marketing and pr work will sit.

Ok, so let’s take a look at these three answers.

Though the middle answer would work for the question “what makes your wines special,” it has nothing to do with your BRAND.

The last answer is entirely NOT unique, being that most people get into wine/winemaking because of their passion for it (as evidenced in the old chestnut: Q: How do you make a little money in the wine business? A: Start out with a lot).

And now for my favorite answer. When I ask winery folk (including marketing-types, btw) what makes their brand unique, the overwhelming response is “our wines.” There is a special place in Branding Hell for this answer.

It’s not that your wines aren’t unique or a part of your brand, it’s just that it’s a terrible answer. I’m sorry to be so harsh, but it’s true. It’s as if you were to ask me what makes ME unique and I answer with “my fingerprints.” TECHNICALLY I’m not wrong, but by choosing this boring and obvious answer I’m missing the opportunity to tell you:

That I almost became a Hollywood agent

Or

That I started a guerilla film production company in NYC when I was 20

Or

That I name my pets after action movie characters

Or

That I once dyed a teeny part of my hair purple in high school because my parents told me I couldn’t, but then wore a baseball hat everyday until it turned back to its normal color.

Or

Basically anything.

But no. I told you that my fingerprints make me unique, so you don’t know anything about me except that I apparently am boring and like to state the obvious. Every winery has wines, and every wine is unique. Kind of like finger prints. Your wines might be incredible – I bet they are – but hundreds or thousands of wineries claiming that they are entirely unique because of the same reason is counter-productive for all of those businesses. At the moment, I can’t think of another industry that gets away with this approach.

Think about it. Imagine that I just started a soda company and you asked me what makes me special and my answer is “My soda is really good.” Are you getting your checkbook out? I don’t think so.

When you are creating or recreating your brand, focus on what REALLY makes you unique.  There are probably lots of reasons. Now pick the most interesting (and appropriate). This will most likely take a while. It’s tough. It’s frustrating. It’s worth it.

Building a Brand is a new series on Millennier where Leah breaks down today’s process and pitfalls for brands in the wine industry.

And This Is How You Do Creative Branding: Featuring Gary Numan and Cars

July 23, 2010 By In Basics, Branding, Marketing

As many readers of this blog know by now, I am a HUGE proponent of creative branding. I definitely touched on this on the Authenticity & Pop Culture post this Spring when I brought up a simple-yet-genius Pedigree internet ad. The time has come once again to talk about creativity.

Ok. Let’s say you have a product that, unlike wine, is completely un-sexy. Let’s say for example your product is a car battery.

die hard battery

I mean, your name is Die Hard – that’s cool – but you’re a car battery. There’s not a whole lot you can do with that.

Unless of course, you are a marketing genius. Then you might think about how you can combine the insane potential of a creative interned vid with the current DIY zeitgeist that is fascinating people today. In fact you might look at the following video and say “I want that for my car battery.”

This OK GO music video from March 1st of this year has over 15 MILLION views. And that’s just from the official posting.

And if you’re truly a marketing genius, you might call up the company that made that video for OK GO and say again, “I want that for my car battery.”

And if you did that, this is what you would get:

And then you would be my personal hero. I find this ad brilliant and awesome on about a ba-zillion different levels. I will not wax poetic here, but if you want to hear why I think this is such a big deal just call me and carve out about an hour of your time.

WARNING: I’m about to get cranky, so if you don’t want to hear me cranky on a Friday, I bid you a happy weekend.

<rant>If you’re still with me, here’s my beef. I’m SO TIRED of people in EVERY ASPECT of the wine industry automatically handcuffing wine to media and branding that has been used for the last 40 YEARS. If you want new consumers then you have to do something new. PERIOD. DONE. Don’t tell me that wine can’t be awesome and fun and hip and irreverent when a CAR BATTERY can.</rant>

Go be creative and awesome. If you’re not creative and awesome, find someone who is. A few months from now I want to be writing about a video like this for a wine. And you know what? I will. Maybe I’ll just make it myself. If you want in, let me know.

Good Wine, Ugly Sweater: Why Branding Matters

ugly sweater party
July 8, 2010 By In Basics, Marketing

Now that the world is wrapped up in the latest iPhone consumption epidemic it’s a perfect moment to discuss branding. I will not discuss Apple’s branding. You’re welcome.

