MARKETING PROfile: Javier Moreno, manager of external affairs and communications for Toyota Motor North America Inc.
Javier Moreno manager of external affairs and communications for Toyota Motor North America, has a solid reputation of engagement with the Hispanic community, including attending events featuring Latino influencers and incorporating Hispanic bloggers and communicators in Toyota’s activations.
Toyota has long been recognized as the top-selling auto brand among U.S. Hispanic customers, but it didn’t happen overnight. From testing its first cars in the mountainous terrain of Puerto Rico, to the Corolla holding its place as the number one national selling vehicle in the Hispanic market, the Toyota brand’s successful trajectory has been a long one, and it looks as though it will continue that way, thanks to its young, energetic driver at the wheel– Javier Moreno, manager of external affairs and communications for Toyota Motor NorthAmerica (TMNA), Inc. in Plano, Texas.
Previously, Moreno served as manager of corporate communications at Toyota’s North American holding company based in New York City. His responsibilities included media and investor relations, social media, marketing communications and multicultural outreach.
Now, Moreno’s role has shifted to being a national spokesperson for the company, to establish Toyota’s public presence in the Dallas-Fort Worth Metroplex through the management of media relations, government affairs and community relations.
Javier Moreno talked to Hispanic PR Blog recently, addressing topics raging from Toyota’s marketing strategy with Latinos, the brand’s (and his) involvement with national Hispanic events and conferences, and the challenges of persuading the Latino community to embrace a more green lifestyle through the use of hybrid cars.
Being involved with Hispanic initiatives/marketing isn’t new to Toyota. But it is new to a lot of other brands. What made Toyota realize this was an important demographic from the get-go?
Toyota has advertised to U.S. Latinos for more than 30 years, while many brands are just now realizing the importance of the Hispanic market and are trying to catch up. Our strategy has been both comprehensive and integrated and incorporates elements of marketing, public relations, community relations and stakeholder and influencer engagement. Toyota campaigns such as Somos Muchos Latinos celebrate the diversity within the Hispanic community, yet acknowledge that we are one family.
Toyota is involved with several Hispanic events/conferences throughout the year. Why do you feel it’s important to be involved with these events and what has the brand gained from their partnerships?
We strive to remain close to the market in order to understand each unique culture and be able to speak about the opportunities that Toyota vehicles provide in the most relevant and respectful way. Serving as a title sponsor for premier Hispanic events and conferences allows us to not only engage with the Latino community, but also thank them for their business. These connectionsare the basis of our multicultural-marketing approach and it’s why we’ve seen success in this important market.
I’ve noticed that Toyota is using social media to reach Hispanics. A lot of brands are hesitant to involve social media in their yearly campaigns, especially Latinos in social media, yet Toyota has fully embraced it. Can you tell us more about the #VayamosJuntos campaign? Who organized this campaign? Is it the Toyota internal communications team? Or do you work with an agency or a blogging network?
Hispanics are the most active group on social media in the U.S. —80 percent of Latinos are digitally engaged, according to Pew Hispanic Research. So Toyota knows they’re a target online audience. #VayamosJuntos is actually an extension of Toyota’s “Let’s Go Places” slogan. And while it’s not the literal translation, we wanted the Spanish-language slogan to truly reflect the meaning behind “Let’s Go Places.” In researching the new slogan, we found that “vamos” is the more commonly used word, but may insinuate a mandate. Meanwhile, “vayamos” is more of an invitation.
#VayamosJuntos is another example of how Toyota strives to engage Latinos in a more relevant,authentic way. We know it’s about more than simply translating from English to Spanish. Toyota Latino is managed by our internal team with support from Conill Advertising. Conill has been an excellent agency to work with over the past three decades.
Does Toyota approach their marketing towards Latinos differently than toward non-
Latinos? In other words, how does your approach differ? What data or culture quirks and customs do you notice when it comes to car buying from Latinos vs. other demographics?
The Total Toyota (T2) approach is a “total market” strategy. As the corporate communications team, we’re actively establishing deeper relationships with influential Latino communities in the U.S. through our Hispanic Business Strategy Group. Our strategy is both comprehensive and integrated.
