2010 ERG Program Manager Track: Best Practices ERG’s Impact on Branding, Marketing & Advertising Moderator: Jocelyn Whitfield Banks / Chair, Associate.

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Presentation transcript:

2010 ERG Program Manager Track: Best Practices ERG’s Impact on Branding, Marketing & Advertising Moderator: Jocelyn Whitfield Banks / Chair, Associate Resource Group Steering Committee / The Kroger Company Presenters: Joe Husman / CDO, National Manager D&I / Toyota Financial Services Richard Johnson / Program & Platform Manager / UBS Financial Services

2010 Business case study that demonstrates The significance of utilizing resources within an ERG The importance of leveraging senior management The impact an ERG can have on the bottom line for your firm Best Practices ERG's Impact on Branding, Marketing & Advertising Lexus Partners with Toyota Business Partnering Groups

2010 Background Toyota / Lexus Business Partnering Groups Mission and Structure African American Collaborative (AAC) Executive Sponsors (Corporate Managers and VPs) Toyota Organization for the Development of Latinos (TODOS) Gay, Lesbian, Bisexual, Transgender and Friends Alliance at Toyota (GALA) Toyota Asian American Society in Alliance (TAASiA) Executive Council (GVPs / SVPs) Mission: Foster Employee Development and Business Growth Women’s Business Partnering Groups (TORQUE!)

2010 Toyota, Lexus and Scion brands are challenged to create lasting impressions and community advocacy in a very cluttered and “deal driven” marketing environment Questions asked: Who are the communities with whom we should be having conversations? What and where should those conversations be? How do we make our brands come to life in diverse communities? How do we measure our brand impact (“I can’t imagine a world without Toyota / Lexus / Scion”)? Are these efforts and dollars going to lead to new vehicle sales? The Challenge Create meaningful marketing experiences that resonate with African American, Asian American, Female, Latino, and LGBT current and potential consumers

2010 Lexus appoints a multi-cultural marketing manager with a passion for engaging the Toyota Business Partnering Groups (TBPGs) Lexus hires Walton Isaacson as their Multi-Cultural Marketing and Advertising Agency Through idea sharing, already established relationships grow into more full community engagement and opportunities for more professional marketing…and new relationships blossom! Dollars matter, but alone don’t build advocacy. Feet on the street (TBPGs) are what show true and lasting commitment to customer and community relationships  Test Drives / Product Demonstrations activated by TBPG members  Volunteer roles and presence by TBPG members at larger events  Strong bonds, advice and idea sharing with Walton Isaacson The Journey A little luck and a lot of hard work!

2010

2010 Impact Better community connections (we help them improve their events and their own marketability) Invitations to key events yield Senior recognition and ACTIVE support Toyota / Lexus / Scion get “exclusivity” offers Strong support during recent challenges, and we’ve sold a few vehicles! The Journey A little luck and a lot of hard work!

2010 The Result: Impact on the all important purchase funnel Awareness Consideration Shopping Intention Purchase or Lease Insert Loyalty Coupon here!

2010 Lexus Listening Lounge Toyota Business Partnering Groups (TBPGs)