Talks With Teads | Toyota on Creating Authentic Consumer Engagement

In this latest installment of “Talks with Teads,” recorded live at the New York Auto Show at the Javits Center, Natalie Bastian, the global CMO at Teads, sits down with Dedra DeLilli, Group Manager of Sponsorships & Auto Shows at Toyota North America. The backdrop of their discussion was the Media Post Auto Summit, a gathering of top marketers in the auto industry sharing innovative strategies and showcasing impactful creative work.

Key Topics Explored:

Connecting Emotionally with Consumers

Dedra emphasized the importance of connecting with consumers through experiences and activations that resonate on a personal level. She discussed how Toyota strives to engage consumers by finding passion points that authentically align with the brand, fostering a deeper connection, and altering perceptions about what Toyota represents.

Navigating Changes in Consumer Behavior

With changing consumer behaviors, especially in digital environments, Dedra highlighted the critical role of extensive research. Understanding consumers’ identities, behaviors, and preferences allows Toyota to anticipate needs and deliver personalized, relevant messages. This proactive approach ensures Toyota stays ahead in messaging, aligning closely with consumer expectations and the evolving digital landscape.

Leveraging Sponsorships for Authentic Engagement

Dedra shared insights into how Toyota ensures the authenticity of its activations, focusing on a clear and concise strategy that aligns with brand and business goals. The rigorous vetting process for partners ensures they embody the values important to Toyota, supporting community and philanthropic efforts.

Future Excitements: Paris 2024 Olympic and Paralympic Games

Looking forward, Dedra expressed excitement about Toyota’s involvement in the upcoming Paris 2024 Olympic and Paralympic Games, touching on the upcoming global ‘Start Your Impossible’ campaign highlighting Toyota’s commitment to inspiring excellence and overcoming challenges, both on and off the field.

To learn more about how auto consumers shop today, download our Shifting Gears study.