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AHAA rendirá homenaje a Toyota con su premio al Comercializador del Año 2015
  • Latin America - español


News provided by

AHAA: The Voice of Hispanic Marketing

Apr 23, 2015, 09:32 ET

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FAIRFAX, Virginia, 23 de abril de 2015 /PRNewswire-HISPANIC PR WIRE/ -- AHAA: The Voice of Hispanic Marketing hoy anunció que Toyota Motor Sales, U.S.A., Inc. fue seleccionada como el ganador del premio al Comercializador del Año (Marketer of the Year) de AHAA 2015. La compañía se une a una distinguida lista corta de marcas elite que han recibido el galardón, incluyendo Walmart y McDonald's.

"Toyota tiene una larga historia de valorar al consumidor hispano, aprovechando las perspectivas correctas para desarrollar algunos de los esfuerzos de compromiso digital y social más efectivos en la categoría automotriz; en efecto, el año pasado, sus iniciativas de publicidad de la marca ganaron tres premios U.S.H. Idea, incluyendo un premio Top Five Idea", dijo Aldo Quevedo, presidente de AHAA, y director general y de servicios creativos de Richards/Lerma. "La relación auténtica y culturalmente relevante que Toyota mantiene con los hispanos, así como su ejecución apropiada de un verdadero enfoque de Mercado Total, e inversión continua, la han hecho la elección más clara para el premio Comercializador del Año de AHAA".

Toyota es uno de los automóviles más vendidos entre hispanos, representando este grupo en 2014 el 16 por ciento de las ventas de Toyota. En diciembre de 2013, lanzó el Total Toyota o modelo de marketing T2, según criterios de AHAA, un verdadero abordaje de mercado total donde las agencias del mercado general, hispanas, afro-estadounidenses, y asiático-estadounidenses de la marca colaboran estrechamente en todas las estrategias y ejecuciones de marketing. Para complementar el enfoque de agencia, el equipo interno de marketing multicultural de Toyota está integrado plenamente en todos los equipos de comercialización de productos. El modelo T2, que incorpora las mejores prácticas de otras industrias globales y abarca el espectro de publicidad y comunicaciones creativas, cumple la promesa "Let's Go Places" (Vamos a Sitios) de Toyota para servir como un modelo para la innovación, enriquecer las vidas y conectarse con clientes en maneras diferentes.

Como resultado de este enfoque T2 y bajo la dirección cuidadosa de la agencia de registro hispana Conill Advertising, Toyota lanzó la exitosa campaña dirigida a los hispanos "Más Que Un Auto" para agradecerle a los dueños latinos de un Toyota su apoyo, celebrar su relación duradera y premiarles por su lealtad. El esfuerzo continuo está centrado en un centro en Internet, www.masqueunauto.com, donde los consumidores pueden expresar su individualidad y lealtad creando un badge personalizado para su querido Toyota. Una vez que los visitantes introducen su información, los badges con apariencia de cromo de alta calidad se producen y se entregan a ningún costo. Más de 90,000 badges se han entregado hasta la fecha.

"En 2013, los latinos gastaron $38 mil millones en nuevos automóviles", señaló Jack Hollis, vicepresidente de grupo de Marketing de Toyota Motor Sales. "Toyota no está dando por sentado nuestro éxito. Estamos posicionándonos detenida e inteligentemente para crecer con un importante enfoque de marketing en hispanos. En nombre de nuestras agencias T2 que han hecho posible este éxito, estamos honrados de recibir el Premio al Comercializador del Año de AHAA".

Luis Rosero, director del Grupo de Estrategia de Negocios Hispanos (Hispanic Business Strategy Group, HBSG) de Toyota, aceptará el premio durante el Almuerzo de Delegados de la Conferencia Anual de AHAA 2015 el miércoles 29 de abril a las 12:45pm en el Eden Roc Miami Beach. El Sr. Rosero desarrolla la estrategia nacional de marketing y comunicaciones de HBSG para apoyar las marcas de Toyota, Lexus y Scion e integrar la perspectiva latina en las estrategias de marketing y ventas de Toyota. También incorpora la estrategia de HBSG en múltiples plataformas, incluyendo asuntos gubernamentales, asociaciones con importantes organismos hispanos, investigación y financiamiento.

La Conferencia Anual de AHAA 2015 incluye una nómina impresionante de directivos y notables pioneros de la industria: Brian Terkelsen, CEO de MediaVest USA; Kavita Vazirani, directora de marketing de Comcast; Rick Gomez, vicepresidente sénior de marketing, Target; Peter Hall, vicepresidente sénior de marketing, Heineken Americas; Jim McNamara, presidente de Panamax Films y Pantelion Films; Bob Pittman, presidente y CEO de iHeartMedia, Inc.; Heidi Browning, vicepresidenta sénior  de soluciones estratégicas de Pandora; Deanie Elsner, antigua directora de marketing de Kraft Foods Group; Jason Silva, presentador nominado al Emmy® de la exitosa serie de televisión de National Geographic Channel, Brain Games, y creador de la serie de cortos virales Shots of Awe; Leslie Grace, cantautora nominada al GRAMMY® latino; Ravi Rajcoomar, director de marketing de Six-Speed; Jonathan Stern, vicepresidente y responsable de desarrollo de negocios de Fusion TV; Jennifer Lukas-Bourgeois, directora de Ti22 Marketing; Joe Jarvis, redactor creativo, y Vanna Tran, gerente principal de crecimiento y estrategias multiculturales de Nielsen.

Para más información, visite http://ahaa.org y siga toda la charla de la conferencia en Twitter usando el nombre de usuario @ahaa y el hashtag #thinkahaa.

Acerca de AHAA: AHAA: The Voice of Hispanic Marketing, fundada en 1996, es la organización comercial nacional de todas las firmas de mercadeo, comunicaciones y medios con un confiable conocimiento del mercado hispano.

FUENTE AHAA: The Voice of Hispanic Marketing

Related Links

http://www.ahaa.org

SOURCE AHAA: The Voice of Hispanic Marketing

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