When it comes to trends, we’ve seen that Latinos are more likely to own mainstream subcompact and compact cars, such as the Toyota Corolla, followed by mainstream mid-sized cars and then full-sized and heavy-duty pickup trucks. Hispanics are also more likely to choose a Japanese- branded vehicle over other brands. They’re also going to rely more on friends and family for information on a certain vehicle, rather than what they read in print or see on television.
How do Latinos feel about hybrid cars? Do you think it’s harder to convince Hispanics to go green than other demographics? Why or why not?
It’s a work in progress. As the creator of the Prius, Toyota knows hybrid technology and has shown that it’s a proven technology, saving American’s about $5 billion in fuel costs over the past 14 years. We have the opportunity to continue to work with the Latino community and share the benefits of hybrid technology and are doing just that.
The Prius family currently accounts for about 41 percent of all alternative fuel vehicle sales among Hispanics. And while Latinos have been slower to adopt hybrid technology, sales increased from roughly 12,701 total units sold in 2009, to more than 40,000 units 2013.
What has Toyota done to market the hybrid car and convince Hispanics to embrace a green lifestyle?
Strategies such as our social media partnership with Latino influencers such as Jon Secada aim to promote a greener lifestyle to U.S. Hispanics. Secada is a well-known and trusted public figure for Latinos and his endorsement of the Toyota Prius strengthens our message of increasing sustainability awareness within the market.
What can Hispanic consumers expect from Toyota in 2015? Will Toyota be at more events? Increase or decrease their social media presence? Launch a new advertising campaign? Etc.
Consistency is key in order to continue with our success. While we can’t share everything, we do know we’ll remain aggressive in this market and continue to promote our core products, such as the Tundra and Corolla. We’d also like to continue improving hybrid technology acceptance among Latinos. Following the 10 year milestone as no. 1 among U.S. Hispanics, we have some great things in store in order to thank our Latino consumers for their business and continuous support.
Hispanic Televison Summit lineup includes total market approach, millennials
Major League Soccer, mun2, Telemundo and NBC Sports are among the companies and organizations that will be represented at this year’s Hispanic Television Summit.
Key topics at the 12th Annual Hispanic Television Summit, on Thursday, October 2nd at the Marriott Marquis in New York City and presented by Broadcasting & Cable and Multichannel News magazines, will reflect increased interest in the Hispanic TV business by general market executives. Topics include the importance of sports, “total market” approach to media, Hispanic millennials, social consciousness, promotion, multi-screen distribution and the art of storytelling.
Five panels are complemented by keynote interviews and special presentations about the state of Hispanic advertising; sports rights; future distribution of FIFA World Cup and the Olympics; the importance of Mexican soccer; and the role of socially conscious storytelling for millennial Hispanics. Additionally, there will be an awards ceremony in recognition of DISH and Major League Soccer (MLS) for their leadership in Hispanic television. Alfredo Rodriguez, VP Marketing for the DishLATINO brand, will accept for DISH, and Commissioner Don Garber will accept on behalf of Major League Soccer (MLS).
“The general market has taken note of the Hispanic TV business, which is why we have more speakers and first-time registrants from the general market this year,” said Louis Hillelson, Vice President/Group Publisher of Broadcasting & Cable and Multichannel News. “The agenda is suited to provide valuable insights for newcomers, as well as those seasoned in the Hispanic TV business.”
The Hispanic Television Summit is the signature annual conference for those in the business of television and video intended for Hispanic audiences. The Summit attracts about 500 executives representing advertising, brands, programmers, production, pay television, broadcasters, digital, technology suppliers, researchers, marketing firms and financial investors.
To read more, click here.
Philadelphia non-profit Esperanza launches #YoSoyLaCara social media campaign
With “selfie” being a such a wildly popular buzzword these days, the #YoSoyLaCara social media campaign makes use of the selfie craze to raise awareness of Hispanic Heritage Month. (6abc WPVI-TV Philadelphia)
The Latino community in Philadelphia represents a colorful tapestry of culture and pride from around the world. This Hispanic Heritage Month a community organization is working to build community pride by promoting a very popular trend – the selfie.
“#YoSoyLaCara”, translated to English mean, “I am the face”. It’s a new campaign encouraging residents to promote Philadelphia Hispanic community pride by posting selfies via social media, including Twitter, Facebook and Instagram with that hashtag.
