{"id":7000,"date":"2021-06-02T12:04:12","date_gmt":"2021-06-02T09:04:12","guid":{"rendered":"https:\/\/favorite-news.com\/es\/un-cafe-con-claudia-ayats-directora-de-marketing-de-nespresso\/"},"modified":"2021-06-02T12:04:17","modified_gmt":"2021-06-02T09:04:17","slug":"un-cafe-con-claudia-ayats-directora-de-marketing-de-nespresso","status":"publish","type":"post","link":"https:\/\/favorite-news.com\/es\/un-cafe-con-claudia-ayats-directora-de-marketing-de-nespresso\/","title":{"rendered":"Un caf\u00e9 con&#8230; Claudia Ayats, directora de marketing de Nespresso"},"content":{"rendered":"<p>Claudia Ayats, directora de marketing de NespressoA finales del pasado mes de abril, Nespresso presentaba una gran novedad con la que volv\u00eda a romper las reglas del juego en el mercado del caf\u00e9. Si en 1986 la marca revolucion\u00f3 el sector con la llegada de las c\u00e1psulas, este 2021 tambi\u00e9n ser\u00e1 un hito importante para la compa\u00f1\u00eda con el lanzamiento de Vertuo, un\u00a0sistema\u00a0de\u00a0extracci\u00f3n basado\u00a0en la\u00a0tecnolog\u00eda\u00a0Centrifusion,\u00a0dise\u00f1ado por la compa\u00f1\u00eda, gracias al cual e el consumidor puede elaborar caf\u00e9 desde\u00a0los 40 ml\u00a0hasta\u00a0los 535 ml. \u00a0En una conversaci\u00f3n por Teams, con taza de caf\u00e9 en la mano (por supuesto, Nespresso), conversamos con Claudia Ayats, directora de marketing de la compa\u00f1\u00eda, a prop\u00f3sito de esta innovaci\u00f3n.\u00bbVertuo es un abanico nuevo de tama\u00f1os y estilos de caf\u00e9 con el que pretendemos \u00a0llegar a m\u00e1s consumidores, que bien estaban en otros sistemas o no estaban convencidos con el sistema de espresso italiano corto. Ahora incluso pueden compaginar ambos sistemas. Lo que intentamos es llegar a ese consumidor que no lleg\u00e1bamos anteriomente por el perfil de taza. \u00a0Tenemos grandes expectativas y creemos que va a tener una gran acogida\u00bb, nos cuenta esta directiva que lleva m\u00e1s de diez a\u00f1os en la compa\u00f1\u00eda.Claudia Ayats, con una de las m\u00e1quinasTambi\u00e9n nos aclara que van a convivir las dos m\u00e1quinas, \u00abson dos sistemas que llegan a unos targets totalmente diferentes y que abren posibilidades a otro tipo de consumidor\u00bb.La campa\u00f1a de lanzamiento comenz\u00f3 con su base de clientes con unos mailings e emailings\u00a0creativos. \u00abCreamos una landing con mucho contenido, masterclass, art\u00edculos&#8230; el 11 de mayo lanzamos en medios masivos (televisi\u00f3n, internet) y estamos trabajando fomatos especiales, muy notorios. Estamos haciendo una colaboraci\u00f3n con Movistar + (una plataforma muy af\u00edn al target al que queremos llegar, con formatos exclusivos en tres programas &#8216;El vermut&#8217;, &#8216;Leitmotiv&#8217; y \u00a0&#8216;Al volante&#8217;, en l\u00ednea con el\u00a0storytelling\u00bb.Adem\u00e1s, Ayats ha destacado la apuesta en su plan de marketing por la degustaci\u00f3n, se\u00f1alado que esta \u00abno es solo el momento del sorbo, ya que desde el inicio sorprende por el c\u00f3digo de barras de la c\u00e1psula\u00bb.\u00bbEs una m\u00e1quina muy silenciosa y desprende mucho aroma, algo que soprende mucho. Queremos que el consumidor lo viva y lo aprecie y as\u00ed puede hacerlo en nuestras boutiques, pero tenemos restricciones en trade y con los partner por la pandemia y estamos pendientes de cu\u00e1ndo podemos reactivar y pensar en acciones que podr\u00edamos hacer de cara al consumidor en exterior. Tambi\u00e9n estamos pensando en c\u00f3mo hacer degustaciones digitales\u00bb, explica.En el lanzamiento han trabajado con influencers: \u00abHemos extendido mucho nuestra comunidad de brand advocates para Vertuo a nueve influencers m\u00e1s, algunos m\u00e1s micro, otros m\u00e1s masivos, de tres territorios: estilo de vida, dise\u00f1o y gastronom\u00eda. Tres de ellos son Paula Ordov\u00e1s, Patricia Sa\u00f1\u00e9s y Miquel Antoja, que era ya colaborador nuestro\u00bb, detalla esta profesional.Adem\u00e1s han realizado una colaboraci\u00f3n con la influencer italiana Chiara Ferragni, con la que han lanzado una colecci\u00f3n de accesorios con su dies\u00f1o ic\u00f3nico, el ojo. \u00abHicimos una venta privada a nuestros clientes registrados para acceder a estos accesorios con mucho \u00e9xito. Ella es una empresaria digital italiana con \u00a025 millones de seguidores pero es muy af\u00edn al consumidor espa\u00f1ol. Chiara tambi\u00e9n aparece en el spot de la marca y va a seguir colaborando en m\u00e1s acciones\u00bb. Ayats nos cuenta que el actor George Clooney, que tambi\u00e9n aparece en el anuncio, adem\u00e1s de embajador de la marca, est\u00e1 involucrado en el consejo asesor de sostenibilidad y que est\u00e1 implicado en muchas cosas de la compa\u00f1\u00eda que no son tan visibles como las campa\u00f1as de publicidad.