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| Topic: |
Business
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| Number of pages / Number of words: |
2 / 534 |
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The program was developed on a limited budget, which considerably affected its marketing efforts. To reach the small business community directly, American Express followed a "viral marketing" strategy designed to create a grassroots buzz about the program and circulate positive word of mouth among target customers...
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Some of the partners got involved early in the process and helped the team think through important issues. For example, the Association for Enterprise Opportunity (AEO) helped them learn the reality of how stable micro-enterprise lenders allocate funds. AEO offered to use its organizational expertise to take charge of the search to find these organizations...
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