American Express has been advertising their PlumCard website recently featuring Jim Davis and his company MusicDirect. Here is the ad:

Music Direct is a website that sells CDs, vinyl, music hardware, cables, analog gear, and hi-fidelity music equipment. AmEx has been trying to appeal to small business owners, especially those with big aspirations. The previous PlumCard commercial featured new trendy frozen yogurt company pinkberry.

The Plum Card marketing campaign is flawless, they even have an expensive adwords account for several terms as shown here in a full blown report from netbanker regarding the “Scarcity Marketing” technique used by AmEx to attract consumers. I personally think it is a brilliant move by AmEx to appeal to the growing small business and start up crowd by opening a niche market. This is credit cards we are talking about here, the entire idea behind them is to feel rich or exclusive. It is a status thing, so people in business are going to be attracted to that.