Thursday, December 3

Reinvention, innovation and proximity to the customer, success formulas of the winners of the MIA 2020 Awards



Closeness to the client, adaptation and reinvention, all this added to a great dose of innovation. And then observe the current moment as an opportunity. These are the keys that the winning brands of the MIA Awards have applied since March 2020 to continue to be well positioned among their customers in the midst of a pandemic context. The IV edition of the MIA Awards, organized by the Mediterranean Marketing Club and promoted by the Provincial Council of Alicante, 3dids, Alannia Resorts, Cajamar and Necomplus and with the collaboration of Blau Comunicación y Small, has awarded the good practices of marketing of 7 Alicante brands and a professional, in an appointment already consolidated in the sector and that this year is celebrated throughout the month of November under the slogan ‘The 30 days of Alicante brands’.

The winning companies in this IV Edition of the MIA Awards have been:

  • Winner of the ‘Best Professional Career’ Award: Francisco Gómez Andreu.

For the winning brands, being close to their customers has been essential: “We understood that it was our responsibility as a brand and, as far as possible, we wanted to contribute moments of happiness. Awards such as the MIA Awards are a recognition to the entire team for the daily effort that we are carrying out to be close to them ”, assures Carolina Perán, Brand Manager of Pikolinos. Something similar has happened in Unisa: “Our priority has been to be at the side of all our clients. We had to develop a virtual showroom in record time to work the collection with all our clients. In addition, we radically change the way we communicate in RRSS, focusing on messages of hope, enthusiasm for a better near future and, above all, support in such disconcerting times “, says Eduardo Aporta, Product Manager of Unisa.

In the case of Tourism Costa Blanca, a sector especially affected by this crisis, “it has become necessary to launch a new communication initiative, which had as its axis the enhancement of the tourist resources of the Costa Blanca together with the need to support the sector and make an appeal to local tourism”, Adds Jose Mancebo, executive director of the Costa Blanca Provincial Tourism Board.

Innovation is being another of the pillars that has allowed these brands to do well at the current moment, as is the case of Alibuliding: “The strong technological commitment with which we were born has allowed us to continue developing business relationships electronically without encountering major operational barriers derived from Covid”, Says José Izquierdo, its director. Along with innovation, rapid adaptation has been key, as has happened in Biomecanics: “This 2020 we have had to adapt our marketing strategy, since there are processes that have accelerated and others have slowed down. We focus on online actions such as influencer, content and audiovisual marketing”, Says its Marketing Manager, Inmaculada Pérez.

He too Instituto Bernabeu affirms that the new situation has led them to reinvent their communication actions immediately and boldly: “We have stayed close to our patients or potentials, with digital strategies of webinars, videos, newsletters and dissemination articles and with the use of informative guides and magazines in digital format that the patient or online visitor can download, and the enhancement of the consultation Online medical versus face-to-face medical visits has been another fundamental pillar”, says Sómnica Bernabeu, its director of Marketing and Communication.

In the case of Francisco Gomez, president of the Marjal Group and former president of AEFA, recognized in the category of Best Professional Career Award, believes that all the good should be taken out of this situation: “Such a complex and changing context has become a great opportunity to analyze behavior and consumption models, since this is an essential part of marketing processes and we, this year, have preferred to focus on learning to face the future”.

All of them have expressed their appreciation for the award, and have ensured that, throughout this year, their marketing actions have become essential so that their clients continue to consider them relevant, agreeing that marketing and the actions developed for them have made it possible to get to where they are: “This recognition of our marketing vision of improving the customer experience satisfies us enormously, because it is the pure essence of our ‘Done’ project, born by listening to customers, being close to them and building to meet their needs.”, Concludes Santiago Portas, director of Religious Institutions of Sabadell Bank.

As explained by the president of the Mediterranean Marketing Club and project director of Nexia Marketing, Marta Iranzo, this IV edition has a special tint: “2020 has been a difficult year for brands, but perhaps that is why they have taken so much prominence good marketing strategies. Thanks to them, many companies have managed to face this crisis ”.

The IV edition of the Mía Awards has had a jury made up of 21 professionals from the marketing and communication sector who have selected the 8 winners from among the more than 55 applications received in this 2020 edition.

About the Mediterranean Marketing Club

The entity began its journey, under the name of the Valencia Marketing Club (CMM), and took the step to be called the Mediterranean Marketing Club, with the aim of promoting the structuring of the entire Valencian Community. Currently, individual members, Company members, Sponsors members and First Brand members are already part of this project, distributed among the three provinces of the Valencian Community. The Mediterranean Marketing Club joined the CEV in February 2019.

Through its offer of activities, events, recognitions, training presentations, company visits, etc. They offer their associates the possibility of being inspired, relating to professionals in the sector and promoting the visibility of Marketing and the personal and business brand. The Mediterranean Marketing Club is the perfect meeting point for professionals, brands and marketing providers from the Valencian Community.

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