How we helped American Express empower small businesses to learn from each other.
Challenge
With SMEs having the choice of many financial payment partners, American Express needed to demonstrate they support and value small businesses more than any other.
A human solution for a human problem
Through research, we found that a key challenge for many SMEs is the fact that many lack access to the guidance, advice and experience needed to unlock the full potential of their business – so we sought to tackle this in a very human way.
The AMEX Idea Exchange
We created an annual series of in-person seminars and workshops as well as an online content hub that sparked an honest exchange of meaningful ideas, advice and inspiration amongst Australian small business owners.
Seminars
Workshop
Unlocking a community
This series of hugely popular events, held around Australia, gave small business owners the chance to network with hundreds of other business customers and absorb knowledge from some of Australia’s top business minds and thought leaders.
Powerful backing
We also held a series of intimate, full-day workshops that gave business owners direct access to industry-leading experts for round table discussions focused on idea sharing and problem solving. A partnership with Rare Birds also allowed us to give 20 Australian businesses the opportunity to thrive through one-on-one mentoring from industry-leading entrepreneurs and business executives.
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Propelling businesses forward
The entire platform was seamlessly connected through a content experience that delivered strategic insights and advice to small business owners through targeted social comms. A content hub also gave business owners access to a host of panel talks, thought leadership pieces and podcasts.
Demonstrating true value
In its first year, Idea Exchange saw 1,400 seminar sign-ups, with 71% of attendees giving the program an “exceptional value” rating. The online content also drew over 11,000 page views, with each visitor spending an average of over 7 minutes on the site.
1,400
Seminar sign-ups
71%
“exceptional value” rating by attendees
11,440
total page views
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