Sure, some business owners might check in for its The Next Chapter podcast with The New York Times or interviews with Alexis Ohanian, Issa Rae, Martha Stewart, Shaquille O’Neal, Lin-Manuel Miranda or Venus Williams. But Rauch said most are just looking for advice.
“They’re craving more information,” he said. “Small business owners will tell you, there’s no small business book that gets you through it all.”
It’s one of the reasons why Amex has been introducing supplemental benefits throughout the year. In January, it launched Business Blueprint to help small businesses analyze their cash flow, make payments, dig into capital or apply for a line of credit. It also doesn’t hurt that it puts items like a business’s checking account and credit card all under Amex’s oversight.
“From a marketing standpoint, it just provides us an opportunity to bring our products and services together in one place where it’s relevant to make a decision on whether you need some of our products,” Rauch said.
Just listen
More direct attempts at marketing help came this summer when Amex launched its #ShopSmall Accelerator to help small businesses build their social media presence through tips, guides and trial memberships to digital and email marketing platform Constant Contact. In August, American Express and Resy took a month to help 200 restaurants in six cities boost their social media and woo cardholders with Resy Tastemakers offers.
American Express took a similar approach in previous years through Amex Offers, giving cardholders credits toward purchases at specific businesses, but Rauch noted that small businesses require slightly more care. He’s found that going out and speaking with small business owners makes a difference—”and that sounds pretty obviou”—and gives that marketing a more personal touch.
