American Express Small Business Campaign Analysis

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 You can answer these questions in question form it does not have to be a paper 


Outline and describe the campaign plan.

Review the website and TV interview at the links below. You can also do additional research to help you answer questions.

https://www.americanexpress.com/us/small-business/shop-small/ (Links to an external site.)Links to an external site.

American Express CEO on Small Business Saturday, stopping data theft (Links to an external site.)Links to an external site.


 

Situation/Research: What led to the creation of the campaign?

Objective: What was the purpose/benefit? Why would American Express launch a campaign like this?

Strategy: Describe the over-arching approach to this campaign.

Tactics: List and describe the integrated communication assets and platforms for this campaign. These could include advertisements, videos, marketing materials, social media content, public relations activities, events, etc.

Audiences: In addition to encouraging consumers to Shop Small, the campaign involved activating another segment of people: small business owners. Describe both approaches.

Key messages: What are the key messages of the campaign? How do they play out on all of the various integrated communication channels? How did the CEO use the TV interview to better position the company when asked about credit card and identity fraud? And how did he use the question about leadership to support the campaign?

Results/Metrics: How was this campaign successful? Provide data points or metrics that reflect the success of this campaign.


 

Part 2: Analysis of Tactics

View and analyze the following Small Business Saturday videos. Then answer the questions below each video.

  1. Detroit Small Business Saturday

Detroit: Making the Most of Small Business Saturday | American Express (Links to an external site.)Links to an external site.

  • What is the purpose of this video?
  • Who is the intended audience?
  • What are the key messages and how do they support the objective of the campaign?
  • How is American Express positioned in the video?
  • Why is Detroit a compelling backdrop for this video?
  1. Etsy – Small Business Saturday

How One Business Uses Small Business Saturday To Get Customers All Year Round | American Express (Links to an external site.)Links to an external site.How One Business Uses Small Business Saturday To Get Customers All Year Round | American Express

  • What is the purpose of this video?
  • Who is the intended audience?
  • What are the key messages and how do they support the objective of the campaign?
  • How is American Express positioned in the video?
  • Etsy is a well-known platform for artists. Why was it beneficial for American Express to showcase Etsy in this campaign?

 

  1. Lolo Boutique

Lolo Boutique: Making the Most of Small Business Saturday | American Express (Links to an external site.)Links to an external site.Lolo Boutique: Making the Most of Small Business Saturday | American Express

  • What is the purpose of this video?
  • Who is the intended audience?
  • What are the key messages and how do they support the objective of the campaign?
  • How is American Express positioned in the video?
  • What is the purpose of including Lolo’s confession that it’s hard to be a business owner?

 

  1. Who are small business owners?

Small Business Saturday 2014 (Links to an external site.)Links to an external site.Small Business Saturday 2014

  • What is the purpose of this video?
  • Who is the intended audience?
  • What are the key messages and how do they support the objective of the campaign?
  • How is American Express positioned in the video?
  • Why is showcasing small business owners an important communication tactic in the Small Business Saturday/Shop Small campaign?
  • Consider the tagline: Support Small Businesses |Support Families |Support Communities. Why is this a powerful motivation for consumers?

 

  1. Choclatorier Constance Popp

Small Business Saturday - Chocolatier Constance Popp (Links to an external site.)Links to an external site.Small Business Saturday - Chocolatier Constance Popp

  • What is the purpose of this video?
  • Who is the intended audience?
  • What are the key messages and how do they support the objective of the campaign?
  • How is American Express positioned in the video?
  • What purpose does people eating chocolate serve?
  • When people talk about where her chocolates are sold, what impact does that have on the idea of a small business.

 

Part 3: Communication Theory Analysis

Discuss 5 examples of the following communication theories in this campaign: Identify 5 elements or assets of the campaign, describe it or provide a link/image and describe the communication theory that is being used to inform/education or motivate to act.

  • Rhetoric: Logos, Ethos, Pathos
  • Opinion Leaders/Two Step Flow
  • Appeal to self interest
  • Maslow’s Hierarchy of Needs
  • Things that motivate people to act

 

Part 4: What would you do?

 You can answer these questions in question form it does not have to be a papeance Popp (Links to an external site.)
 “Find your small business” seems to be a tagline.  How would you use/deploy/leverage this tagline in other integrated communication platforms or tactics? Give at least three examples. 

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