Chief Marketer
we've got a lot to talk about
July 17, 2022

According to American Express’s just-published 2022 Shop Small Summer survey, 76 percent of small business owners say that rising costs from inflation is a great concern for them this summer. But the majority are also optimistic about their businesses’ performance, and most—87 percent—say that local community support will be integral to the success of their company.

These insights, among others, informed the brand’s new digital-out-of-home- “Shop Small” ad campaign featuring geo-specific QR codes—a first for Amex—that connect consumers in seven cities to small businesses nearby offering summer- and entertainment-themed goods and services, from restaurants to sunglasses to nail salons.

“With this campaign, and with all of our Shop Small efforts, it’s about demonstrating strong backing for small businesses and trying to drive more traffic into their stores, because we know that is an incredibly critical need for small business owners,” says Marianne Rausch, Vice President, Small Business Saturday & Shop Small, Global Advertising & Brand Management at American Express. We spoke with Rausch about the DOOH campaign’s interactivity, the brand’s overall Shop Small business strategy, and more.

Meanwhile, when it comes to building metaverse experiences, marketers are advised to lead with a business objective first, a clearly-delineated purpose and an eye toward building customer loyalty and nurturing connection among attendees. But what about the revenue piece? We look at five ways ecommerce activations can drive revenue in the metaverse, from pre-sale events for loyal customers to a digital storefront featuring NFTs to embracing the sale of virtual real estate.

Lastly, Victoria Gagliardi, Cadillac’s Brand Partnerships and Experiences Lead, discusses the concept, messaging and strategic goals behind The ELECRIQ Theater experience, the company’s new immersive LED installation supporting the LYRIQ, its first fully all-electric vehicle.

Until next week,

Kaylee Hultgren
Group Content Manager
Chief Marketer

If you would like to sponsor this e-newsletter please contact Dara Brooks at dbrooks@accessintel.com or call (203) 899-8494.

Looking for a partner, technology provider or supplier? The search is over. Check out the marketer's #1 choice in partner resources, the Marketing Resource Directory, and find your next solution provider today.
This newsletter is brought to you by:

 
Infillion CMO Discusses Cannes Activation, Brand Marketing in Tech and Third-Party Cookies

We spoke with Infillion CMO Laurel Rossi about the strategic marketing goals of the company's Cannes presence, the challenges of marketing a tech brand and how it’s navigating the demise of third-party cookies.
Read More

 
Pride Month 2022 Activation Roundup: Taco Bell, Jägermeister, Yahoo and More

A roundup of Pride-themed activations from Jägermeister’s Safe Spaces certification program to Taco Bell’s Drag Brunch series to Yahoo’s human glitter “car wash."
Read More

 
How Levi's Integrates AI Processes Into Its Marketing and Data Strategies

Levi’s AI chief Katia Walsh discusses applying AI to marketing processes, transforming the 170-year-old company into a digitally-advanced brand, combatting bias in algorithms, and more.
Read More

 
Using Product Data to Enhance Omnichannel Growth for CPG Brands

How a unified product platform can help streamline and enhance omnichannel growth.
Read More

 
Marketers on Fire: Patricia Corsi, Global Chief Marketing & Digital Officer, Bayer Consumer Health

An excerpt of our conversation with Corsi ahead of the 2022 Cannes Lions International Festival of Creativity.
Read More

Facebook   Twitter   LinkedIn

read more about
Marketing Data: Determining What Matters Most
The Secret to Driving Revenue in 2022 and Beyond
Critical Data Enabling Brand Outcomes and Media Value
Never Mind the Next Normal: Bring On the New Now
Succeeding in a Privacy-First World
Global Versus Local Marketing and PR for Luxury Brands