http://www.youtube.com/watch?v=pSkA91_nURo&feature=player_embedded#t=20

During times like these it seems like the world will never be the same (Directly recognizing the recession)

Directed towards small businesses in a recession

A lot of bus. Are having a difficult time right now

There is a light beginning to shine again ◦ According to “How to market in a downturn” by

Quelch and Jocz purchases depend on consumers feeling confident about the future.

Starts out kind of negative – positive Shows the recession improving

Entrepreneurs are the most power force in the economy. They Drive Change!

As we look to the future they’ll be there ahead of us, lights on, showing us the way forward. This is just the beginning of the reinvention of business.◦ (purchases also depend on trusting in the business and

the economy) We want to help! (reassurance)

A community to help grow your business Community is a great word to use in a time of turmoil Bringing people together in hard times (trust issue)

HOW TO MARKET IN A DOWNTURN Reassuring messages that reinforce an

emotional connection with the brand and demonstrates empathy are vital.◦ American Express does this by conveying a sense that - we are

going to get through this together

Empathetic messages must be backed up by actions◦ “Card issuers should alert people when they are close to going

over their limits” – American Express actually does this!

Companies should engage customers in brand activities that convey caring.◦ American Express invited card members to vote on which

charity the company would support

Other articles In Understanding the Post Recession Consumer, the author

stresses the need for simplicity in advertisements. For small bus. I believe this commercial was simple and to the point.

Holding a Mirror up to Marketing addresses that marketing/ads should include:

As many people as possible; consumers and citizens actively engage in the process (which is Am. Express’s whole message)

A desired outcome is improved well-being for the individuals and society

Marketing your way through a Recession list factors that companies should consider when making their marketing plans for 2009 – 2010

Research the customer (they definitely knew their target market – small bus. owners)

Focus on family values (the point of the people in the commercial)

“Although it’s wise to contain costs, failing to support brands or examine core customers changing needs can jeopardize performance. Companies must understand customers shifting needs and then adjust their communications.” (How to market in a downturn)

A study by PIMS Associates, the consulting arm of the strategic planning institute found: firms that increase their marketing during a recession grow significantly faster than firms that maintain or decrease their marketing. They also increased their ROI and gained market share three times faster in the times following the recession.

I believe American Express is addressing these issues correctly by marketing in this recession.