Poor Marketing Amex!

I know that times are hard and we've got to be ever more creative to stay in business and more to the point, continue to make money. But, there's the right way to increase your marketing and the wrong way.

I don't usually point fingers but this one really got to me: American Express.

I've got an Amex card which I diligently pay off each month and so for me, it works very well. I can earn cash back at the end of each year for the money I spend, so I think I've got a good deal. Then a couple of weeks ago I got a survey from American Express, asking what I was interested in, what I used the card for etc. Now, being a marketer I thought well, why not, I know how valuable customer feedback is. So I filled it in and posted it back.

Then I got a promotion through the post from them, offering me the chance to be awarded two lots of £15.00 John Lewis vouchers over two months.... provided I spent a certain amount of money on the card, both of those months. This would have "delighted" me if it had been what I normally spent, or lower, but no. They wanted me to spend around £3-£400 MORE than I would normally spend in any month. If I didn't, I wasn't entitled to to the vouchers.

How to get it so wrong!! I had told them that I liked to shop in John Lewis so that was relevant. But considering the uncertain economy at the moment, did they really think I'd willingly "up" my credit card spending to win a measly £30 of vouchers? No way. So now I'm annoyed with them and what a lost oportunity for them to win me over and stay loyal!!

Hrrmph.

Anyobody know of a good cashback credit card that will take me seriously? Have you got a worse story? Let us know if you have and we'll tell everyone!

Karen McNulty
www.MarketingPlanWiz.co.uk