What I WILL talk about is Barefoot. But first, a story:

A couple of weeks ago, as seen in the photos I posted last week, I participated in the Next Gen Wine Competition. After hours of tasting and despite the political ramifications of millennial judges choosing a sweet wine as Best in Show, the group overwhelmingly chose the dessert wine as the winner.

We were overall very confident in this decision. The atmosphere was relaxed and pretty jovial – until the name of the winning wine was announced.

This is the wine that won Best in Show:

Barefoot Moscato

Yep. Barefoot Moscato.

Barefoot Moscato. Personally I was MORTIFIED. And I knew I wasn’t alone. The room had EXPLODED in sound. Bitter laughter. Curses. Anguished cries of “oh my God.” Some were stricken silent with the news.

A thought flew into my head: “I will never tell anyone about this.” I was absolutely ashamed. As the minutes dragged on, however, I realized (duh) that although I’m a wine professional I am ALSO a millennial. And if I and the other millennial judges in the room were having such an emotional reaction to hearing the name of one brand, that it was THIS MOMENT that I needed to pay attention to in order to learn more about millennials and wine. The moment when I was least comfortable.

There were really two factors in play in the room’s reaction, in my opinion. 1) These are young professionals looking to prove their taste and worth in the industry, and they were embarrassed that they had chosen a $6 bottle. 2) It was a Barefoot wine.

I’m not so interested in #1, but I would be lying if I said it wasn’t a factor. What fascinates me is that we were all confident in the choice, until the brand was announced. What fascinates me is #2: Barefoot’s branding.

Barefoot’s Branding

The Barefoot brand is notoriously huge, corporate, tacky and “cheap” – at least to most young wine drinkers. But why? Millennials certainly don’t have these issues with other “value-based” brands – Yellowtail and 2 Buck Chuck are perennial 20-something faves from the bargain section. What’s the difference? Branding.

From its placement in the grocery store aisles (bottom shelves) to the 80′s elegance glamour portrait label, there’s nothing about the Barefoot brand that is appealing to young wine drinkers – not even in an ironic way. If I personally had a choice between bringing a bottle of Barefoot and a jug of Carlo Rossi White Zin to a party, I’d go with the jug of CR because at least that’s funny. Why is that, when Barefoot (Moscato, at least) is actually a good wine?

I’ve said this before but I’ll say it again: in these situations, I URGE wineries to look at their brand as an accessory or an article of clothing. Wine is a SOCIAL ACCESSORY. When we talk about wine, bring it to a party, open a bottle at our own table or order a glass at a restaurant, we are effectively showing off. We are telling the people around us a little bit about who we are just by what wine we choose. This is what I mean by a social accessory.

Now let’s look at sweaters (bear with me). The Carlo Rossi jug of White Zinfandel that I mentioned before would be a phenomenally terrible holiday sweater from the late 80s. This sweater is something that our target demographic would wear with irony because it is a perfect storm of ugly, tradition, poor taste and social courage. In fact, our target demo likes wearing these sweaters so much, they create holiday parties specifically for these sweaters.

ugly sweater party

Hideous Holiday Sweater Party

They are almost always awesome. But I digress.

If the jug of Carlo Rossi is a hideous holiday sweater, then in this situation our bottle of Barefoot Moscato would be a simple ugly sweater from the mid-90s. Nothing phenomenal, nothing over-the-top about it, just dated.  A sweater that was well-made and would have been pretty pimp in ’96 but today is just sad to see on a person.

If we were to throw Yellowtail into the mix, we’d be talking about an $8-$16 sweater just purchased from Old Navy or Forever 21. It’s not well made and it will fall apart in a month or two, but it’s in fashion, it fits well, and it looks good.

What do these sweaters say about the young person wearing them in public?

Hideous Holiday Sweater: I have a sense of humor, am very confident, and am creative enough to find this rare gem of an ugly sweater.

Old Navy/Fovever 21 Sweater: I may not have a lot of cash, but I’m in style and I look good.

Ugly Dated Sweater: I’m either completely clueless when it comes to fashion or I’m trying to do something and failing. Perhaps this is my favorite sweater and I really don’t care about fashion or what you think.

The same could be said of young people bringing the associated wines to a party. This is why wine is a social accessory. This is what branding does for a wine – it tells us what a wine says about us. Carlo Rossi’s jug branding is so bizarre and over-the-top that it’s funny at certain times. Yellow Tail is hip and always a safe bet. Barefoot is… dated?

