Revolutionizing Membership: Insights from Mary Ellen Jelenek on The Speed of Culture Podcast
In a captivating episode of "The Speed of Culture" podcast, Matt Britton, founder and CEO of Suzy, engages in a thought-provoking discussion with Mary Ellen Jelenek, SVP of Global Brand Marketing and Sponsorships at American Express. This episode delves into the evolution of American Express from a payments company to a lifestyle brand centered on membership, experiences, and customer engagement. Mary Ellen's 24-year journey at American Express offers invaluable insights into brand loyalty, consumer trends, and the future of experiential marketing.
The Evolution of American Express: From Payments to Membership
Mary Ellen Jelenek emphasizes that American Express views itself as being in the business of membership rather than merely payments. This shift in perspective is evident in how the company delivers unique experiences to its card members, making them feel valued and special. The essence of membership is about creating moments that resonate with customers, whether it's through exclusive access, fast lane entries, or special discounts at venues.
The launch of the American Express Venue Collection exemplifies this commitment. By offering card members enhanced experiences at nine major venues across the U.S. and the U.K., American Express ensures that being a member comes with tangible benefits. Whether attending a Brooklyn Nets game at Barclays Center or a Disney on Ice show, card members enjoy perks that enhance their overall experience.
The Power of Live Sports and Entertainment
Live sports and entertainment play a crucial role in American Express's strategy. With the majority of the top-watched programs on linear TV being live sports, partnering with the NBA and various sports teams offers a significant advantage. Mary Ellen highlights the passion and engagement that live sports bring, making it a key channel for reaching and interacting with card members.
The focus on live experiences extends beyond sports to music and theater. American Express's direct-to-artist partnerships with figures like Ed Sheeran and Olivia Rodrigo create unique, intimate experiences for card members, further solidifying the brand's position as a lifestyle enabler. These curated events offer fans unforgettable moments, strengthening their loyalty to both the artists and American Express.
Adapting to Changing Consumer Trends
Over her 24-year tenure at American Express, Mary Ellen has witnessed significant changes in consumer behavior and preferences. From the days of traveler's checks to the current era of digital payments and premium products, American Express has continually adapted to meet the evolving needs of its customers.
A notable trend is the increasing importance of experiences for millennials and Gen Z consumers. These younger demographics, which constitute 60% of new American Express customers, are drawn to the value and exclusivity offered by premium products. Interestingly, many of these younger customers are opting for high-fee products like the Platinum Card and Gold Card, attracted by the substantial travel and dining benefits.
Leveraging Data for Customer Insights
Data plays a pivotal role in American Express's strategy. The company uses extensive customer data to drive decisions and tailor its offerings to meet specific needs. This data-driven approach ensures that American Express remains relevant and responsive to its members' preferences.
Mary Ellen shares how American Express recently rebranded its entertainment offerings as "Amex Experiences" based on customer feedback. This shift reflects the active and immersive nature of the experiences provided, distinguishing them from passive entertainment like streaming services. Such insights-driven changes highlight the company's commitment to continuously enhancing the customer experience.
The Role of Technology in Enhancing Experiences
Technology is a critical enabler in delivering superior experiences. For example, American Express has integrated into event apps like Coachella's to provide card members with tailored offers and information. This seamless integration ensures that card members are aware of and can easily access the benefits available to them, enhancing their overall event experience.
Moreover, American Express has been exploring the intersection of physical and digital experiences. Initiatives like the Fortnite game integration at Wimbledon demonstrate innovative ways to engage customers both on-site and online, catering to their growing demand for gamified, interactive experiences.
Expanding the Reach Through Content
Content creation is a powerful tool for American Express to extend the reach of its events and experiences. By sharing stories and highlights from exclusive events, the company not only engages existing card members but also attracts potential customers. This strategy amplifies the brand's visibility and showcases the unique value propositions of American Express membership.
Collaborations with card member acquisition teams ensure that the content is effectively used to target and convert new customers. By leveraging data and insights, American Express can create personalized content that resonates with different audience segments, driving acquisition and retention.
Future Trends and Innovations
Looking ahead, Mary Ellen identifies several emerging trends that American Express is monitoring. The integration of augmented reality (AR) and virtual reality (VR) technologies presents new opportunities for creating immersive, scalable experiences. While in-person experiences remain irreplaceable, AR/VR can enhance engagement and offer unique ways to experience events.
Additionally, the rise of sports gambling and fantasy sports, along with evolving trends in music and gaming, are areas that American Express is exploring. These trends offer potential avenues for creating new, engaging experiences that resonate with card members.
Building a Legacy: Mary Ellen's Career Journey
Mary Ellen's career at American Express is a testament to the value of commitment and continuous growth. Her journey from the traveler's check division to a senior executive role reflects the opportunities for professional development and innovation within the company. She credits her success to a combination of diverse experiences, both in B2B and B2C roles, and the strong culture of innovation at American Express.
For aspiring marketers and business leaders, Mary Ellen's advice is clear: focus on driving results and building strong relationships. Listening, asking probing questions, and finding mutually beneficial solutions are key to forging successful partnerships and achieving long-term success.
Conclusion: The Future of Membership and Experiences
Mary Ellen Jelenek's insights on "The Speed of Culture" podcast provide a fascinating look into the future of membership and experiential marketing. As American Express continues to innovate and adapt to changing consumer trends, its focus on delivering exceptional, data-driven experiences remains at the forefront. By embracing technology, leveraging customer insights, and fostering strong relationships, American Express is well-positioned to continue leading the way in creating meaningful, memorable experiences for its members.