Danny Cortes, Executive Vice President of Esperanza, explains, “We believe in the power and the value of Latinos and the contributions they make to the city of Philadelphia, but specifically in our own community.”
Banners are mounted on fences throughout the area of the Hunting Park and 5th streets corridor region of north Philadelphia where influential members of the community are displayed.
Cortes tells us, “These are the faces of the people who get up every day, who work hard, who create business, who clean the streets, who send their children to our schools and who dream along with us about a better America and a better place.”
Hunting Park residents and retired small business owners, such as the Hunters who have lived in this neighborhood for almost 50 years, are convinced that this initiative encourages cooperation and unity, which they say are key to improve the place they call home.
Catalina and George Hunter say, “Teamwork, working together instead of being an individualist. Use the team work system, it works… you can’t wrong with team work.”
Monica Parrilla, President of the Hunting Park Business Association, agrees.
Parrilla says, “We are all one big family, you know. We live here, we work here, we consume here, and now we have something that we can all do together.”
In this neighborhood, a selfie may have a whole new meaning.
Perfecta Oxholm, Executive Director of Esperanza Housing and Economic Development Division, tells us, “Take advantage of this opportunity to improve the community by engaging the community. We are using social media to engage the community while improving the community.”
For more information, click here.
Target, Macy’s, and Sherwin-Williams join Hispanic Heritage festivities
Business Wire / Macy’s
With the kickoff of Hispanic Heritage Month, retailers are eager to join the fiesta.And they’re hoping to woo Hispanic shoppers, who are typically younger and more open to shopping through both social media and mobile devices.
As the Hispanic population grows in the U.S., the stakes get higher for stores every year, with retailers struggling to keep up with key demographic changes. Nielsen reports that 38% of Hispanics between the ages of 18 and 29 are bilingual — a jump of 73% in the past decade. (Nielsen calls this group the Bi-Llennials.)
And Latino Millennials now account for nearly 20% of Gen Y.
Macy’s, for example, is zeroing in on these young women with its programs this year, bringing together three notable Latinas — Jasmine Villegas (actress, singer and Twitter powerhouse), fashion blogger Julie Sariñana and Kika Rocha, former People en Español fashion director — for a talk tour at seven of its stores. The trio will dish on culture and fashion influences, and Villegas will also sing.
Some retailers are creating campaigns designed to promote causes that resonate with young Hispanics. Sherwin-Williams, for example — the Cleveland, Ohio-based paint retailer — is partnering with artists Edwin Gil and Alexander Mijares, who are using Sherwin-Williams colors to create community art projects. Gil, who is a Colombian native, will use the paint in his international anti-bullying project, called Faces of Diversity. And Mijares, a Miami native, is set to help headline the opening of LAB ART Texas.
The company says it’s part of an effort to connect the cultural color elements of Hispanic heritage, including a hashtag campaign, #EstoPintaBien, to help people connect with the company and show off the colors that make their homes and communities come alive.
The Minneapolis-based Target is sponsoring the Hispanic Heritage Awards, hosted by actors Edward James Olmos and Award-Winning Actress Judy Reyes.
To read the original post on MediaPost, click here.
Hispanic Market Advisors shares 5 tips for brands to join Hispanic Heritage Month festivities
Marketwired, SYS-CON Media Web site (www.sys-con.com)
With the objective of helping brands to deepen their connection with Hispanic-Americans, Spanish SEO provider Hispanic Market Advisors® shares some tips for brands and organizations (private and public) to join the Hispanic Heritage Month Celebration with activities that may build and deepen multicultural connections.
Sebastian Aroca, Managing Partner with Hispanic Market Advisors®, reminds brands that, “The Hispanic Heritage Month celebration, which takes place every year from September 15th to October 15th, is a splendid opportunity for smart and innovative brands to learn more about the Hispanic community and join the celebration without sounding cocky.”
Here are a few ideas on how to celebrate diversity and honor the Latino culture:
1. Acknowledge your Hispanic employees for their contributions - It is important to recognize the contributions that come by employees from different cultures and backgrounds. The Army, for instance, is celebrating the many different cultures that make up American society.
2. Integrate diversity into your business - Embracing diversity does not mean dancing merengue with your colleagues in a networking event after business hours, although that can be fun. To integrate diversity into your business requires knowledge of customers’ culture, buying habits and preferred methods of communication.
