Amex is turning the spotlight on small business and they’re using social media to do it. At nearly 30 million strong, small businesses are the heart of the U.S. economy and will play a vital role in driving our economic recovery. Therefore, it should come as no surprise that American Express, in partnership with NBC, is making a move to position itself as the card of choice for new and existing small businesses ready to spend. With it’s new campaign, Shine A Light, Amex is inviting the public to nominate a small business that “inspires them.” Written nominations will be voted on by the general public and the winning small business will receive a $100,000 in grant and marketing support from American Express. In addition, the individuals who nominated the three small business finalists will each receive a $3,000 American Express Gift Card.

So what’s so great about American Express’ Shine A Light program? First and foremost it is a very positive and inspirational program. At a time when unemployment is reaching 10%, the American Express program and its ads featuring restaurateur Tom Colicchio reminds us all that the American Dream is still very much alive – that is if we work hard and want it bad enough. For the many millions of the unemployed struggling to find their way or contemplating their next move as an entrepreneur this is an important message and option.

Next, I think perhaps most importantly, it shines a light on the importance of building a solid foundation and business strategy like so many small businesses in our own neighborhoods do so well. While the American Express program leverages new marketing tactics like social media to help spread the word and increase nominations, the success of many of these business are built on the marketing basics we should never forget. Basics like offering great products at a great price with exceptional service – something Joe’s deli or your local coffee shop may have perfected. In fact many of these operations have achieved a level of CRM that would make some of the world’s largest brands turn green with envy – they not only know their customers first name, but they know their favorite products and what makes them tick. Take my local butcher, Town Meats. What we love so much about Rich, Andy or Nick at Town Meats is that they sometimes know us better then we know ourselves – our favorites, the cuts we prefer, how much we order and even the kinds of things we would probably like if we gave it a try (that’s up-selling at its best). And if that’s not enough... heck they will even deliver - customer service is not dead. The point here is that small business is not only the key to our economic recovery, but most successful small businesses also hold the key to marketing success. In fact, they remind us that before we jump on the latest hottest trends -- be it social media or whatever is next -- it critical to get the basics right: clean your database, understand your customers, build great products and service the hell out of them. Once you do that, you’ll be ready to leverage the power of social media to shine a light. For more information or to nominate a small business (like Town Meats) near you, visit the Shine A Light website.

‘Til Next Time.