Through “Shop Small,” American Express has committed to help small businesses recover from the loss of activity and income during the pandemic. As both an expert small business partner and famously-adept marketer, Amex set up the $200 million campaign with characteristics shared by other successful promotions. For example, Shop Small is
- attractive to target audiences, both merchant and consumer;
- simple to understand; and
- easy to participate in with very low hurdles, if any, for merchants and for card members.
By using the Shop Small campaign platform, Amex is able to make a difference right out of the starting gate. The brand is recognizing – and acting on – consumer sentiment pointing to the value they place on local businesses and their desire to help.
In “Amex Shop Small® Campaign: Helping Small Business Recover” (the SlideShare embedded below), we’ve captured the campaign strategy and tactical elements.
Now and into the future, issuers competing with Amex will need to find ways to satisfy consumer desire and commitment to spend at the local level.Tags: American Express, Amex, customer engagement, marketing campaign, small business