Posted by Paull Young | Posted in Business, Current Affairs, Internet, Marketing | Posted on 09-08-2012
I had a striking experience this week seeing old and new marketing clash head on in a battle between two of the world’s largest companies: Visa and American Express.
I’m at Heathrow Airport waiting for my flight back to the States after watching my mate Ben St Lawrence run for Australia in the 10,000 meters final at the Olympics. With some time to kill before my flight, I decide to buy a Tshirt from the Olympic store to mark the occasion. I line up for 15 minutes, get to the counter… and can’t pay. The Olympics only accept Visa.
I only have a few coins left in my wallet, so have to trudge around the airport, pull out 20 quid from an ATM (with a foreign penalty) and go back to the Olympic store to buy my shirt. I curse Visa under my breath the entire flight home.
Every Monday a few of my mates get together for a steak night. I check in on Foursquare, as is my habit. Immediately I’m notified that American Express has a $5 off deal in the restaurant, because I’ve signed up for Amex Sync.
I tell all my friends about the deal, they check in and get a discount too. We all pull out our American Express cards instead of cash to pay the bill. American Express save us $20, and we have a positive conversation about their brand as we walk home.
I tweet about the #steakscore, and when I wake up I see a tweet @ me from Amex:
— American Express (@AmericanExpress) August 7, 2012
American Express bought me a steak and made me smile. Visa made me walk around an airport and frown.
If you want people to like you, give them something. If you want people to hate you, take something away from them.