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Step One Buy influence in women’s groups through significant financial sponsor payments.


Misdirection: American Express


American Express has invested heavily in the women’s business marketplace seeking to appear as a partner to women in business – all the while controlling a significant, much needed, access to credit, and seeking to channel women’s purchases through their credit cards and into purchases with their own partners.


Most recently, American Express launched a program it claims is to support the growth of women-owned businesses in government contracting (Give Me 5). This program follows the tried and true systematic approach of appealing to women through special programs and corporate sponsorships while targeting women for product sales and securing detailed information about women’s businesses through event, training and online registration requirements.


The target marketing process is as follows:


First American Express gives sponsorship money to “women’s groups” (non-profits). Then, American Express markets to women through the non-profit organization, directing interested women back to web-sites owned by American Express (www.giveme5.com and govtcontracts.open.com)32,33


where women


taking part must answer detailed questions about their businesses34 Express privacy statement35


, agree to the American (which allows


American Express to use everything they learn about the user for marketing and sales purposes), and have or secure an American Express credit card to take full advantage of the information available to small business owners.36


Through this process, American Express takes advantage of their investment in women’s groups to gain good will -- and register women at web- communities owned by American Express.


Women’s Group Target-Marketing Process Step Two


Step Three


Begin target-marketing using surveys, contests and issuing reports through the women’s groups.


Include the use of the corporate sponsor’s name and websites prominently displayed and closely linked with support of women.


The Women-Led EconomyTM Changes Everything


Capture information on women through surveys, contests, registrations, and meetings that flow to the corporate sponsor to continue target marketing activities -- leveraging the name and good will of the women’s group.


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