As a market’s dominant population group changes, minority businesses belonging to that group naturally emerge to meet the unfulfilled needs of that group within the market. This will position your business to be ready to naturally exploit all economic opportunities within your diversified market segments.
3. Join Hispanic Organizations and Minority Business Programs - Becoming a corporate partner with the U.S. Hispanic Chamber of Commerce, sponsoring one local Latino event, or joining a Minority Business program such as DiversityFran (formerly known as the MinorityFran program) can be all magnificent ideas.
Many franchise companies, for instance, seek to merge diversity programs into their strategic plans as ways to create competitive advantage. Maid Right Franchising has created the “Maid Right Latino” initiative and is growing emerging markets in local communities by proactively recruiting into their franchise system Latino entrepreneurs who want to start their own business.
4. Establish strategic partnerships with Multicultural Agencies - Business owners, entrepreneurs and corporate executives across the United States are awakening to the importance of connecting effectively and emphatically with the Hispanic market. After all, Hispanic consumers growing purchasing power is estimated to reach $1.5 trillion dollars by 2015.
Everyone wants a piece of the pie! Some brands are making a serious commitment to the Hispanic market. Other brands, though, still remain cautious in their approach, for either lack of knowledge or information. Partnering with a Hispanic Marketing or Multicultural Agency can help support specific Hispanic initiatives targeting the Hispanic consumer.
5. Communicate to your stakeholders why and how your business embraces diversity - You may want to encourage your Diversity Program Manager or Public Relations Director to consider:
- Sending a bilingual press release announcing that your company is joining the Hispanic Heritage Month celebration (mention list of activities)
- Creating a Twitter Party to discuss the Hispanic culture with your audience– engaging with them starts with listening to what they have to say!
- Contributing a unique article to your local Hispanic Chamber of Commerce or other Latino business association relevant to your business.
- Matching your brand with top Latino celebrities and trend-setters to reach Hispanic consumers through endorsements.
To read more on Marketwired, click here.
Agrochic selected as Blogger of the Year at PRBloggerCon by Ford Puerto Rico
Perla Sofía Curbelo, blogger and founder of Agrochic.com, was chosen as Bloguera del Año (“blogger of the year”) powered by Ford Puerto Rico during PRBloggerCon on Saturday.
Curbelo founded Agrochic.com in 2009, with a focus on gardening and urban agriculture. A journalist, educator, and entrepreneur, Curbelo also promotes and interviews experts in the field of agriculture on topics related to living a “green” lifestyle.
For more information, click here.
Casa Latina and BlogHer to co-produce tri-state Blogger Business Bootcamp
Casa Latina, a bilingual multimedia home-and-lifestyle brand (www.casalatina.com), is partnering with BlogHer, Inc., a cross-platform media network and publisher for women, to co-produce The Blogger Business Bootcamp for Latina Lifestyle and Parenting bloggers at the Casa Latina Home Expo on November 15th in NYC.
The Blogger Business Bootcamp is a professional opportunity available to entrepreneurial, professionally-minded Latina bloggers in the NY Tri-State area, and will feature a diverse community of culturally-relevant professionals speaking on the theme “How-To Develop A Blog Into A Brand”.
“We are excited to have BlogHer as a partner leading up to our second annual Casa Latina Home Expo,” said Nora Diaz Bretherton, co-Founder of Casa Latina. “The collaboration with BlogHer will add to the Expo’s consumer offering by creating a dynamic experience for Latina bloggers that integrates a community of multimedia experts, resources and tools in order to help them reach the next level.”
“Casa Latina is delivering a unique experience to Latina bloggers in the Tri-state area, and we’re proud to be a part of intensifying their educational offering,” added Elisa Camahort Page, co-founder and COO of BlogHer.
The Blogger Business Bootcamp will take place in addition to the Expo’s slate of influencer-led how-to clinics, creative home-based ideas, product giveaways, chef led cooking demos and children’s entertainment.
Jaylah Sandoval Producer, VJ and On-Air Personality for Alex Sensation’s show on La Mega 97.9 in NYC and El Zol 106.7 Miami, the #1 radio show on Spanish Broadcasting System, will be the emcee for the day.
