• by Tanya Gazdik , September 10, 2009

Visa is launching "Go Biz," a new campaign targeting small business owners.

The digitally centered campaign focuses on how Visa Business helps small business owners manage their finances better than using checks. The campaign includes five businesspeople telling their story via video at www.visa.com/gobiz. Other media include digital advertising banners, national network radio and trade print advertising. Banners will continue through the end of 2009. The campaign is expected to continue into 2010, says a spokesperson for Visa.

Visa last spoke specifically to small business owners in its 2008 "Business takes Visa" campaign. The new campaign, with the tagline "More small businesses go forward with Visa," was created to activate the new global brand platform that Visa launched in March 2009 with "Go" and to align with Visa's first global advertising campaign, launched earlier this year.

Visa hopes to demonstrate how Visa helps real small businesses succeed, says Alex Craddock, head of commercial marketing, Visa Inc.

"Small businesses are the backbone of economies around the world, and accordingly, are important customers for Visa and our financial institution clients," Craddock tells Marketing Daily. "Visa believes that through the use of Visa Business payment cards instead of checks and cash, small businesses can enjoy better financial control in terms of cash flow management, spend control and tracking that will ultimately help them drive their business forward more efficiently and successfully."

Based on recent research that shows small business owners turn to each other for advice and support, especially in trying economic times, "Go Biz" features five actual small business owners spanning broad industries, including: Kim Ima, Treats Truck, New York; Laura Bartels, Greenweaver, Carbondale, Colo.; James Bazell, Mert's Heart and Soul, Charlotte, N.C., and Carolyn Coquillete, Luscious Garage, San Francisco.

Directed by Emmy Award -winner Chris Wilcha (Showtime's "This American Life"), each story coincides with one of five core benefits Visa offers small businesses: managing cash flow, tracking spend, controlling spend, increasing acceptance and networking.

At the Web site, visitors are asked "What does your business need to go forward?" The site includes a portal to Go Connect, where users can join the Visa Business Network to connect with other small business owners. The social network currently has more than 80,000 members. Other portals include Go Find A Card and Go Save Money, which offers card holders deals on supplies and services from participating merchants.

Digital banners will appear on sites including Amazon, Entrepreneur, MSN, Yahoo and AOL.com. Trade magazines featuring the ads include Automotive Body Repair News, Used Car Dealer, Builder, Remodeling, Electrical Contractor, Motor Age, Convenience Store News for the Single Store Owner, Dental Economics, Contractor Magazine, Restaurants & Institutions, Family Practice News, NACS and Physicians Practice. The campaign's videos can also be viewed on Visa's YouTube channel.

The effort follows on the heels of the launch of Visa's first global advertising campaign, themed "More People Go with Visa." American Express joined with NBC Universal recently to launch a similarly targeted campaign which includes a contest soliciting nominations of inspirational small business stories.