Barefoot Moscato is a solid wine, and I’m pretty sure that Barefoot’s sales aren’t hurting too much; however, it’s interesting to think about what this brand would be capable of with interesting branding. It’s proven that millennials like it (and other demos too, it always seems to place well in competitions) – the product is solid. What would happen if Barefoot became a “hip and always a safe bet” social accessory for millennials instead of an embarrassing budget purchase?

The world may never know.

But not for lack of trying. Interestingly, Barefoot is trying to change this branding online with a blog, charitable works, and highlighting their young team-members. Unfortunately all of this work is foot-themed. Yes. Foot-themed. Also, despite having arguably the most successful facebook page in the wine industry, Barefoot does not take any of this offline to their labels – the one place where they can instantaneously affect a consumer’s decision to purchase. All this work looks to be for nothing since the most visible part of Barefoot’s branding (the actual bottles) run counter to all the work they are putting into the name.

Learn from this brand’s mistakes. Your most visible and vocal branding should make it easier for a person to purchase your bottle, not the other way around.

The One Thing You Need To Know About Millennial Brand Ambassadors

May 6, 2010 By In Basics, Marketing, Outreach, Tough Love

I discuss the concept of millennial “brand ambassadors” and “brand evangelists” with businesses all the time. All. The. Time. It’s an important conversation to have – brand ambassadors/evangelists (in this conversation) are regular consumers that “preach” the good word of a particular brand to their friends and family through everyday life. Millennial brand ambassadors are particularly important because so much of our daily lives are spend on sites like facebook where our thoughts can reach thousands of people instantly. Especially for businesses looking to reach out to millennials, getting us talking about your product in a positive way in front of a thousand of our closest friends is key.

Here is my most frequently asked question: “Which brands are doing it right?” Or within the wine industry, “Which wineries are doing it right?”

It’s not that it’s a bad question. It’s incredibly relevant. And those of you who have asked me this lately, don’t think that I’m hating on you, because I’m not. You’ve just inspired me to figure out a better way to answer your question. But first…

Accessories

Make your brand a valuable accessory.

The one thing you need to know about millennial brand ambassadors is: YOUR BRAND IS OUR SOCIAL ACCESSORY.

I don’t talk about your product on facebook because you deserve it, or because you worked really hard, or because you have a mortgage to pay or because you want a promotion. I talk about your product because it communicates something about me to people I want to impress/entertain/etc.

The brands that are “doing it right” are the best social accessories. The brands that say something about their millennial consumers. EXAMPLE: Tom’s Shoes – altruistic, socially conscious, environmentally friendly, and incredibly hip shoe company. When I talk about Tom’s Shoes (on facebook, on twitter, etc.) it says all of that ABOUT ME.

This is a very simple concept, but one that (at least) 90% of businesses reaching out to millennials today do not grasp. If you can keep this in mind while formulating your brilliant plan, it might just work. This is why we as millennials talk about businesses. If you want us to talk about your business, it better say something about us. It’s just how it works.

What does your brand say about your consumers? Think long and hard – and don’t just repeat what you say to your boss in meetings. What does it REALLY say? Because in order to have brand ambassadors, you must have a BRAND.

Heart Thy Consumers, or, Learn From Gary Vaynerchuk

April 29, 2010 By In Basics

When putting in the time and energy trying to reach out to new consumers, it’s very easy to forget about the ones you already have. That is not, however, an excuse to do it.

As crucial as it is for businesses to reach out to new consumers – especially today – it is just as important to retain current customers. The reason is painfully simple: If a business gains one consumer in a day but loses another in the same timeframe, that business has accomplished exactly zero for all the time, energy and resources it spent. If that one customer was lost because of a lack of service, this business is in even worse shape as they’ve wasted a day AND given themselves a bad name. It’s either horrifying or laughable (or both) that companies, especially large ones, do not do the math on this issue. Whether you call it customer service or relationships, it must be a priority for any business today.