The exciting slate of talent hosting clinics, Q&A’s and Meet & Greets with attendees include:
- John Colaneri from HGTV’s hit show Cousins Undercover
- Vanessa Deleon, Interior Designer and on-air talent featured in HGTV Design Star, Food Network Restaurant Impossible and NBC’s American Dream Builders.
- Marlene Pratt, Casa Latina co-founder, interior designer and television talent
- Dr. Helen Troncoso, Health Expert and Vme-TV talent, is leading the Expo’s Healthy Home/ El bienestar del hogar initiative
- Kathy Cano Murillo a.k.a The Crafty Chica
- Jeannette Kaplun, founder of Hispana Global
To read more, click here.
Tyson, Duracell among brands working with Collective Bias to reach Hispanic consumers
Collective Bias announced on Wednesday that it has signed new deals with some of the world’s leading brands that are turning to the shopper social media company to connect with consumers in the U.K. and Hispanic markets. These new service offerings reinforce why Collective Bias recently made its debut on the 2014 Inc. 5000 list of fastest growing U.S. companies at #589 and was the #1 ranked company in Arkansas. In addition, Collective Bias picked up an honorable mention from the prestigious Content Marketing Awards for work done with Disney’s #FrozenFun.
The latest brands working with Collective Bias’ “ColectivaLatina” team to reach Hispanic shoppers on social media include Tyson, El Yucateco Hot Sauce, Duracell and La Morena. With a combined reach of 18 million viewers, ColectivaLatina influencers create high-quality, culturally relevant content. The social content is produced by influential Latinos and is designed to be easily shareable on social networks including Pinterest, Twitter, Instagram and Facebook in order to reach other Latinos.
Fresh off the heels of a successful U.K. World Cup Twitter campaign that generated 22 million impressions and a top 10 trending topic for Coca-Cola Enterprises, Collective Bias and Coca-Cola are expanding their relationship in the region with new shopper social media initiatives. These include campaigns for Capri Sun, Coke Life with Vodafone and original 2014 holiday season campaigns. Collective Bias, which opened its U.K. office in 2013, also signed regional shopper marketing program deals with J&J Polysporin and Shopper Events Canada for Walmart and HMV.
To read more, click here.
Lopez Negrete launches bilingual campaign for Verizon FiOS
Verizon FiOS recently debuted 15 online videos as part of a new bicultural campaign, “Learning at FiOS Speed.” The campaign aims to show how the company steps up to the challenge of providing the best tools for students going back to school. According to the e-Learning Foundation, children with at-home access to computers average a grade higher on exams.
The combination of English and Spanish videos focuses on different subjects, such as history, science, and language, among others. Creative visuals and props blend with fun and engaging dialogue from school-aged children to not only make the topics enjoyable but to make the videos themselves shareable. The end result is tidbits of information and entertainment to share with anyone, young and old.
“It’s a simple idea: with faster Internet, you learn faster,” said Vicent Llopis, Executive Creative Director at Lopez Negrete Communications. “It’s also a campaign about engagement, which meant the videos had to be fun and shareable while also conveying clearly and directly the fast Internet service Verizon FiOS offers.”
Lopez Negrete Communications created all 15 videos using a blend of styles from animation to puppetry and pushed the digital aspect of the campaign through the creation of a unique tab on the Spanish-language Verizon FiOS Facebook page, Somos Verizon FiOS. The tab offers a convenient, singular place to experience all the videos while conveying messaging that talks about how FiOS services help students going back to school.
“Lopez Negrete understands that to push the envelope in social programs such as this one bridges the core of our social strategy with unexpected creative, enhancing the quality of community engagement,” said Orlando Zambrano, Lead of Digital and Social Strategy for Multicultural Segments for FiOS.
To read more, click here.
Premios Tu Mundo attracts record number of viewers in its third year
Last night’s broadcast of Telemundo’s third annual Premios Tu Mundo (Your World Awards) ranked as the network’s #1 primetime entertainment special this season averaging nearly 1.1 million adults 18-49 and 1.9 million total viewers, according to Nielsen.
The awards show, hosted by Gaby Espino and Aaron Diaz, featured top musical acts such as Lucero, Juanes, Los Tucanes de Tijuana, and David Bisbal, reached a cumulative audience of 4.12 million total viewers and 2.23 million adults 18-49. The awards show also ranked #1 in New York and Miami, regardless of language among adults 18-49. The program aired live from the American Airlines Arena in Miami, Florida, and was preceded by the star-studded blue carpet pre-show “La Alfombra de Premios Tu Mundo,” which received its highest viewership ever, averaging 1.38 million total viewers and 751,000 adults 18-49.
