The idea that small businesses will save our economy. An underdog archetype that feeds our need to cheer for the little guys. Also, the use of the phrase "Join the movement." This is bigger than a one-day shopathon at the local grocer - it's a shift in mentality that will carry us into better days and a fruitful economy.
The "Like" button tied to a charity. AmEx will trade you brand advocacy for a dollar towards Girls, Inc.
Give props to your brand loyalists. An extra perk for AmEx cardholders.
Crowdsource content via social network platforms. Allows consumers to recognize and share their own independent finds, those local gems that we love.
Provide added value for the troops. AmEx educates small businesses on the ways of Facebook advertising. Also throws a bone to Facebook, the platform of choice for this effort.
This was just a dissection of the landing tab on the Small Business Saturday Facebook page - there's a lot more to explore within the other tabs. Judging from the number of comments on each Wall post, people are participating and supporting the cause. It'll be interesting to see how the actual small biz sales numbers shake out, especially given the fact that Small Business Saturday fell the day after Big Business Black Friday (This decision confuses me. Giving AmEx the benefit of the doubt and assuming there was a reason, not just a serious oversight in planning.) Overall, bravo AmEx.
One last snarky point: The irony is that small businesses are probably the least likely to accept AmEx. But perhaps that was part of reason for Small Business Saturday - to chum up with small biz so they'll be more willing to do business with AmEx. Sneaky ulterior motive?
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