\u00a0\u00a0\u00a0\u00a0Ver esta publicaci\u00f3n en Instagram\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Una publicaci\u00f3n compartida de Chiara Ferragni ? (@chiaraferragni)\u00a0\u00a0\u00a0\u00a0Ver esta publicaci\u00f3n en Instagram\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Una publicaci\u00f3n compartida de Nespresso Espa\u00f1a (@nespresso.es)\u00a0<script async defer src=\"https:\/\/platform.instagram.com\/en_US\/embeds.js\"><\/script><br \/>\n<br \/>\n<!--noindex--><br \/>\n<a href=\"http:\/\/www.marketingnews.es\/marcas\/noticia\/1166165054305\/cafe-claudia-ayats-directora-de-marketing-de-nespresso.1.html\" rel=\"nofollow\">Source link <\/a><br \/>\n<!--\/noindex--><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Claudia Ayats, directora de marketing de NespressoA finales del pasado mes de abril, Nespresso presentaba una gran novedad con la que volv\u00eda a romper las reglas del juego en el mercado del caf\u00e9. Si en 1986 la marca revolucion\u00f3 el sector con la llegada de las c\u00e1psulas, este 2021 tambi\u00e9n ser\u00e1 un hito importante para [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":7001,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-7000","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias-de-internet-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Un caf\u00e9 con... 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Si en 1986 la marca revolucion\u00f3 el sector con la llegada de las c\u00e1psulas, este 2021 tambi\u00e9n ser\u00e1 un hito importante para [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/favorite-news.com\/es\/un-cafe-con-claudia-ayats-directora-de-marketing-de-nespresso\/\" \/>\n<meta property=\"og:site_name\" content=\"Favorite News\" \/>\n<meta property=\"article:published_time\" content=\"2021-06-02T09:04:12+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-06-02T09:04:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/favorite-news.com\/es\/wp-content\/uploads\/sites\/4\/2021\/06\/Un-cafe-con-Claudia-Ayats-directora-de-marketing-de-Nespresso.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"530\" \/>\n\t<meta property=\"og:image:height\" content=\"301\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"favorite-news\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"favorite-news\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/favorite-news.com\\\/es\\\/un-cafe-con-claudia-ayats-directora-de-marketing-de-nespresso\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/favorite-news.com\\\/es\\\/un-cafe-con-claudia-ayats-directora-de-marketing-de-nespresso\\\/\"},\"author\":{\"name\":\"favorite-news\",\"@id\":\"https:\\\/\\\/favorite-news.com\\\/es\\\/#\\\/schema\\\/person\\\/b91573b717dcfa5e4696032a9d28d3e8\"},\"headline\":\"Un caf\u00e9 con&#8230; Claudia Ayats, directora de marketing de Nespresso\",\"datePublished\":\"2021-06-02T09:04:12+00:00\",\"dateModified\":\"2021-06-02T09:04:17+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/favorite-news.com\\\/es\\\/un-cafe-con-claudia-ayats-directora-de-marketing-de-nespresso\\\/\"},\"wordCount\":696,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/favorite-news.com\\\/es\\\/un-cafe-con-claudia-ayats-directora-de-marketing-de-nespresso\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/favorite-news.com\\\/es\\\/wp-content\\\/uploads\\\/sites\\\/4\\\/2021\\\/06\\\/Un-cafe-con-Claudia-Ayats-directora-de-marketing-de-Nespresso.jpg\",\"articleSection\":[\"NOTICIAS DE INTERNET MARKETING\"],\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/favorite-news.com\\\/es\\\/un-cafe-con-claudia-ayats-directora-de-marketing-de-nespresso\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/favorite-news.com\\\/es\\\/un-cafe-con-claudia-ayats-directora-de-marketing-de-nespresso\\\/\",\"url\":\"https:\\\/\\\/favorite-news.com\\\/es\\\/un-cafe-con-claudia-ayats-directora-de-marketing-de-nespresso\\\/\",\"name\":\"Un caf\u00e9 con... 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