The National Marketing Awardsconvened by the Spain marketing association, They have revealed the marks and candidate companies in the long list of these awards. They have been selected from a total of 180 candidates received, and some will become part of the short list, which will be announced on May 29.

The National Marketing Awards are presented this year renewedunder the leadership of José Luis Arbeo, who was elected general director of the Association in replacement of Víctor Conde, who served for 11 years.

In this sense, they have Updated the categories of the contest To better reflect the evolution of the sector, as expressed by the association. This edition contemplates seven company categories -Integral Marketing Strategy, brand construction, client experience, innovation in the proposal of value, advertising and commercial communication, sales strategy, sponsorships and alliances -and two special categories -better marketing equipment and business leader promoter of marketing. To this is added the National Marketing Grand Prize.

The jury, composed of 20 professionals, will be in charge of evaluating the work according to some redefined criteria For the occasion. They will consider, in each case, the consistency of the general strategy (20%), the degree of innovation and creativity (20%), the use of data, models and technology (25%), the business results (25%) and the difficulty of the case (10%).

Long Sales Strategy List

The bases of the contest point out that the sales strategy category values ​​the Integrated Management of Physical and Digital Channels As a marketing tool. Thus, the focus on digitalization and convenience is recognized to optimize the shopping experience, the collaboration between marketing and sales to promote the understanding of customer segments and maximization of traffic, conversion, cross sale, etc.

Carrefour – APP MICARREFOUR

Throughout the last years Carrefour has advanced in the digitalization of his shopping experience with the consolidation of his application my carfaor. In it, in addition to offering home purchase delivery, it also allows you to integrate the advantages of the Club Carrefour Fidelization Program and enjoy new payment options that speed up the shopping shopping.

EMUCA – become an omnicanal b2b company

Emuca, a solution company for the furniture, carpentry and DIY sector, has carried out a transformation process to evolve from a traditional B2B model to an omnichannel brand with a presence in 60 countries. It currently operates in the main marketplaces of the sector and collaborates with great distribution actors such as Leroy Merlin, Bricodepot or Bauhaus. It also has an inside unit salts to directly attend to the professional client. The diversification of channels allows an integral, flexible and highly specialized customer experience.

Gilmar – Take the reins (Madrid Horse Week)

Within the framework of its sponsorship to the Equestrian event Madrid Horse Week, the real estate Gilmar deployed a special commercial strategy focused on providing a luxury experience. He had an exclusive box attended by clients, partners and guests; as well as an area lounge VIP, artificial intelligence experiences or awards and raffles.

IKEA – How we activate the omnicanal client

IKEA competes in this section with its Ikea Family loyalty program, which in Spain has 7.7 million members who have access to promotions, discounts and offers. The company saw an opportunity not only to digitize the relationship with the customer, but to encourage omnichannel and connect forms of purchase, which is a strategic priority of Ikea.

IKEA – IKEA LIVE

Ikea began to bet on Live Shopping in March 2022 and, since then, it has become a relevant piece in its marketing strategy. The company itself ensures that the format allows a more direct interaction with consumers, which offers inspiration, new uses or ideas to improve life at home. IKEA points out that it has alreadyCumulated more than 3.78 million visualizations and 47 employees have participated.

Leroy Merlin – Sales Strategy 2024

Leroy Merlin’s commitment to omnichannel seeks to respond to user consumption habits, who naturally combine physical and digital channels in their purchase decisions. Its comprehensive strategy connects its 137 physical stores, the web, application and telephone sale, with the ambition to offer a fluid, agile and intuitive experience.

Obramat – omnichannel that builds results

The construction and reform sector has very traditional codes and presents a high dependence on the physical sales point. Obramat has sought to accelerate its omnicanal transformation without losing its positioning in the category and seeking to create fluid and consistent experiences between channels. Thus has built a model around its data and technology with the intention of improving experience, growing in customers and optimizing equipment productivity.

Samsung – “The Art of Hack”

Samsung took advantage of the characteristics of his “The Frame” TV model, which incorporates more than 1,600 works of art from all over the world as wallpapers, to lower the VAT of the product from 21% to 10%, which is the one that applies in the art trade.
The initiative has been recognized both nationally and internationally, at festivals and Cannes Lions or the National Creativity Awards.

Santander – Aitana & Santander Smusic card

In October of last year Banco Santander opted at the strategic level for the fan community, specifically for the followers of the Spanish singer Aitana, and launched a specific card. In addition to providing the entity’s own advantages, it offers exclusive benefits so that fans can close more to Aitana and their music. It gives access to presale entries, discounts and other cultural and educational activities and initiatives.

The winners will be released next June 24 at the Gala for the National Marketing Awards.