AmEx's Small Business Saturday a Big Marketing Hit
Author: Christine Birkner
Christine Birkner is a staff writer for Marketing News and Marketing News Exclusives. E-mail her at firstname.lastname@example.org.
Cash registers were ringing all over the country at the official start of the holiday shopping season last month and with the help of American Express, small businesses cashed in, too.
For the third year, New York-based American Express Co. sponsored Small Business Saturday,a marketing effort intended to encourage U.S. shoppers to patronize small businesses on the Saturday between Black Friday and Cyber Monday. Consumer awareness of Small Business Saturday this year was the highest ever, jumping to 67% on the day from 34% in mid-November, thanks in large part to American Express’ marketing efforts, including national TV commercials and social media marketing kits, e-mail templates and signage provided to small businesses to help them alert their customers about the day.
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