I had the opportunity to see what this looks like in action when I met Gary Vaynerchuk this past Monday at Wine Library, his family’s wine shop in Springfield, New Jersey. Gary is notorious for many things – among them: his seemingly innate social media savvy, his high energy, his colorful language when presenting, and perhaps most importantly, his commitment to his viewers. Boston-based wine blogger and true gentleman, Dale Cruse, and I stopped by Wine Library to say hello and watch a few episodes being taped. After some visiting, Gary and Chris Mott were ready to tape. The camera had JUST turned on when it was announced that a group of students had come by to ask Gary some questions. He immediately stopped the camera, brought them up to his office, introduced himself, gave them some free stuff and invited them to watch the taping.

Gary Vaynerchuk & Kermit Lynch taping

Gary Vaynerchuk, Kermit Lynch and Chris Mott at a taping of Wine Library TV.

At the end of the taping, the students explained that that the teacher of their local marketing & business course used Gary’s book CRUSH IT as a textbook, and they were getting extra credit by coming to see him. Gary went through one by one and began answering questions. About halfway through, Kermit Lynch arrived to tape his episode on Wine Library TV. Gary waved him into the room, explained that the class was here to ask some questions, and very nicely invited Kermit to sit and join. He then continued to answer the students’ questions.

Let’s replay that. Gary took time out of his day to meet with the group so they could get extra credit. When Kermit Lynch arrived in the middle of this, he did not cut his time with the students short, but rather invited Kermit into the room and explained what he was doing so he could continue with his viewers.

Those are priorities. Oh, and I’m pretty sure all of those students will walk out bragging that they met Gary and how cool he was, etc. – and everyone knows that when millennials brag, we like to do it where hundreds or thousands of people can see it… like facebook or twitter. (Though when we complain, we do it publicly as well. That’s another topic for another time…)

Take a moment to apply a situation like this to your own business day. Maybe you have a customer on the phone gushing about how amazing your wine was with the roast she made last night.  Now imagine that a big buyer, or your boss, or a prospective account walked into the room at that moment. What would you do? Be honest. Most people naturally would kick the customer to the proverbial curb.

If you would hurriedly wrap up the call in order to deal with the “bigger” business at hand, it’s time to reprioritize. I’m not saying to stay on the phone for exactly 5 more minutes or to disrespect your buyer/boss/prospective account. What I AM saying is that your business brain should automatically categorize your time with customers as JUST AS IMPORTANT as your time with your buyer/boss/prospective account.

By making sure your priorities are in order with your current customers, you’ll ensure that all of your outreach will be more effective for your business at the end of the day. After all, those customers are the reason you get a paycheck in the first place. Remember that.

Don’t Fear the Foursquare: Understanding Foursquare in 5 Links or Less

March 31, 2010 By In Basics, Growth, Marketing, Tech

Does the word(s) “foursquare” make you break out in a cold sweat? Is a “check-in” what you do with your boss on your “sick days?” Do you think LBS is a gastrointestinal medical condition? Then take a look at the following links* for a diy primer.

Be My Mayor Valentine Heart

Some Foursquare Valentine's humor.

As a note, I know many, many, MANY people who have been dismissing things like Foursquare because they “don’t get it.” Read on, and you will. No excuses. I also know about as many people who are dismissing this as what I can only describe as “kid stuff.” In case anyone reading is unfamiliar with this blog, I will say this. Those “kids” (those of age, anyway) are your current and future consumers. They are the future of your career, of the wine industry, and countless others. Not in a “Heal the World” way, but in a “look at the numbers” way. Please keep this in mind.

LBS – wikipedia – the basics on LBS: Location Based Service.

Foursquare: Why It May Be The Next Twitter – Mashable – A Mashable article from July 2009. A great primer on Foursquare as well as some background on other examples of LBS (at the time, anyway). Don’t skip this one.

Why You Should Care About Foursquare – NPR’s Marketplace – Transcript (or broadcast file) from March 2010 with Kai Ryssdal and Caroline McCarthy from CNET discussing the most basic concepts.

If You Use Foursquare, You Are An Annoying Jackass – Gawker – Some hate from the folks at Gawker. This and a caption on LATFH basically make Foursquare an institution. Still waiting for the latter.

Foursquare For Business – foursquare – The breakdown from the folks at Foursquare on how to set your biz up on Foursquare, along with a few examples of how to make the most of it.

The best way to learn more about Foursquare, of course, is to join as a user. Based on your own experiences, likes, dislikes, wishes, aspirations, and habits, you will be more able to create a great experience through your business for other users.

*No, none of these links has been archived and pimped out for subscription money as was the case with the original link in my last post (now fixed, no thanks to AdAge).