iPayment supports, promotes Small Business Saturday

iPayment Inc. launched a multichannel initiative Oct. 11, 2017, designed to help small and midsize businesses (SMBs) leverage Small Business Saturday. Created by American Express Co. in 2010, the one-day event has steadily grown year-over-year, increasing consumer spend in local communities across America.

The 2016 Small Business Saturday Consumer Insights Survey estimated 112 consumers participated in the one-day event. Retail analysts expect small merchants to outperform last year's numbers Nov. 25th, when the event will take place in all 50 states and Washington, D.C., iPayment representatives stated.

Jenn Reichenbacher, Vice President, Marketing at Westlake Village, Calif.-based iPayment, said the Small Business Saturday movement has made a meaningful difference for numerous U.S. SMBs by helping them remain competitive and driving incremental sales throughout the holiday season. "Our small business customers are always looking for new promotional opportunities and tools to help them compete against both big-box and online retailers, and American Express does a phenomenal job of giving these businesses the tools they need, while making it easy," she stated.

Tools, resources, support

Reichenbacher also noted that AmEx has been an outstanding partner, and iPayment is reciprocating by providing a series of promotional tools and marketing materials for reseller partners to share with their SMB customers. The company's Small Business Saturday marketing materials include free point-of-purchase materials, advertising and support to augment a range of marketing materials offered by American Express, she stated.

Following are additional resources AmEx provides to SMB owners to help them promote their businesses:

• Marketing data and business analytics: AmEx uses proprietary customer data to put small merchants in front of card members. Merchants can create personalized ads at no cost, using AmEx marketing copy in social posts and online advertising to target cardholders in their local communities.
• Free signage and supplies: AmEx provides an array of free signage, check presenters and window decals in contemporary and traditional motifs designed to blend with merchants' environments. A catalog of complementary business supplies is available on the AmEx website, www.americanexpress.com/us/small-business/shop-small/promote .

• Recommendations: AmEx provides local recommendations to its cardholders based on their spending behaviors, directing them to nearby merchants.

• Member favorites: American Express Member Favorites is a nationwide program that recognizes merchants who are popular with cardholders. Selected merchants receive special signage and marketing tools. Businesses that have accepted AmEx cards for at least two years are eligible for Member Favorite status, determined on an annual basis.

Putting SMBs on the map

The Small Businesses Administration estimates that small businesses created 63 percent of new, private-sector jobs in 2014. AmEx created the Shop Small Map, an interactive resource designed to highlight the growing small merchant segment and show customers where to find participating brick-and-mortar businesses that accept AmEx cards. The company reported 2.4 million visitors searched the map 8 million times in 2015.

As the eighth annual Shop Small Saturday approaches, AmEx is urging customers to make every day a Shop Small day to support the vibrant small business community, local neighborhoods and the national economy. Additional information is available at shopsmall.com , instagram.com/shopsmall, facebook.com/SmallBusinessSaturday and twitter.com/shopsmall.

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