Amex wants small business to win. During the Academy Awards, American Express OPEN unveiled a new ad encouraging consumers to "shop small" at their local small businesses. According to the January 2011 American Express OPEN Retail Economic Pulse, 51 percent of business owners believe that there is a growing "buy local" sentiment in the U.S. These retailers also believe that "buy local" campaigns can help small businesses compete in challenging economic times (55 percent).
Raising awareness for small business did not stop at the Oscars. If you’ve picked up The New York Times Business section over the last four Thursday’s, you may have noticed another ad campaign celebrating small business growth and success. Titled "What’s Booming this week," the half-page print insertions highlighted 300+ tweets from real businesses describing how they are revitalizing the economy by being resourceful, making a difference in their communities and implementing innovative business practices that other business owners can learn from.
Over the course of five weeks, more than 1,000 tweets were submitted using the hashtag #Booming. A live reel showing the tweets in real-time were also streaming across online outlets including The New York Times, Huffington Post, AOL, CNN and Fast Company.