Premios Tu Mundo ranked as the #1 Hispanic Social TV Show among broadcast and cable networks according to Nielsen Social, registering 1.5 million impressions on Twitter during the telecast, and beating out other major awards shows that aired over the last year in terms of engagement (Tweets per Unique Authors), including the Premios Lo Nuestro 2014, 86th Academy Awards, 40th Annual People’s Choice Awards and the 2013 MTV Video Music Awards. Additionally, Premios Tu Mundo became a worldwide trending topic on Facebook and Twitter and #PremiosTuMundo registered over 633,000 hashtag instances across all platforms.
To read more, click here.
Demographic shift signals the need for more mobile marketing
By: Laurita Tellado
A Pew Research infographic demonstrating cell phone ownership and Internet use by race, indicates that 76 percent of Hispanics access the Internet using a mobile handheld device, at least occasionally. (Pew Hispanic, www.pewhispanic.org)
The demographic makeup of the U.S. is in the midst of a drastic shift. The U.S. Census estimates that, by the year 2043, Caucasians will become a minority in the country. For the first time in our nation’s history, the majority of people are of a multicultural background.
Hispanics make up approximately 17 percent of the population, according to the U.S. Census Bureau. In comparison, 13 percent of people in the U.S. are African-American, five percent are Asian, and nearly 78 percent are white.
This progressive shift in population will mean a lot more to marketers than the mere publishing of campaign materials in Spanish as well as in English. For agencies and their brand clients, it also highlights the need for digitalizing their strategies.
A March 2013 report by Pew Research states that the percentage of Latino adults who say they go online at least occasionally had risen from 64 percent to 78 percent– an increase of 14 percent.
Additionally, 86 percent of Latinos said they owned a cell phone in 2012, in contrast to just 76 percent in 2009.
“Latino internet users are more likely than white internet users to say they go online using a mobile device—76 percent versus 60 percent,” the Pew Research report indicates.
What do these numbers mean for marketers? As the Latino population grows in the U.S., along with an increase in cell phone usage, so should marketers embrace the closing of the so-called “digital divide,” and invest even more in mobile technologies to attract– and keep– their Latino clientele.
With this transition also comes the ability to reach consumers wherever they may be– at home, at work, or on vacation, while they might otherwise not have access to a computer.
And with Hispanics almost tied with blacks and whites for their use of social networking sites such as Twitter and Facebook, reaching Latino consumers online has never been easier.
That is precisely why the marketing and PR industries need to heed the blatant call to action from the soon-to-be majority group, or risk finding themselves on the unfortunate side of another digital divide.
United Soybean Board invites Latinos to contribute to virtual library
(United Soybean Board via Flickr)
The United Soybean Board (USB) invites Hispanic families to pick up the camera and record a short video of their family making their favorite traditional recipes. To celebrate keepsake traditions and great tasting recipes, USB launched a virtual library where families share the rich history behind beloved food dishes. Participants will have the opportunity to have their special customs videos honored in the Soy Connection Digital Time Capsule. Entries will be accepted until September 30, 2014 at www.soyconnection.com/hispanictraditions.php.
Nearly two-thirds of Hispanics say they follow Hispanic traditions when preparing food. USB is proud to highlight the role soybean oil plays in heritage recipes. Entrants can share the heritage videos on their Facebook page, and select submissions will earn bragging rights by being featured in the Digital Time Capsule. USB’s Soy Connection Digital Time Capsule offers a unique opportunity to showcase treasured recipes, fun memories and cherished traditions tied to meal preparation in Hispanic homes.
“Though most may not know it, soybean oil has been a long-standing staple of Hispanic menus,” said Lorena Drago, registered dietitian, certified diabetes educator and consultant to USB. “As most vegetable oil is actually 100% soybean oil, it is one of the most versatile ingredients in the kitchen and becomes an essential part of everyday cooking.”
As 86% of Hispanics believe eating together as a family maintains unity, perpetuating cooking traditions has become an act of love.
To read more, click here.