The month of November will see a large-scale national campaign by American Express, educating and enticing consumers to ‘Shop Small’ and support their local businesses.
The promotion will see extensive advertising coverage, citing the Economy of Shopping Small Report to raise consumer awareness around local and community-oriented businesses. The report found that the majority of consumers (54 per cent) believe small businesses provide positive emotional value, and give the community identity and add to its charm (62 per cent).
American Express is incentivising consumers by providing $10 credit when $20 or more is spent at merchants – up until 30 November. More information at www.shopsmallaustralia.com
Shop Small is being supported by the Minister for Small Business and Assistant Treasurer, the Hon. Kelly O’Dwyer MP, and by the National office of the Australian Hotels Association.
Celebrating the launch this week, American Express commissioned an artwork by the acclaimed artist, Jenny McCracken, depicting 40 small business owners from around the country in Faces of Shop Small. It will be displayed in the Minister’s office, in Parliament House, Canberra. (continues below)
One of those depicted is the Tinamba Hotel’s Damien Gannon, who has owned the regional pub around 200 km east of Melbourne since 2009, and taken significant steps to position it as an upmarket destination and restaurant.
“Small businesses provide unique personalised experience to their customers and this deserves recognition and support,” says Gannon.
Shop Small is also running a competition to have consumers vote for their favourite small business, helping them get a “Big Up” with a $15,000 advertising package. A finalist in NSW is Sydney’s Archie Rose distillery, and founder Will Edwards told PubTIC the recognition means a lot.
“We’re very excited to be a NSW state finalist and hopefully we can take out the win! It’s great to see big companies like American Express and Optus appreciating what small business add to the community and business landscape.”
AHA National CEO Stephen Ferguson told PubTIC the Association thinks the promotion is a “fantastic initiative”.
“Small business underpins local communities by providing local products served by local people.
“The local pub is a great example of a business that focuses on what local people want and generates social and economic benefit along the way. Of all the small businesses in a local community it is most often the local pub that is open the most days and for the longest hours.
“Amex’ Shop Small encourages people to shop with local businesses, which in turn builds the prosperity of the local community.”
The research by Amex found strong correlation between consumers and the emotional value of business; from knowing a customer’s name to remembering their preferred drink. It found more than 90 per cent of small business owners know the names of all their regular customers, and 80 per cent take an interest in their personal lives.
It also found almost half of all Australians would continue to support locally-run businesses even in the face of a 10 per cent price increase.
The insights and coverage of the campaign represent an opportunity for community businesses such as pubs to hone in on the public sentiment to their strengths: owner operations and personalised service.