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Amex launched a multi-touch campaign giving users simple achievable actions that, when added together, created a huge impact.
Small Business Saturday became a national holiday
3 steps to make Small Business Saturday more than a one-off event
To turn SBS into a real shopping day thanks to this national movement.
In 2010, American Express created Small Business Saturday, a huge new shopping day right after Black Friday...
To use a multi-platform campaign for the consumers.
But 2011 would be the real test.
How to make SBS turn into an ongoing tradition ?
To increase awareness of the "Shop Small" concept by helping independent business owners.
Small Business Saturday is a day to show support for local economies, stores and the people who work there
Amex launched a multi-touch campaign giving users simple achievable actions that, when added together, created a huge impact.
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American shoppers
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AMEX
customers
External recognition
Small Businesses are a very important driving force for the US economy
CRISIS
28 million SB in US
SB accounted for 63 percent of the net new jobs created between 1993 and mid-2013
50 % of the population works in a SB
Based on Jim Harvey's speech structures