American Express; a Look Into Social Marketing

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  • Topic: American Express, American Express Red, Credit card
  • Pages : 7 (2868 words )
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  • Published : June 26, 2008
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American Express is a company with a lot of history that continues to excel in the Global financial market. From credit cards and travelers cheques to business finance management and social cause involvement, American Express handles worldwide business in a manner that is simply unmatched and unbeatable by other Global financial companies.

Currently American Express is the 15th most valuable brand in the world. Its worth is estimated at a staggering $20.87 billion. Founded in 1850 in Buffalo, New York by three men, Henry Wells, William Fargo, and John Butterfield, American Express became an official business. Soon after the announcement, the company moved to Manhattan, purchased a few small rise buildings and set up shop. Today the headquarters building is directly across from ground zero in downtown Manhattan and has been the official site of American Express since April 1986.

When considering the reach that American Express has to businesses and consumers, Globalization is an idea that comes to mind. As the global market continues to expand at its rapid rate, more offices are needed to fit the growing demand. American Express has set up global offices in many countries such as, Toronto, Canada, Brighton, England, UK offices in Sussex, the Asia-Pacific headquarters in Singapore and the Latin American & Caribbean division is located in Miami, FL. The alliance that ‘AMEX’ has as a global network stretches worldwide and is still in further development and expansion.

As you might remember back a year, AmEx was using a slogan for their advertising campaign called; “My Life. My Card.” Described as, “The theme, appearing in ads for American Express charge cards since November 2004, is being supplanted, beginning Monday, with a campaign that replaces a general, image-oriented approach with a specific, product-focused tack.” (Are You? 1) This campaign was semi-successful even though it came to an end a few months ago. In light of the new change it was time to launch a new advertising campaign. This campaign that is still running currently has been extremely successful. “The change is embodied by a rhetorical question, ''Are you a card member?'' -- Amex-speak for ''cardholder'' -- which is answered with demonstrations of what American Express believes, are the benefits of its charge cards.”(Are You? 1) The new question, Are you a card member has customers and potential customers asking themselves, are they? If not, some may question the statement or others might simply discard the whole idea all together.

When American Express asks consumers and businesses are you a card member? The people that like to or would like to identify themselves with the company feel that it is an easy process and that you have a sense of belonging and feeling like a human and not a statistic. Instead of telling consumers about your product, AmEx asks a question where one has to think and ask them the question to whether or not they are an existing card member and by doing so, being part of an ‘elite’ class of credit card holders. “The strategy is to convince consumers that there are meaningful advantages to carrying the green, gold, platinum and other colorful charge cards -- even if it means paying fees not assessed for the rival credit cards like Capital One, Discover, MasterCard and Visa.” (Are You? 1) Each credit card states a given credit limit and rewards classification status. For example, the platinum card which is gold and no has no credit limit also includes the best rewards program at American Express. The platinum card also has a $450 membership fee but the balance must be paid off in full each month. If the platinum card is not what you were looking for, AmEx has a card to best suit your needs. The green card is a preferred rewards card where the user earns points for rewards, can pay their balance off in full over time and carries an annual fee of $95. The color variation in their credit cards helps...
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