MERCADEO Versión en español
Patricia Salas of Toyota at Hispanicize 2014: Its the culture, not the language
1 de abril de 2014
Anabel Ordóñez de Conill y Patricia Pineda de Toyota
Among the presentations on the agenda at the first day of Hispanicize 2014 was the Toyota for Latinos: A New Strategy panel. The session was moderated by Patricia Salas Pineda, VP of strategy for the Hispanic market, together with Anabel Ordoñez, account director at Conill, the automotive brands agency of record.Toyota currently represents the top-selling automotive brand among Hispanics, the reason why this population segment is so highly important to the Japanese car corporation. The Hispanic consumer is very important for us, and we know that its a rapidly growing population, Salas Pineda told Produ.Among the results turned up by a Toyota study of the Hispanic market was the conclusion that to engage Latinos in the United States, its not a question of language but of the culture that permeates the message. Depending on where the Latinos come from, theyll want us to talk they way they do in their home country its all about the culture, not the language, Salas Pineda said.Taking advantage of that insight, the brand together with Conill developed the wildly successful Somos Muchos Latinos campaign, in which more than 500,000 slogan stickers, each one of which bore the name of a specific Latin American country, were distributed among Toyota users to engage the rest of the market. We created that campaign to use people who already have Toyotas to transmit the message targeting the rest of the Latino community so they will believe in our product, Ordóñez said.
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