Celebrate Your Clients’ Anniversaries

Sophisticated marketing with a history twist: To celebrate the 50th anniversary of a Card Member's relationship with American Express, the company sent a surprise gift from Tiffany.

An unexpected package from American Express arrived, containing an even more unexpected box in that unmistakable shade of blue. A gift from Tiffany! Why? The card inside, addressed to one of the founders of CorporateHistory.net, revealed the reason: “Thank you for making American Express a part of your life for the last half-century …. please accept this special gift as a token of our appreciation for your business. To pay tribute to all Card Members who have been with us for five or more decades, we contributed $500,000 to Feeding America in support of its work helping those facing hunger during the pandemic.”

Inside were two Champagne flutes. We don’t drink Champagne, but still we toast this gesture. Classy. Memorable. Puts a positive glow around the brand, especially the charity donation. And how smart for a company to celebrate the anniversaries of longstanding customers, an idea that is infinitely applicable. If I got an anniversary email from one of the catalog companies where I’ve been a customer for umpteen years (I’m thinking of you, Lands’ End or L.L. Bean) offering me a small gift or a significant discount, I’d probably bite.

A brief note about Amex’s own history–just a line or two–would have made the package complete.